How can we use a telenovela to help Latinx parents see themselves as role models in their young children’s science learning? Using an innovative, culturally relevant, meaningful, and authentic media program – a telenovela – to promote caregivers’ confidence, ability to support their children’s everyday science learning, and awareness of science career paths. Latinx children make 25% of the U.S. population but represent only 7% of the STEM workforce as adults. This project aims to change the narrative around Latinx family engagement with rich science learning that draws on home culture and
The KQED science news team began a study with Texas Tech University to find out whether stories aimed at generating “awe” would drive deeper engagement with news features. From a preliminary study the team learned people can feel experiences like connectedness and vastness, not only through images but through a written story. The team intended to write their own science stories through an "awe" framework, but the pandemic redirected the team's work, and halted testing of participants’ response to the articles, which would have required the use of Texas Tech's Psychophysiology Lab.
Here are
KQED, the Northern California PBS and NPR member station, and the College of Media & Communication at Texas Tech University have recently completed a $3 million grant from the National Science Foundation (NSF) for the project Cracking the Code (CTC): Influencing Millennial Science Engagement. The three-year grant provided funding for an unprecedented science media research initiative between science media professionals and science communication academics with the goal of identifying how best to engage younger, more diverse audiences with science media.
This report is the final process
KQED, the Northern California PBS and NPR member station, and the College of Media & Communication at Texas Tech University have recently completed a $3 million grant from the National Science Foundation (NSF) for the project Cracking the Code (CTC): Influencing Millennial Science Engagement. The three-year grant provided funding for an unprecedented science media research initiative between science media professionals and science communication academics with the goal of identifying how best to engage younger, more diverse audiences with science media.
This is the final outcomes report.
KQED, a San Francisco based public media organization, is interested in broadening participation and attracting and engaging a younger and more diverse audience, especially millennials, for their science media. The KQED science team is one of the largest reporting teams in the West with a focus on science news and it’s YouTube series, Deep Look.
This is a summary of Cracking the Code: Influencing Millennial Science Engagement, a three year media research project supported by NSF. The project brought together KQED science media professionals, academic science media researchers from Texas
This is the third of three guides for media practitioners, evaluators and researchers about some of what was learned through the project Cracking the Code: Influencing Millennial Science Engagement. This guide focuses on steps for conducting media research and research protocals.
This is the second of three guides for media practitioners, evaluators and researchers about some of what was learned through the project Cracking the Code: Influencing Millennial Science Engagement. This guide focuses on ways to identify your missing audience.
This is the first of three guides for media practioners, evaluators and researchers about some of what was learned through the project Cracking the Code: Influencing Millennial Science Engagement. This guide focuses on possible practices for creating an audience research collaboration for media professionals, evaluators and communication researchers.
The series of articles below is a study of Cracking the Code, one of the largest public investments in science media, journalism and science communication research collaborations, a project between KQED, Texas Tech and Yale Universities. KQED has the largest science reporting unit in the West focusing on science news and features including their YouTube series Deep Look.This series was written by Scott Burg from Rockman et al, the project's independent evaluator. Links to the articles in this series are below. The full articles in the series are posted on Medium.
A Three Year Case Study
We started our three year National Science Foundation Cracking the Code: Influencing Millennial Science Engagement audience research in 2018 with a national survey of millennials’ media consumption habits. This survey was conducted by Jacobs Media Strategies and found, among other things, that millennials were the most science curious generation. This survey provided the groundwork for each of the studies that we have conducted over the past three years as part of our Cracking the Code: Influencing Millennial Science Engagement study.
To wrap up our project, we conducted another large
KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research.
More specifically, Facebook’s
For an award-winning, public media YouTube science and nature series like KQED’s Deep Look, which delights its audiences by exploring unusual, tiny animals and plants up-close in ultra-high definition, how do you quantify and assess the value of different kinds of behind-the-scenes content when your original short videos are so fantastic at engaging your target audience?
Below is a summary of the key findings of the behind-the-scenes survey. Attached is the full report.
1. The measurable benefits of appending a fully produced behind-the-scenes video to a Deep Look episode appear to