Science writers, science producers, and science engagement specialists from KQED Science Deep Look joined a team of researchers from the University of Connecticut, Missouri State University, and Texas Tech University to focus on women’s preferences and identities as related to their science engagement intentions. Findings from this most recent study of the gender disparity in Deep Look viewership suggests that one key piece of the puzzle is related to women’s preferences for images and another key piece of the puzzle is related to the identities that women report as most important to them.
The KQED science digital media team continue their research on gender disparity of their YouTube series Deep Look.
Can videos with titles that pertained to health/home and sex/mating, on average, attach a higher proportion of female viewers?
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TEAM MEMBERS:
Sue Ellen McCannSevda ErisAsheley LandrumSarah MohamadOthello RichardsKristina JanétKelsi OpatSarah MohamadGabriela Quiros
The KQED science digital video team continue their study of gender disparity in viewership for the YouTube series Deep Look.
Below is a summary of the study’s key findings and you can read the complete study attached below.
1. Science curiosity is a key motivator of viewing Deep Look videos; science comprehension is not. You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.
2. Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in Deep Look viewership was not
The KQED digital video team explored why they have gender disparity in viewership of their YouTube series Deep Look. For almost every one of our episodes, the percentage of women who watch is considerably lower than the percentage of men, a disparity that also happens on other science shows distributed by PBSDS. On average, about 70% of Deep Look’s YouTube audience is male and only 30% is female. Our audience’s disparity is even more pronounced than that of YouTube’s average audience, which is 60% male.
Below is a summary of the survey’s findings. You can read the full report, called “A
This poster was presented at the 2021 NSF AISL Awardee Meeting.
Dinosaurs of Antarctica is a giant screen film and outreach project that documents the work of NSF-funded researchers on expeditions to Shackleton Glacier during the 2017-2018 field season. This immersive film and companion television special will bring the past to life and engage the public, and particularly students in middle grades (6-9), with polar science through appealing, entertaining media experiences and informal learning programs. The film serves as a companion for the synonymous Antarctic Dinosaurs museum exhibition
In order for science media to thrive in an environment where science misinformation is prevalent -- more than ever communicators need tools to be effective in reaching audiences. Researchers in science communication have developed best-practices approaches that can be extremely useful. Connecting researchers in science communication and practitioners including science filmmakers can lead to research that is more applicable and impactful and relevant to the needs of producers, in addition to media content that is based on the latest best-practice evidence.
Numeracy is not a luxury: numbers constantly factor into our daily lives. Yet adults in the United States have lower numeracy than adults in most other developed nations. While formal statistical training is effective, few adults receive it – and schools are a major contributor to the inequity we see among U.S. adults. That leaves news well-poised as a source of informal learning, given that news is a domain where adults regularly encounter quantitative content. Our transdisciplinary team of journalists and social scientists propose a research agenda for thinking about math and the news. We
This poster was presented at the 2021 NSF AISL Awardee Meeting.
Persons who are deaf or hard of hearing are underrepresented in the STEM workforce. A key factor is lack of awareness of STEM careers or of examples of STEM professionals. SWS has developed 8 video stories for viewing at home or while attending a boys and girls club. Evaluation will provide new knowledge about design, use, and potential impact of the stories on our audience’s interest in pursuing STEM and possibly a STEM career.
This poster was presented at the 2021 NSF AISL Awardee Meeting.
Thousands of webcams available to the public are operated by STEM organizations, such as zoos, museums, and government agencies. However, as of yet no research has quantified any aspect (cognitive, behavioral, or emotional) of viewer outcomes. Our objective is to build foundational knowledge about basic aspects of STEM webcams in the United States (US) from the perspectives of both practitioners and viewers.
This poster was presented at the 2021 National Science Foundation (NSF) Advancing Informal STEM Learning (AISL) Awardee Meeting.
The project’s goal is to create media-rich citizen science experiences for girls, particularly girls of color and/or from rural areas, which broaden their STEM participation, build positive STEM identity and increase understanding of scientific concepts, while leveraging the citizen science endeavors occurring at 16 diverse National Parks.
Early childhood is a critical time for developing foundational knowledge, skills, and interest in science, technology, engineering, and mathematics (STEM). For that reason, the Public Broadcasting Service (PBS) places a great priority on developing early childhood STEM content, especially through its television shows that are watched by over 60% of young children in the United States. Research suggests that adding in-the-moment interaction to television watching promotes learning and engagement. Toward this end, researchers from the University of California, Irvine and PBS KIDS have prototyped interactive versions of science shows that children view on internet-connected devices while they communicate with the main character powered by an AI conversational agent. Pilot studies show that when children watch these new interactive videos with the main character pausing periodically to ask probing questions about the learning goals of the episode and following up with appropriate responses, they are more engaged and learn more about science, with heightened benefits for children who speak languages other than English at home. Based on these early results, in this Innovations in Development project the research team will develop, test and produce publicly available conversational episodes for two PBS KIDS television shows, one focused on science and the other on computational thinking.
The project will iteratively study and develop six conversational videos with novel forms of support for children, including extended back-and-forth conversation that builds upon a child's responses, visual scaffolding that facilitates verbal communication, and bilingual language processing so that children can answer in English or Spanish. The conversational videos will be evaluated in both lab-based and home settings. The lab-based study will involve 600 children ages 3-7 in a predominantly low-income Latino community in Southern California, in which researchers compare children’s learning and engagement when watching the conversational videos with three other formats: (1) watching the non-interactive broadcast version of the video; (2) watching the video with pseudo-interaction, in which the main character asks questions and gives a generic response after a fixed amount of time but can’t understand what the child says; or (3) watching the broadcast version of the video with a human co-viewer who pauses the video and asks questions. The home-based study will involve 80 families assigned to watch either the non-interactive or interactive videos as many times as they want over a month at home. In both the lab-based and home studies, pre- and post-tests will be used to examine the impact of video watching on science and language learning, and log data will be used to assess children’s verbalization and engagement while watching. Following the home study, the six videos will be further refined and made available for free to the public through the PBS KIDS apps and website, which are visited by more than 13 million users a month. Beyond providing engaging science learning opportunities to children throughout the country, this study will yield important insights into the design, usability, feasibility, and effectiveness of incorporating conversational agents into children’s STEM-oriented video content, with implications for extending this innovation to other educational media such as e-books, games, apps, and toys.
This Innovations in Development project is funded by the Advancing Informal STEM Learning (AISL) program.
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TEAM MEMBERS:
Mark WarschauerSilvia LovatoAndres BustamanteAbby JenkinsYing Xu
Cyberchase: Mobile Adventures in STEM is designed to advance the STEM learning of children ages 6-8 and engage low-income families in informal STEM interactions. Based on a successful NSF-funded pilot, the project combines the appeal of the PBS KIDS series Cyberchase and the potential of mobile texting to deliver informal learning. WNET and Education Development Center will produce: three Cyberchase videos that blend math and environmental content; a bilingual family engagement campaign in 15 communities across the U.S. that combines this media with weekly text-based engagement; and research into use and impact of the model among low-income Latinx families. Mobile Adventures addresses the need to better engage underserved families in informal science practices that are foundational for future STEM learning. While the materials target low-income communities broadly, research will focus on low-income Latinx families with children ages 6-8, an age group overlooked in previous research on educational uses of texting. A needs assessment and formative testing will ensure that the project design meets the needs and interests of diverse Latinx and other families.
The goal of Mobile Adventures is to build knowledge about how innovative, culturally responsive tools can help Latinx and low-income families engage in fun STEM learning at home. A three-tiered research study will address the question: how and to what extent does a mobile text-and-media approach to delivering informal STEM learning materials foster joint media engagement between children and parents, building new repertoires for learning together? The study will combine analysis of observation in homes and community settings, backend data, and pre/post surveys. Research will deepen understanding of effective family engagement models that make media a central component, the potential of text messaging as a stimulus to parent/child STEM learning, and maximal design of media and community engagement to serve low-income Latinx families. Findings will be disseminated through national conferences and journals. The Cyberchase videos, distributed free on broadcast and digital platforms, will build the STEM literacy of millions of diverse children, while the family engagement campaign will involve a projected 3,750 families in 15 locations. Evaluation will assess how well the project has met its goals.
This Innovations in Development project is funded by the Advancing Informal STEM Learning (AISL) program.