During the course of our ongoing collaboration with KQED, my fellow academic researchers and I have learned that science media professionals are especially interested in improving strategies for headline design, with the goal of increasing audience engagement. Their intuitions about the importance of headlines are supported by research findings. At least when browsing on social media platforms, media consumers often make decisions about whether to engage with stories based only off of the headline. Moreover, headlines influence the way people interpret the story and the impressions they form
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
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
Hero Elementary is a transmedia educational initiative aimed at improving the school readiness and academic achievement in science and literacy of children grades K-2. With an emphasis on Latinx communities, English Language Learners, youth with disabilities, and children from low-income households, Hero Elementary celebrates kids and encourages them to make a difference in their own backyards and beyond by actively doing science and using their Superpowers of Science. The project embeds the expectations of K–2nd NGSS and CCSS-ELA standards into a series of activities, including interactive games, educational apps, non-fiction e-books, hands-on activities, and a digital science notebook. The activities are organized into playlists for educators and students to use in afterschool programs. Each playlist centers on a meaningful conceptual theme in K-2 science learning.
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TEAM MEMBERS:
Joan FreeseMomoko HayakawaBryce Becker
It is estimated that over 95% of all school children across the country are out of the classroom due to social distancing mandates in response to the COVID-19 pandemic. Almost overnight, families have had to develop and support new practices for learning at home as districts scramble to meet the academic, social and emotional needs of their communities. It is essential to collect data now to develop a deeper understanding of how schools and families are adapting to these changes and will continue to do so in coming weeks/months - the troubles they encounter, and the solutions they generate. Retrospective accounts may mask critical features of what was experienced, minimizing the country’s capacity to conceptualize and build more robust, equitable and transformative learning ecologies for the future. Emphasizing an equity approach to solution development, this research will document how families engage in creative practices to generate powerful learning based on local needs, values, contexts, and histories in this present crisis. It will address the following questions: (1) What resources are schools providing and how are parents navigating and extending these resources to sustain their child’s learning? (2) How are families exploring science and math concepts related to the pandemic? (3) How are parents and families learning to adapt (e.g. communication with teachers; broader social networks) and what challenges do they face (e.g. subscription costs; reliable Internet)? (4) How are digital resources for STEM, curated by the research team, utilized for learning?
Emergency school closures are exposing significant gaps in access to the Internet and communication devices, and the capacity of parents/caregivers and communities to capitalize on technology to sustain health-relevant learning in a time of crisis. This project will use a novel, remote-diary tool based on a smartphone-enabled data collection platform, to reach families across the country. Mobile-phone-enabled remote diary tools make it possible to reach families who are under-connected, not just those with robust technical infrastructure. The data collected will lay the groundwork for creating new socio-technical support systems informed by diverse families’ experiences, as the crisis unfolds. Approximately 200 parents with school age children (early and upper elementary grades) living at home will be recruited. This study and a subsequent virtual workshop with other researchers who are also using remote methods to study learning will help establish a broader research agenda to specify the conditions under which socio-technical systems productively augment a family’s capacity to innovate and learn when traditional co-located school settings disappear. It will advance our understanding of how human learning adapts to unexpectedly changed learning environments. This study draws on advances in remote data collection and new analytical tools for innovation in research design.
The popularity of the anti-vax movement in the United States and elsewhere is the cause of new lethal epidemics of diseases that are fully preventable by modern medicine [Benecke and DeYoung, 2019]. Creationism creeps into science classrooms with the aim of undermining the teaching of evolution through legal obligations or school boards’ decisions to present both sides of a debate largely foreign to the scientific community [Taylor, 2017]. And one simply has to turn on the TV and watch so-called science channels to be bombarded with aliens, ghosts, cryptids and miracles as though they are
What exactly is “scientific culture”? How does it relate to science communication, non-formal education or artistic interactions with the scientific world? That was the topic of the 14th International Summer School of Mind, Brain and Education (ISMBE), held 1–4 October 2019 at the Ettore Majorana Centre for Scientific Culture in Erice (Sicily), Italy. The ISMBE has a long history of bringing together researchers from diverse fields to catalyze research relating to cognitive science and neuroscience through to education, and the directors of the School, Drs. Kurt Fischer, Antonio Battro and
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TEAM MEMBERS:
Guadalupe Díaz CostanzoDiego Golombek
resourceresearchProfessional Development, Conferences, and Networks
Build SciComm, an international symposium on strategies for fostering science communication in Japan held at the University of Tsukuba in November 2019, brought together academics and practitioners to discuss issues faced by the field in Japan and vision for future direction. Informally, the symposium was well received and generally considered to be a useful and stimulating event. We discuss issues to be considered for future incarnations and explain why this symposium provides an important forum for inclusive discussions on fundamental questions about the nature of science communication in
Science communication research is dominated by Western countries. While their research provides insight into best practices, their findings cannot be generalized to developing countries. This study examined the science communication challenges encountered by scientists and science communicators from Manila, Philippines through an online survey and semi-structured, investigative interviews. Their answers revealed issues which have been echoed in other international studies. However, challenges of accessibility and local attitudes to science were magnified within the Philippine context. These
The goal of Science Cafés and Science on Taps is to encourage open discourse between scientists and the public in a casual setting (e.g., a bar) in order to improve the public understanding of, and trust in, science. These events have existed for over two decades, but there is no research studying their efficacy. Data presented here demonstrate that a yearlong Science on Tap series induced little change among the attendees with respect to attitudes, emotions, and knowledge about the nature of science. Ultimately, we found this event may be preaching to the choir rather than changing hearts and
Science communication is proliferating in the developing world, however, with respect to science centres, as a whole Africa is being left behind. Here 15 participants in a capacity building program are investigated using traditional needs-based and contemporary asset-based development conceptualisations. These development theories parallel deficit and participatory approaches, respectively, within science communication and demonstrate synergies between the fields. Data showed staffing, funding, governments, host institutions, and audiences are prominent needs and assets, networks are a major
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TEAM MEMBERS:
Graham WalkerLeapotswe BantsiSiphesihle BukhosiniKnowledge ChikundiAkash DusrathMartin KafeeroBhamini Kamudu ApplasawmyKenneth Monjero IgadwaKabelo MoswetsiSandile RikhotsoMarthinus J. SchwartzPuleng Tsie
resourceresearchProfessional Development, Conferences, and Networks
As science communication programs grow worldwide, effective evaluation and assessment metrics lag. While there is no consensus on evaluation protocols specifically for science communication training, there is agreement on elements of effective training: listening, empathy, and knowing your audience — core tenets of improvisation. We designed an evaluation protocol, tested over three years, based on validated and newly developed scales for an improvisation-based communication training at the Alan Alda Center for Communicating Science. Initial results suggest that ‘knowing your audience’ should
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TEAM MEMBERS:
Christine O’ConnellMerryn McKinnonJordan Labouff