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
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
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
Peer production projects involve people in many tasks, from editing articles to analyzing datasets. To facilitate mastery of these practices, projects offer a number of learning resources, ranging from project-defined FAQsto individually-oriented search tools and communal discussion boards. However, it is not clear which project resources best support participant learning, overall and at different stages of engagement. We draw on Sørensen's framework of forms of presence to distinguish three types of engagement with learning resources: authoritative, agent-centered and communal. We assigned
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Corey Brian JacksonCarsten OsterlundKevin CrowstonMahboobeh HarandiLaura Trouille
This NOVA multiplatform media initiative consisted of a 2-hour nationally broadcast PBS documentary, Polar Extremes; a 10-part original digital series, Antarctic Extremes; an interactive game, Polar Lab; accompanying polar-themed digital shorts, radio stories, text reporting, and social media content; a collection of educational resources on PBS LearningMedia; and community screening events and virtual field trips for science classrooms. Across multiple media platforms the project’s video content had nearly 13 million views.
The research explored the potential for informal STEM learning
How a discipline's history is written shapes its identity. Accordingly, science communicators opposed to cultural exclusion may seek cross-cultural conceptualizations of science communication's past, beyond familiar narratives centred on the recent West. Here I make a case for thinking about science communication history in these broader geotemporal terms. I discuss works by historians and knowledge keepers from the Indigenous Australian Yorta Yorta Nation who describe a geological event their ancestors witnessed 30,000 ybp and communicated about over generations to the present. This is likely
To engage parents and young children in exploring science together, media producers from WGBH (Boston’s public media station) and researchers from Education Development Center (EDC) collaborated with two home-visiting organizations—Home Instruction for Parents of Preschool Youngsters (HIPPY USA) and AVANCE—to design and test PEEP Family Science, an app-based intervention with science-focused digital media resources and associated supports for diverse, low-income families. Both organizations target families whose children do not attend preschool. These home visiting organizations play a unique
With the world in the midst of the COVID-19 pandemic, children are often having or expressing worries and fears. Their caregivers -- parents and those who are providing direct care for children -- are seeking trusted sources of information to help them explain this disease and help ease children’s worries. This resource guide reflects some of the work of our current NSF-funded research study (NSF#2029209) about the communication needs of children and families during the pandemic, seeking to understand how they are supported in having conversations about the coronavirus and pandemic-related
With the world in the midst of the COVID-19 pandemic, families are seeking trusted and engaging sources of scientific information to help their children understand prevention, transmission, treatment, and many other topics related to COVID-19 in an effort to ease children’s fears. The goal of our NSF-funded RAPID research study is to understand how children’s science podcasts, as well as other educational products, can provide families with information to help ease children’s worries during a pandemic by increasing children’s understanding of pandemic-related science concepts, empowering
Inequalities in scientific knowledge are the subject of increasing attention, so how factual science knowledge is measured, and any inconsistencies in said measurement, is extremely relevant to the field of science communication. Different operationalizations of factual science knowledge are used interchangeably in research, potentially resulting in artificially comparable knowledge levels among respondents. Here, we present data from an experiment embedded in an online survey conducted in the United States (N = 1,530) that examined the distribution of factual science knowledge responses on a
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Meaghan McKasyMichael CacciatoreLeona Yi-Fan SuSara YeoLiane O’Neill