This research develops a conceptual framework for telling visual stories about science using short-format videos, termed SciCommercial videos, that draw upon marketing communication. The framework is illustrated by an exemplar, the Good Whale Watching video, which is explained using a visual rhetoric keyframe analysis. Finally, the effectiveness of the video is evaluated as a science communication tool using an empirical online survey with 1698 respondents. The results highlight the benefits of using video for storytelling about science by using our framework formula, modified from marketing
The last three decades have seen extensive reflection concerning how science communication should be modelled and understood. In this essay we propose the value of a cultural approach to science communication — one that frames it primarily as a process of meaning-making. We outline the conceptual basis for this view of culture, drawing on cultural theory to suggest that it is valuable to see science communication as one aspect of (popular) culture, as storytelling or narrative, as ritual, and as collective meaning-making. We then explore four possible ways that a cultural approach might
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Sarah DaviesMegan HalpernMaja HorstDavid KirbyBruce Lewenstein
In this paper, we examine the relationship between participants’ childhood science, technology, engineering, and mathematics (STEM) related experiences, their STEM identity (i.e., seeing oneself as a STEM person), and their college career intentions. Whereas some evidence supports the importance of childhood (i.e., K‐4) informal STEM education experiences, like participating in science camps, existing research does not adequately address their relationship to STEM career intention later in life. Grounding our work in identity research, we tested the predictive power of STEM identity on career
Research shows that news consumption plays a positive role in youths' environmental engagement. This article examines if this also holds true for sceptics by comparing Swedish climate change sceptics with non-sceptical youngsters in their early and late adolescence. We conceptualise news consumption as foci of public connection and orientation rather than a source of environmental information. The results show that in their early teens, heavy news consumers among both sceptics and non-sceptics are indeed more engaged with environmental issues than their less news-oriented peers. However, in
The research explores the differential impact of exposure to one-sided vs. two-sided satire about climate change on message processing. Analyzing experimental data (N =141) we find that one-sided satire offered by ‘The Onion’ ironically claiming that global warming is a hoax encourages viewers to engage in greater message elaboration and counterarguing. In contrast, two-sided satire offered by ‘The Weather Channel’ that makes jokes about those who believe in vs. reject human involvement in climate change is quickly discounted. We conclude by discussing the strategic value of incorporating one
Fiction is often credited with shaping public attitudes to science, but little science communication research has studied fans' deep engagement with a science-themed fiction text. This study used a survey to investigate the impacts of television series ‘Doctor Who’ (1963–89; 2005–present) on its viewers' attitudes to science, including their education and career choices and ideas about science ethics and the science-society relationship. The program's reported impacts ranged from causing participants to fact-check ‘Doctor Who’'s science to inspiring them to pursue a science career, or, more
The study contributes to mediatization research. Mediatization is understood as a process during which individual and collective actors adapt towards the demands of publicity and public attention. The manuscript introduces a differentiation of mediatization strategies, ranging from defensive to offensive strategies. This conceptual differentiation is applied empirically regarding relevant stakeholders within the German science-policy constellation from politics, science, and science funding. Results are based on 35 in-depth interviews with decision makers. The results section deals with
PEEP Family Science is designed for parents and their three- to five-year-old children, especially those from low-income families who are served by home visiting organizations. A media-based project featuring the preschool public television science program PEEP and the Big Wide World, it includes animated stories, live-action videos with real children, hands-on science activities, and educational resources designed to support parents and home visiting educators. PEEP Family Science comes in the form of four apps, one for each science unit: ramps, colors, sounds, and shadows. Once downloaded
Media can play a critical role in engaging children, parents, and educators in science. Listen in to WGBH’s Executive Producer for PEEP, Marisa Wolsky, and children’s app developer, Jillian Orr, as they talk about the new app, PEEP FAMILY SCIENCE, that can help parents confidently engage in science with their children.
The PEEP Family Science apps were designed specifically for low-income parents and their preschool children to explore science together at home. A major issue we confronted early on in the design and development was how families would be able to access the PEEP media, which included videos from the award-winning children's show, PEEP and the Big Wide World. Many of the families we tested the apps with did not have reliable internet connections. We initially made the decision to choose an app format instead of a website to help bridge the digital divide. But the app format has also enabled us
For at-risk children who cannot attend preschool, accessing science activities depends almost entirely on parents—but many parents have limited skills for supporting such learning. PBS station WGBH has recently launched a series of free family apps based on the Emmy Award-winning preschool science series, PEEP and the Big Wide World. The apps were developed to be used jointly by parent and child for a shared learning experience. Available on Google Play and the App Store in both Spanish and English, PEEP Family Science apps cover the topics of shadows, sound, color, and ramps, respectively.
Engaging in science from a young age can provide children with a foundation for school readiness and future academic achievement. Recent research suggests that parents feel responsible for helping their children learn, but only about half of parents—and even fewer low-income parents—feel confident helping their children learn science. Even when parents value early STEM learning, providing enriching science experiences can sometimes be challenging. We know from prior research that educational media, such as videos, apps, and digital games, can play a valuable role in helping parents strengthen
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Megan SIlanderJennifer StilesGay Mohrbacher