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.
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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
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
This Innovations in Development project is funded by the Advancing Informal STEM Learning (AISL) program, which seeks to (a) advance new approaches to and evidence-based understanding of the design and development of STEM learning in informal environments; (b) provide multiple pathways for broadening access to and engagement in STEM learning experiences; (c) advance innovative research on and assessment of STEM learning in informal environments; and (d) engage the public of all ages in learning STEM in informal environments.
Increasing greater diversity, equity, and inclusion in science not only presents a social justice goal, but is also vital to the financial and social success of the nation. The stereotype of the older white male scientist has obscured the contributions of women and people of color. This project seeks to remedy these perceptions which are barriers to entry into STEM fields. The project will create a large-scale hub for STEM themed video content on YouTube and other social media platforms, featuring 100+ original STEM videos produced by PBS partners. This hub and accompanying research seeks to identify the characteristics of online STEM content that attract (or fail to attract) underrepresented groups, specifically Black and Hispanic communities as well as women of all races. The objectives of this project are to 1) provide a unified online science-themed hub, PBS Terra, on YouTube and other platforms for hosting, sharing, and distributing digital STEM series from diverse producers from across the PBS system; 2) conduct surveys and focus groups to examine and understand the needs and expectations of women, Black and Hispanic communities and their consumption of STEM video content online and 3) test hypotheses about the communicative strategies of STEM videos that feature Black and Hispanic female scientists. Project collaborators include PBS, researchers at the University of Utah and the University of Georgia, and consultants and advisors with expertise in broadening participation and inclusion in STEM.
Little is known about how or why adult Americans seek science content on YouTube, especially the motivations of adults from underrepresented minorities and females. The key research questions in this project are: 1) Why do Black and Hispanic audiences and women of all races seek science video content online? 2) How does showing Black and Hispanic female scientists in science video content on YouTube impact viewers’ identification with and sense of belonging in STEM? 3) How does the use of humor by Black and Hispanic scientists in YouTube science content affect viewers’ perceptions of the communicator and their engagement with STEM content? 4) How does the appearance and manner of dress of Black and Hispanic scientists in YouTube science content affect viewers’ perceptions in the aforementioned areas? A nationally representative baseline survey will be conducted. A probability sample of 2000 respondents will be obtained including oversampling of Black and Hispanic audiences. To complement findings from the survey, focus groups will be conducted in eight different regions of the country to learn why these targeted audiences do or do not seek science content on YouTube and what motivates them to share the content with their social media network. In addition, an experiment embedded in an online survey will test the hypothesis that greater on-screen representation of women and scientists of color will broaden existing perceptions about scientists. The experiment will consist of a 3 (scientist’s race: Black/Hispanic/White) × 2 (science issue: controversial/non-controversial) × 2 (style: casual/professional) between-subjects design. Survey participants will be randomly assigned to the experimental conditions. These factors (science issue and host appearance) can be altered by content producers to better reach and engage the targeted audiences. The project not only investigates theoretical questions at the intersection of STEM stereotypes and race, but findings related to these experimental conditions will offer practical insight into strategies that can be used by science communication practitioners.
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TEAM MEMBERS:
Adam DylewskiSara YeoMichael Cacciatore
As part of its overall strategy to enhance learning in informal environments, the Advancing Informal STEM Learning (AISL) program seeks to advance new approaches to, and evidence-based understanding of, the design and development of STEM learning in informal environments. This includes providing multiple pathways for broadening access to and engagement in STEM learning experiences, advancing innovative research on and assessment of STEM learning in informal environments, and developing understandings of deeper learning by participants. This project would expand the informal STEM learning field's understanding of how to use digital science media to increase STEM educational experiences and opportunities for English language learners. Across the U.S. there are significant STEM opportunity and achievement gaps for English learners with varying levels of English proficiency. This is at a time when the U.S. is facing a shortage of STEM professionals in the workforce including the life and physical science fields. This project aims to close these gaps and improve English learners' STEM learning outcomes using digital media. Within community colleges, there are multiple site-based programs to provide content to help English learners to learn English and to improve their math and literacy skills. Involving the state community college networks is a critical strategy for gathering important feedback for the pedagogical approach as well as for recruiting English learner research participants. The team will initially study an existing YouTube chemistry series produced by Complexly then produce and test new videos in Spanish using culturally relevant instructional strategies. The target audience is 18-34-year-old English learners. Project partners are Complexly, a producer of digital STEM media and EDC, a research organization with experience in studying informal STEM learning.
The project has the potential to advance knowledge about the use of culturally relevant media to improve STEM opportunities and success for English language learners. Using a Design-Based Implementation Research framework the research questions include: 1) what are the effective production and instructional strategies for creating digital media to teach science to English learners whose native language is Spanish? 2) what science content knowledge do English learners gain when the project's approach is applied to a widely available set of YouTube videos? and 3) how might the findings from the research be applied to future efforts targeting English learners? The project has the potential to significantly broaden participation in science and engineering. Phase 1 of the research will be an exploration of how to apply strategic pedagogical approaches to digital media content development. Interviews will be conducted with educators in 3 focal states with high numbers of English language learners (NY, CA, TX) to reflect on pedagogical foundations for teaching science to English learners. A survey of 30 English learners will provide feedback on the perceived strengths and weaknesses of a selection of existing YouTube chemistry videos. Phase 2 will create/test prototypes of 6 adapted chemistry videos. Forty students (ages 18-34) will be recruited and participate in cognitive interviews with researchers after viewing these videos. Based on this input additional videos will be produced with revised instructional strategies for further testing. Additional rounds of production and testing will be conducted to develop an English learners mini chemistry series. Phase 3 will be a pilot study to gauge the science learning of 75 English learners who will view an 11-episode chemistry miniseries. It will also identify gaps in expected learning to determine whether any further adjustments are necessary to the instructional approach.
This Innovations in Development award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.
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TEAM MEMBERS:
Kelsey SavageCeridwen RileyStan MullerHeather LavigneCaroline ParkerKatrina Bledsoe
This project will research and develop the Circuit, a mobile phone and web-based application that will empower families and the general public to discover the broad spectrum of informal Science, Technology, Engineering and Mathematics (STEM) opportunities that exist in most communities. These informal STEM resources include science and children's museums, science and computer camps, maker spaces, afterschool programs, citizen science and much more. There is currently no "one-stop" searching for these resources. Instead, participants must conduct multiple, inefficient Internet searches to find the sought for STEM resources. The Circuit will enable users to efficiently search a rich informal STEM database, identifying resources by location, geography, age levels, science discipline, type of program and other factors. The Circuit builds on SciStarter, an existing online platform that connects thousands of prospective and active citizen scientists to citizen science projects. SciStarter has made possible the collection and organization of several thousand citizen science projects that would otherwise be scattered across the web. The Circuit will build on SciStarter's technical achievements in the citizen science sector, while systematically encompassing the offerings of established national networks. By integrating existing networks of informal STEM resources, the app will afford the public with unrivaled access to informal STEM opportunities, while collecting data that reveals patterns of engagement towards understanding factors of influence between different types of STEM experiences.
The app will provide researchers with new opportunities for researching how families and adults participate in the ecosystem of informal STEM resources in their communities. The Circuit will develop web tools to aggregate and organize digital content from trusted, currently siloed, informal STEM networks of content providers. These include science festivals, science and children's museums, the American Association for the Advancement of Science (AAAS), and Discover Magazine (3 million readers), the largest general interest science publication. Each content partner will feed the app with information directly or through their membership and encourage adoption of The Circuit within their respective communities. The project will design digital tools, including APIs (application program interfaces) to acquire and share digital content, embeddable tools to record and analyze data about movement, engagement, and persistence across domains, and social media tools and related APIs to distribute, track, and analyze content, engagement and demographics. (An API is a code that allows two software programs to communicate with each other.) The project will conduct small-scale, proof-of-conduct studies, to test the viability of the platform to support future, independent full-scale research. An analytics dashboard will be designed and tested with partners, researchers, and evaluators to ensure access to data on patterns of visits, clicks, referrals, searches, "joins," bookmarks, shares, contributions, user-locations, persistence, and more, within and across domains. Because each partner will feed their analytics into the shared dashboard, this will provide unprecedented and much-needed data to advance research in informal STEM learning. The Circuit will allow the tracking of patterns of engagement across networks and programs. Anonymized analytics of behavioral data from end users of The Circuit will support new approaches to advance evidence-based understanding of connected informal STEM learning by exhibiting engagement patterns across informal STEM domains. Through volunteer participation by the public, the Circuit will explore the geographic and demographic patterns of participants in the system, and derive important design lessons for its own and future efforts to create curated systems of connected learning across STEM education in informal settings.
This project is funded by the National Science Foundation's (NSF's) Advancing Informal STEM Learning (AISL) program, which supports innovative research, approaches, and resources for use in a variety of learning settings.
This project aims to broaden participation in STEM education among underserved populations through innovative and inclusive approaches to technology education. The project is designed to enhance knowledge and comfort with technology and develop computational thinking among women who were formerly incarcerated and are now seeking to reenter the workforce or adjust to their lives outside the criminal justice system ("women in transition") in the Midwest. While women have become the fastest growing segment of the incarcerated population, prison education and reentry programs are not well prepared to respond to this influx. Women in transition are rarely exposed to STEM education and they are generally isolated from the digital world while in prison. Consequently, they face post-incarceration challenges in accessing and using rapidly changing digital technologies. Against this backdrop, this three-year technology education project will aim to help women in transition in Kansas and Missouri develop STEM skills relevant to job applications and post-incarceration adjustments. The project may serve as a template for building evidence-based workforce preparation efforts in informal settings, and the concurrent online peer networking and app development may also facilitate adaptation for and scaling to other regions and other similarly digitally disadvantaged populations. This project is funded by the AISL program, which seeks to advance new approaches to, and evidence-based understanding of, the design and development of STEM learning in informal environments. This includes providing multiple pathways for broadening access to and engagement in STEM learning experiences, advancing innovative research on and assessment of STEM learning in informal environments, and developing understandings of deeper learning by participants.
The project design is informed by the research team's past experiences offering technology education to women in transition and other underserved populations in the Midwest. The design includes three interrelated aspects: (1) technology education, (2) web/mobile app development, and (3) original empirical research. The research team will offer hybrid (online and offline) technology training programs to 300 women in transition in Kansas and Missouri. Learners will attend weekly face-to-face technology classes at different levels (introductory, intermediate, and advanced) at public libraries. A member-only online site and an accompanying mobile application for online tutorials and virtual meet-ups will enhance exposure to different types of technologies. Starting with interest-based technology topics including online resume building, information verification, and identity protection, the team will introduce women to deeper STEM topics including elementary coding skills and computational thinking. Empirical research will examine how different modalities of offering technology education are associated with learning outcomes for women participating in the program and the association of increasing knowledge and skills in digital technologies with self-efficacy, perceived social support, employment, and reduced recidivism.
This project is funded by the National Science Foundation's (NSF's) Advancing Informal STEM Learning (AISL) program, which supports innovative research, approaches, and resources for use in a variety of learning settings.
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TEAM MEMBERS:
Hyunjin SeoHannah BrittonMegha RamaswamyBaek-Young ChoiSejun Song