We examined an approach to reaching audiences who may not ordinarily engage with science. Termed Guerilla Science, this approach blends elements of access, by removing barriers to participation by embedding science into unexpected places, with those of inclusion, by designing activities that speak to the learning identities of participants.
This report summarizes the main findings from the Cultivating Confidence research study, which investigated the impact of a single science museum visit on young adults' science self-efficacy and views of science.
DATE:
TEAM MEMBERS:
Hsin-Yi ChienJulia NeeJenn ShepardJosh Gutwill
Educational programming on digital video platforms such as YouTube wrestle with gender disparities in viewership. When men engage with science and technology content on digital platforms more than women, gender gaps in the understanding of, engagement with, and interest in STEM may intensify. Therefore, there is a critical need for more research aiming to aid in our understanding of these gender differences. This study provides evidence that the gender gaps may exist not in the use of YouTube itself, but with the engagement with science and technology content on the platform. Furthermore
Stark inequities evident in the low representation of Black women in Science, Technology, Engineering, Mathematics, and Medicine (STEMM) careers persist despite considerable investment in the diversification of the education-to-workplace STEMM pipeline. College participation rates of Black women measure 4-5% of all degrees in biological and physical sciences, 2-3% of degrees in computer science and math, and roughly 1% in engineering. Ultimately, Black women make up only 2.5% of the workforce in STEMM-related fields, indicating that they chronically experience stalled professional advancement. Because there are so few longitudinal studies in either formal or informal settings, educators and researchers lack critical insights into why BA/BS credentialed Black women drop out of STEMM careers at high rates upon entering the workforce. This Research in Service to Practice project will conduct a longitudinal examination of key professional outcomes and life trajectories among adult Black women who enrolled Women in Natural Sciences (WINS), a 40-year-old out-of-school time (OST) high school STEM enrichment program. Prior research on WINS documents that alumnae outperform national averages on all metrics related to STEMM advancement up through college graduation. This study will test the hypothesis that such success continues for these cohorts as they pursue life goals and navigate the workforce. Findings from this study will promote the progress of science, pivotal to NSF’s mission as the project builds knowledge about supportive and frustrating factors for Black women in STEMM careers. Strategic impact lies in the novel participant-centered research methods that amplify Black women’s voices and increase both accuracy and equity in informal STEM learning research.
This research probes the experiences of Black women at a critical phase of their workforce participation when BS/BA credentialed WINS alumnae establish their careers (ages 26-46). The team will conduct a longitudinal comparative case study of outcomes and life trajectories among 20 years of WINS cohorts (1995-2015). Research questions include (1) What do the life-journey narratives of WINS alumnae in adulthood reveal about influential factors in the socio-cultural ecological systems of Black women in STEMM? (2) What are the long-term outcomes among WINS women regarding education, STEMM and other careers, socio-economic status, and STEMM self-efficacy and interest? How do these vary? (3) What salient program elements in WINS are highlighted in alumnae narratives as relevant to Black women’s experiences in adulthood? How do these associations vary? (4) How do selected outcomes (stated in RQ2) and life story narratives among non-enrolled applicants compare to program alumnae? and (5) How do salient components in the WINS program associate with socio-cultural factors in regard to Black women’s careers and other life goals? Participants include 100 Black WINS alumnae as an intervention group and a matched comparison group of 100 Black women who successfully applied to the WINS program but did not or could not enroll. Measurable life outcomes and life trajectory narratives with maps of experiences from both groups will be studied via a convergent mixed methods design inclusive of quantitative and qualitative analyses. Comparisons of outcomes and trajectories will be made between the study groups. Further, associations between alumnae’s long-term outcomes and how they correlate their WINS experiences with other socio-cultural factors in their lives will be identified. It is anticipated that findings will challenge extant knowledge and pinpoint the most effective characteristics of and appropriate measures for studying lasting impacts of OST STEMM programs for Black women and girls. The project is positioned to contribute substantially to national efforts to increase participation of Black women in STEMM.
DATE:
-
TEAM MEMBERS:
Ayana Allen-HandyJacqueline GenovesiLoni Tabb
RK&A conducted prototype testing for the Game Changers exhibition with three audiences: adults, female youth 10-17 years old, and male youth 13-14 years old. The Game Changers exhibition is being developed by the Lemelson Center for the Study of Invention and Innovation at the National Museum of American History.
The Exploratorium will increase the museum community's understanding of the impact of a single science museum visit on "emerging adult" learners-young adults aged 18-29, who are not yet married and have no children. In particular, the study will attempt to understand how museum visits help young women build crucially important science self-confidence. The project will build on prior IMLS-funded research that found that a science museum visit mitigated a pre-existing gender gap in science confidence, or self-efficacy (SSE). The research team will replicate and investigate this effect further by observing male and female young adults during their visits, and over the course of the following three months. The study will gather data before, during, and after the visit through interviews, surveys, experience-sampling, and analysis of participants' social media posts. Results of this research will provide valuable information to the science museum community, as they seek to address the challenges of achieving gender equity in STEM education and the workforce.
KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research.
More specifically, Facebook’s
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
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?
DATE:
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
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.
DATE:
-
TEAM MEMBERS:
Adam DylewskiSara YeoMichael Cacciatore