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
With funding from the National Science Foundation, Secrets of the Universe (SOTU) is a multimedia project that has at its core a 40-minute 3D giant screen film directed by a collaboration of K2 Communications Inc., The Stephen Low Company, and University of California Davis Department of Physics. To support and extend the impact of the film for these audiences, the project features an educational website with a variety of resources, including online videos of science content and characters from the film.
The independent evaluation team from Knight Williams Inc. conducted a summative
Despite decades of policies and programs meant to increase the representation of girls and women in science, technology, engineering, and mathematics (STEM), girls and women of color still represent a much smaller percent of the STEM workforce than they do in the US population. This lack of representation is preventing the US STEM workforce from reaching its true potential. Intersecting inequalities of gender, race, ethnicity, and class, along with stereotypes associated with who is successful in STEM (i.e., White men), lead to perceptions that they do not belong and may not succeed in STEM. Ultimately, these issues hinder girls’ STEM identity development (i.e., sense of belonging and future success), lead to a crisis of representation for women of color and have compounding impacts on the STEM workforce. Research suggests there are positive impacts of in-person STEM learning after-school and out-of-school time programs on girls’ sense of belonging. The increasing need for online learning initiated by the COVID-19 pandemic means it is vital to investigate girls’ STEM identity development within an online community. Thus, the project will refine and test approaches in online learning communities to make a valuable impact on the STEM identity development of girls of color by 1) training educators and role models on exemplary approaches for STEM identity development; 2) implementing a collaborative, girl-focused Brite Online Learning Community that brings together 400 girls ages 13-16 from a minimum of 10 sites across the United States; and 3) researching the impact of the three core approaches -- community building, authentic and competence-demonstrating hands-on activities, and interactive learning with women role models -- on participating girls’ STEM identities in online settings.
The mixed methods study is guided by guided by Carlone & Johnson’s model of STEM identity involving four constructs: competence, performance, recognition, and sense of belonging. Data collection sources for the quantitative portion of the project include pre- and post-surveys, while qualitative data sources will be collected from six case study sites and will include observations, focus group interviews with girls, artifacts created by girls and educators, educator interviews, and open-ended survey responses. This approach will enable the research team to determine how and the extent to which the Brite Online Learning Community influences STEM identity constructs, interpreting which practices lead to meaningful outcomes that can be linked to the development of STEM identity for participating girls in an online environment. The products of this work will include research-based, tested Brite Practices and a toolkit for fostering girls’ interest, identification, and long-term participation in STEM. The resulting products will increase the reach of informal STEM education programming to girls of color across the nation as online spaces can reach more girls, potentially increasing the representation of women of color in the STEM 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?
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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 aims to foster the development of STEM identity among a diverse group of middle school students and, in turn, motivate them to pursue in STEM interests and careers. Vegas STEM Lab, led by a team of investigators from the University of Nevada, Las Vegas, will employ a mix of online and on-site activities to introduce students to engineering methods in the context of the entertainment and hospitality (E&H) industry that is the lifeblood of Las Vegas. Investigators will collaborate with local resorts, multimedia designers, and arts institutions to offer field experiences for students to interview, interact with, and learn from local experts. The Lab will help youth overcome prevailing beliefs of STEM as boring and difficult, boost their confidence as STEM-capable individuals, and expose them to the exciting STEM careers available in their hometown. UNLV engineering undergrads will serve as near-peer mentors to the middle school students, guiding them through Lab activities and acting as role models. Investigators will measure student learning and engagement over the course of the Vegas STEM Lab experience with the aim of understanding how the Lab model—with its rich set of activities and interpersonal interactions set in the local E&H industry—can cultivate STEM identity development and encourage students to pursue STEM pathways. Despite the project’s hyperlocal focus on the Las Vegas community, if successful, other cities and towns may learn from and adapt the Lab model for use in their youth development programs.
Vegas STEM Lab will provide online materials for students’ STEM learning during the academic year followed by on-site visits and hands-on project development during a three-week summer experience. The Lab will run for three years with cohorts of 40 students each (N=120) with the aim of iteratively improving its activities and outcomes from year to year. The local school district will help recruit middle school students who have demonstrated low interest in STEM to participate in the Lab, ensuring that participants reflect the demographic makeup of the Las Vegas community in terms of race and ethnicity, socio-economic status, and gender. Summer activities will take students behind the scenes of the city’s major E&H venues; investigate the workings of large-scale displays, light shows, and “smart hospitality” systems; and then build their own smaller scale engineering projects. Investigators will employ the Dynamic Systems Model of Role Identity (DSMRI) framework to study how intentionally designed Lab experiences shape students’ understanding of themselves, their future aspirations, and their grasp of the scientific enterprise. Summer activities will be integrated into the online learning platform at the end of each year of Vegas STEM Lab, and in the final year of the project, workshops will train local educators to use the platform in either formal or informal learning settings. Materials and research findings produced through this work will be disseminated to middle school teachers and afterschool care providers, and shared with researchers through academic publications and conferences.
This Innovations in Development project is funded by the Advancing Informal STEM Learning (AISL) program.
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TEAM MEMBERS:
Emma RegentovaVenkatesan MuthukumarJonathan HilpertSi Jung Kim
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