We started our three year National Science Foundation Cracking the Code: Influencing Millennial Science Engagement audience research in 2018 with a national survey of millennials’ media consumption habits. This survey was conducted by Jacobs Media Strategies and found, among other things, that millennials were the most science curious generation. This survey provided the groundwork for each of the studies that we have conducted over the past three years as part of our Cracking the Code: Influencing Millennial Science Engagement study.
To wrap up our project, we conducted another large
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
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
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
This document is aimed primarily at Informal Learning (IFL) educators working with adult learners from disadvantaged and underserved communities, who wish to:
exploit the inclusive nature of Tinkering to create engaging and relevant STEM learning experiences for adult learners and their families
better understand how and why collaboration and co-design with community organisations can help develop more inclusive programming in STEM learning for adults.
It can also serve as a useful reference for community leaders and adult educators wishing to collaborate with the IFL sector
This award is funded in whole or in part under the American Rescue Plan Act of 2021 (Public Law 117-2).
The Accessible Oceans study will design auditory displays that support learning and understanding of ocean data in informal learning environments like museums, science centers, and aquariums. Most data presentations in these spaces use visual display techniques such as graphs, charts, and computer-generated visualizations, resulting in inequitable access for learners with vision impairment or other print-related disabilities. While music, sound effects, and environmental sounds are sometimes used, these audio methods are inadequate for conveying quantitative information. The project will use sonification (turning data into sound) to convey meaningful aspects of ocean science data to increase access to ocean data and ocean literacy. The project will advance knowledge on the design of auditory displays for all learners, with and without disabilities, as well as advance the use of technology for STEM formal and informal education. The study will include 425 participants but will reach tens of thousands through the development of education materials, public reporting, and social media. The study will partner with the Smithsonian National Museum of Natural History, Woods Hole Oceanographic Institution Ocean Discovery Center, the Georgia Aquarium, the Eugene Science Center, the Atlanta Center for the Visually Impaired, and Perkins School for the Blind.
The project will leverage existing educational ocean datasets from the NSF-funded Ocean Observatories Initiative to produce and evaluate the feasibility of using integrated auditory displays to communicate tiered learning objectives of oceanographic principles. Integrated auditory displays will each be comprised of a data sonification and a context-setting audio introduction that will help to make sure all users start with the same basic information about the phenomenon. The displays will be developed through a user-centered design process that will engage ocean science experts, visually impaired students and adults (and their teachers), and design-oriented undergraduate and graduate students. The project will support advocacy skills for inclusive design and will provide valuable training opportunities for graduate and undergraduate students in human-centered design and accessibility. The project will have foundational utility in auditory display, STEM education, human-computer interaction, and other disciplines, contributing new strategies for representing quantitative information that can be applied across STEM disciplines that use similar visual data displays. The project will generate publicly accessible resources to advance studies of inclusive approaches on motivating learners with and without disabilities to learn more about and consider careers in STEM.
This Pilots and Feasibility Studies project is supported by the Advancing Informal STEM Learning 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.
Creating science education that can contribute to cultivating just, culturally thriving, and sustainable worlds is an important issue of our time. Indigenous peoples have persistently been under-represented in science reproducing inequalities in a myriad of ways from educational attainment, participation in and contributing to innovations in foundational knowledge, to effective policy making that upholds and respects Indigenous sovereignty. The development of models of science education that attend to intersections of knowledge and development, socio-scientific decision-making and civic leadership, and the complexities and contradictions of these realities, is imperative. This five-year Innovations in Development project broadens participation and strengthens infrastructure and capacity for Indigenous learners to meet, adapt to, and lead change in relation to the socio-ecological challenges of the 21st century. The project engages multi-sited community-based design studies to develop and research the impacts of Indigenous informal field-based science education with three Indigenous leadership communities from the Pacific Northwest and the Great Lakes. This project will have broader impacts through model development, building infrastructure to transform the capacity of informal field-based science education, and will produce cutting edge foundational knowledge about pressing 21st century issues with a particular focus on Indigenous communities. The project increases Indigenous participation in research through 1) engagement of Indigenous community members as research assistants, 2) training of Indigenous graduate fellows, and post-doctoral fellows, and 3) supporting the careers of more junior Indigenous scholars.
This research seeks to identify key design features of an Indigenous field (land/water) based model of science education and to understand how learners’ and educators’ reasoning, deliberation, decision-making, and leadership about complex socio-ecological systems and community change evolve in such learning environments. The project also examines key aspects of co-design and partnership with Tribal communities and how these methods of co-production of new science enable new capacities for systems transformation. This multi-layered project is organized through 3 panels of studies including: Panel 1) community-based design experiments to develop and refine a model of Indigenous informal science education; Panel 2) co-design and implementation of professional learning programs for Indigenous informal science education; and Panel 3) foundational studies in cognition and learning with respect to socio-ecological systems thinking and the impact on learning and instructional practices. Of particular importance in this research is the rigorous development and articulation of effective pedagogical practices and orientations. More broadly, findings will have clear implications for theories of cognitive development, deliberation and environmental decision making and especially those pertaining to how knowledge is shaped by culture and experience.
This project is funded by the Advancing Informal STEM Learning (AISL) program.
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TEAM MEMBERS:
Filiberto Barajas-LopezAnna LeesMegan BangAnna LeesFiliberto Barajas-Lopez
HBCUs are critical to producing a diverse and inclusive workforce as they graduate a disproportionate number of African American future STEM workers and STEM leaders. Although the National Science Foundation is fully committed to diversity and inclusion, there has been little research to determine why Historically Black Colleges and Universities are not fully participating in the NSF STEM educational research opportunities. The project will investigate the challenges, needs and support for Historically Black Colleges and Universities (HBCUs) to succeed in applying for educational research support from the National Science Foundation (NSF). Participants will be recruited from 96 HBCUs that are eligible to apply for such funding and will include the wide range of college and university administration and faculty that are involved in the preparation of research projects and related applications for research funding. The investigation will focus primarily on the Division of Research on Learning in Informal and Formal Settings (DRL) within NSF. The investigation will: 1) determine the submission rate and funding success rate of HBCUs within the DRL funding mechanisms; 2) determine why a greater proportion of HBCUs are not successful in their applications of research or do not apply; and 3) determine what factors, such as institutional support, research expertise, and professional development, could lead to a larger number of research proposals from HBCUs and greater success in obtaining funding. The project has the potential to have significant influence on the national educational and research agenda by providing empirical findings on the best approach to support and encourage HBCU participation in DRL educational research funding programs.
This exploratory research project will investigate what changes and/or supports would contribute to significantly increasing the number of applications and successful grant awards for STEM educational research project proposed by HBCUs. The project has the following research questions: (1) What factors discourage participation of HBCUs in the DRL funding mechanisms and what are the best practices to encourage participation? (2) What approaches have been successful for HBCUs to obtain DRL funding? (3) What dynamic capabilities are necessary for HBCU researchers to successfully submit STEM proposals to NSF? (4) What changes would be helpful to reduce or eliminate any barriers for HBCU applications for DRL educational research funding and what supports, such as professional development, would contribute to greater success in obtaining funding? Participants will be recruited from the 96 eligible HBCUs and will include both individuals from within the administration (e.g., Office Sponsored Programs, Deans, VP, etc.) as well as from within the faculty. The research will collect variety of quantitative and qualitative data designed to support a comprehensive analysis of factors addressing the research questions. The project will develop research findings and recommendations that are relevant to faculty, administrators, and policymakers for improving HBCU participation in research funding opportunities. Results of project research will be widely disseminated to HBCUs and other Minority Serving Institutions (MSIs) through a project website, peer reviewed journals, newsletters, and conference presentations.
This project is funded by the Innovative Technology Experiences for Students and Teachers (ITEST), the Advancing Informal STEM Learning (AISL), and the Discovery Research PreK-12 (DRK-12) programs. These programs which supports projects that build understandings of practices, program elements, contexts and processes contributing to increasing students' and general public knowledge and interest in science, technology, engineering, and mathematics (STEM).
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TEAM MEMBERS:
Cynthia TrawickJohn HaynesTriscia HendricksonTerry Mills