Increasingly, scientists and their institutions are engaging with lay audiences via media. The emergence of social media has allowed scientists to engage with publics in novel ways. Social networking sites have fundamentally changed the modern media environment and, subsequently, media consumption habits. When asked where they primarily go to learn more about scientific issues, more than half of Americans point to the Internet. These online spaces offer many opportunities for scientists to play active roles in communicating and engaging directly with various publics. Additionally, the proposed research activities were inspired by a recent report by the National Academies of Sciences, Engineering, and Medicine that included a challenge to science communication researchers to determine better approaches for communicating science through social media platforms. Humor has been recommended as a method that scientists could use in communicating with publics; however, there is little empirical evidence that its use is effective. The researchers will explore the effectiveness of using humor for communicating about artificial intelligence, climate science and microbiomes.
The research questions are: How do lay audiences respond to messages about scientific issues on social media that use humor? What are scientists' views toward using humor in constructing social media messages? Can collaborations between science communication scholars and practitioners facilitate more effective practices? The research is grounded in the theory of planned behavior and framing as a theory of media effects. A public survey will collect and analyze data on Twitter messages with and without humor, the number of likes and re-tweets of each message, and their scientific content. Survey participants will be randomly assigned to one of twenty-four experimental conditions. The survey sample, matching recent U.S. Census Bureau data, will be obtained from opt-in panels provided by Qualtrics, an online market research company. The second component of the research will quantify the attitudes of scientists toward using humor to communicate with publics on social media. Data will be collected from a random sample of scientists and graduate students at R1 universities nationwide. Data will be analyzed using descriptive statistics and regression modeling.
The broader impacts of this project are twofold: findings from the research will be shared with science communication scholars and trainers advancing knowledge and practice; and an infographic (visual representation of findings) will be distributed to practitioners who participate in research-practice partnerships. It will provide a set of easily-referenced, evidence-based guidelines about the types of humor to which audiences respond positively on social media.
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.
DATE:
-
TEAM MEMBERS:
Sara YeoLeona Yi-Fan SuMichael Cacciatore
To reach its full potential in science, technology, engineering, and mathematics (STEM), the United States must continue to recruit, prepare and maintain a diverse STEM workforce. Much work has been done in this regard. Yet, underrepresentation in STEM fields persists and is especially pronounced for Hispanic STEM professionals. The Hispanic community is the youngest and fastest growing racial/ethnic group in the United States but comprises only seven percent of the STEM workforce. More evidence-based solutions and innovative approaches are required. This project endeavors to address the challenges of underrepresentation in STEM, especially among individuals of Hispanic descent, through an innovative approach. The University of San Diego will design, develop, implement, and test a multilayered STEM learning approach specific to STEM learning and workforce development in STEM fields targeting Hispanic youth. The STEM World of Work project will explore youth STEM identity through three mechanisms: (1) an assessment of their individual interests, strengths, and values, (2) exposure to an array of viable STEM careers, and (3) engagement in rigorous hands-on STEM activities. The project centers on a youth summer STEM enrichment program and a series of follow-up booster sessions delivered during the academic year in informal contexts to promote family engagement. Paramount to this work is the core focus on San Diego's Five Priority Workforce Sectors: Advanced Manufacturing, Information and Communications Technology, Clean Energy, Healthcare, and Biotech. Few, if any, existing projects in the Advancing Informal STEM learning portfolio have explored the potential connections between these five priority workforce sectors, informal STEM learning, and identity among predominately Hispanic youth and families engaged in a year-long, culturally responsive STEM learning and workforce focused program. If successful, the model could provide a template for the facilitation of similar efforts in the future.
The STEM World of Work project will use a mixed-methods, exploratory research design to better understand the variables influencing STEM learning and academic and career choices within the proposed context. The research questions will explore: (1) the impacts of the project on students' engagement, STEM identity, STEM motivation, and academic outcomes, (2) factors that moderate these outcomes, and (3) the impact the model has on influencing youths' personal goals and career choices. Data will be garnered through cross-sectional and longitudinal surveys and reflective focus groups with the students and their parents/guardians. Multivariate analysis of variance, longitudinal modeling, and qualitative analysis will be conducted to analyze and report the data. The findings will be disseminated using a variety of methods and platforms. The broader impacts of the findings and work are expected to extend well beyond the project team, graduate student mentors, project partners, and the estimated 120 middle school students and their families from the predominately Hispanic Chula Vista Community of San Diego who will be directly impacted by the project.
This exploratory pathways project is funded 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.
DATE:
-
TEAM MEMBERS:
Perla MyersVitaliy PopovOdesma DalrympleYaoran LiJoi Spencer
WGBH is producing the fifth and sixth seasons of NOVA scienceNOW, a multimedia project that addresses a wide array of science, technology, engineering, and mathematics subjects via multiple platforms. They include national PBS broadcast, the PBS web site, and innovative outreach activities such as an expanded Science Café initiative. Hosted by astrophysicist Dr. Neil deGrasse Tyson, Season Five will air in 2010; Season Six in 2011. The focus is "stories of transformative research," e.g., nanotechnology, stem cells, quantum computing, as well as clean energy, and climate change. Project goals are to "produce a lasting impact on Americans' appreciation for and understanding of current scientific research," and to encourage an interest in STEM careers among younger viewers. Building upon solid prior work, the proposed project is finding new ways to interweave the television show, web materials, and Science Cafés to provide multiple entry points and pathways for the audience. For example, they will produce 32 web-only scientist profiles supported by a blog and social media tools, and then train these scientists as presenters for the Science Cafés. NOVA is planning a new strategy to maximize carriage and increase audience for the six new programs per year; the programs will run consecutively in the NOVA Wednesday evening primetime slot during the summer. During Season Three, over 2.7 million television viewers per week tuned in NOVA scienceNow, with 62,000 unique visitors to the web site per month and 75 active Science Cafés across the country. The expanded Science Café initiative is designed to become self-sustaining beyond the grant period through new partnerships with groups such as the Astronomical Society of the Pacific, the American Chemical Society, and the Coalition for the Public Understanding of Science. The project will also collaborate with the Association of Science-Technology Centers and science centers around the country to host Science Cafés featuring scientists profiled on the web. Goodman Research Group will assess the reach and effectiveness of Seasons Five and Six. The focal/primary evaluation activity is a viewing and engagement study on the influence of viewing the series along with accessing and participating actively with the increased web and outreach offerings. This study will comprise web-based surveys with adaptive branching patterns, which will include data collection from a variety of participants and will focus on participants? use of the series, website, and outreach. The summative evaluation will measure how the project is reaching these audience segments, while also meeting the overall goals of increasing public understanding of science and engagement in science-related activities.