1. Adam Dylewski
  2. Senior Director, Multiplatform Programming
  3. Engaging Multicultural Audiences through Inclusive STEM Content on YouTube
  4. https://www.youtube.com/pbsterra
  5. PBS
  1. Michael Cacciatore
  2. Associate Professor
  3. Engaging Multicultural Audiences through Inclusive STEM Content on YouTube
  4. https://www.youtube.com/pbsterra
  5. University of Georgia
  1. Knatokie Ford
  2. CEO/Founder
  3. Engaging Multicultural Audiences through Inclusive STEM Content on YouTube
  4. https://www.youtube.com/pbsterra
  5. FlySci Enterprise
  1. Sara Yeo
  2. https://faculty.utah.edu/~sarakyeo
  3. Associate Professor
  4. Engaging Multicultural Audiences through Inclusive STEM Content on YouTube
  5. https://www.youtube.com/pbsterra
  6. University of Utah
Public Discussion

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  • Icon for: Channa Comer

    Channa Comer

    Facilitator
    STEM Educator
    May 10, 2022 | 05:25 p.m.

    Hello and thank you for sharing your work. Engaging multicultural audiences in science content is a laudable goal. Using YouTube as a vehicle is an excellent choice as most young people consume social media content almost exclusively.

    I am curious about whether your survey results about how people consume science content online are disaggregated (by age, ethnicity, etc.) to give you more information about your target audience. How are you promoting Terra to diverse audiences (via schools, districts, etc.) and how might that enable you to collect additional data? Finally, have you thought about linking your videos to other popular social media platforms like Instagram and TikTok?

     
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    Iris Wagstaff
  • Icon for: Sara Yeo

    Sara Yeo

    Co-Presenter
    Associate Professor
    May 10, 2022 | 05:45 p.m.

    Hello, Channa!

    Thank you for visiting our presentation and for your questions. Yes, the survey results will be disaggregated by demographics--we are working on data collection right now and are excited to see and analyze the data, and share the results! We are also hoping to collect some data from surveys of PBS Terra audiences as additional data.

    I will leave the questions about social media to the more creative members of my team. Thanks again for stopping, please feel free to connect with me if you have further questions (sara.yeo [at] utah.edu).

     
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    Iris Wagstaff
  • Icon for: Nickolay Hristov

    Nickolay Hristov

    Facilitator
    Senior Scientist, Associate Professor, Director
    May 11, 2022 | 02:58 p.m.

    I am intrigued by the use of a clever experimental design in the media domain.  In the experimental manipulation of new content or the selection of existing, representative examples, have you considered different forms of persuasion?  Perhaps covering the “gentler” part of the spectrum - modeling, reciprocity and social learning vs persuasive logic  or rhetoric (as opposed to manipulation for example).  Much of persuasive media (in general but also on this platform, including your own submission), take the more direct route/form - “let me tell you what this project is about”, rather than “show you what it is and let you draw your own conclusions”.  That style, unavoidably leads to a sales-pitch-like feel.  There is evidence that viewers respond with an inherent reservation or rejection of the main message. Your partnership with PBS and their productions expertise and storytelling acumen would cover that spectrum well and could lead to interesting insights.  

     
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    Iris Wagstaff
  • Icon for: Michael Cacciatore

    Michael Cacciatore

    Co-Presenter
    Associate Professor
    May 12, 2022 | 07:16 a.m.

    Hi, Nickolay! We'll be producing new content for the experimental manipulation. That part of the work won't occur for quite some time, so it will be informed by some of the earlier data collections (survey + focus groups + PBS audience panels). 

    You bring up some great ideas about social learning and persuasive logic, and I suspect we'll be diving deeper into those ideas as we start gathering out data. Truthfully, while we have some ideas about the experiment, we want it to remain flexible for exactly the types of reasons you are pointing out and to best leverage the data that we will have at our fingertips. And yes, we're incredibly excited to be partnered with PBS and to have access to their productions expertise/storytelling acumen.

     
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    Iris Wagstaff
  • Icon for: Sue Allen

    Sue Allen

    Facilitator
    Senior Research Scientist
    May 11, 2022 | 04:32 p.m.

    Hi Sara! Great to see a project that combines your Sci Comm expertise with PBS's deep experience in multimedia ISE creations - and right at the heart of CAISE's goals of bringing together those two communities.

    Could you say a bit more about what you mean by "tactics"? 

    Another question I have is about the framing of understanding "why they seek science video content online" - is it essential to your project to have the videos branded as science per se? I just wonder if there might be ways to reach audiences who don't usually think of themselves as science-interested, maybe by framing some of them in other ways and posting them in other channels. Thanks!

     
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    Iris Wagstaff
  • Icon for: Sara Yeo

    Sara Yeo

    Co-Presenter
    Associate Professor
    May 11, 2022 | 04:47 p.m.

    Hi, Sue! Thank you for stopping by and thank you so much for all your (and Asheley Landrum's) work, which really informed this project. We are thinking about tactics in terms of communication tactics, i.e., what are factors that producers of content can change that might make their content more relevant to audiences of color. 

    Re: science-interested audiences, I completely agree! There will be some audiences that PBS is likely to miss simply because of the PBS brand (i.e., perceptions of PBS as an educational outlet). Hopefully, we can contribute to research on cultural relevance and resonance of science content to engage with these "missed" audiences.

    On a personal note, I am interested in how pop culture and entertainment might be used to get people who don't think of themselves as "science people" engaged with science. I'm exploring some collaborations right that focus on pop culture and music as a means of engaging audiences with science. 

     
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    Iris Wagstaff
  • Icon for: Kyle Mandapat

    Kyle Mandapat

    Asst. Director for Communications
    May 11, 2022 | 06:13 p.m.

    Hafa Adai from Guam!  

    This is so wonderful to see!  I love to see how PBS is making such huge strides to bring the content to people where they are watching.  

    Does you partnership with PBS occur on the local market level or is it with the national level?

     

     
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    Iris Wagstaff
  • Icon for: Sara Yeo

    Sara Yeo

    Co-Presenter
    Associate Professor
    May 11, 2022 | 06:17 p.m.

    Hello from Salt Lake City, Kyle! Thank you for stopping to view our presentation. PBS Digital Studios is national and they are focused on PBS Terra, which is available online.

    I am not entirely clear how the local PBS affiliates fit in, so I'll let Adam add to this as needed. Thank you again for stopping by!

  • May 11, 2022 | 08:14 p.m.

    I love the work and the idea. We have a somehow similar concept in our wavemakers series featured in my video.

    Thanks for sharing!

  • Icon for: Sara Yeo

    Sara Yeo

    Co-Presenter
    Associate Professor
    May 17, 2022 | 03:09 p.m.

    Thanks for stopping by, Victor!

  • May 12, 2022 | 09:39 a.m.

    Reaching underrepresented populations is so important! We do the same at the Journal of Emerging Investigators through our mentorship and manuscript publication process for middle and high school students. It's so impressive that you have PBS supporting your initiative which has such a broad reach in the classroom.

  • Icon for: Sara Yeo

    Sara Yeo

    Co-Presenter
    Associate Professor
    May 17, 2022 | 03:09 p.m.

    Thanks, Scott!

  • Icon for: Iris Wagstaff

    Iris Wagstaff

    STEM Program Director
    May 13, 2022 | 11:46 a.m.

    Thanks for this innovative and important work. We all know the impact of all forms of media, science communications and images on the development of science identity and STEM career intent, especially for students who have been historically disenfranchised from scientific pursuits. At AAAS we are in our 3rd year of our IF-THEN Ambassadors Initiative where women in science create media products to inspire girls in STEM. We would love to connect with you on potential collaboration with our HBCU Making & Innovation Initiative . We support advancing innovation capacity at HBCUs by supporting HBCU student teams in creating an innovation or prototype in response to one of the UN Sustainable Development Goals. We have partnered with Shark Tank to help students develop their pitches but would love to collaborate with other organizations on assisting students with developing media content to disseminate their innovations to broader audiences and to expand awareness of the great work going at HBCUs.  If you would like to discuss further, I can be reached at iwagstaff@aaas.org. I really appreciate your project and the work you are doing. I look forward to learning more about the impact this great project will have. Great job!

  • Icon for: Sara Yeo

    Sara Yeo

    Co-Presenter
    Associate Professor
    May 17, 2022 | 03:10 p.m.

    Hi, Iris,

    Would love to connect soon--will send an email, thanks!

  • Icon for: Jamie Bell

    Jamie Bell

    Project Director
    May 17, 2022 | 01:29 p.m.

    Thank you for sharing this evidence informed project in a video presentation that is engaging and clear about your goals, strategy, audience(s), as well as where you are in the process and what is to come. I had the same question as Sue did above, about your use of the term tactics, so thank you for addressing that one, Sara. I was also thinking about John Besley's work in this area (e.g. his 2021 paper that assessed scientists’ willingness to use 11 different communication tactics and the relationship between these tactics and potential predictors of outcomes). Glad to see that you have also found the KQED/Texas Tech "Cracking the Code" work useful as you design this research. In terms of the audiences you hope to engage I might also recommend looking at the recently released report from Science Counts that assessed how Americans want to engage with science, which found some nuanced differences between demographic groups. All best with this project and looking forward to seeing the Terra videos that result!

  • Icon for: Sara Yeo

    Sara Yeo

    Co-Presenter
    Associate Professor
    May 17, 2022 | 03:11 p.m.

    Thanks, Jamie! 

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