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Collaborative Research: Influencing Millennial Science Engagement

合作研究：影响千禧一代的科学参与

基本信息

批准号：
1810990
负责人：
Asheley Landrum
金额：
$ 22.98万
依托单位：
Texas Tech University
依托单位国家：
美国
项目类别：
Continuing Grant
财政年份：
2018
资助国家：
美国
起止时间：
2018-10-01 至 2021-12-31
项目状态：
已结题

来源：
https://www.nsf.gov/awardsearch/showAward?AWD_ID=1810990&HistoricalAwards=false
关键词：
Collaborative Research Influencing Millennial Science

项目摘要

As part of its overall strategy to enhance learning in informal environments, the Advancing Informal STEM Learning (AISL) program 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. This Innovations in Development project will research and produce science media based on the role that interest, motivations, identify, and values play in engaging diverse, millennial audiences in a dynamic media environment. Using a design-based research approach the project team will develop Millennial Science Media Engagement Profiles (a set of categories describing different audience types who engage with science media in different ways). It will design and test science media content (text, audio, graphics, video), placement and platform use for millennials; and make conclusions around science media storytelling and outreach tactics that spark interest and engagement, the precursors to learning. Broader impacts include contributing significant new knowledge about millennials interest and engagement in science while they are at a stage in life making critical career decisions. It will also provide a model for other science media producers providing new protocols for creating targeted digital media for this specific audience. And further impacts include reaching a large national audience through social media. The project is a collaboration between KQED and researchers at Texas Tech.The research will focus on the distinctive experience and interest of "millennial" science consumers. It builds on a previously funded national survey and series of focus groups with millennials looking at their science media preferences versus other generations. With these survey results this project will build profiles of millennial audiences based on two factors: level of science curiosity and level of science media engagement. The researchers will use a previously validated Science Curiosity Scale. The Millennial Profiles will be validated in two ways: through performance-based survey questions and through internet audience behavior analysis using existing digital analysis tools. KQED will produce different science media content and send it to certain groups conducting A/B testing to validate profiles online. The profile assumptions will continue to be tested until the team can effectively predict the kinds of science content that different profile groups prefer. The research will use a study protocol used in other domains to bridge the gap between lab and real-world settings. The protocol involves four steps: initial hypothesis development; ante experimental simulation; real-world communication; and ex post experimental simulations. Following the profile validation, the protocol will be used to test the efficacy of new KQED Science content, testing the variables that contribute to millennial engagement.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.

作为加强非正式环境中学习的总体战略的一部分，推进非正式STEM学习（AISL）计划旨在推进非正式环境中STEM学习的设计和开发的新方法和基于证据的理解。这包括提供多种途径，扩大STEM学习经验的获取和参与，推进非正式环境中STEM学习的创新研究和评估，以及发展参与者对深度学习的理解。“发展创新”项目将根据兴趣、动机、认同和价值观在动态媒体环境中吸引多样化的千禧一代受众方面所起的作用，研究和制作科学媒体。使用基于设计的研究方法，项目团队将开发千禧一代科学媒体参与概况（一组描述以不同方式参与科学媒体的不同受众类型的类别）。它将为千禧一代设计和测试科学媒体内容（文本、音频、图形、视频）、布局和平台使用；并围绕科学媒体讲故事和激发兴趣和参与的推广策略得出结论，这是学习的前兆。更广泛的影响包括为千禧一代提供重要的新知识，了解他们对科学的兴趣和参与，而他们正处于做出关键职业决定的人生阶段。它还将为其他科学媒体生产者提供一个模型，为这一特定受众创建有针对性的数字媒体提供新的协议。进一步的影响包括通过社交媒体接触到大量的全国受众。该项目是KQED和德克萨斯理工大学研究人员的合作项目，研究将集中在“千禧一代”科学消费者的独特经验和兴趣上。它建立在之前资助的一项全国调查和一系列焦点小组的基础上，千禧一代研究他们与其他几代人相比对科学媒体的偏好。根据这些调查结果，该项目将根据两个因素建立千禧一代观众的档案：科学好奇心水平和科学媒体参与水平。研究人员将使用先前经过验证的科学好奇心量表。千禧一代档案将通过两种方式进行验证：基于绩效的调查问题和使用现有数字分析工具进行互联网受众行为分析。KQED将制作不同的科学媒体内容，并将其发送给进行A/B测试的特定团体，以在线验证档案。剖面假设将继续被测试，直到该团队能够有效地预测不同剖面组偏好的科学内容种类。这项研究将使用在其他领域使用的研究协议，以弥合实验室和现实世界环境之间的差距。该方案包括四个步骤：初始假设发展；实验前模拟；现实世界的沟通;以及实验前后的模拟。在个人资料验证之后，该协议将用于测试新的KQED科学内容的有效性，测试有助于千禧一代参与的变量。该奖项反映了美国国家科学基金会的法定使命，并通过使用基金会的知识价值和更广泛的影响审查标准进行评估，被认为值得支持。