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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：
1811019
负责人：
Sue Ellen McCann
金额：
$ 273.9万
依托单位：
KQED Inc
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=1811019&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.

作为其整体战略的一部分，以加强在非正式环境中的学习，推进非正式STEM学习（AISL）计划旨在推进新的方法，并以证据为基础的理解，在非正式环境中的STEM学习的设计和开发。这包括提供多种途径，以扩大获得和参与STEM学习经验，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入学习的理解。这个发展创新项目将研究和制作科学媒体的基础上的兴趣，动机，识别和价值观在吸引不同的，千禧一代的观众在一个动态的媒体环境中发挥的作用。使用基于设计的研究方法，项目团队将开发千禧年科学媒体参与概况（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），放置和平台使用;并围绕科学媒体讲故事和外展策略得出结论，激发兴趣和参与，学习的先驱。更广泛的影响包括贡献关于千禧一代的兴趣和参与科学的重要新知识，而他们正处于人生的一个阶段，做出关键的职业决定。它还将为其他科学媒体制作者提供一个模式，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观众。该项目是KQED和德克萨斯理工大学研究人员之间的合作，研究将集中在“千禧一代”科学消费者的独特体验和兴趣上。它建立在以前资助的全国调查和一系列焦点小组的基础上，千禧一代关注他们与其他几代人相比的科学媒体偏好。根据这些调查结果，该项目将根据两个因素建立千禧年受众的概况：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验证过的科学量表。千禧年档案将通过两种方式进行验证：通过基于绩效的调查问题和通过使用现有数字分析工具的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测试的某些团体，以在线验证配置文件。这些假设将继续进行测试，直到团队能够有效地预测不同的个人资料组更喜欢的科学内容。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设置之间的差距。该协议包括四个步骤：初始假设的发展，事前实验模拟，现实世界的通信和事后实验模拟。在档案验证之后，该协议将用于测试新的KQED科学内容的有效性，测试有助于千禧年参与的变量。该奖项反映了NSF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。