Engaging Multicultural Audiences through Inclusive STEM content on YouTube

通过 YouTube 上的包容性 STEM 内容吸引多元文化受众

• 批准号: 2120006
• 负责人: Adam Dylewski
• 金额: $ 249.93万
• 依托单位: PBS FOUNDATION
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2021
• 资助国家: 美国
• 起止时间: 2021-08-01 至 2025-07-31
• 项目状态: 未结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=2120006&HistoricalAwards=false
• 关键词: Engaging; Multicultural; Audiences; through; Inclusive

This Innovations in Development project is funded by the Advancing Informal STEM Learning (AISL) program, which seeks to (a) advance new approaches to and evidence-based understanding of the design and development of STEM learning in informal environments; (b) provide multiple pathways for broadening access to and engagement in STEM learning experiences; (c) advance innovative research on and assessment of STEM learning in informal environments; and (d) engage the public of all ages in learning STEM in informal environmentsIncreasing greater diversity, equity, and inclusion in science not only presents a social justice goal, but is also vital to the financial and social success of the nation. The stereotype of the older white male scientist has obscured the contributions of women and people of color. This project seeks to remedy these perceptions which are barriers to entry into STEM fields. The project will create a large-scale hub for STEM themed video content on YouTube and other social media platforms, featuring 100+ original STEM videos produced by PBS partners. This hub and accompanying research seeks to identify the characteristics of online STEM content that attract (or fail to attract) underrepresented groups, specifically Black and Hispanic communities as well as women of all races. The objectives of this project are to 1) provide a unified online science-themed hub, PBS Terra, on YouTube and other platforms for hosting, sharing, and distributing digital STEM series from diverse producers from across the PBS system; 2) conduct surveys and focus groups to examine and understand the needs and expectations of women, Black and Hispanic communities and their consumption of STEM video content online and 3) test hypotheses about the communicative strategies of STEM videos that feature Black and Hispanic female scientists. Project collaborators include PBS, researchers at the University of Utah and the University of Georgia, and consultants and advisors with expertise in broadening participation and inclusion in STEM. Little is known about how or why adult Americans seek science content on YouTube, especially the motivations of adults from underrepresented minorities and females. The key research questions in this project are: 1) Why do Black and Hispanic audiences and women of all races seek science video content online? 2) How does showing Black and Hispanic female scientists in science video content on YouTube impact viewers’ identification with and sense of belonging in STEM? 3) How does the use of humor by Black and Hispanic scientists in YouTube science content affect viewers’ perceptions of the communicator and their engagement with STEM content? 4) How does the appearance and manner of dress of Black and Hispanic scientists in YouTube science content affect viewers’ perceptions in the aforementioned areas? A nationally representative baseline survey will be conducted. A probability sample of 2000 respondents will be obtained including oversampling of Black and Hispanic audiences. To complement findings from the survey, focus groups will be conducted in eight different regions of the country to learn why these targeted audiences do or do not seek science content on YouTube and what motivates them to share the content with their social media network. In addition, an experiment embedded in an online survey will test the hypothesis that greater on-screen representation of women and scientists of color will broaden existing perceptions about scientists. The experiment will consist of a 3 (scientist’s race: Black/Hispanic/White) × 2 (science issue: controversial/non-controversial) × 2 (style: casual/professional) between-subjects design. Survey participants will be randomly assigned to the experimental conditions. These factors (science issue and host appearance) can be altered by content producers to better reach and engage the targeted audiences. The project not only investigates theoretical questions at the intersection of STEM stereotypes and race, but findings related to these experimental conditions will offer practical insight into strategies that can be used by science communication practitioners.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.

该创新发展项目由推进非正式STEM学习（AISL）计划资助，该计划旨在（a）推进非正式环境中STEM学习设计和发展的新方法和基于证据的理解;（B）提供多种途径，以扩大STEM学习经验的获取和参与;（c）推进非正式环境中STEM学习的创新研究和评估;以及（d）让所有年龄段的公众在非正式环境中学习STEM。科学的包容性不仅体现了社会正义的目标，而且对国家的财政和社会成功至关重要。对年长的白色男性科学家的刻板印象掩盖了女性和有色人种的贡献。该项目旨在纠正这些观念，这些观念是进入STEM领域的障碍。 该项目将在YouTube和其他社交媒体平台上为STEM主题视频内容创建一个大型中心，其中包括PBS合作伙伴制作的100多个原创STEM视频。该中心和相关研究旨在确定吸引（或未能吸引）代表性不足的群体，特别是黑人和西班牙裔社区以及所有种族的女性的在线STEM内容的特征。 该项目的目标是：1）在YouTube和其他平台上提供一个统一的以科学为主题的在线中心PBS Terra，用于托管，共享和分发PBS系统中不同制作人的数字STEM系列; 2）进行调查和焦点小组，以研究和了解妇女的需要和期望，黑人和西班牙裔社区及其在线STEM视频内容的消费和3）测试假设STEM视频的沟通策略，功能黑人和西班牙裔女科学家。项目合作者包括公共广播公司、犹他州大学和格鲁吉亚大学的研究人员，以及在扩大STEM参与和包容方面具有专业知识的顾问。 关于美国成年人如何或为什么在YouTube上寻找科学内容，特别是来自代表性不足的少数民族和女性的成年人的动机，人们知之甚少。该项目的关键研究问题是：1）为什么黑人和西班牙裔观众以及所有种族的女性都在网上寻找科学视频内容？2)在YouTube上的科学视频内容中展示黑人和西班牙裔女科学家如何影响观众对STEM的认同和归属感？3)黑人和西班牙裔科学家在YouTube科学内容中使用幽默如何影响观众对传播者的看法以及他们对STEM内容的参与？4)YouTube科学内容中黑人和西班牙裔科学家的外表和着装方式如何影响观众对上述领域的看法？将进行一项具有全国代表性的基线调查。 将获得2000名受访者的概率样本，包括对黑人和西班牙裔观众的过度抽样。为了补充调查结果，将在该国八个不同地区进行焦点小组调查，以了解这些目标受众为什么在YouTube上寻找或不寻找科学内容，以及是什么促使他们与社交媒体网络分享内容。此外，一项嵌入在线调查的实验将检验一个假设，即更多的女性和有色人种科学家在屏幕上的代表性将扩大对科学家的现有看法。实验将由3（科学家种族：黑人/西班牙裔/白色）× 2（科学问题：有争议/无争议）× 2（风格：随意/专业）的受试者间设计组成。调查参与者将被随机分配到实验条件。内容制作者可以改变这些因素（科学问题和主持人外观），以更好地接触和吸引目标受众。该项目不仅研究STEM刻板印象和种族交叉点的理论问题，而且与这些实验条件相关的发现将为科学传播从业者提供实用的战略见解。该奖项反映了NSF的法定使命，并通过使用基金会的智力价值和更广泛的影响审查标准进行评估，被认为值得支持。