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"title": "Covering Climate and the Pandemic: Disaster Reporting in the 21st Century",
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"content": "\u003ch3 id=\"e9fc\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Disaster Reporting in the 21st Century\u003c/h3>\n\u003cp>\u003cem class=\"jl\">I think we’re in disasters more often than we used to be.\u003c/em>\u003c/p>\n\u003cp id=\"00e6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">Traditional media have long played a key role in disaster information flows, generating public recognition and understanding of man-made and natural disasters. However, the unprecedented events of 2020 have changed the playbook for disaster reporting. The magnitude and scope of events in 2020 has marked a huge shift in the definition and understanding of disasters. In California, the COVID 19 pandemic combined with devastating record-breaking wildfires, created in effect a ‘disaster within a disaster.’\u003c/p>\n\u003cp id=\"c0fe\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During the past decade, \u003ca class=\"dy iz\" href=\"http://www.kqed.org/\" rel=\"noopener ugc nofollow\">KQ\u003cspan id=\"rmm\">E\u003c/span>D\u003c/a>, the San Francisco PBS and NPR station, has made substantive investments to improve its position as a \u003ca class=\"dy iz\" href=\"https://medium.com/disrupting-public-media/about\" rel=\"noopener\">21st century media organization.\u003c/a> However, like other media outlets in California and elsewhere during 2020, KQED was faced with the enormous challenge of confronting a supercharged news cycle churning out stories quicker than ever before to satisfy consumers’ unprecedented demand for information during this monumental year.\u003c/p>\n\u003cp id=\"9418\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">As the external evaluator for a 2020 National Science Foundation (NSF) funded \u003ca class=\"dy iz\" href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=2028469&HistoricalAwards=false\" rel=\"noopener ugc nofollow\">grant\u003c/a> to KQED and Texas Tech University researching methods for developing effective COVID-19 media content for young adult audiences, I conducted a year long study with members of the \u003ca class=\"dy iz\" href=\"https://www.kqed.org/science/staff\" rel=\"noopener ugc nofollow\">KQED Science news team\u003c/a> to explore changes in disaster reporting resulting from the extraordinary events of 2020–2021. In these uncertain times, it is critically important for media organizations, especially those focusing on science, to share knowledge on new practices for researching, reporting, vetting and disseminating accurate and timely information to the public. The goal for this project was to document the experiences and lessons of KQED’s disaster reporting that could lead to practices that could become models not just for science media, but for other informal science organizations across the country who help to inform and educate. The full 20 page Disaster Report can be found \u003ca href=\"https://www.kqed.org/about/program/cracking-the-code\" target=\"_blank\" rel=\"noopener noreferrer\">here\u003c/a>.\u003c/p>\n\u003cp id=\"96d6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">\u003cstrong class=\"kk da\">This is the first of a multi-part series describing experiences, lessons, and reflections of the KQED science news team during a year of reporting on, and living through disasters unlike any other.\u003c/strong>\u003c/p>\n\u003ch3 id=\"7f1e\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">21st century disasters\u003c/h3>\n\u003cp id=\"eaa4\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem>The world won’t come to an end, but the incidence of disasters will have a very big impact, and in ways we can’t predict.- Sir John Houghton\u003c/em>\u003c/p>\n\u003cp id=\"b6b7\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">Disasters not only are increasing in number, but they are qualitatively different in a way that academics have begun to speak of ‘modern disasters’ vs ‘disasters of the 21st century.’ A first general feature of disasters of the 21st century is that they have a more devastating impact on society, with more infrastructures destroyed and more people affected. 21st century disasters have become extremely complex events to manage. An important dimension of this complexity concerns the inconceivable and unknown aspects of these modern disasters. As we’ve seen over the past two years, the limits of impact of several disasters at once are more pervasive and longer term. More recently, the increasing number and intensity of 21st century disasters has led to the emergence of a more hazards-based model, which views disasters in terms of society and community vulnerability and the identification of resources that promote or hinder patterns of social resiliency (Cutter et al. 2003; Laska and Morrow 2006).\u003c/p>\n\u003ch3 id=\"1758\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Covering science news in the 21st century\u003c/h3>\n\u003cfigure class=\"lj lk ll lm ln js fg lo bu lp lq lr ls lt cf lu lv lw lx ly lz paragraph-image\">\n\u003cdiv class=\"fd fe li\">\n\u003cdiv class=\"jx s ap jy\">\n\u003cdiv class=\"ma ka s\">\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/figure>\n\u003cp id=\"6894\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During the 21st century we’ve witnessed the merging evolution of traditional and social media as information has moved into the digital era, affecting conventional journalistic practices and presenting new challenges for journalists. Today’s news cycles have become relentless and nonstop. Enthusiast and vertical media outlets clamor for more and fresh content. Over the past decade, breaking news has become an ever more important part of the 24-hour news culture. The concept of breaking news, however, has been somewhat degraded of late, in part because the term is so overused. By most measures breaking news items are less well informed and feature less independent reporting than conventional news items. The pandemic, and to some respect the wildfire, have redefined what it means to cover breaking news in science.\u003c/p>\n\u003cp id=\"07f6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">Traditionally, a big part of science news coverage is following what’s happening on the ground, especially with issues dealing with the environment or ecology. As one news editor we spoke with noted, ‘S\u003cem class=\"mb\">cience news doesn’t break, it oozes.’ \u003c/em>Science coverage often centers around trending shifts in the environment, related regulatory issues, or long-term research studies. Generally science reporters have time to study and probe the underlying causes or issues impacting the evolution of a science news story. In 2020 this was not possible. For the KQED science team, it was particularly challenging being a science news reporter in an organization that also has a news department. Communicating science is different from reporting news, which is an uneasy match with science even in the best of times.\u003c/p>\n\u003cp id=\"cffc\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">The speed and breadth of the wildfires and pandemic and their ever-shifting dimensions challenged existing notions of a single news story as a finished product of work. This transformation caused science reporters to think more long-term in order to find the ‘rhythm’ of a disaster. One reporter compared the disaster writing and investigative processes to the stages of grief.\u003c/p>\n\u003ch3 id=\"99ac\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Coordinating a response\u003c/h3>\n\u003cp id=\"e399\" class=\"ki kj fv kk b kl mc hp kn ko md ht kq kr me kt ku kv mf kx ky kz mg lb lc jk dn gr\" data-selectable-paragraph=\"\">Reporters told us that disaster reporting used to have more structure. A disaster would occur, followed by shock, assessment, recovery, and a hope for a return to some sense of normalcy. What KQED science reporters learned from climate, wildfire and pandemic coverage is that the concept of normalcy is now much more subjective.\u003c/p>\n\u003cp id=\"6180\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem class=\"jl\">I’ve never covered a story with so much critical news coming so fast at us. It wasn’t just news you can use, it was news you \u003c/em>\u003cstrong class=\"ce\">\u003cem class=\"jl\">must\u003c/em>\u003c/strong>\u003cem class=\"jl\"> use, as what was initially a science story became a public health story and finally became an everything story. — \u003c/em>KQED science news staff\u003c/p>\n\u003cp id=\"e101\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">Covering the twin disasters of 2020 required reporters to be more focused. There was a greater need to anticipate the coverage, multitask, and coordinate the seemingly infinite details of a story with other reporters and editors. One reporter we spoke with equated disaster reporting to working in air traffic control. During the most intense times of the pandemic when so much was unknown, many reporters felt their role was simply to differentiate between fact and fiction.\u003c/p>\n\u003cp id=\"37c0\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During disasters, time is critical. When disaster news is breaking hour to hour, minute to minute, reporters need to get information out to the public as quickly as possible. As was evident during the 2020 California wildfire season, the stakes can be very high. The public is dependent on time sensitive information to make decisions about their health and families. People want to know how a particular disaster affects them, what the risk is, and how to avoid it. Should they evacuate their homes? Where is it safe to congregate? Information needs to be accurate, but given the speed of fires and the relative uncertainty during these periods, reporters did not have a lot of time to get it done.\u003c/p>\n\u003cp id=\"c3e6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During disasters there is always a crisis phase. During the pandemic everything seemed to be a crisis. KQED science reporters were working 12 hour days just to stay on top of even the basic information that was coming out.\u003c/p>\n\u003cp id=\"c050\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem class=\"jl\">You could go to the bathroom and come back and everything changed in just 15 minutes. There would be dramatic new public health orders, counties banding together, counties splitting apart, people dying at rates we’d never seen. We just couldn’t keep up, and we had to cover nine counties. There were individual health orders, along with a confusing array of rules and guidance. Everyone was doing press conferences, health officials, politicians, everyone. One health official would be on, then another health officer would have a competing press conference. I remember once it was like three press conferences at the same time. — KQED science news staff\u003c/em>\u003c/p>\n\u003cp id=\"622e\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">Disasters represent the increasingly fragile relationships between humans and the natural environment. Disasters have longer term, often unresolvable impacts that require coverage on a more existential level. Reporters commented that stories that help the public navigate the anxiety and confusion of a disaster and that counter misinformation are extremely helpful for audiences.\u003c/p>\n\u003cp id=\"606a\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem class=\"jl\">In these disasters, it’s our responsibility to aid people to understand what’s happening in the bigger picture. These kinds of stories don’t have to do with disaster reporting per se, but I think they are even more crucial than ever right now because we’re living through an existential crisis. — KQED science news staff.\u003c/em>\u003c/p>\n\u003cp id=\"3b84\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">As the magnitude of these 21st century disasters continue to increase, science journalists acknowledge that they must take a greater role to help the public find different ways to cope, and to better understand the broader impact of these disasters on their lives, their communities and the planet.\u003c/p>\n\u003ch3 id=\"801d\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Next article\u003c/h3>\n\u003cp id=\"d1d2\" class=\"ki kj fv kk b kl mc hp kn ko md ht kq kr me kt ku kv mf kx ky kz mg lb lc jk dn gr\" data-selectable-paragraph=\"\">In our next article we’ll look at how covering the twin disasters (wildfire and pandemic), and the constant element of risk, forced reporters to adapt their perspective, practice and outlook towards disaster reporting.\u003c/p>\n\u003cp data-selectable-paragraph=\"\">[googleapps domain=”drive” dir=”/file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview” query=”” width=”800″ height=”533″ /]\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\">Medium\u003c/a>. \u003c/em>\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003ch3 id=\"e9fc\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Disaster Reporting in the 21st Century\u003c/h3>\n\u003cp>\u003cem class=\"jl\">I think we’re in disasters more often than we used to be.\u003c/em>\u003c/p>\n\u003cp id=\"00e6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">Traditional media have long played a key role in disaster information flows, generating public recognition and understanding of man-made and natural disasters. However, the unprecedented events of 2020 have changed the playbook for disaster reporting. The magnitude and scope of events in 2020 has marked a huge shift in the definition and understanding of disasters. In California, the COVID 19 pandemic combined with devastating record-breaking wildfires, created in effect a ‘disaster within a disaster.’\u003c/p>\n\u003cp id=\"c0fe\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During the past decade, \u003ca class=\"dy iz\" href=\"http://www.kqed.org/\" rel=\"noopener ugc nofollow\">KQ\u003cspan id=\"rmm\">E\u003c/span>D\u003c/a>, the San Francisco PBS and NPR station, has made substantive investments to improve its position as a \u003ca class=\"dy iz\" href=\"https://medium.com/disrupting-public-media/about\" rel=\"noopener\">21st century media organization.\u003c/a> However, like other media outlets in California and elsewhere during 2020, KQED was faced with the enormous challenge of confronting a supercharged news cycle churning out stories quicker than ever before to satisfy consumers’ unprecedented demand for information during this monumental year.\u003c/p>\n\u003cp id=\"9418\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">As the external evaluator for a 2020 National Science Foundation (NSF) funded \u003ca class=\"dy iz\" href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=2028469&HistoricalAwards=false\" rel=\"noopener ugc nofollow\">grant\u003c/a> to KQED and Texas Tech University researching methods for developing effective COVID-19 media content for young adult audiences, I conducted a year long study with members of the \u003ca class=\"dy iz\" href=\"https://www.kqed.org/science/staff\" rel=\"noopener ugc nofollow\">KQED Science news team\u003c/a> to explore changes in disaster reporting resulting from the extraordinary events of 2020–2021. In these uncertain times, it is critically important for media organizations, especially those focusing on science, to share knowledge on new practices for researching, reporting, vetting and disseminating accurate and timely information to the public. The goal for this project was to document the experiences and lessons of KQED’s disaster reporting that could lead to practices that could become models not just for science media, but for other informal science organizations across the country who help to inform and educate. The full 20 page Disaster Report can be found \u003ca href=\"https://www.kqed.org/about/program/cracking-the-code\" target=\"_blank\" rel=\"noopener noreferrer\">here\u003c/a>.\u003c/p>\n\u003cp id=\"96d6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">\u003cstrong class=\"kk da\">This is the first of a multi-part series describing experiences, lessons, and reflections of the KQED science news team during a year of reporting on, and living through disasters unlike any other.\u003c/strong>\u003c/p>\n\u003ch3 id=\"7f1e\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">21st century disasters\u003c/h3>\n\u003cp id=\"eaa4\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem>The world won’t come to an end, but the incidence of disasters will have a very big impact, and in ways we can’t predict.- Sir John Houghton\u003c/em>\u003c/p>\n\u003cp id=\"b6b7\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">Disasters not only are increasing in number, but they are qualitatively different in a way that academics have begun to speak of ‘modern disasters’ vs ‘disasters of the 21st century.’ A first general feature of disasters of the 21st century is that they have a more devastating impact on society, with more infrastructures destroyed and more people affected. 21st century disasters have become extremely complex events to manage. An important dimension of this complexity concerns the inconceivable and unknown aspects of these modern disasters. As we’ve seen over the past two years, the limits of impact of several disasters at once are more pervasive and longer term. More recently, the increasing number and intensity of 21st century disasters has led to the emergence of a more hazards-based model, which views disasters in terms of society and community vulnerability and the identification of resources that promote or hinder patterns of social resiliency (Cutter et al. 2003; Laska and Morrow 2006).\u003c/p>\n\u003ch3 id=\"1758\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Covering science news in the 21st century\u003c/h3>\n\u003cfigure class=\"lj lk ll lm ln js fg lo bu lp lq lr ls lt cf lu lv lw lx ly lz paragraph-image\">\n\u003cdiv class=\"fd fe li\">\n\u003cdiv class=\"jx s ap jy\">\n\u003cdiv class=\"ma ka s\">\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/figure>\n\u003cp id=\"6894\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During the 21st century we’ve witnessed the merging evolution of traditional and social media as information has moved into the digital era, affecting conventional journalistic practices and presenting new challenges for journalists. Today’s news cycles have become relentless and nonstop. Enthusiast and vertical media outlets clamor for more and fresh content. Over the past decade, breaking news has become an ever more important part of the 24-hour news culture. The concept of breaking news, however, has been somewhat degraded of late, in part because the term is so overused. By most measures breaking news items are less well informed and feature less independent reporting than conventional news items. The pandemic, and to some respect the wildfire, have redefined what it means to cover breaking news in science.\u003c/p>\n\u003cp id=\"07f6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">Traditionally, a big part of science news coverage is following what’s happening on the ground, especially with issues dealing with the environment or ecology. As one news editor we spoke with noted, ‘S\u003cem class=\"mb\">cience news doesn’t break, it oozes.’ \u003c/em>Science coverage often centers around trending shifts in the environment, related regulatory issues, or long-term research studies. Generally science reporters have time to study and probe the underlying causes or issues impacting the evolution of a science news story. In 2020 this was not possible. For the KQED science team, it was particularly challenging being a science news reporter in an organization that also has a news department. Communicating science is different from reporting news, which is an uneasy match with science even in the best of times.\u003c/p>\n\u003cp id=\"cffc\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">The speed and breadth of the wildfires and pandemic and their ever-shifting dimensions challenged existing notions of a single news story as a finished product of work. This transformation caused science reporters to think more long-term in order to find the ‘rhythm’ of a disaster. One reporter compared the disaster writing and investigative processes to the stages of grief.\u003c/p>\n\u003ch3 id=\"99ac\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Coordinating a response\u003c/h3>\n\u003cp id=\"e399\" class=\"ki kj fv kk b kl mc hp kn ko md ht kq kr me kt ku kv mf kx ky kz mg lb lc jk dn gr\" data-selectable-paragraph=\"\">Reporters told us that disaster reporting used to have more structure. A disaster would occur, followed by shock, assessment, recovery, and a hope for a return to some sense of normalcy. What KQED science reporters learned from climate, wildfire and pandemic coverage is that the concept of normalcy is now much more subjective.\u003c/p>\n\u003cp id=\"6180\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem class=\"jl\">I’ve never covered a story with so much critical news coming so fast at us. It wasn’t just news you can use, it was news you \u003c/em>\u003cstrong class=\"ce\">\u003cem class=\"jl\">must\u003c/em>\u003c/strong>\u003cem class=\"jl\"> use, as what was initially a science story became a public health story and finally became an everything story. — \u003c/em>KQED science news staff\u003c/p>\n\u003cp id=\"e101\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">Covering the twin disasters of 2020 required reporters to be more focused. There was a greater need to anticipate the coverage, multitask, and coordinate the seemingly infinite details of a story with other reporters and editors. One reporter we spoke with equated disaster reporting to working in air traffic control. During the most intense times of the pandemic when so much was unknown, many reporters felt their role was simply to differentiate between fact and fiction.\u003c/p>\n\u003cp id=\"37c0\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During disasters, time is critical. When disaster news is breaking hour to hour, minute to minute, reporters need to get information out to the public as quickly as possible. As was evident during the 2020 California wildfire season, the stakes can be very high. The public is dependent on time sensitive information to make decisions about their health and families. People want to know how a particular disaster affects them, what the risk is, and how to avoid it. Should they evacuate their homes? Where is it safe to congregate? Information needs to be accurate, but given the speed of fires and the relative uncertainty during these periods, reporters did not have a lot of time to get it done.\u003c/p>\n\u003cp id=\"c3e6\" class=\"ki kj fv kk b kl km hp kn ko kp ht kq kr ks kt ku kv kw kx ky kz la lb lc jk dn gr\" data-selectable-paragraph=\"\">During disasters there is always a crisis phase. During the pandemic everything seemed to be a crisis. KQED science reporters were working 12 hour days just to stay on top of even the basic information that was coming out.\u003c/p>\n\u003cp id=\"c050\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem class=\"jl\">You could go to the bathroom and come back and everything changed in just 15 minutes. There would be dramatic new public health orders, counties banding together, counties splitting apart, people dying at rates we’d never seen. We just couldn’t keep up, and we had to cover nine counties. There were individual health orders, along with a confusing array of rules and guidance. Everyone was doing press conferences, health officials, politicians, everyone. One health official would be on, then another health officer would have a competing press conference. I remember once it was like three press conferences at the same time. — KQED science news staff\u003c/em>\u003c/p>\n\u003cp id=\"622e\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">Disasters represent the increasingly fragile relationships between humans and the natural environment. Disasters have longer term, often unresolvable impacts that require coverage on a more existential level. Reporters commented that stories that help the public navigate the anxiety and confusion of a disaster and that counter misinformation are extremely helpful for audiences.\u003c/p>\n\u003cp id=\"606a\" class=\"jb jc fv bb jd je jf jg jh ji jj jk bz\" data-selectable-paragraph=\"\">\u003cem class=\"jl\">In these disasters, it’s our responsibility to aid people to understand what’s happening in the bigger picture. These kinds of stories don’t have to do with disaster reporting per se, but I think they are even more crucial than ever right now because we’re living through an existential crisis. — KQED science news staff.\u003c/em>\u003c/p>\n\u003cp id=\"3b84\" class=\"ki kj fv kk b kl ld hp kn ko le ht kq kr lf kt ku kv lg kx ky kz lh lb lc jk dn gr\" data-selectable-paragraph=\"\">As the magnitude of these 21st century disasters continue to increase, science journalists acknowledge that they must take a greater role to help the public find different ways to cope, and to better understand the broader impact of these disasters on their lives, their communities and the planet.\u003c/p>\n\u003ch3 id=\"801d\" class=\"hk hl fv bb hm hn ho hp hq hr hs ht hu hv hw hx hy hz ia ib ic id ie if ig ih gr\">Next article\u003c/h3>\n\u003cp id=\"d1d2\" class=\"ki kj fv kk b kl mc hp kn ko md ht kq kr me kt ku kv mf kx ky kz mg lb lc jk dn gr\" data-selectable-paragraph=\"\">In our next article we’ll look at how covering the twin disasters (wildfire and pandemic), and the constant element of risk, forced reporters to adapt their perspective, practice and outlook towards disaster reporting.\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003c/p>\u003cp>\u003ciframe\n src='https://”drive”.google.com/”/file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview”?embedded=true'\n title='https://”drive”.google.com/”/file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview”'\n width='”800″'\n height='”533″'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\">Medium\u003c/a>. \u003c/em>\u003c/p>\n\u003c/div>\u003c/p>",
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"title": "Conceptual Understandings of COVID-19: The Virus, the Myths, the Legends",
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"content": "\u003cp>\u003cspan style=\"font-weight: 400\">Have you heard things about COVID-19 that made you think, “Hang on — where did they get that idea? Is it correct?” \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Have you wondered why you haven’t seen stories in the media about X, Y or Z, when those topics seem to be inescapable across social media feeds and in conversations with friends? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We, too, were curious about the understandings and misconceptions the public has about COVID-19 more than one year into the pandemic. We decided to find which perceptions and stories were making the rounds among individuals in three cities in different parts of the country and which have populations that differ politically and racially/ethnically from one another: Lubbock, Texas; New Brunswick, New Jersey; and San Francisco, California. We conducted online interviews with 27 individuals, nine from each location, to identify the local knowledge and stories being circulated in each community. And reader, there were plenty of stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In fact, personal experiences were the most common thing we heard during the interviews, and most of them took the form of narratives. It makes sense — literally: Stories are how we, as human beings, tend to make sense of the world around us. This might not sound like a novel discovery (and it isn’t), but it does bolster the evidence that stories are a good way to capture and hold attention and perhaps gain a little trust — necessary features when communicating about an ongoing global pandemic. We uncovered a few other key themes too: COVID-19 vaccinations, uncertainty and science communication in the media each got at least 85 mentions across the 27 interviews. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Overall, a basic knowledge of COVID-19 and the global pandemic were common among our participants, as one might expect, more than one year into it: 17 participants specifically referred to COVID-19 as a virus, 15 mentioned it is a respiratory illness, 14 that it is contagious/spreads easily, and 12 that it spreads via vapor. Many participants had more complete understandings, but others did not indicate knowledge much beyond these basic concepts.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here are some key findings :\u003c/span>\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>People communicate using stories — a lot.\u003c/strong> \u003cspan style=\"font-weight: 400\">The most prevalent theme in our sample — by a substantial margin — was personal experience, often in the form of narratives. A majority of participants (78%) collectively shared personal experiences 284 times. Among the most poignant narratives were those shared by Christine, who witnessed San Francisco’s HIV/AIDS epidemic in the ’80s; Esther (from New Brunswick), who empathized with non-English speakers who couldn’t effectively weather the English-language \u003c/span>\u003ca href=\"https://www.who.int/health-topics/infodemic#tab=tab_1\">\u003cspan style=\"font-weight: 400\">infodemic\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">; Emily (San Francisco) whose close friend was hospitalized with COVID-19; and San Francisco’s Francine, who married a man who’d had polio. “I’m not a scientist,” Francine hastened to explain during her interview, “but I can’t help but compare it to polio because I grew up with that scare and even though there were problems with polio [vaccines], people very much believed in getting vaccinations to eradicate it.” The unwillingness of some individuals to receive vaccines today struck her as a marked contrast to that time. “I believe in vaccines because I’ve seen how it can eradicate things. I think that younger people who didn’t grow up around polio and that kind of thing — they don’t appreciate that.” \u003c/span>\u003c/li>\n\u003cli>\u003cstrong>COVID-19 vaccinations are a prevalent topic of conversation across the gamut — from celebration to concern.\u003c/strong> \u003cspan style=\"font-weight: 400\">Of all the precautions mentioned by participants (vaccinations, hand-washing, social distancing and wearing masks) none came up as frequently as vaccinations. The COVID-19 vaccines were mentioned by 81% of the participants a collective total of 88 times. This is hardly surprising, given the unprecedented feat of developing three federally approved vaccines in under a year, and the media’s saturated coverage of this achievement. Many participants readily shared they’d been vaccinated, and Iris (New Brunswick) was downright delighted to do so: “My husband and I, we are both older people, 75 and 76, and had the devil of a time getting vaccinated. We put ourselves down for every place that you could possibly sign up for. We had to travel, each of us to a different place. I’m very happy that we got vaccinated. I was looking forward to it.” \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">This sentiment, however, was not shared by all our participants. Some shared concerns that the vaccines were unsafe — or at the very least suspect — for having been developed so quickly relative to previous vaccines (a view held by Helen — who still opted to receive one) that they have had no real effect on slowing viral spread (suggested by Lubbock’s Fred and Garai) and that vaccine makers will be adjusting the formulations to work out the kinks discovered via adverse reactions of the early adopters. “I think people who wait a little longer might be in a better place,” proposed New Brunswick’s Flo — who nonetheless reported receiving the “early” vaccine formulation herself.\u003c/span>\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>Uncertainty and science communication likewise came up regularly.\u003c/strong> \u003cspan style=\"font-weight: 400\">Uncertainty made up a broad coding category in that it was expressed by both the most and least informed participants. Despite the seemingly interminable nature of the pandemic, COVID-19 remains a \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">novel \u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">coronavirus that is still the topic of a great deal of scientific study and discovery. Some participants, including New Brunswick’s Alice and Flo, expressed uncertainty about the utility of social distancing to reduce the spread of COVID-19, even though this has been staunchly supported by public health authorities since early on in the pandemic. On the other hand, some participants expressed uncertainty about a precaution that has long ago been deemed unnecessary: wiping down groceries and other inanimate surfaces. “I honestly don’t know enough,” said Esther, of New Brunswick. “Let’s say I touch a spoon or something, and it’s been four hours; is it really dangerous if I touch it by mistake and then touch my mouth?” It is not — but the fact that uncertainty remains highlights an information gap to be addressed in future communications. When it comes to science communication, it’s also a mixed bag: Participants expressed their thoughts on both areas for improvement and areas where it’s being done well (\u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">The New York Times, The Atlantic, \u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">and \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">BBC \u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">got particularly positive shout-outs). Areas of uncertainty suggest a rich load of subject matter yet to be communicated (or, in some cases, communicated again) by medical science/public health media personnel. \u003c/span>\u003c/li>\n\u003cli>\u003cstrong>Participants have suggestions for communicators.\u003c/strong>\u003cspan style=\"font-weight: 400\"> Esther, of New Brunswick, was curious about whether it was unnecessary to immediately shower upon returning home from outside; she suspected it was, but hadn’t been explicitly told so by the media. “Honestly, I would like to know verifying stuff” — what was unnecessary and what was important in terms of public health practices. She likewise recommended greater outreach to individuals who do not speak or read English and therefore are unable to engage with local newscasts and articles during a public health crisis. In a similar vein, San Francisco’s Christine suggested, “some simple media explainers” about the mRNA technology that went into creating the COVID-19 vaccinations “would go a long way.” She cited CNN as glossing over the difference between emergency use authorization and regular vaccine approvals. Irene, who is a science communicator by trade, concurred that simple media explainers could be effective; she suggests that a lack of basic understanding is part of what’s contributing to misinformation about mRNA technology in the Pfizer-BioNTech and Moderna vaccines. People are “hearing these stories, like, ‘what’s mRNA to begin with?’” she said. “A lot of people are like, ‘Well, it must be like DNA.’ That’s one of the biggest misinformation stories — that it’s like gene therapy and it will change your DNA.” \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Our participants primarily communicated in stories; some of their strongest aversions and admirations of the COVID-19 vaccines are in response to stories, and it is evident that trust can be lost — or gained — at the drop of a story. While our participant pool is far from large and representative enough to be generalizable, it seems evident that two key factors for effectively communicating science, at least for some, are using narratives (stories) and seeking familiar, trustworthy community members to carry the message. The message, meanwhile, ought to take the form of “simple media explainers” (as suggested by Christine) about those hot-topic issues: the role of uncertainty in the practice of science, COVID-19 vaccines, and the mRNA technology that made them possible. \u003c/span>\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “Conceptual Understandings of COVID-19” \u003ca href=\"https://drive.google.com/file/d/1kbY9ItRSbrw5_lIY0FYzSuZUjrVGNT9T/view\" target=\"_blank\" rel=\"noopener noreferrer\">here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>[googleapps domain=”drive” dir=”file/d/1kb9IkgR46M-USaA-QwXqjHoNEzO_nTKZ/preview” query=”” width=”640″ height=”480″ /]\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16044 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"800\" height=\"169\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp> \u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">Have you heard things about COVID-19 that made you think, “Hang on — where did they get that idea? Is it correct?” \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Have you wondered why you haven’t seen stories in the media about X, Y or Z, when those topics seem to be inescapable across social media feeds and in conversations with friends? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We, too, were curious about the understandings and misconceptions the public has about COVID-19 more than one year into the pandemic. We decided to find which perceptions and stories were making the rounds among individuals in three cities in different parts of the country and which have populations that differ politically and racially/ethnically from one another: Lubbock, Texas; New Brunswick, New Jersey; and San Francisco, California. We conducted online interviews with 27 individuals, nine from each location, to identify the local knowledge and stories being circulated in each community. And reader, there were plenty of stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In fact, personal experiences were the most common thing we heard during the interviews, and most of them took the form of narratives. It makes sense — literally: Stories are how we, as human beings, tend to make sense of the world around us. This might not sound like a novel discovery (and it isn’t), but it does bolster the evidence that stories are a good way to capture and hold attention and perhaps gain a little trust — necessary features when communicating about an ongoing global pandemic. We uncovered a few other key themes too: COVID-19 vaccinations, uncertainty and science communication in the media each got at least 85 mentions across the 27 interviews. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Overall, a basic knowledge of COVID-19 and the global pandemic were common among our participants, as one might expect, more than one year into it: 17 participants specifically referred to COVID-19 as a virus, 15 mentioned it is a respiratory illness, 14 that it is contagious/spreads easily, and 12 that it spreads via vapor. Many participants had more complete understandings, but others did not indicate knowledge much beyond these basic concepts.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here are some key findings :\u003c/span>\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>People communicate using stories — a lot.\u003c/strong> \u003cspan style=\"font-weight: 400\">The most prevalent theme in our sample — by a substantial margin — was personal experience, often in the form of narratives. A majority of participants (78%) collectively shared personal experiences 284 times. Among the most poignant narratives were those shared by Christine, who witnessed San Francisco’s HIV/AIDS epidemic in the ’80s; Esther (from New Brunswick), who empathized with non-English speakers who couldn’t effectively weather the English-language \u003c/span>\u003ca href=\"https://www.who.int/health-topics/infodemic#tab=tab_1\">\u003cspan style=\"font-weight: 400\">infodemic\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">; Emily (San Francisco) whose close friend was hospitalized with COVID-19; and San Francisco’s Francine, who married a man who’d had polio. “I’m not a scientist,” Francine hastened to explain during her interview, “but I can’t help but compare it to polio because I grew up with that scare and even though there were problems with polio [vaccines], people very much believed in getting vaccinations to eradicate it.” The unwillingness of some individuals to receive vaccines today struck her as a marked contrast to that time. “I believe in vaccines because I’ve seen how it can eradicate things. I think that younger people who didn’t grow up around polio and that kind of thing — they don’t appreciate that.” \u003c/span>\u003c/li>\n\u003cli>\u003cstrong>COVID-19 vaccinations are a prevalent topic of conversation across the gamut — from celebration to concern.\u003c/strong> \u003cspan style=\"font-weight: 400\">Of all the precautions mentioned by participants (vaccinations, hand-washing, social distancing and wearing masks) none came up as frequently as vaccinations. The COVID-19 vaccines were mentioned by 81% of the participants a collective total of 88 times. This is hardly surprising, given the unprecedented feat of developing three federally approved vaccines in under a year, and the media’s saturated coverage of this achievement. Many participants readily shared they’d been vaccinated, and Iris (New Brunswick) was downright delighted to do so: “My husband and I, we are both older people, 75 and 76, and had the devil of a time getting vaccinated. We put ourselves down for every place that you could possibly sign up for. We had to travel, each of us to a different place. I’m very happy that we got vaccinated. I was looking forward to it.” \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">This sentiment, however, was not shared by all our participants. Some shared concerns that the vaccines were unsafe — or at the very least suspect — for having been developed so quickly relative to previous vaccines (a view held by Helen — who still opted to receive one) that they have had no real effect on slowing viral spread (suggested by Lubbock’s Fred and Garai) and that vaccine makers will be adjusting the formulations to work out the kinks discovered via adverse reactions of the early adopters. “I think people who wait a little longer might be in a better place,” proposed New Brunswick’s Flo — who nonetheless reported receiving the “early” vaccine formulation herself.\u003c/span>\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>Uncertainty and science communication likewise came up regularly.\u003c/strong> \u003cspan style=\"font-weight: 400\">Uncertainty made up a broad coding category in that it was expressed by both the most and least informed participants. Despite the seemingly interminable nature of the pandemic, COVID-19 remains a \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">novel \u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">coronavirus that is still the topic of a great deal of scientific study and discovery. Some participants, including New Brunswick’s Alice and Flo, expressed uncertainty about the utility of social distancing to reduce the spread of COVID-19, even though this has been staunchly supported by public health authorities since early on in the pandemic. On the other hand, some participants expressed uncertainty about a precaution that has long ago been deemed unnecessary: wiping down groceries and other inanimate surfaces. “I honestly don’t know enough,” said Esther, of New Brunswick. “Let’s say I touch a spoon or something, and it’s been four hours; is it really dangerous if I touch it by mistake and then touch my mouth?” It is not — but the fact that uncertainty remains highlights an information gap to be addressed in future communications. When it comes to science communication, it’s also a mixed bag: Participants expressed their thoughts on both areas for improvement and areas where it’s being done well (\u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">The New York Times, The Atlantic, \u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">and \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">BBC \u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">got particularly positive shout-outs). Areas of uncertainty suggest a rich load of subject matter yet to be communicated (or, in some cases, communicated again) by medical science/public health media personnel. \u003c/span>\u003c/li>\n\u003cli>\u003cstrong>Participants have suggestions for communicators.\u003c/strong>\u003cspan style=\"font-weight: 400\"> Esther, of New Brunswick, was curious about whether it was unnecessary to immediately shower upon returning home from outside; she suspected it was, but hadn’t been explicitly told so by the media. “Honestly, I would like to know verifying stuff” — what was unnecessary and what was important in terms of public health practices. She likewise recommended greater outreach to individuals who do not speak or read English and therefore are unable to engage with local newscasts and articles during a public health crisis. In a similar vein, San Francisco’s Christine suggested, “some simple media explainers” about the mRNA technology that went into creating the COVID-19 vaccinations “would go a long way.” She cited CNN as glossing over the difference between emergency use authorization and regular vaccine approvals. Irene, who is a science communicator by trade, concurred that simple media explainers could be effective; she suggests that a lack of basic understanding is part of what’s contributing to misinformation about mRNA technology in the Pfizer-BioNTech and Moderna vaccines. People are “hearing these stories, like, ‘what’s mRNA to begin with?’” she said. “A lot of people are like, ‘Well, it must be like DNA.’ That’s one of the biggest misinformation stories — that it’s like gene therapy and it will change your DNA.” \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Our participants primarily communicated in stories; some of their strongest aversions and admirations of the COVID-19 vaccines are in response to stories, and it is evident that trust can be lost — or gained — at the drop of a story. While our participant pool is far from large and representative enough to be generalizable, it seems evident that two key factors for effectively communicating science, at least for some, are using narratives (stories) and seeking familiar, trustworthy community members to carry the message. The message, meanwhile, ought to take the form of “simple media explainers” (as suggested by Christine) about those hot-topic issues: the role of uncertainty in the practice of science, COVID-19 vaccines, and the mRNA technology that made them possible. \u003c/span>\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “Conceptual Understandings of COVID-19” \u003ca href=\"https://drive.google.com/file/d/1kbY9ItRSbrw5_lIY0FYzSuZUjrVGNT9T/view\" target=\"_blank\" rel=\"noopener noreferrer\">here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://”drive”.google.com/”file/d/1kb9IkgR46M-USaA-QwXqjHoNEzO_nTKZ/preview”?embedded=true'\n title='https://”drive”.google.com/”file/d/1kb9IkgR46M-USaA-QwXqjHoNEzO_nTKZ/preview”'\n width='”640″'\n height='”480″'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16044 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"800\" height=\"169\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp> \u003c/p>\n\u003c/div>\u003c/p>",
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"content": "\u003cp>COVID-19 was not the only pandemic sweeping the globe during the last year: the rapid spread of the coronavirus was accompanied, aided and abetted by an “infodemic” of misinformation. Among the falsehoods leaping from host to host were rumors that a malaria drug, hydroxychloroquine, is an effective treatment or even preventive medication for COVID (it isn’t), and that the vaccines alter individuals’ DNA (they don’t), cause female infertility (nope), or enable powerful elites to covertly insert tracking microchips into unwitting citizens (not a chance).\u003c/p>\n\u003cp>Amid the voluminous facts and fictions floating around, researchers are keen to find out just how widespread outdated, misinformed, and/or conspiratorial beliefs are among the American public. They also hope to learn how such beliefs may be related to what we know and understand about viruses, bacteria and vaccinations. To that end, from the end of January to the beginning of February 2021, researchers conducted a survey of 3,006 Americans on the pandemic, and their answers revealed some significant knowledge gaps.\u003c/p>\n\u003cp>Many participants attributed an agency to pathogens they don’t possess, with 60% of respondents erroneously believing that germs have the ability to move to places that make it easier to infect people. Likewise, nearly 63% incorrectly believe that viruses are able to reproduce outside a living host. Despite more than a year’s worth of news stories concerning the ongoing corona\u003cem>virus \u003c/em>pandemic, 40% of respondents said they believe COVID-19 is caused by bacteria, rather than a virus. Broken down by age, 49% of generation Z participants correctly said COVID-19 is caused by a virus, while 54% of millennials answered the question correctly, as did 62% of generation Xers, 67% of baby boomers, and 66% of the silent generation.\u003c/p>\n\u003cp>Considering those results, it’s a public health concern though perhaps not a surprise, that many people did not possess accurate information about treatment of viral infections, with about 52% incorrectly reporting that antibiotics definitely or likely could be used to treat viruses, with 23% saying antibiotics are effective at treating COVID-19. Individuals belonging to older generations were more likely to answer this question correctly: More than 60% of the silent generation knew the right answer, whereas only 35% of those from generation Z did. The public was split when it came to hydroxychloroquine, with 43% believing it is likely or definitely an effective treatment and/or preventative for COVID-19. Other debunked prophylactic measures and conditions that the public was confused about include hot air hand dryers (22% thought them effective) and warm weather (21% did not identify the idea as definitely or likely false).\u003c/p>\n\u003cp>On a more positive note, most respondents indicated they intended to receive a COVID-19 vaccination when it became available. (The survey was conducted before vaccinations were widely available), with 63% reporting they were likely or very likely to get vaccinated. Intentions varied along political and racial lines. Among self-described liberals, 79% reported they were likely to receive a COVID-19 vaccination, as did 62% of moderates, and 55% of conservatives. Meanwhile, 64% of whites, 56% of African Americans, and 53% of Hispanics indicated they were likely to receive a vaccine when it became available to them.\u003c/p>\n\u003cp>Most respondents, 87%, understood the concept of herd or community immunity, in which the more citizens who are vaccinated against a disease, the less likely it is for other community members to be exposed to it.. Almost one-third, 31%) of participants espoused the debunked idea that vaccines can cause autism.\u003c/p>\n\u003cp>Here are some key findings :\u003c/p>\n\u003col>\n\u003cli>\u003cstrong> There are misperceptions about germs. \u003c/strong>A substantial number of people responding, 60%, said they believe germs can move to places that make it easier for them to infect people, and a similar number, 63%, said they believe viruses can reproduce outside a living host, beliefs that are incorrect. While strep throat is a bacterial infection, 68% of respondents erroneously thought it’s caused by a virus, and 40% incorrectly said COVID-19 (which stands for Corona\u003cem>virus \u003c/em>Disease 2019) is caused by bacteria. The knowledge that COVID-19 is caused by a virus increased with the age of respondents: 49% of gen Z, 54% of millennials, 62% of gen X, 67% of baby boomers, and 66% of silent generation participants answered the question correctly. The misperception that antibiotics can be used to treat viral infections is common: 52% of participants said they believe that’s likely or definitely true. Again, correct answers to this question were more common among older generations than younger ones.\u003c/li>\n\u003cli>\u003cstrong> There are misperceptions about COVID-19. \u003c/strong>While the misperception about COVID-19 being caused by bacteria was the most common, other erroneous ideas abound: 43% of participants incorrectly believed it is likely or definitely true that hydroxychloroquine is an effective preventative and/or treatment for COVID-19, while 23% considered antibiotics to be an effective preventative, and 22% said they believe the same of hot air hand dryers. While 87% agreed that wearing masks is an effective means of limiting the spread of COVID-19 and 80% knew masks were effective in protecting the wearer, sharp differences existed between political ideologies, with 29% of conservatives and 19% of moderates saying masks are ineffective at limiting spread to others, and 28% of conservatives and 19% of moderates saying they are ineffective at protecting the wearer.\u003c/li>\n\u003cli>\u003cstrong> There are misperceptions about vaccinations—and not just those for the coronavirus. \u003c/strong>Overall, 63% of participants reported that they intended to get vaccinated against COVID-19, and 4.6% had already been vaccinated at the time of the survey. Intentions varied by political ideology and race 40% of conservatives and 34% of moderates said they were unlikely to receive the shot, while only 16% of liberal respondents said the same. Among African Americans and Hispanics 42% and 41%, respectively, said they were unlikely to get vaccinated, higher than the 31% of white participants. Dishearteningly, nearly a third, or 31%, of participants espoused the long-debunked claim that vaccines can cause autism. This misperception was more common among younger participants—39% of millennials, 34% of gen Xers, and 32% of gen Zers believed in the mythological vaccine-autism link compared to 22% of baby boomers and 16% of the silent generation.\u003c/li>\n\u003c/ol>\n\u003cp>Even at the time of this survey, administered 10 months into the widely covered, COVID-19 pandemic, misperceptions were prevalent and, from a public health perspective, pernicious. Some that may be among the most important to address are the still circulating ideas that hydroxychloroquine is an effective preventative and/or treatment for COVID-19 (a view held by 43% of respondents), and that COVID-19 is caused by bacteria (which young people, in particular, were more likely to believe). These two fallacies are particularly important to correct, as they pertain to understandings about the treatment and nature of the pandemic. Hydroxychloroquine has not been shown to either treat or prevent COVID-19, and viral infections should be treated differently than bacterial ones; antibiotics, for instance, are only effective against the latter. On the plus side, there’s no shortage of material for science communicators to disseminate to the public — but how to get it to sink in, when 10 months of perpetual media coverage didn’t manage it, remains a puzzler.\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “Germ Knowledge: Reporting During an Infodemic” \u003ca href=\"https://drive.google.com/file/d/1NZICMuemnUGL786aAyQsp_rcpSrieDjW/view\">here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>[googleapps domain=”drive” dir=”file/d/1NZICMuemnUGL786aAyQsp_rcpSrieDjW/preview” query=”” width=”640″ height=”480″ /]\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16044 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"800\" height=\"169\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp> \u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>COVID-19 was not the only pandemic sweeping the globe during the last year: the rapid spread of the coronavirus was accompanied, aided and abetted by an “infodemic” of misinformation. Among the falsehoods leaping from host to host were rumors that a malaria drug, hydroxychloroquine, is an effective treatment or even preventive medication for COVID (it isn’t), and that the vaccines alter individuals’ DNA (they don’t), cause female infertility (nope), or enable powerful elites to covertly insert tracking microchips into unwitting citizens (not a chance).\u003c/p>\n\u003cp>Amid the voluminous facts and fictions floating around, researchers are keen to find out just how widespread outdated, misinformed, and/or conspiratorial beliefs are among the American public. They also hope to learn how such beliefs may be related to what we know and understand about viruses, bacteria and vaccinations. To that end, from the end of January to the beginning of February 2021, researchers conducted a survey of 3,006 Americans on the pandemic, and their answers revealed some significant knowledge gaps.\u003c/p>\n\u003cp>Many participants attributed an agency to pathogens they don’t possess, with 60% of respondents erroneously believing that germs have the ability to move to places that make it easier to infect people. Likewise, nearly 63% incorrectly believe that viruses are able to reproduce outside a living host. Despite more than a year’s worth of news stories concerning the ongoing corona\u003cem>virus \u003c/em>pandemic, 40% of respondents said they believe COVID-19 is caused by bacteria, rather than a virus. Broken down by age, 49% of generation Z participants correctly said COVID-19 is caused by a virus, while 54% of millennials answered the question correctly, as did 62% of generation Xers, 67% of baby boomers, and 66% of the silent generation.\u003c/p>\n\u003cp>Considering those results, it’s a public health concern though perhaps not a surprise, that many people did not possess accurate information about treatment of viral infections, with about 52% incorrectly reporting that antibiotics definitely or likely could be used to treat viruses, with 23% saying antibiotics are effective at treating COVID-19. Individuals belonging to older generations were more likely to answer this question correctly: More than 60% of the silent generation knew the right answer, whereas only 35% of those from generation Z did. The public was split when it came to hydroxychloroquine, with 43% believing it is likely or definitely an effective treatment and/or preventative for COVID-19. Other debunked prophylactic measures and conditions that the public was confused about include hot air hand dryers (22% thought them effective) and warm weather (21% did not identify the idea as definitely or likely false).\u003c/p>\n\u003cp>On a more positive note, most respondents indicated they intended to receive a COVID-19 vaccination when it became available. (The survey was conducted before vaccinations were widely available), with 63% reporting they were likely or very likely to get vaccinated. Intentions varied along political and racial lines. Among self-described liberals, 79% reported they were likely to receive a COVID-19 vaccination, as did 62% of moderates, and 55% of conservatives. Meanwhile, 64% of whites, 56% of African Americans, and 53% of Hispanics indicated they were likely to receive a vaccine when it became available to them.\u003c/p>\n\u003cp>Most respondents, 87%, understood the concept of herd or community immunity, in which the more citizens who are vaccinated against a disease, the less likely it is for other community members to be exposed to it.. Almost one-third, 31%) of participants espoused the debunked idea that vaccines can cause autism.\u003c/p>\n\u003cp>Here are some key findings :\u003c/p>\n\u003col>\n\u003cli>\u003cstrong> There are misperceptions about germs. \u003c/strong>A substantial number of people responding, 60%, said they believe germs can move to places that make it easier for them to infect people, and a similar number, 63%, said they believe viruses can reproduce outside a living host, beliefs that are incorrect. While strep throat is a bacterial infection, 68% of respondents erroneously thought it’s caused by a virus, and 40% incorrectly said COVID-19 (which stands for Corona\u003cem>virus \u003c/em>Disease 2019) is caused by bacteria. The knowledge that COVID-19 is caused by a virus increased with the age of respondents: 49% of gen Z, 54% of millennials, 62% of gen X, 67% of baby boomers, and 66% of silent generation participants answered the question correctly. The misperception that antibiotics can be used to treat viral infections is common: 52% of participants said they believe that’s likely or definitely true. Again, correct answers to this question were more common among older generations than younger ones.\u003c/li>\n\u003cli>\u003cstrong> There are misperceptions about COVID-19. \u003c/strong>While the misperception about COVID-19 being caused by bacteria was the most common, other erroneous ideas abound: 43% of participants incorrectly believed it is likely or definitely true that hydroxychloroquine is an effective preventative and/or treatment for COVID-19, while 23% considered antibiotics to be an effective preventative, and 22% said they believe the same of hot air hand dryers. While 87% agreed that wearing masks is an effective means of limiting the spread of COVID-19 and 80% knew masks were effective in protecting the wearer, sharp differences existed between political ideologies, with 29% of conservatives and 19% of moderates saying masks are ineffective at limiting spread to others, and 28% of conservatives and 19% of moderates saying they are ineffective at protecting the wearer.\u003c/li>\n\u003cli>\u003cstrong> There are misperceptions about vaccinations—and not just those for the coronavirus. \u003c/strong>Overall, 63% of participants reported that they intended to get vaccinated against COVID-19, and 4.6% had already been vaccinated at the time of the survey. Intentions varied by political ideology and race 40% of conservatives and 34% of moderates said they were unlikely to receive the shot, while only 16% of liberal respondents said the same. Among African Americans and Hispanics 42% and 41%, respectively, said they were unlikely to get vaccinated, higher than the 31% of white participants. Dishearteningly, nearly a third, or 31%, of participants espoused the long-debunked claim that vaccines can cause autism. This misperception was more common among younger participants—39% of millennials, 34% of gen Xers, and 32% of gen Zers believed in the mythological vaccine-autism link compared to 22% of baby boomers and 16% of the silent generation.\u003c/li>\n\u003c/ol>\n\u003cp>Even at the time of this survey, administered 10 months into the widely covered, COVID-19 pandemic, misperceptions were prevalent and, from a public health perspective, pernicious. Some that may be among the most important to address are the still circulating ideas that hydroxychloroquine is an effective preventative and/or treatment for COVID-19 (a view held by 43% of respondents), and that COVID-19 is caused by bacteria (which young people, in particular, were more likely to believe). These two fallacies are particularly important to correct, as they pertain to understandings about the treatment and nature of the pandemic. Hydroxychloroquine has not been shown to either treat or prevent COVID-19, and viral infections should be treated differently than bacterial ones; antibiotics, for instance, are only effective against the latter. On the plus side, there’s no shortage of material for science communicators to disseminate to the public — but how to get it to sink in, when 10 months of perpetual media coverage didn’t manage it, remains a puzzler.\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “Germ Knowledge: Reporting During an Infodemic” \u003ca href=\"https://drive.google.com/file/d/1NZICMuemnUGL786aAyQsp_rcpSrieDjW/view\">here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://”drive”.google.com/”file/d/1NZICMuemnUGL786aAyQsp_rcpSrieDjW/preview”?embedded=true'\n title='https://”drive”.google.com/”file/d/1NZICMuemnUGL786aAyQsp_rcpSrieDjW/preview”'\n width='”640″'\n height='”480″'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16044 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"800\" height=\"169\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://cdn.kqed.org/wp-content/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp> \u003c/p>\n\u003c/div>\u003c/p>",
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"content": "\u003cp>\u003cspan style=\"font-weight: 400\">We’ve read about how everyday people are \u003c/span>\u003ca href=\"https://www.kqed.org/science/1972169/why-so-many-people-believe-trump-really-won-the-election\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">susceptible to conspiracy theories\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and how a demonstrably false idea like the \u003c/span>\u003ca href=\"https://www.kqed.org/science/1951190/flat-earth-believers-actually-love-science-they-just-like-conspiracies-more\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">Earth being flat can gain traction\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Specific reasons for why people believe what they believe are still a mystery, but it’s clear that false beliefs can be driven by the kind of overload of information that occurred during the coronavirus pandemic.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Around 7 in 10 Americans use social media for entertainment, connection with others, finding news, and sharing personal stories and information, \u003c/span>\u003ca href=\"https://www.pewresearch.org/internet/fact-sheet/social-media/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">according to Pew research\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Although social media platforms have taken measures to limit the amount of incorrect information published on their platforms, an “infodemic” of erroneous COVID-19 information has made social media a major spreader of misinformation about the virus.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the early months of the pandemic, the KQED Science team and researchers at Texas Tech University wanted to better understand major misinformation narratives related to COVID-19 discussed online in the San Francisco Bay Area, and how they compared to the United States as a whole. We were specifically interested in sentiment around the vaccine and whether gaps in knowledge existed that could be addressed in KQED content creation.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Social Media Research Method\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">One key analysis we undertook concerned the conversation on social media, mainly Twitter, around COVID. KQED worked with the researchers and analysts at social media listening platform Brandwatch to answer five main questions: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the volume of conversation among different audiences over time and on different online platforms around specific key narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the engagement metrics of news articles on COVID-19 disinformation narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the volumes of mentions per narrative in the San Francisco Bay Area versus the entire U.S.?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the total reach/impressions of narratives in San Francisco versus the U.S.? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the sentiment expressed toward vaccines?\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">To find the answers, we captured Twitter conversations in both the San Francisco Bay Area and the U.S. between March 1 and Oct. 20, 2020. In the initial stages of this research, Brandwatch identified the top 10 misinformation topics around COVID-19. These falsehoods included:\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic was caused by 5G technology.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Drinking bleach, methanol, or ethanol could cure COVID, posited after former President Donald Trump \u003c/span>\u003ca href=\"https://www.politifact.com/article/2020/apr/24/context-what-donald-trump-said-about-disinfectant-/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">suggested\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> that injecting a disinfectant into people’s bodies might eradicate the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic is a hoax.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus was created in a lab, as seen in the conspiracy theory film “Plandemic,” a possibility that was dismissed by most scientists at the time but is \u003c/span>\u003ca href=\"https://www.cnbc.com/2021/05/26/biden-orders-us-intelligence-to-intensify-investigation-into-covid-19-origins.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">now being considered by U.S. intelligence agencies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Wearing face masks can cause carbon dioxide poisoning.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">COVID-19 is only as dangerous as the seasonal flu.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Tracking devices were added to the vaccine.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus originated in “bat soup.”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Packages from overseas can spread the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Garlic and other foods can help kill the virus.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">From these, our KQED Science team narrowed down the list to focus on misinformation about masks, vaccines, virus origins, and comparisons between the coronavirus and the flu. \u003c/span>\u003c/p>\n\u003ch5>\u003cb>Demographics\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Overall COVID-19 discussion on Twitter was 40% female and 60% male within the San Francisco Bay Area. In comparison, the national average was 5% higher for females and 5% lower for males. Twitter derives demographic information from users that self-identify in their Twitter bios. From this information, Twitter can also determine professions and interests. The top professions engaging in San Francisco Bay Area COVID conversations were executives, scientists/researchers, and teachers/professors. Top interests were business, technology, and family and parenting. The conversations drew many expert voices, most of whom attempted to dispel myths and raise awareness around scientific facts.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16038\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png\" alt=\"COVID-19 Conversations on Twitter\" width=\"800\" height=\"366\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-1020x466.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-160x73.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-768x351.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image.png 1337w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003ch5>\u003cb>Key Findings\u003c/b>\u003c/h5>\n\u003cp>\u003cstrong>Hydroxychloroquine\u003c/strong>\u003cspan style=\"font-weight: 400\"> was the topic that sparked the most misinformation spread online (nearly 19,000 posts locally) and was one of the more politicized subjects. Most of the misinformed conversation was fueled by President Trump, who advocated for the drug to be used for COVID-19 recovery, contrary to scientific evidence. Debate between health care professionals also occurred online, with varying opinions about the drug’s efficacy for the virus’s treatment. Harvey Risch, an epidemiology professor at Yale University, penned an opinion piece in Newsweek in July 2020 advocating for the drug’s use in treatment, fueling the online debate.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Like hydroxychloroquine, \u003c/span>\u003cb>ingesting bleach\u003c/b>\u003cspan style=\"font-weight: 400\"> or other household detergents became a conversation after Trump suggested injecting disinfectants as a potential cure at an April 2020 White House press conference. The conversation around this topic mostly involved voices urging the public not to take Trump’s idea seriously. Critics shared the dangerous consequences for anyone who did so and also posted news articles from around the country citing incidents of Americans actually ingesting bleach and other cleansers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">COVID-19’s \u003c/span>\u003cb>similarities to the influenza virus \u003c/b>\u003cspan style=\"font-weight: 400\">also stirred controversy online and fueled misinformation (nearly 2,000 posts locally). Those who were skeptical about the seriousness of the coronavirus compared death rates and other data points with those for the flu as evidence that the two viruses were similar. They also pointed to Ebola virus and swine flu outbreaks, which eventually dissipated. Experts also entered the discussion to raise awareness of why the novel coronavirus couldn’t be compared to other viruses, citing different symptoms, infection rates and transmission paths.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The virus's bat-related \u003c/span>\u003cb>origins, \u003c/b>\u003cspan style=\"font-weight: 400\">specifically the idea that transmission to humans had occurred through “bat soup,” was the topic that involved the most conspiracy theories, sparking racially insensitive discussions and misinformation. The main conspiracy theory shared was that an employee from the Wuhan lab spread the virus to a nearby animal market. Asian culture, cuisine, and general health were questioned and criticized as a result. Multiple experts and advocates entered the discussion to try to address the racism and dispel the myths. Scientists also shared the dangers of this narrative’s rhetoric by using examples from the past, as occurred during the Spanish flu pandemic and West Nile virus outbreaks.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, misinformation around \u003c/span>\u003cb>mask exemption cards \u003c/b>\u003cspan style=\"font-weight: 400\">became a topic of heated debate. Multiple experts and advocates were quick to debunk fake mask exemption cards after various news sources highlighted cards that were unofficial. Per the cards’ instructions, which had no legal weight, cardholders could forgo wearing a mask for health or other personal reasons in stores and other public areas. Those that disseminated the misinformation often shared that only sick people needed to wear masks to prevent the spread of COVID. Conspiracy theorists also shared misinformation that face masks were ineffective. Dr. Anthony Fauci was the person mentioned most frequently within this topic, and he was often criticized for stating at the beginning of the pandemic that the public didn’t need to wear masks.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Vaccine sentiment\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Just over 8% of the Bay Area vaccine discussion was positive in sentiment, the same as the national average, before the vaccine were in use. However, San Francisco’s negative discussion about a COVID-19 vaccine was less than the nation’s (23% in San Francisco, 31% for the U.S.). When looking at specific emotions, conspiracy theories and other misinformation about vaccines drove a lot of “sad” and “disgust” perceptions among San Francisco residents, with most sharing their disapproval of misinformation being shared. However, it also drove expressions of “joy” in higher numbers than the nation as a whole. These residents were mostly hopeful that a vaccine would help end the pandemic. Sentiment is based upon emotive language used within the post and is detected by automatic keyword-based searches.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Reflections\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">The sheer number of conversations disseminating misinformation about the virus in 2020 was disheartening but not surprising. It’s refreshing, at least, to see some on Twitter come together to help dispel myths that emerged. This “infodemic” on social media makes it even more important for news organizations to report evidence-based information during a health crisis. We continue to be motivated and inspired to create content that is informative, accurate, timely, and reliable in order to fill knowledge gaps in our communities about the virus. \u003c/span>\u003c/p>\n\u003cp>You can read the full report \u003ca href=\"https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/view\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>\u003cimg class=\"alignleft wp-image-16044 \" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"446\" height=\"94\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"(max-width: 446px) 100vw, 446px\" />\u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For more KQED coverage on the coronavirus, \u003c/span>\u003ca href=\"https://www.kqed.org/coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">see here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">We’ve read about how everyday people are \u003c/span>\u003ca href=\"https://www.kqed.org/science/1972169/why-so-many-people-believe-trump-really-won-the-election\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">susceptible to conspiracy theories\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and how a demonstrably false idea like the \u003c/span>\u003ca href=\"https://www.kqed.org/science/1951190/flat-earth-believers-actually-love-science-they-just-like-conspiracies-more\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">Earth being flat can gain traction\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Specific reasons for why people believe what they believe are still a mystery, but it’s clear that false beliefs can be driven by the kind of overload of information that occurred during the coronavirus pandemic.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Around 7 in 10 Americans use social media for entertainment, connection with others, finding news, and sharing personal stories and information, \u003c/span>\u003ca href=\"https://www.pewresearch.org/internet/fact-sheet/social-media/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">according to Pew research\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Although social media platforms have taken measures to limit the amount of incorrect information published on their platforms, an “infodemic” of erroneous COVID-19 information has made social media a major spreader of misinformation about the virus.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the early months of the pandemic, the KQED Science team and researchers at Texas Tech University wanted to better understand major misinformation narratives related to COVID-19 discussed online in the San Francisco Bay Area, and how they compared to the United States as a whole. We were specifically interested in sentiment around the vaccine and whether gaps in knowledge existed that could be addressed in KQED content creation.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Social Media Research Method\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">One key analysis we undertook concerned the conversation on social media, mainly Twitter, around COVID. KQED worked with the researchers and analysts at social media listening platform Brandwatch to answer five main questions: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the volume of conversation among different audiences over time and on different online platforms around specific key narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the engagement metrics of news articles on COVID-19 disinformation narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the volumes of mentions per narrative in the San Francisco Bay Area versus the entire U.S.?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the total reach/impressions of narratives in San Francisco versus the U.S.? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the sentiment expressed toward vaccines?\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">To find the answers, we captured Twitter conversations in both the San Francisco Bay Area and the U.S. between March 1 and Oct. 20, 2020. In the initial stages of this research, Brandwatch identified the top 10 misinformation topics around COVID-19. These falsehoods included:\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic was caused by 5G technology.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Drinking bleach, methanol, or ethanol could cure COVID, posited after former President Donald Trump \u003c/span>\u003ca href=\"https://www.politifact.com/article/2020/apr/24/context-what-donald-trump-said-about-disinfectant-/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">suggested\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> that injecting a disinfectant into people’s bodies might eradicate the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic is a hoax.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus was created in a lab, as seen in the conspiracy theory film “Plandemic,” a possibility that was dismissed by most scientists at the time but is \u003c/span>\u003ca href=\"https://www.cnbc.com/2021/05/26/biden-orders-us-intelligence-to-intensify-investigation-into-covid-19-origins.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">now being considered by U.S. intelligence agencies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Wearing face masks can cause carbon dioxide poisoning.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">COVID-19 is only as dangerous as the seasonal flu.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Tracking devices were added to the vaccine.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus originated in “bat soup.”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Packages from overseas can spread the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Garlic and other foods can help kill the virus.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">From these, our KQED Science team narrowed down the list to focus on misinformation about masks, vaccines, virus origins, and comparisons between the coronavirus and the flu. \u003c/span>\u003c/p>\n\u003ch5>\u003cb>Demographics\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Overall COVID-19 discussion on Twitter was 40% female and 60% male within the San Francisco Bay Area. In comparison, the national average was 5% higher for females and 5% lower for males. Twitter derives demographic information from users that self-identify in their Twitter bios. From this information, Twitter can also determine professions and interests. The top professions engaging in San Francisco Bay Area COVID conversations were executives, scientists/researchers, and teachers/professors. Top interests were business, technology, and family and parenting. The conversations drew many expert voices, most of whom attempted to dispel myths and raise awareness around scientific facts.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16038\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png\" alt=\"COVID-19 Conversations on Twitter\" width=\"800\" height=\"366\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-1020x466.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-160x73.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-768x351.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image.png 1337w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003ch5>\u003cb>Key Findings\u003c/b>\u003c/h5>\n\u003cp>\u003cstrong>Hydroxychloroquine\u003c/strong>\u003cspan style=\"font-weight: 400\"> was the topic that sparked the most misinformation spread online (nearly 19,000 posts locally) and was one of the more politicized subjects. Most of the misinformed conversation was fueled by President Trump, who advocated for the drug to be used for COVID-19 recovery, contrary to scientific evidence. Debate between health care professionals also occurred online, with varying opinions about the drug’s efficacy for the virus’s treatment. Harvey Risch, an epidemiology professor at Yale University, penned an opinion piece in Newsweek in July 2020 advocating for the drug’s use in treatment, fueling the online debate.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Like hydroxychloroquine, \u003c/span>\u003cb>ingesting bleach\u003c/b>\u003cspan style=\"font-weight: 400\"> or other household detergents became a conversation after Trump suggested injecting disinfectants as a potential cure at an April 2020 White House press conference. The conversation around this topic mostly involved voices urging the public not to take Trump’s idea seriously. Critics shared the dangerous consequences for anyone who did so and also posted news articles from around the country citing incidents of Americans actually ingesting bleach and other cleansers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">COVID-19’s \u003c/span>\u003cb>similarities to the influenza virus \u003c/b>\u003cspan style=\"font-weight: 400\">also stirred controversy online and fueled misinformation (nearly 2,000 posts locally). Those who were skeptical about the seriousness of the coronavirus compared death rates and other data points with those for the flu as evidence that the two viruses were similar. They also pointed to Ebola virus and swine flu outbreaks, which eventually dissipated. Experts also entered the discussion to raise awareness of why the novel coronavirus couldn’t be compared to other viruses, citing different symptoms, infection rates and transmission paths.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The virus's bat-related \u003c/span>\u003cb>origins, \u003c/b>\u003cspan style=\"font-weight: 400\">specifically the idea that transmission to humans had occurred through “bat soup,” was the topic that involved the most conspiracy theories, sparking racially insensitive discussions and misinformation. The main conspiracy theory shared was that an employee from the Wuhan lab spread the virus to a nearby animal market. Asian culture, cuisine, and general health were questioned and criticized as a result. Multiple experts and advocates entered the discussion to try to address the racism and dispel the myths. Scientists also shared the dangers of this narrative’s rhetoric by using examples from the past, as occurred during the Spanish flu pandemic and West Nile virus outbreaks.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, misinformation around \u003c/span>\u003cb>mask exemption cards \u003c/b>\u003cspan style=\"font-weight: 400\">became a topic of heated debate. Multiple experts and advocates were quick to debunk fake mask exemption cards after various news sources highlighted cards that were unofficial. Per the cards’ instructions, which had no legal weight, cardholders could forgo wearing a mask for health or other personal reasons in stores and other public areas. Those that disseminated the misinformation often shared that only sick people needed to wear masks to prevent the spread of COVID. Conspiracy theorists also shared misinformation that face masks were ineffective. Dr. Anthony Fauci was the person mentioned most frequently within this topic, and he was often criticized for stating at the beginning of the pandemic that the public didn’t need to wear masks.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Vaccine sentiment\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Just over 8% of the Bay Area vaccine discussion was positive in sentiment, the same as the national average, before the vaccine were in use. However, San Francisco’s negative discussion about a COVID-19 vaccine was less than the nation’s (23% in San Francisco, 31% for the U.S.). When looking at specific emotions, conspiracy theories and other misinformation about vaccines drove a lot of “sad” and “disgust” perceptions among San Francisco residents, with most sharing their disapproval of misinformation being shared. However, it also drove expressions of “joy” in higher numbers than the nation as a whole. These residents were mostly hopeful that a vaccine would help end the pandemic. Sentiment is based upon emotive language used within the post and is detected by automatic keyword-based searches.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Reflections\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">The sheer number of conversations disseminating misinformation about the virus in 2020 was disheartening but not surprising. It’s refreshing, at least, to see some on Twitter come together to help dispel myths that emerged. This “infodemic” on social media makes it even more important for news organizations to report evidence-based information during a health crisis. We continue to be motivated and inspired to create content that is informative, accurate, timely, and reliable in order to fill knowledge gaps in our communities about the virus. \u003c/span>\u003c/p>\n\u003cp>You can read the full report \u003ca href=\"https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/view\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/preview?embedded=true'\n title='https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg class=\"alignleft wp-image-16044 \" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"446\" height=\"94\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"(max-width: 446px) 100vw, 446px\" />\u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For more KQED coverage on the coronavirus, \u003c/span>\u003ca href=\"https://www.kqed.org/coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">see here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003c/div>\u003c/p>",
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"title": "Can infographics or messaging about scientific consensus increase public acceptance of mask wearing and concern about COVID-19?",
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"content": "\u003cp>For some it seemed like common sense. For others, it felt like government overreach and a restriction of freedom. In 2020, as the waves of a global pandemic broke on the shores of the United States and political discord raged within, mask-wearing for preventing the spread of COVID-19 became a polarized, hot-button topic. Although the effectiveness of face masks as a means of limiting transmission of the deadly virus became scientifically clear, political factions under the then-administration quickly took up sides – pro- or anti-mask. Former President Donald Trump repeatedly downplayed the seriousness of the virus and his supporters took offense to laws and mandates requiring mask-wearing and social distancing. Doctors and medical scientists scrambled to find ways to communicate to the public that the disease was serious and that mask-wearing was necessary not just to protect the wearer, but perhaps more importantly, to protect others.\u003c/p>\n\u003cp>This political polarization and resistance to established science was not new to science communicators – not even by a long shot. A cartoon began to circulate social media in which two medical researchers were having a conversation in a hallway next to two climate scientists. The medical researchers were saying, “As long as we just provide the facts to the American people …” The climate scientists are laughing hysterically.\u003c/p>\n\u003cp>Climate communicators, and science communicators working on a variety of subjects that have become politically charged, have been searching for decades now for ways to break through the polarization of public climate change concern. What if some of the communication techniques studied for climate change could be used to communicate with the public about the effectiveness and importance of wearing masks? What if they could even increase public support for mask-wearing policies? As part of the NSF-funded \u003ca href=\"https://www.kqed.org/about/program/cracking-the-code\">Cracking the Code project\u003c/a>, researchers from Texas Tech University, Eckerd College, and Bucknell University attempted to do just that.\u003c/p>\n\u003cp>The researchers wanted to examine two specific techniques that have recently received a great deal of attention in the science communication community: consensus messaging and informative images, or, “\u003ca href=\"https://journals.sagepub.com/doi/full/10.1177/1075547014555997?casa_token=oXmZwkGA34AAAAAA%3A6jyTlv9_OjUWcOpy0XGDtvhlpzRYr7wcYSaTebmBnwhrR5cIH3_G8Axyo26HusuBJc8E90_DvqgZ\">in\u003c/a>\u003ca href=\"https://journals.sagepub.com/doi/full/10.1177/1075547014555997?casa_token=oXmZwkGA34AAAAAA%3A6jyTlv9_OjUWcOpy0XGDtvhlpzRYr7wcYSaTebmBnwhrR5cIH3_G8Axyo26HusuBJc8E90_DvqgZ\">fographics\u003c/a>.” Consensus messaging is essentially telling people that scientists are generally in agreement that something is true. In the case of climate change, researchers show survey takers a simple statistic – 97% of climate scientists agree that climate change is caused by human activity. \u003ca href=\"https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0118489&version=meter+at+null&module=meter-Links&pgtype=Blogs&contentId=&mediaId=&referrer=&priority=true&action=click&contentCollection=meter-links-click&te=1&nl=debatable&emc=edit_db_20200714\">Some research\u003c/a> has suggested that this is effective in helping people understand the severity of the issue and making them more concerned. Because this technique has not worked universally across different studies and topics, our researchers wanted to see if it would work for COVID-19 mask-wearing. This was a bit tricky, however, because we don’t have a simple statistic in this case. Instead, the researchers crafted a message stating that there is a “strong scientific consensus” that COVID-19 is dangerous and that mask-wearing slows transmission of the disease.\u003c/p>\n\u003cp>For the second technique, researchers used \u003ca href=\"https://science.sciencemag.org/content/368/6498/1422/tab-figures-data\">a graphic\u003c/a> from the journal \u003cem>Science\u003c/em> that depicts how masks prevent the wearer from spreading the virus to others. A nationally representative sample of 2,871 participants took the survey and were randomly served up different combinations of control messages, consensus messages, and the image. This study design, called a “modified Solomon group design,” split the sample so that some participants were contacted ahead of the full survey to gauge their concern and mask-wearing support before they saw the communication materials. Participants were asked about their support for different mask-wearing policies as well.\u003c/p>\n\u003cp>The survey results were interesting for a number of reasons. They helped us to better understand effective communication for mask-wearing, but they also showed us that the consensus messaging that some researchers have found works for climate change, didn’t appear to change public acceptance of mask-wearing or policies associated with masks. Here is a summary of the survey’s key findings:\u003c/p>\n\u003col>\n\u003cli>\u003cstrong> Presenting participants with a consensus message did not significantly influence their beliefs. \u003c/strong>Reading a scientific consensus message had no significant effects on participants’ perceptions of consensus, their beliefs about the effectiveness of mask-wearing for preventing the transmission of the disease, their risk perceptions of COVID-19 or their support for policies related to mask-wearing.\u003c/li>\n\u003cli>\u003cstrong> The presence of an infographic depicting how masks help to prevent the spread of COVID-19 did, in some circumstances, influence participants’ beliefs.\u003c/strong> Participants who saw the explanatory infographic were more likely to agree that there is a scientific consensus that mask-wearing is an effective strategy for preventing the transmission of COVID-19, regardless of whether a consensus message was also present. This same finding held true for participants’ beliefs that masks prevent the wearer from contracting or spreading the disease. Participants receiving the image paired with the consensus message were more likely to support a policy that required employees in service industries to wear masks at work. These findings did not hold true, however, for the other two policy questions.\u003c/li>\n\u003cli>\u003cstrong> Political party was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support. \u003c/strong>Political party preference is the strongest predictor of perceived consensus, beliefs about the effectiveness of mask wearing, risk assessment of COVID-19, and policy support in both between-subjects and within-subject comparisons. Between-subjects tests showed that compared to Republicans, Democrats were more likely to perceive a scientific consensus that COVID-19 is more severe than the flu and that mask wearing is effective, are more likely to see the disease as risky, are \u003cem>less\u003c/em> likely to see mask-wearing as risky and are more supportive of all three the mask-wearing policies across all conditions. Importantly, however, exposure to the image seemed to affect Republican participants.\u003c/li>\n\u003c/ol>\n\u003cp>You can read more about the survey design and the full report, called “Mask Messaging for COVID-19: Examining the Effectiveness of a Scientific Consensus Message versus an Explanatory Infographic” \u003ca href=\"https://drive.google.com/file/d/1eHYYcLfaPrTgPmL3bGISOFDdGTdCq9_e/view?usp=sharing\">here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1eHYYcLfaPrTgPmL3bGISOFDdGTdCq9_e/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-16044 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"800\" height=\"169\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>For some it seemed like common sense. For others, it felt like government overreach and a restriction of freedom. In 2020, as the waves of a global pandemic broke on the shores of the United States and political discord raged within, mask-wearing for preventing the spread of COVID-19 became a polarized, hot-button topic. Although the effectiveness of face masks as a means of limiting transmission of the deadly virus became scientifically clear, political factions under the then-administration quickly took up sides – pro- or anti-mask. Former President Donald Trump repeatedly downplayed the seriousness of the virus and his supporters took offense to laws and mandates requiring mask-wearing and social distancing. Doctors and medical scientists scrambled to find ways to communicate to the public that the disease was serious and that mask-wearing was necessary not just to protect the wearer, but perhaps more importantly, to protect others.\u003c/p>\n\u003cp>This political polarization and resistance to established science was not new to science communicators – not even by a long shot. A cartoon began to circulate social media in which two medical researchers were having a conversation in a hallway next to two climate scientists. The medical researchers were saying, “As long as we just provide the facts to the American people …” The climate scientists are laughing hysterically.\u003c/p>\n\u003cp>Climate communicators, and science communicators working on a variety of subjects that have become politically charged, have been searching for decades now for ways to break through the polarization of public climate change concern. What if some of the communication techniques studied for climate change could be used to communicate with the public about the effectiveness and importance of wearing masks? What if they could even increase public support for mask-wearing policies? As part of the NSF-funded \u003ca href=\"https://www.kqed.org/about/program/cracking-the-code\">Cracking the Code project\u003c/a>, researchers from Texas Tech University, Eckerd College, and Bucknell University attempted to do just that.\u003c/p>\n\u003cp>The researchers wanted to examine two specific techniques that have recently received a great deal of attention in the science communication community: consensus messaging and informative images, or, “\u003ca href=\"https://journals.sagepub.com/doi/full/10.1177/1075547014555997?casa_token=oXmZwkGA34AAAAAA%3A6jyTlv9_OjUWcOpy0XGDtvhlpzRYr7wcYSaTebmBnwhrR5cIH3_G8Axyo26HusuBJc8E90_DvqgZ\">in\u003c/a>\u003ca href=\"https://journals.sagepub.com/doi/full/10.1177/1075547014555997?casa_token=oXmZwkGA34AAAAAA%3A6jyTlv9_OjUWcOpy0XGDtvhlpzRYr7wcYSaTebmBnwhrR5cIH3_G8Axyo26HusuBJc8E90_DvqgZ\">fographics\u003c/a>.” Consensus messaging is essentially telling people that scientists are generally in agreement that something is true. In the case of climate change, researchers show survey takers a simple statistic – 97% of climate scientists agree that climate change is caused by human activity. \u003ca href=\"https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0118489&version=meter+at+null&module=meter-Links&pgtype=Blogs&contentId=&mediaId=&referrer=&priority=true&action=click&contentCollection=meter-links-click&te=1&nl=debatable&emc=edit_db_20200714\">Some research\u003c/a> has suggested that this is effective in helping people understand the severity of the issue and making them more concerned. Because this technique has not worked universally across different studies and topics, our researchers wanted to see if it would work for COVID-19 mask-wearing. This was a bit tricky, however, because we don’t have a simple statistic in this case. Instead, the researchers crafted a message stating that there is a “strong scientific consensus” that COVID-19 is dangerous and that mask-wearing slows transmission of the disease.\u003c/p>\n\u003cp>For the second technique, researchers used \u003ca href=\"https://science.sciencemag.org/content/368/6498/1422/tab-figures-data\">a graphic\u003c/a> from the journal \u003cem>Science\u003c/em> that depicts how masks prevent the wearer from spreading the virus to others. A nationally representative sample of 2,871 participants took the survey and were randomly served up different combinations of control messages, consensus messages, and the image. This study design, called a “modified Solomon group design,” split the sample so that some participants were contacted ahead of the full survey to gauge their concern and mask-wearing support before they saw the communication materials. Participants were asked about their support for different mask-wearing policies as well.\u003c/p>\n\u003cp>The survey results were interesting for a number of reasons. They helped us to better understand effective communication for mask-wearing, but they also showed us that the consensus messaging that some researchers have found works for climate change, didn’t appear to change public acceptance of mask-wearing or policies associated with masks. Here is a summary of the survey’s key findings:\u003c/p>\n\u003col>\n\u003cli>\u003cstrong> Presenting participants with a consensus message did not significantly influence their beliefs. \u003c/strong>Reading a scientific consensus message had no significant effects on participants’ perceptions of consensus, their beliefs about the effectiveness of mask-wearing for preventing the transmission of the disease, their risk perceptions of COVID-19 or their support for policies related to mask-wearing.\u003c/li>\n\u003cli>\u003cstrong> The presence of an infographic depicting how masks help to prevent the spread of COVID-19 did, in some circumstances, influence participants’ beliefs.\u003c/strong> Participants who saw the explanatory infographic were more likely to agree that there is a scientific consensus that mask-wearing is an effective strategy for preventing the transmission of COVID-19, regardless of whether a consensus message was also present. This same finding held true for participants’ beliefs that masks prevent the wearer from contracting or spreading the disease. Participants receiving the image paired with the consensus message were more likely to support a policy that required employees in service industries to wear masks at work. These findings did not hold true, however, for the other two policy questions.\u003c/li>\n\u003cli>\u003cstrong> Political party was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support. \u003c/strong>Political party preference is the strongest predictor of perceived consensus, beliefs about the effectiveness of mask wearing, risk assessment of COVID-19, and policy support in both between-subjects and within-subject comparisons. Between-subjects tests showed that compared to Republicans, Democrats were more likely to perceive a scientific consensus that COVID-19 is more severe than the flu and that mask wearing is effective, are more likely to see the disease as risky, are \u003cem>less\u003c/em> likely to see mask-wearing as risky and are more supportive of all three the mask-wearing policies across all conditions. Importantly, however, exposure to the image seemed to affect Republican participants.\u003c/li>\n\u003c/ol>\n\u003cp>You can read more about the survey design and the full report, called “Mask Messaging for COVID-19: Examining the Effectiveness of a Scientific Consensus Message versus an Explanatory Infographic” \u003ca href=\"https://drive.google.com/file/d/1eHYYcLfaPrTgPmL3bGISOFDdGTdCq9_e/view?usp=sharing\">here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1eHYYcLfaPrTgPmL3bGISOFDdGTdCq9_e/preview?embedded=true'\n title='https://drive.google.com/file/d/1eHYYcLfaPrTgPmL3bGISOFDdGTdCq9_e/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-16044 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"800\" height=\"169\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003c/div>\u003c/p>",
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"disqusTitle": "\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers",
"title": "\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers",
"headTitle": "Cracking the Code | About KQED",
"content": "\u003cp>Tiny spiders play an arachnid version of “I Spy” from their lofty tree-housed turrets. Curious?\u003c/p>\n\u003cp>If the idea sparked an inquisitive mind state, it could make you more likely to both pursue and engage with science video content, according to research investigating viewership of \u003ca href=\"https://youtube.com/kqeddeeplook\">KQED’s \u003cem>Deep Look\u003c/em> YouTube science videos\u003c/a>. Science curiosity is highly predictive of intending to watch, actually watching, and being engrossed in scientific videos. In contrast, science comprehension doesn’t have as strong of a predictive effect. Whether you understand the science or not, it’s science curiosity that predicts whether you’ll click the “play” icon.\u003c/p>\n\u003cp>The above are just a couple of findings emerging from research this year investigating \u003cem>Deep Look\u003c/em>’s viewership motivations and predictors: what encourages viewing and predicts its likelihood across a battery of demographics — gender, age, science curiosity, and science comprehension among them. Most notably, \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">contrary to previous research conducted by the \u003cem>Cracking the Code\u003c/em> team\u003c/a>, this recent study did not find a gender disparity in research participants’ intention to watch science-themed media.\u003c/p>\n\u003cp>The science curiosity levels and the decision to watch \u003cem>Deep Look\u003c/em>’s videos between men and women were at parity. In other words, highly science curious men were not more likely than highly science curious women to click to watch, nor were low science curious women less likely than low science curious men to click away and choose not to watch. The disparity found was between previous research and current findings, rather than men and women.\u003c/p>\n\u003cp>In this study, the two demographic groups most likely to engage with \u003cem>Deep Look\u003c/em> content were young science curious men and older science curious women. Despite societal perception to the contrary, younger generations do not seem to be less science curious across the board — or any less likely to be engrossed when viewing scientific content — than preceding generations.\u003c/p>\n\u003cp>Speaking of engrossing, researchers also set out to determine whether particularly gross-sounding video titles would be more of a turnoff for female than male potential viewers. They had also hoped to determine whether including more cues that science is for women too — listing the female host in the video title, including the host’s image in the video thumbnail, or including a cartoon woman in the thumbnail — might reduce or eliminate the previously observed gender disparity.\u003c/p>\n\u003cp>However, since the expected gender disparity did not emerge in the research results — and that disparity was identified as a logical precondition to looking for a disgust-sensitivity or stereotype-response disparity between the genders — the intriguing possibilities couldn’t be tested, and must remain in the realm of query and theory for the time being.\u003c/p>\n\u003cp>Below is a summary of the study’s key findings. \u003c/p>\n\u003cp>1. \u003cstrong>Science curiosity is a key motivator of viewing \u003cem>Deep Look\u003c/em> videos; science comprehension is not.\u003c/strong> You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.\u003c/p>\n\u003cp>2. \u003cstrong>Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in \u003cem>Deep Look\u003c/em> viewership was not replicated in this study.\u003c/strong> Men and women were not significantly different in terms of their intention to view or engagement when viewing \u003cem>Deep Look\u003c/em> videos. This finding held among science curious men and women and not-so science-curious men and women alike.\u003c/p>\n\u003cp>3.\u003cstrong> Because a gender gap wasn’t detected (in this study), the research team was unable to test their novel “stereotype threat” and “disgust sensitivity” hypotheses. Namely that stereotypes about men’s superior science skills and women’s higher disgust sensitivity may account for the viewership gender disparity.\u003c/strong> Past research suggests that perceived stereotypes can hinder women’s math and science performance (an effect not seen when participants are explicitly told that men and women perform comparably). Previous studies have also indicated (albeit less robustly) that women tend toward greater disgust sensitivity than men. Neither the “stereotype threat” nor the “disgust sensitivity” was tested in this study because the gender disparity in viewership was not replicated. \u003c/p>\n\u003cp>4.\u003cstrong> Among the most likely to be highly absorbed with \u003cem>Deep Look\u003c/em> videos were older, science curious women (women in the baby boomer and silent generations, aged 57 and above.)\u003c/strong> Along with young, science curious men, this demographic demonstrated the most engagement with the content of the science-themed videos.\u003c/p>\n\u003cp>The lack of gender disparity found in this study makes for a head-scratching puzzler. But if not iteration and discovery, what is science about? Future research has a great deal to look into and discover more about the nature of \u003cem>Deep Look\u003c/em>’s gender disparity (or lack thereof) as the work continues.\u003c/p>\n\u003cp>“As is often the case in scientific research,” the team writes, “we are left with more questions than when we started.” Frustrating? Perhaps. But we prefer to think of it as a perfect example of the true process of scientific discovery or simply, being curious.\u003c/p>\n\u003cp>You can read the full report, \u003cem>“Examining the Causes of Audience Gender Disparity in KQED’s \u003cem>Deep Look \u003c/em>Science Videos”\u003c/em> \u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view?usp=sharing\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>Further research into \u003cem>Deep Look’\u003c/em>s gender disparity is being conducted in a follow-up study that examines \u003cem>Deep Look\u003c/em>’s titles in depth and the type of titles and content that might be more appealing to women. To learn more visit \u003ca href=\"http://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About this Post's Author: \u003c/strong>\u003cem>\u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/mstrydhorst.php\">Natasha Strydhorst\u003c/a> is a doctoral student of media and communication at Texas Tech University and is currently a part of the \u003cstrong>\u003cem>\u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code\u003c/a>\u003c/em>\u003c/strong> research team.\u003c/em>\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>Tiny spiders play an arachnid version of “I Spy” from their lofty tree-housed turrets. Curious?\u003c/p>\n\u003cp>If the idea sparked an inquisitive mind state, it could make you more likely to both pursue and engage with science video content, according to research investigating viewership of \u003ca href=\"https://youtube.com/kqeddeeplook\">KQED’s \u003cem>Deep Look\u003c/em> YouTube science videos\u003c/a>. Science curiosity is highly predictive of intending to watch, actually watching, and being engrossed in scientific videos. In contrast, science comprehension doesn’t have as strong of a predictive effect. Whether you understand the science or not, it’s science curiosity that predicts whether you’ll click the “play” icon.\u003c/p>\n\u003cp>The above are just a couple of findings emerging from research this year investigating \u003cem>Deep Look\u003c/em>’s viewership motivations and predictors: what encourages viewing and predicts its likelihood across a battery of demographics — gender, age, science curiosity, and science comprehension among them. Most notably, \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">contrary to previous research conducted by the \u003cem>Cracking the Code\u003c/em> team\u003c/a>, this recent study did not find a gender disparity in research participants’ intention to watch science-themed media.\u003c/p>\n\u003cp>The science curiosity levels and the decision to watch \u003cem>Deep Look\u003c/em>’s videos between men and women were at parity. In other words, highly science curious men were not more likely than highly science curious women to click to watch, nor were low science curious women less likely than low science curious men to click away and choose not to watch. The disparity found was between previous research and current findings, rather than men and women.\u003c/p>\n\u003cp>In this study, the two demographic groups most likely to engage with \u003cem>Deep Look\u003c/em> content were young science curious men and older science curious women. Despite societal perception to the contrary, younger generations do not seem to be less science curious across the board — or any less likely to be engrossed when viewing scientific content — than preceding generations.\u003c/p>\n\u003cp>Speaking of engrossing, researchers also set out to determine whether particularly gross-sounding video titles would be more of a turnoff for female than male potential viewers. They had also hoped to determine whether including more cues that science is for women too — listing the female host in the video title, including the host’s image in the video thumbnail, or including a cartoon woman in the thumbnail — might reduce or eliminate the previously observed gender disparity.\u003c/p>\n\u003cp>However, since the expected gender disparity did not emerge in the research results — and that disparity was identified as a logical precondition to looking for a disgust-sensitivity or stereotype-response disparity between the genders — the intriguing possibilities couldn’t be tested, and must remain in the realm of query and theory for the time being.\u003c/p>\n\u003cp>Below is a summary of the study’s key findings. \u003c/p>\n\u003cp>1. \u003cstrong>Science curiosity is a key motivator of viewing \u003cem>Deep Look\u003c/em> videos; science comprehension is not.\u003c/strong> You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.\u003c/p>\n\u003cp>2. \u003cstrong>Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in \u003cem>Deep Look\u003c/em> viewership was not replicated in this study.\u003c/strong> Men and women were not significantly different in terms of their intention to view or engagement when viewing \u003cem>Deep Look\u003c/em> videos. This finding held among science curious men and women and not-so science-curious men and women alike.\u003c/p>\n\u003cp>3.\u003cstrong> Because a gender gap wasn’t detected (in this study), the research team was unable to test their novel “stereotype threat” and “disgust sensitivity” hypotheses. Namely that stereotypes about men’s superior science skills and women’s higher disgust sensitivity may account for the viewership gender disparity.\u003c/strong> Past research suggests that perceived stereotypes can hinder women’s math and science performance (an effect not seen when participants are explicitly told that men and women perform comparably). Previous studies have also indicated (albeit less robustly) that women tend toward greater disgust sensitivity than men. Neither the “stereotype threat” nor the “disgust sensitivity” was tested in this study because the gender disparity in viewership was not replicated. \u003c/p>\n\u003cp>4.\u003cstrong> Among the most likely to be highly absorbed with \u003cem>Deep Look\u003c/em> videos were older, science curious women (women in the baby boomer and silent generations, aged 57 and above.)\u003c/strong> Along with young, science curious men, this demographic demonstrated the most engagement with the content of the science-themed videos.\u003c/p>\n\u003cp>The lack of gender disparity found in this study makes for a head-scratching puzzler. But if not iteration and discovery, what is science about? Future research has a great deal to look into and discover more about the nature of \u003cem>Deep Look\u003c/em>’s gender disparity (or lack thereof) as the work continues.\u003c/p>\n\u003cp>“As is often the case in scientific research,” the team writes, “we are left with more questions than when we started.” Frustrating? Perhaps. But we prefer to think of it as a perfect example of the true process of scientific discovery or simply, being curious.\u003c/p>\n\u003cp>You can read the full report, \u003cem>“Examining the Causes of Audience Gender Disparity in KQED’s \u003cem>Deep Look \u003c/em>Science Videos”\u003c/em> \u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view?usp=sharing\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview?embedded=true'\n title='https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>Further research into \u003cem>Deep Look’\u003c/em>s gender disparity is being conducted in a follow-up study that examines \u003cem>Deep Look\u003c/em>’s titles in depth and the type of titles and content that might be more appealing to women. To learn more visit \u003ca href=\"http://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About this Post's Author: \u003c/strong>\u003cem>\u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/mstrydhorst.php\">Natasha Strydhorst\u003c/a> is a doctoral student of media and communication at Texas Tech University and is currently a part of the \u003cstrong>\u003cem>\u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code\u003c/a>\u003c/em>\u003c/strong> research team.\u003c/em>\u003c/p>\n\u003c/div>\u003c/p>",
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"disqusTitle": "\u003cem>Cracking the Code\u003c/em>: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s \u003cem>Deep Look\u003c/em>?",
"title": "\u003cem>Cracking the Code\u003c/em>: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s \u003cem>Deep Look\u003c/em>?",
"headTitle": "Cracking the Code | About KQED",
"content": "\u003cp>It’s a typical promotional tactic: show people how the sauce is made and people will be more interested in that sauce. But, are the results worth the time and money it takes to capture “the making-of”? “Of course!” you might say if you are thinking of a feature film, documentary or the latest TikTok star. But, what if you have a small production team, high production values and not a lot of extra time or resources to capture additional footage or photos of producers out in the field, let alone create behind-the-scenes videos for all of your 100+ episodes?\u003c/p>\n\u003cp>To be more specific, for an award-winning, public media YouTube science and nature series like KQED’s \u003ca href=\"http://www.kqed.org/deeplook\">\u003cem>Deep Look\u003c/em>\u003c/a>, which delights its audiences by exploring unusual, tiny animals and plants up-close in ultra-high definition, how do you quantify and assess the value of different kinds of behind-the-scenes content when your original short videos are so fantastic at engaging your target audience? \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em> was originally created to reach a younger science-inclined audience and it has achieved this goal as 70 percent of its viewers are aged 18-34, much younger than the traditional PBS primetime viewer or listener. And the series is a success in terms of its engagement metrics -- it’s KQED’s most popular online production with 1.5 million subscribers on YouTube and over 180 million views. Nevertheless, \u003cem>Deep Look\u003c/em>’s audience on YouTube is predominantly male, 70% male to 30% female. (\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">This prominent gender disparity was explored in an earlier study\u003c/a> which preceded \u003cem>Deep Look\u003c/em>’s foray into the study described below related to its behind-the-scenes content.) \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s viewers mostly see tiny extraordinary creatures on screen with an off-camera female host to guide them through some surprisingly sticky -- and at times gruesome dilemmas, especially in the insect world. Deep Look episodes take about six weeks to produce from start to finish, and 2-3 hours of footage is filmed for each three to four minute episode.\u003c/p>\n\u003cp>KQED science’s engagement staff thought that behind-the-scenes videos and photos showing \u003cem>Deep Look\u003c/em>’s producers, cinematographer and the scientists they work with could make the series more relatable and accessible, and engage a wider audience. Engagement staff were eager to have more behind-the-scenes content that would also help to humanize the series by showing how much care, effort and attention goes into filming each episode and reveal the stellar production staff that creates \u003cem>Deep Look\u003c/em>. But it was challenging for the \u003cem>Deep Look\u003c/em> team to capture behind-the-scenes content while simultaneously creating their primary content. And sending out a second crew to accompany the \u003cem>Deep Look\u003c/em> team was costly.\u003c/p>\n\u003cp>“Shooting in nature is always a challenge and wildlife is always unpredictable,” says \u003ca href=\"https://www.kqed.org/author/joshua-cassidy\">Josh Cassidy, \u003cem>Deep Look\u003c/em> ’s cinematographer and lead producer\u003c/a>. “From a technical point of view, you’re taking expensive electronic and optical equipment out into inhospitable environments. There’s never a guarantee that the banana slugs or turret spiders will cooperate. It’s all about staying flexible and being persistent. We don’t have a lot of time to capture extra behind-the-scenes type of footage because we don’t want to miss the amazing behaviour of the animal we came out to film.”\u003c/p>\n\u003cp>KQED’s science engagement team was eager to discover the true value of \u003cem>Deep Look\u003c/em> behind-the-scenes content. They had produced a few behind-the-scenes videos that were never officially released on \u003cem>Deep Look\u003c/em>’s YouTube channel for fear that the behind-the-scenes videos would negatively affect how the YouTube algorithm treats \u003cem>Deep Look\u003c/em>’s regular videos. These behind-the-scenes videos were only linked to as promotional tools on KQED’s social media platforms.*\u003c/p>\n\u003cp>Working closely with science communication researchers from \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Texas Tech University\u003c/a> as a part of the NSF-funded \u003ca href=\"https://www.kqed.org/crackingthecode\">Cracking the Code Project\u003c/a>, the engagement team decided to use \u003cem>Deep Look\u003c/em>’s, \u003ca href=\"https://www.kqed.org/science/1602625/decorator-crabs-make-high-fashion-at-low-tide\">decorator crabs\u003c/a> and \u003ca href=\"https://www.kqed.org/science/1932072/a-sand-dollars-breakfast-is-totally-metal\">sand dollar\u003c/a> episodes, which both have full behind-the-scenes videos, photos and out-takes, to develop a survey to answer the following questions:\u003c/p>\n\u003cblockquote>\u003cp>Are there measurable benefits to providing audiences with behind-the-scenes content?\u003cbr />\nIf so, are the benefits from providing high-quality produced behind-the-scenes video content greater than those from providing other, less resource-intensive types of behind-the-scenes content, like photos and video out-takes?\u003c/p>\u003c/blockquote>\n\u003cp>1,045 participants from a nationally representative population sample of men and women took \u003cem>Deep Look\u003c/em>’s behind-the-scenes survey. Participants were randomly served up the two \u003cem>Deep Look\u003c/em> videos cited above to watch with different types of content added to the end of the videos such as: fully produced behind-the-scenes videos, behind-the-scenes-photos, behind-the-scenes unedited, out-takes, as well as, a version of the \u003cem>Deep Look\u003c/em> videos where viewers see \u003cem>Deep Look\u003c/em>’s female host introduce the original videos. \u003c/p>\n\u003cp>The survey revealed some surprising results. “One of the most important takeaways from the survey is that simple behind-the-scenes photos seem to be just as effective as more elaborate behind-the-scenes videos in helping \u003cem>Deep Look\u003c/em> reach its missing audience of more science curious women and might have the benefit of reaching a new audience -- women low in science curiosity,” says \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Asheley Landrum of the College of Media & Communication of Texas Tech University\u003c/a>. \u003c/p>\n\u003cp>Below is a summary of the key findings of the behind-the-scenes survey. \u003c/p>\n\u003cp>1. \u003cstrong>The measurable benefits of appending a fully produced behind-the-scenes video to a \u003cem>Deep Look\u003c/em> episode appear to exist primarily among individuals outside \u003cem>Deep Look\u003c/em>’s target audience (science-curious individuals)\u003c/strong>. Women low in science curiosity who watched the produced BTS content rated \u003cem>Deep Look\u003c/em> as more authentic and demonstrated greater engagement than women of similar science curiosity who only watched the original episode. On the other hand, men low in science curiosity who watched the original episode perceived \u003cem>Deep Look\u003c/em> as more authentic than watching the episode with the appended produced BTS video. There was no difference in feelings of connectedness, perceptions of authenticity, or engagement among individuals with high science curiosity. \u003c/p>\n\u003cp>2. \u003cstrong>A short behind-the-scenes slideshow may be a resource-efficient way of increasing engagement not only among \u003cem>Deep Look\u003c/em>’s traditional audience (highly science-curious men), but also among two very different audiences—women who are science curious and those who are not.\u003c/strong> Highly science-curious men who watched the \u003cem>Deep Look\u003c/em> episode with the appended BTS slideshow reported greater perceived authenticity than men of similar science curiosity who viewed only the original episode. Highly science-curious women were greatly engaged in both conditions. Women indifferent to science who were in the BTS slideshow condition, too, were more engaged than similar women who saw only the original episode.\u003c/p>\n\u003cp>3. \u003cstrong> Appending unproduced BTS content (i.e., raw BTS video) to a \u003cem>Deep Look\u003c/em> episode does not score as high among science-curious women compared to viewing just the original episode.\u003c/strong> Women high in science curiosity perceived the episode with the attached unproduced BTS video as less authentic and demonstrated lower engagement than similar science-curious women who viewed only the standalone \u003cem>Deep Look\u003c/em> episode. \u003c/p>\n\u003cp>4. \u003cstrong>Overall, people who are more science curious report feeling more connected with the series, report perceiving the series to be more authentic, and demonstrate greater engagement with the content than people who are less science curious, regardless of whether BTS content was added or not.\u003c/strong>\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “\u003ca href=\"https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/view\">A ‘\u003cem>Deep Look\u003c/em>’ at the Potential Benefits of Behind-the-Scenes Content” here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>* (Note: At the time of the design of this behind-the-scenes study, the YouTube Community Tab did not exist, which currently makes it much easier to engage \u003cem>Deep Look\u003c/em> fans with short posts and messages about the production process.)\u003c/p>\n",
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"title": "\u003cem>Cracking the Code\u003c/em>: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s \u003cem>Deep Look\u003c/em>? | KQED",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>It’s a typical promotional tactic: show people how the sauce is made and people will be more interested in that sauce. But, are the results worth the time and money it takes to capture “the making-of”? “Of course!” you might say if you are thinking of a feature film, documentary or the latest TikTok star. But, what if you have a small production team, high production values and not a lot of extra time or resources to capture additional footage or photos of producers out in the field, let alone create behind-the-scenes videos for all of your 100+ episodes?\u003c/p>\n\u003cp>To be more specific, for an award-winning, public media YouTube science and nature series like KQED’s \u003ca href=\"http://www.kqed.org/deeplook\">\u003cem>Deep Look\u003c/em>\u003c/a>, which delights its audiences by exploring unusual, tiny animals and plants up-close in ultra-high definition, how do you quantify and assess the value of different kinds of behind-the-scenes content when your original short videos are so fantastic at engaging your target audience? \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em> was originally created to reach a younger science-inclined audience and it has achieved this goal as 70 percent of its viewers are aged 18-34, much younger than the traditional PBS primetime viewer or listener. And the series is a success in terms of its engagement metrics -- it’s KQED’s most popular online production with 1.5 million subscribers on YouTube and over 180 million views. Nevertheless, \u003cem>Deep Look\u003c/em>’s audience on YouTube is predominantly male, 70% male to 30% female. (\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">This prominent gender disparity was explored in an earlier study\u003c/a> which preceded \u003cem>Deep Look\u003c/em>’s foray into the study described below related to its behind-the-scenes content.) \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s viewers mostly see tiny extraordinary creatures on screen with an off-camera female host to guide them through some surprisingly sticky -- and at times gruesome dilemmas, especially in the insect world. Deep Look episodes take about six weeks to produce from start to finish, and 2-3 hours of footage is filmed for each three to four minute episode.\u003c/p>\n\u003cp>KQED science’s engagement staff thought that behind-the-scenes videos and photos showing \u003cem>Deep Look\u003c/em>’s producers, cinematographer and the scientists they work with could make the series more relatable and accessible, and engage a wider audience. Engagement staff were eager to have more behind-the-scenes content that would also help to humanize the series by showing how much care, effort and attention goes into filming each episode and reveal the stellar production staff that creates \u003cem>Deep Look\u003c/em>. But it was challenging for the \u003cem>Deep Look\u003c/em> team to capture behind-the-scenes content while simultaneously creating their primary content. And sending out a second crew to accompany the \u003cem>Deep Look\u003c/em> team was costly.\u003c/p>\n\u003cp>“Shooting in nature is always a challenge and wildlife is always unpredictable,” says \u003ca href=\"https://www.kqed.org/author/joshua-cassidy\">Josh Cassidy, \u003cem>Deep Look\u003c/em> ’s cinematographer and lead producer\u003c/a>. “From a technical point of view, you’re taking expensive electronic and optical equipment out into inhospitable environments. There’s never a guarantee that the banana slugs or turret spiders will cooperate. It’s all about staying flexible and being persistent. We don’t have a lot of time to capture extra behind-the-scenes type of footage because we don’t want to miss the amazing behaviour of the animal we came out to film.”\u003c/p>\n\u003cp>KQED’s science engagement team was eager to discover the true value of \u003cem>Deep Look\u003c/em> behind-the-scenes content. They had produced a few behind-the-scenes videos that were never officially released on \u003cem>Deep Look\u003c/em>’s YouTube channel for fear that the behind-the-scenes videos would negatively affect how the YouTube algorithm treats \u003cem>Deep Look\u003c/em>’s regular videos. These behind-the-scenes videos were only linked to as promotional tools on KQED’s social media platforms.*\u003c/p>\n\u003cp>Working closely with science communication researchers from \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Texas Tech University\u003c/a> as a part of the NSF-funded \u003ca href=\"https://www.kqed.org/crackingthecode\">Cracking the Code Project\u003c/a>, the engagement team decided to use \u003cem>Deep Look\u003c/em>’s, \u003ca href=\"https://www.kqed.org/science/1602625/decorator-crabs-make-high-fashion-at-low-tide\">decorator crabs\u003c/a> and \u003ca href=\"https://www.kqed.org/science/1932072/a-sand-dollars-breakfast-is-totally-metal\">sand dollar\u003c/a> episodes, which both have full behind-the-scenes videos, photos and out-takes, to develop a survey to answer the following questions:\u003c/p>\n\u003cblockquote>\u003cp>Are there measurable benefits to providing audiences with behind-the-scenes content?\u003cbr />\nIf so, are the benefits from providing high-quality produced behind-the-scenes video content greater than those from providing other, less resource-intensive types of behind-the-scenes content, like photos and video out-takes?\u003c/p>\u003c/blockquote>\n\u003cp>1,045 participants from a nationally representative population sample of men and women took \u003cem>Deep Look\u003c/em>’s behind-the-scenes survey. Participants were randomly served up the two \u003cem>Deep Look\u003c/em> videos cited above to watch with different types of content added to the end of the videos such as: fully produced behind-the-scenes videos, behind-the-scenes-photos, behind-the-scenes unedited, out-takes, as well as, a version of the \u003cem>Deep Look\u003c/em> videos where viewers see \u003cem>Deep Look\u003c/em>’s female host introduce the original videos. \u003c/p>\n\u003cp>The survey revealed some surprising results. “One of the most important takeaways from the survey is that simple behind-the-scenes photos seem to be just as effective as more elaborate behind-the-scenes videos in helping \u003cem>Deep Look\u003c/em> reach its missing audience of more science curious women and might have the benefit of reaching a new audience -- women low in science curiosity,” says \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Asheley Landrum of the College of Media & Communication of Texas Tech University\u003c/a>. \u003c/p>\n\u003cp>Below is a summary of the key findings of the behind-the-scenes survey. \u003c/p>\n\u003cp>1. \u003cstrong>The measurable benefits of appending a fully produced behind-the-scenes video to a \u003cem>Deep Look\u003c/em> episode appear to exist primarily among individuals outside \u003cem>Deep Look\u003c/em>’s target audience (science-curious individuals)\u003c/strong>. Women low in science curiosity who watched the produced BTS content rated \u003cem>Deep Look\u003c/em> as more authentic and demonstrated greater engagement than women of similar science curiosity who only watched the original episode. On the other hand, men low in science curiosity who watched the original episode perceived \u003cem>Deep Look\u003c/em> as more authentic than watching the episode with the appended produced BTS video. There was no difference in feelings of connectedness, perceptions of authenticity, or engagement among individuals with high science curiosity. \u003c/p>\n\u003cp>2. \u003cstrong>A short behind-the-scenes slideshow may be a resource-efficient way of increasing engagement not only among \u003cem>Deep Look\u003c/em>’s traditional audience (highly science-curious men), but also among two very different audiences—women who are science curious and those who are not.\u003c/strong> Highly science-curious men who watched the \u003cem>Deep Look\u003c/em> episode with the appended BTS slideshow reported greater perceived authenticity than men of similar science curiosity who viewed only the original episode. Highly science-curious women were greatly engaged in both conditions. Women indifferent to science who were in the BTS slideshow condition, too, were more engaged than similar women who saw only the original episode.\u003c/p>\n\u003cp>3. \u003cstrong> Appending unproduced BTS content (i.e., raw BTS video) to a \u003cem>Deep Look\u003c/em> episode does not score as high among science-curious women compared to viewing just the original episode.\u003c/strong> Women high in science curiosity perceived the episode with the attached unproduced BTS video as less authentic and demonstrated lower engagement than similar science-curious women who viewed only the standalone \u003cem>Deep Look\u003c/em> episode. \u003c/p>\n\u003cp>4. \u003cstrong>Overall, people who are more science curious report feeling more connected with the series, report perceiving the series to be more authentic, and demonstrate greater engagement with the content than people who are less science curious, regardless of whether BTS content was added or not.\u003c/strong>\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “\u003ca href=\"https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/view\">A ‘\u003cem>Deep Look\u003c/em>’ at the Potential Benefits of Behind-the-Scenes Content” here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/preview?embedded=true'\n title='https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>* (Note: At the time of the design of this behind-the-scenes study, the YouTube Community Tab did not exist, which currently makes it much easier to engage \u003cem>Deep Look\u003c/em> fans with short posts and messages about the production process.)\u003c/p>\n\u003c/div>\u003c/p>",
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"airtime": "SUN 1pm-2pm, TUE 10pm, WED 1am",
"meta": {
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"source": "City Arts & Lectures"
},
"link": "https://www.cityarts.net",
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},
"closealltabs": {
"id": "closealltabs",
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"order": 1
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"title": "Code Switch / Life Kit",
"info": "\u003cem>Code Switch\u003c/em>, which listeners will hear in the first part of the hour, has fearless and much-needed conversations about race. Hosted by journalists of color, the show tackles the subject of race head-on, exploring how it impacts every part of society — from politics and pop culture to history, sports and more.\u003cbr />\u003cbr />\u003cem>Life Kit\u003c/em>, which will be in the second part of the hour, guides you through spaces and feelings no one prepares you for — from finances to mental health, from workplace microaggressions to imposter syndrome, from relationships to parenting. The show features experts with real world experience and shares their knowledge. Because everyone needs a little help being human.\u003cbr />\u003cbr />\u003ca href=\"https://www.npr.org/podcasts/510312/codeswitch\">\u003cem>Code Switch\u003c/em> offical site and podcast\u003c/a>\u003cbr />\u003ca href=\"https://www.npr.org/lifekit\">\u003cem>Life Kit\u003c/em> offical site and podcast\u003c/a>\u003cbr />",
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"id": "commonwealth-club",
"title": "Commonwealth Club of California Podcast",
"info": "The Commonwealth Club of California is the nation's oldest and largest public affairs forum. As a non-partisan forum, The Club brings to the public airwaves diverse viewpoints on important topics. The Club's weekly radio broadcast - the oldest in the U.S., dating back to 1924 - is carried across the nation on public radio stations and is now podcasting. Our website archive features audio of our recent programs, as well as selected speeches from our long and distinguished history. This podcast feed is usually updated twice a week and is always un-edited.",
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"source": "Commonwealth Club of California"
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"google": "https://podcasts.google.com/feed/aHR0cDovL3d3dy5jb21tb253ZWFsdGhjbHViLm9yZy9hdWRpby9wb2RjYXN0L3dlZWtseS54bWw",
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"title": "Forum",
"tagline": "The conversation starts here",
"info": "KQED’s live call-in program discussing local, state, national and international issues, as well as in-depth interviews.",
"airtime": "MON-FRI 9am-11am, 10pm-11pm",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/Forum-Podcast-Tile-703x703-1.jpg",
"imageAlt": "KQED Forum with Mina Kim and Alexis Madrigal",
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"order": 9
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"meta": {
"site": "radio",
"source": "WNYC"
},
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"subscribe": {
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"apple": "https://itunes.apple.com/us/podcast/freakonomics-radio/id354668519",
"tuneIn": "https://tunein.com/podcasts/WNYC-Podcasts/Freakonomics-Radio-p272293/",
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},
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"id": "fresh-air",
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"apple": "https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?s=143441&mt=2&id=214089682&at=11l79Y&ct=nprdirectory",
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"info": "A live production of NPR and WBUR Boston, in collaboration with stations across the country, Here & Now reflects the fluid world of news as it's happening in the middle of the day, with timely, in-depth news, interviews and conversation. Hosted by Robin Young, Jeremy Hobson and Tonya Mosley.",
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"hidden-brain": {
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"info": "Shankar Vedantam uses science and storytelling to reveal the unconscious patterns that drive human behavior, shape our choices and direct our relationships.",
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"airtime": "SUN 7pm-8pm",
"meta": {
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"source": "NPR"
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"how-i-built-this": {
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"title": "How I Built This with Guy Raz",
"info": "Guy Raz dives into the stories behind some of the world's best known companies. How I Built This weaves a narrative journey about innovators, entrepreneurs and idealists—and the movements they built.",
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"airtime": "SUN 7:30pm-8pm",
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"link": "/radio/program/how-i-built-this",
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"apple": "https://itunes.apple.com/us/podcast/how-i-built-this-with-guy-raz/id1150510297?mt=2",
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"hyphenacion": {
"id": "hyphenacion",
"title": "Hyphenación",
"tagline": "Where conversation and cultura meet",
"info": "What kind of no sabo word is Hyphenación? For us, it’s about living within a hyphenation. Like being a third-gen Mexican-American from the Texas border now living that Bay Area Chicano life. Like Xorje! Each week we bring together a couple of hyphenated Latinos to talk all about personal life choices: family, careers, relationships, belonging … everything is on the table. ",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2025/03/Hyphenacion_FinalAssets_PodcastTile.png",
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"officialWebsiteLink": "/podcasts/hyphenacion",
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"order": 15
},
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},
"jerrybrown": {
"id": "jerrybrown",
"title": "The Political Mind of Jerry Brown",
"tagline": "Lessons from a lifetime in politics",
"info": "The Political Mind of Jerry Brown brings listeners the wisdom of the former Governor, Mayor, and presidential candidate. Scott Shafer interviewed Brown for more than 40 hours, covering the former governor's life and half-century in the political game – and Brown has some lessons he'd like to share. ",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/The-Political-Mind-of-Jerry-Brown-Podcast-Tile-703x703-1.jpg",
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"officialWebsiteLink": "/podcasts/jerrybrown",
"meta": {
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"order": 18
},
"link": "/podcasts/jerrybrown",
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},
"latino-usa": {
"id": "latino-usa",
"title": "Latino USA",
"airtime": "MON 1am-2am, SUN 6pm-7pm",
"info": "Latino USA, the radio journal of news and culture, is the only national, English-language radio program produced from a Latino perspective.",
"imageSrc": "https://ww2.kqed.org/radio/wp-content/uploads/sites/50/2018/04/latinoUsa.jpg",
"officialWebsiteLink": "http://latinousa.org/",
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"link": "/radio/program/latino-usa",
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"apple": "https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?s=143441&mt=2&id=79681317&at=11l79Y&ct=nprdirectory",
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"rss": "https://feeds.npr.org/510016/podcast.xml"
}
},
"marketplace": {
"id": "marketplace",
"title": "Marketplace",
"info": "Our flagship program, helmed by Kai Ryssdal, examines what the day in money delivered, through stories, conversations, newsworthy numbers and more. Updated Monday through Friday at about 3:30 p.m. PT.",
"airtime": "MON-FRI 4pm-4:30pm, MON-WED 6:30pm-7pm",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/Marketplace-Podcast-Tile-360x360-1.jpg",
"officialWebsiteLink": "https://www.marketplace.org/",
"meta": {
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"source": "American Public Media"
},
"link": "/radio/program/marketplace",
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},
"masters-of-scale": {
"id": "masters-of-scale",
"title": "Masters of Scale",
"info": "Masters of Scale is an original podcast in which LinkedIn co-founder and Greylock Partner Reid Hoffman sets out to describe and prove theories that explain how great entrepreneurs take their companies from zero to a gazillion in ingenious fashion.",
"airtime": "Every other Wednesday June 12 through October 16 at 8pm (repeats Thursdays at 2am)",
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"officialWebsiteLink": "https://mastersofscale.com/",
"meta": {
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"source": "WaitWhat"
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"rss": "https://rss.art19.com/masters-of-scale"
}
},
"mindshift": {
"id": "mindshift",
"title": "MindShift",
"tagline": "A podcast about the future of learning and how we raise our kids",
"info": "The MindShift podcast explores the innovations in education that are shaping how kids learn. Hosts Ki Sung and Katrina Schwartz introduce listeners to educators, researchers, parents and students who are developing effective ways to improve how kids learn. We cover topics like how fed-up administrators are developing surprising tactics to deal with classroom disruptions; how listening to podcasts are helping kids develop reading skills; the consequences of overparenting; and why interdisciplinary learning can engage students on all ends of the traditional achievement spectrum. This podcast is part of the MindShift education site, a division of KQED News. KQED is an NPR/PBS member station based in San Francisco. You can also visit the MindShift website for episodes and supplemental blog posts or tweet us \u003ca href=\"https://twitter.com/MindShiftKQED\">@MindShiftKQED\u003c/a> or visit us at \u003ca href=\"/mindshift\">MindShift.KQED.org\u003c/a>",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/Mindshift-Podcast-Tile-703x703-1.jpg",
"imageAlt": "KQED MindShift: How We Will Learn",
"officialWebsiteLink": "/mindshift/",
"meta": {
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"source": "kqed",
"order": 12
},
"link": "/podcasts/mindshift",
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"google": "https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkM1NzY0NjAwNDI5",
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}
},
"morning-edition": {
"id": "morning-edition",
"title": "Morning Edition",
"info": "\u003cem>Morning Edition\u003c/em> takes listeners around the country and the world with multi-faceted stories and commentaries every weekday. Hosts Steve Inskeep, David Greene and Rachel Martin bring you the latest breaking news and features to prepare you for the day.",
"airtime": "MON-FRI 3am-9am",
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"officialWebsiteLink": "https://www.npr.org/programs/morning-edition/",
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"onourwatch": {
"id": "onourwatch",
"title": "On Our Watch",
"tagline": "Deeply-reported investigative journalism",
"info": "For decades, the process for how police police themselves has been inconsistent – if not opaque. In some states, like California, these proceedings were completely hidden. After a new police transparency law unsealed scores of internal affairs files, our reporters set out to examine these cases and the shadow world of police discipline. On Our Watch brings listeners into the rooms where officers are questioned and witnesses are interrogated to find out who this system is really protecting. Is it the officers, or the public they've sworn to serve?",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/On-Our-Watch-Podcast-Tile-703x703-1.jpg",
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"officialWebsiteLink": "/podcasts/onourwatch",
"meta": {
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"source": "kqed",
"order": 11
},
"link": "/podcasts/onourwatch",
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"google": "https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5ucHIub3JnLzUxMDM2MC9wb2RjYXN0LnhtbD9zYz1nb29nbGVwb2RjYXN0cw",
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},
"on-the-media": {
"id": "on-the-media",
"title": "On The Media",
"info": "Our weekly podcast explores how the media 'sausage' is made, casts an incisive eye on fluctuations in the marketplace of ideas, and examines threats to the freedom of information and expression in America and abroad. For one hour a week, the show tries to lift the veil from the process of \"making media,\" especially news media, because it's through that lens that we see the world and the world sees us",
"airtime": "SUN 2pm-3pm, MON 12am-1am",
"imageSrc": "https://ww2.kqed.org/radio/wp-content/uploads/sites/50/2018/04/onTheMedia.png",
"officialWebsiteLink": "https://www.wnycstudios.org/shows/otm",
"meta": {
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"source": "wnyc"
},
"link": "/radio/program/on-the-media",
"subscribe": {
"apple": "https://itunes.apple.com/us/podcast/on-the-media/id73330715?mt=2",
"tuneIn": "https://tunein.com/radio/On-the-Media-p69/",
"rss": "http://feeds.wnyc.org/onthemedia"
}
},
"pbs-newshour": {
"id": "pbs-newshour",
"title": "PBS NewsHour",
"info": "Analysis, background reports and updates from the PBS NewsHour putting today's news in context.",
"airtime": "MON-FRI 3pm-4pm",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/PBS-News-Hour-Podcast-Tile-360x360-1.jpg",
"officialWebsiteLink": "https://www.pbs.org/newshour/",
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},
"link": "/radio/program/pbs-newshour",
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"apple": "https://itunes.apple.com/us/podcast/pbs-newshour-full-show/id394432287?mt=2",
"tuneIn": "https://tunein.com/radio/PBS-NewsHour---Full-Show-p425698/",
"rss": "https://www.pbs.org/newshour/feeds/rss/podcasts/show"
}
},
"perspectives": {
"id": "perspectives",
"title": "Perspectives",
"tagline": "KQED's series of daily listener commentaries since 1991",
"info": "KQED's series of daily listener commentaries since 1991.",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2025/01/Perspectives_Tile_Final.jpg",
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"officialWebsiteLink": "/perspectives/",
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"source": "kqed",
"order": 14
},
"link": "/perspectives",
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"npr": "https://www.npr.org/podcasts/432309616/perspectives",
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},
"planet-money": {
"id": "planet-money",
"title": "Planet Money",
"info": "The economy explained. Imagine you could call up a friend and say, Meet me at the bar and tell me what's going on with the economy. Now imagine that's actually a fun evening.",
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