Influencing Millennial Science Engagement: A New Survey in 2021
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Wrap $3 Million National Science Foundation Grant, Expand Research into Engaging Younger Audiences with Science Media","publishDate":1644542638,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>\u003cstrong>\u003cem>Project Creates New Model For Collaboration Between Science Media Professionals and University Science Communication Researchers\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>KQED and the College of Media & Communication at Texas Tech University, have recently completed a $3 million grant from the National Science Foundation (NSF) for the project \u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code (CTC): Influencing Millennial Science Engagement\u003c/a>. The three-year grant provided funding for an unprecedented research initiative between science media professionals and science communication academics with the goal of identifying how best to engage younger, more diverse audiences with science media. The project capped its research with a major national survey of science media habits in 2021.\u003c/p>\n\u003cp>“This project has resulted in new approaches to STEM learning in informal environments that have the potential to transform the way science news is produced and delivered to the general public,” said \u003cstrong>NSF Program Officer Sandra H. Welch.\u003c/strong> “This collaboration between researchers and practitioners provides new protocols that can be used by science media producers to create targeted digital media for specific audiences based on the topics that appeal to them.”\u003c/p>\n\u003cp>“From the pandemic to the extremes of climate change, it has been an especially critical time for science reporting and the public’s understanding of science,” said \u003cstrong>Sue Ellen McCann, lead principal investigator on the grant for KQED\u003c/strong>. “This generous NSF funding has allowed us to study science media engagement beyond traditional market research, and really dig into specific questions about our science content, working closely with the expertise of science communication researchers.”\u003c/p>\n\u003cp>Over the course of this project, KQED and Texas Tech University have:\u003cbr />\n• Advanced insight into younger audiences’ engagement with science media;\u003cbr />\n• Identified missing and future audiences;\u003cbr />\n• Developed best practices for collaborative in-depth audience research;\u003cbr />\n• Created a new model for collaboration between science media content staff and academic science communication researchers.\u003c/p>\n\u003cp>“We’ve been able to put science communications theories to the practical test.” said \u003cstrong>Asheley Landrum of Texas Tech University and co-principal investigator on the project\u003c/strong>. “Our research team now has a much better understanding of the challenges journalists face in reaching and engaging audiences, especially in this polarized media environment. In the process, we’ve helped KQED discover ways to amplify the engagement of science content for harder-to-reach audiences.”\u003c/p>\n\u003cp>The project built on Landrum’s and collaborators’ \u003ca href=\"https://onlinelibrary.wiley.com/doi/full/10.1111/pops.12396\">existing science curiosity research.\u003c/a> They developed a survey tool called the Science Curiosity Scale (SCS), which measures science interest through a combination of behavioral and self-reported indicators. This research also expanded the understanding of underengaged or “missing” audiences for science media. For the purposes of this project, missing audiences are defined as individuals who are “science curious” but are not engaging with science content. Of note, one key feature of science curious people is that they are more likely than others to read stories that disagree with their own opinion.\u003c/p>\n\u003cp>\u003cstrong>National Media Survey 2021\u003c/strong>\u003cbr />\nTo wrap up the (CTC) project, KQED and Texas Tech research teams completed a new national survey in August 2021 of science media habits of younger audiences. The survey asked many of the same questions as in the project’s \u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">2018 first-ever national science media survey of millennials\u003c/a>. The team homed in on questions that emerged from the past three years of research with a focus on millennials (25-40 years old) who are of particular interest as they have already dramatically changed the way media is consumed. The recent survey also examined the media behaviors of a portion of Gen Z (18-24 years old), the next generation shifting an already fragmented media landscape. \u003ca href=\"https://www.kqed.org/about/16748/science-engagement-a-new-survey-in-2021\">Read a more detailed article on the new survey and its results here. \u003c/a>\u003c/p>\n\u003cp>Key findings from that survey include:\u003cbr />\n•\u003cstrong> Curious Audience:\u003c/strong> Science curiosity is the strongest predictor of engagement with science — far above any demographic characteristic. However, science curiosity can vary by demographics.\u003cbr />\n• \u003cstrong>Topics by Generation:\u003c/strong> Adults 40 and younger are most interested in nature, wildlife, and psychology/behavioral science. Gen Z are the adults most interested in climate change. Health and medicine become more important with age.\u003cbr />\n• \u003cstrong>Platforms Used:\u003c/strong> Millennials most commonly use search engines and websites to find public media science content. YouTube is also popular. Gen Zers commonly use TikTok, which is the least popular platform for science among millennials.\u003cbr />\n• \u003cstrong>Missing Audience:\u003c/strong> Black and Hispanic millennial women seem to be the most frequently “missing” audiences for science from platforms such as live radio, podcasts, TikTok, and YouTube. This is not the case for these women Gen Zers.\u003cbr />\n• \u003cstrong>Science Stories:\u003c/strong> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about scientific discoveries and climate change.\u003cbr />\n• \u003cstrong>Story Credibility:\u003c/strong> Science curious Gen Zers trust their gut intuition about whether science stories are credible, but they also prioritize peer review and expertise. Science curious millennials say they rely primarily on peer review and expertise.\u003cbr />\nAdditional Research Highlights\u003c/p>\n\u003cp>Besides the national media surveys, CTC’s audience research centered on questions for two of KQED’s science properties: \u003cem>Deep Look\u003c/em>, its YouTube series about unusual animals and plants; and science news reporting on the radio and online.\u003cbr />\n• How can KQED adapt and expand upon existing research to understand the role of science identity and curiosity in millennial engagement and interest in science media?\u003cbr />\n• Which editorial tactics, platform choices, media formats, and engagement strategies — can increase millennials' curiosity and interest in science content, with special attention given to underrepresented and underengaged, “missing” audiences within the millennial generation?\u003c/p>\n\u003cp>Key findings from the project’s \u003cstrong>\u003ca href=\"https://www.kqed.org/about/tag/deep-look\">\u003cem>Deep Look \u003c/em>research \u003c/a>\u003c/strong>include:\u003cbr />\n• The YouTube algorithm is not determining \u003cem>Deep Look\u003c/em>’s gender imbalance of 70 percent male vs. 30 percent female.\u003cbr />\n• Women and men with high science curiosity who watched \u003cem>Deep Look\u003c/em> engaged with it equally.\u003cbr />\n• Women weren’t squeamish of “gross” content, but titles that emphasize useful information (health, medicine) appear to engage more women.\u003cbr />\n• Behind-the-scenes photos are less expensive and just as effective as behind-the-scenes-videos at engaging Deep Look’s missing audience of women, both science curious and not.\u003cbr />\n• Aesthetics and attractiveness are very important in thumbnail images. Specifically, intense colors and images that elicit curiosity or are perceived as \"charming\" engage more women.\u003c/p>\n\u003cp>Key findings from the project’s preliminary\u003cstrong> \u003ca href=\"https://www.kqed.org/about/13722/experimenting-with-science-news-headline-format-to-maximize-engagement\">science news research\u003c/a> \u003c/strong>include:\u003cbr />\n• Stories with forward referencing headlines (Ex. Here’s What Little Earthquakes Tell Scientists About the Likelihood of the Big One ) had a greater probability of being categorized as “real” news than the traditional or question (Do Little Earthquakes Mean the Big One is Close at Hand?) headline formats.\u003cbr />\n• Although science curiosity predicted anticipated engagement, participants generally (and millennials in particular) saw question-based headlines as less credible. Millennials were less likely to categorize these stories as real news (choosing “fake news” or “satire”) than they were the other headline types.\u003cbr />\n• The intuitive method of sparking curiosity via asking questions to increase engagement could be seen as click bait and result, instead, in loss of credibility — something that the news media, and science news in particular, cannot afford to lose.\u003c/p>\n\u003cp>Note: \u003ca href=\"https://www.kqed.org/about/16981/when-science-news-is-awesome\">The science news team began a study to find out whether stories aimed at generating “awe” would drive deeper engagement\u003c/a>. From a preliminary study the team learned people can feel experiences like connectedness and vastness, not only through images but through a written story. The team intended to write their own science stories through an \"awe\" framework, but the pandemic redirected the team's work, and halted testing of participants’ response to the articles, which would have required the use of Texas Tech's Psychophysiology Lab.\u003c/p>\n\u003cp>Key findings from the project’s \u003cstrong>\u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">COVID-19 Mask research\u003c/a>\u003c/strong>:\u003cbr />\n• Political party was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support.\u003cbr />\n• Presenting participants with a written scientific consensus message did not significantly influence their beliefs.\u003cbr />\n• Viewing an infographic depicting how masks help to prevent the spread of COVID-19 increased study participants’ agreement that wearing masks can effectively keep the wearer and others safe, specifically among more skeptical audiences (such as men and Republicans).\u003c/p>\n\u003cp>Note: The Mask study was one of several conducted under an additional 2020 NSF Rapid Response Research (RAPID) grant to study COVID-19 related messaging and communication around the virus. \u003ca href=\"http://www.kqed.org/about/tag/covid19\">Find out more about the project’s COVID-19 research here.\u003c/a> \u003ca href=\"https://www.kqed.org/about/16182/kqed-science-and-the-covid-19-pandemic-the-changing-nature-of-disaster-reporting\">Also, a comprehensive evaluation about reporting during a crisis/disaster can be found here.\u003c/a>\u003c/p>\n\u003cp>Key takeaways from the \u003cstrong>\u003ca href=\"https://www.kqed.org/about/tag/scottburg\">project’s evaluation\u003c/a>\u003c/strong> include:\u003cbr />\n• By learning firsthand the kinds of issues that science media content producers and news reporters experience on a day-to-day basis, researchers better understand how their work can impact media practice.\u003cbr />\n• Media practitioners’ exposure to a variety of new research tools and methods raised their awareness and understanding of the importance of science communication and audience research.\u003cbr />\n• It is most helpful to media professionals when researchers can translate study findings into actionable insights.\u003cbr />\n• Building in regular opportunities for participant reflection and contextualizing of study results is imperative for the success and sustainability of these types of collaborations.\u003cbr />\n• Challenges in aligning long-term audience research with the demand for rapid science news reporting need to be considered.\u003cbr />\n• Dissemination of findings is just as an important undertaking as the research itself. Identifying target audiences for dissemination and determining the way in which findings would be best communicated regularly to those audiences is critical if the research is to have a lasting impact.\u003c/p>\n\u003cp>Visit \u003ca href=\"https://www.kqed.org/crackingthecode\">KQED.org/CrackingtheCode,\u003c/a> for all of CTC’s research reports and project evaluation reports. A more \u003ca href=\"https://www.kqed.org/about/16895/cracking-the-code-millennial-science-media-habits-and-engagement\">complete summary of findings and key takeaways is here\u003c/a>. A summary of \u003ca href=\"https://www.kqed.org/about/16890/cracking-the-code-steps-for-conducting-media-research-and-research-protocols-bestpractices-3\">how to design a science media practitioner and science communications researcher collaboration is here\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>Project Team\u003c/strong>\u003cbr />\nThe project was spearheaded by \u003ca href=\"https://www.kqed.org/science/about\">KQED Science’s Sue Ellen McCann\u003c/a> and also included co-principal investigator Sevda Eris and Sarah Mohamad of KQED’s science engagement staff. Producers from \u003cem>Deep Look\u003c/em>, including Craig Rosa and Gabriela Quirós, and its science news editors and reporters, including Katrin Snow, Jon Brooks and Kevin Stark, were principal KQED participants. \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Asheley Landrum of the College of Media and Communication of Texas Tech University was the lead academic researcher and co-PI on the project\u003c/a> with assistance from postdoctoral researcher, Kelsi Opat, and several doctoral candidates including: Kristina Janet, Othello Richards and Natasha Strydhorst. \u003ca href=\"https://law.yale.edu/dan-m-kahan\">Dan Kahan of Yale Law School’s Cultural Cognition Project\u003c/a> helped kick off the grant’s research into \u003cem>Deep Look\u003c/em>’s gender disparity in science media engagement with assistance from Matthew Motta and Daniel Chapman, postdoctoral fellows at Yale and the Annenberg Public Policy Center of the University of Pennsylvania. The project closed out a key line of inquiry into women and science identity with research from \u003ca href=\"https://comm.uconn.edu/person/jocelyn-steinke/\">Jocelyn Steinke of the University of Connecticut\u003c/a> and doctoral candidate Christine Gilbert of the University of Connecticut.\u003c/p>\n\u003cp>\u003cstrong>Evaluation\u003c/strong>\u003cbr />\nThe evaluation of this project was conducted by \u003ca href=\"http://rockman.com/about/team/scott-burg/\">Scott Burg\u003c/a>, a senior research principal at\u003ca href=\"http://rockman.com/\"> Rockman et al\u003c/a>, an independent evaluation, research and consulting firm focusing on studies of education, technology and media.\u003c/p>\n\u003cp>\u003cstrong>Funders\u003c/strong>\u003cbr />\nMajor funding for this project is provided by the \u003ca href=\"https://www.nsf.gov/\">National Science Foundation\u003c/a>. The 2021 National Survey was funded by the NSF. The first national surveys in 2018 were funded by the \u003ca href=\"https://www.templeton.org/\">Templeton Religion Trust\u003c/a> and \u003ca href=\"https://www.templetonworldcharity.org/\">Temple World Charity Foundation\u003c/a>, with additional funding from the National Science Foundation. A follow-up 2018 verification survey received further funding from the \u003ca href=\"https://www.asc.upenn.edu/research/research-centers/annenberg-public-policy-center\">Annenberg Public Policy Center of the University of Pennsylvania.\u003c/a>\u003c/p>\n\u003cp>\u003cstrong>Partners\u003c/strong>\u003cbr />\nThe CTC team communicated results of the research throughout the project to several renowned media partners: \u003ca href=\"https://www.npr.org/\">NPR News\u003c/a>, \u003ca href=\"https://www.pbs.org/newshour/\">PBS NewsHour\u003c/a> (WNET), \u003ca href=\"https://www.pbs.org/digital-studios/\">PBS Digital Studios\u003c/a>, \u003ca href=\"https://www.sciencefriday.com/\">Science Friday\u003c/a> (WNYC Studios), \u003ca href=\"http://www.pbs.org/wnet/nature/\">Nature\u003c/a> (WNET), \u003ca href=\"https://www.pbs.org/wgbh/nova/\">NOVA\u003c/a> (WGBH), \u003ca href=\"https://www.unctv.org/\">UNC-TV Public Media North Carolina\u003c/a> and \u003ca href=\"https://www.tpt.org/\">Twin Cities PBS\u003c/a> and \u003ca href=\"https://www.scientificamerican.com/\">Scientific American\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About KQED Science\u003c/strong>\u003cbr />\n\u003ca href=\"http://www.kqed.org/science\">KQED Science’s\u003c/a> award-winning reporters and producers, provide daily reporting on science and health research, climate change and the environment as well as producing the popular \u003cem>Deep Look\u003c/em> YouTube nature series. It also engages with its audience on social media, through community events and through partnerships with renowned science centers and institutions from the San Francisco Bay Area and beyond. Discover more at \u003ca href=\"http://www.kqed.org/science\">KQED.org/science\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About KQED\u003c/strong>\u003cbr />\n\u003ca href=\"http://www.kqed.org/\">KQED\u003c/a> serves the people of Northern California with a public-supported alternative to commercial media. An NPR and PBS affiliate based in San Francisco, KQED is home to one of the most listened-to public radio stations in the nation and one of the highest-rated public television services. It also has an award-winning education program that helps students and educators thrive in 21st century classrooms. A trusted news source and leader and innovator in interactive media, KQED takes people of all ages on journeys of exploration — exposing them to new people, places and ideas. \u003ca href=\"http://www.kqed.org/\">KQED.org\u003c/a>\u003c/p>\n\u003cp>\u003cstrong>Media Contact:\u003c/strong> Sevda Eris, \u003cstrong>KQED\u003c/strong>, \u003ca href=\"mailto:seris@kqed.org\">seris@kqed.org\u003c/a>\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1648246785,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":false,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":24,"wordCount":2115},"headData":{"title":"KQED and Texas Tech Univ. Wrap $3 Million National Science Foundation Grant, Expand Research into Engaging Younger Audiences with Science Media | KQED","description":"Project Creates New Model For Collaboration Between Science Media Professionals and University Science Communication Researchers KQED and the College of Media & Communication at Texas Tech University, have recently completed a $3 million grant from the National Science Foundation (NSF) for the project Cracking the Code (CTC): Influencing Millennial Science Engagement. The three-year grant provided","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"17018 https://ww2.kqed.org/about/?p=17018","disqusUrl":"https://ww2.kqed.org/about/2022/02/10/kqed-texas-tech-univ-wrap-3-million-national-science-foundation-grant-expand-research-into-engaging-younger-audiences-with-science-media/","disqusTitle":"KQED and Texas Tech Univ. Wrap $3 Million National Science Foundation Grant, Expand Research into Engaging Younger Audiences with Science Media","subhead":"KQED, the Northern California PBS and NPR member station, and the College of Media & Communication at Texas Tech University, have completed a $3 million grant from the National Science Foundation (NSF) for the project Cracking the Code (CTC): Influencing Millennial Science Engagement. The three-year grant provided funding for an unprecedented research initiative between science media professionals and science communication academics with the goal of identifying how best to engage younger, more diverse audiences with science media. ","excludeFromSiteSearch":"Include","path":"/about/17018/kqed-texas-tech-univ-wrap-3-million-national-science-foundation-grant-expand-research-into-engaging-younger-audiences-with-science-media","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cstrong>\u003cem>Project Creates New Model For Collaboration Between Science Media Professionals and University Science Communication Researchers\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>KQED and the College of Media & Communication at Texas Tech University, have recently completed a $3 million grant from the National Science Foundation (NSF) for the project \u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code (CTC): Influencing Millennial Science Engagement\u003c/a>. The three-year grant provided funding for an unprecedented research initiative between science media professionals and science communication academics with the goal of identifying how best to engage younger, more diverse audiences with science media. The project capped its research with a major national survey of science media habits in 2021.\u003c/p>\n\u003cp>“This project has resulted in new approaches to STEM learning in informal environments that have the potential to transform the way science news is produced and delivered to the general public,” said \u003cstrong>NSF Program Officer Sandra H. Welch.\u003c/strong> “This collaboration between researchers and practitioners provides new protocols that can be used by science media producers to create targeted digital media for specific audiences based on the topics that appeal to them.”\u003c/p>\n\u003cp>“From the pandemic to the extremes of climate change, it has been an especially critical time for science reporting and the public’s understanding of science,” said \u003cstrong>Sue Ellen McCann, lead principal investigator on the grant for KQED\u003c/strong>. “This generous NSF funding has allowed us to study science media engagement beyond traditional market research, and really dig into specific questions about our science content, working closely with the expertise of science communication researchers.”\u003c/p>\n\u003cp>Over the course of this project, KQED and Texas Tech University have:\u003cbr />\n• Advanced insight into younger audiences’ engagement with science media;\u003cbr />\n• Identified missing and future audiences;\u003cbr />\n• Developed best practices for collaborative in-depth audience research;\u003cbr />\n• Created a new model for collaboration between science media content staff and academic science communication researchers.\u003c/p>\n\u003cp>“We’ve been able to put science communications theories to the practical test.” said \u003cstrong>Asheley Landrum of Texas Tech University and co-principal investigator on the project\u003c/strong>. “Our research team now has a much better understanding of the challenges journalists face in reaching and engaging audiences, especially in this polarized media environment. In the process, we’ve helped KQED discover ways to amplify the engagement of science content for harder-to-reach audiences.”\u003c/p>\n\u003cp>The project built on Landrum’s and collaborators’ \u003ca href=\"https://onlinelibrary.wiley.com/doi/full/10.1111/pops.12396\">existing science curiosity research.\u003c/a> They developed a survey tool called the Science Curiosity Scale (SCS), which measures science interest through a combination of behavioral and self-reported indicators. This research also expanded the understanding of underengaged or “missing” audiences for science media. For the purposes of this project, missing audiences are defined as individuals who are “science curious” but are not engaging with science content. Of note, one key feature of science curious people is that they are more likely than others to read stories that disagree with their own opinion.\u003c/p>\n\u003cp>\u003cstrong>National Media Survey 2021\u003c/strong>\u003cbr />\nTo wrap up the (CTC) project, KQED and Texas Tech research teams completed a new national survey in August 2021 of science media habits of younger audiences. The survey asked many of the same questions as in the project’s \u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">2018 first-ever national science media survey of millennials\u003c/a>. The team homed in on questions that emerged from the past three years of research with a focus on millennials (25-40 years old) who are of particular interest as they have already dramatically changed the way media is consumed. The recent survey also examined the media behaviors of a portion of Gen Z (18-24 years old), the next generation shifting an already fragmented media landscape. \u003ca href=\"https://www.kqed.org/about/16748/science-engagement-a-new-survey-in-2021\">Read a more detailed article on the new survey and its results here. \u003c/a>\u003c/p>\n\u003cp>Key findings from that survey include:\u003cbr />\n•\u003cstrong> Curious Audience:\u003c/strong> Science curiosity is the strongest predictor of engagement with science — far above any demographic characteristic. However, science curiosity can vary by demographics.\u003cbr />\n• \u003cstrong>Topics by Generation:\u003c/strong> Adults 40 and younger are most interested in nature, wildlife, and psychology/behavioral science. Gen Z are the adults most interested in climate change. Health and medicine become more important with age.\u003cbr />\n• \u003cstrong>Platforms Used:\u003c/strong> Millennials most commonly use search engines and websites to find public media science content. YouTube is also popular. Gen Zers commonly use TikTok, which is the least popular platform for science among millennials.\u003cbr />\n• \u003cstrong>Missing Audience:\u003c/strong> Black and Hispanic millennial women seem to be the most frequently “missing” audiences for science from platforms such as live radio, podcasts, TikTok, and YouTube. This is not the case for these women Gen Zers.\u003cbr />\n• \u003cstrong>Science Stories:\u003c/strong> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about scientific discoveries and climate change.\u003cbr />\n• \u003cstrong>Story Credibility:\u003c/strong> Science curious Gen Zers trust their gut intuition about whether science stories are credible, but they also prioritize peer review and expertise. Science curious millennials say they rely primarily on peer review and expertise.\u003cbr />\nAdditional Research Highlights\u003c/p>\n\u003cp>Besides the national media surveys, CTC’s audience research centered on questions for two of KQED’s science properties: \u003cem>Deep Look\u003c/em>, its YouTube series about unusual animals and plants; and science news reporting on the radio and online.\u003cbr />\n• How can KQED adapt and expand upon existing research to understand the role of science identity and curiosity in millennial engagement and interest in science media?\u003cbr />\n• Which editorial tactics, platform choices, media formats, and engagement strategies — can increase millennials' curiosity and interest in science content, with special attention given to underrepresented and underengaged, “missing” audiences within the millennial generation?\u003c/p>\n\u003cp>Key findings from the project’s \u003cstrong>\u003ca href=\"https://www.kqed.org/about/tag/deep-look\">\u003cem>Deep Look \u003c/em>research \u003c/a>\u003c/strong>include:\u003cbr />\n• The YouTube algorithm is not determining \u003cem>Deep Look\u003c/em>’s gender imbalance of 70 percent male vs. 30 percent female.\u003cbr />\n• Women and men with high science curiosity who watched \u003cem>Deep Look\u003c/em> engaged with it equally.\u003cbr />\n• Women weren’t squeamish of “gross” content, but titles that emphasize useful information (health, medicine) appear to engage more women.\u003cbr />\n• Behind-the-scenes photos are less expensive and just as effective as behind-the-scenes-videos at engaging Deep Look’s missing audience of women, both science curious and not.\u003cbr />\n• Aesthetics and attractiveness are very important in thumbnail images. Specifically, intense colors and images that elicit curiosity or are perceived as \"charming\" engage more women.\u003c/p>\n\u003cp>Key findings from the project’s preliminary\u003cstrong> \u003ca href=\"https://www.kqed.org/about/13722/experimenting-with-science-news-headline-format-to-maximize-engagement\">science news research\u003c/a> \u003c/strong>include:\u003cbr />\n• Stories with forward referencing headlines (Ex. Here’s What Little Earthquakes Tell Scientists About the Likelihood of the Big One ) had a greater probability of being categorized as “real” news than the traditional or question (Do Little Earthquakes Mean the Big One is Close at Hand?) headline formats.\u003cbr />\n• Although science curiosity predicted anticipated engagement, participants generally (and millennials in particular) saw question-based headlines as less credible. Millennials were less likely to categorize these stories as real news (choosing “fake news” or “satire”) than they were the other headline types.\u003cbr />\n• The intuitive method of sparking curiosity via asking questions to increase engagement could be seen as click bait and result, instead, in loss of credibility — something that the news media, and science news in particular, cannot afford to lose.\u003c/p>\n\u003cp>Note: \u003ca href=\"https://www.kqed.org/about/16981/when-science-news-is-awesome\">The science news team began a study to find out whether stories aimed at generating “awe” would drive deeper engagement\u003c/a>. From a preliminary study the team learned people can feel experiences like connectedness and vastness, not only through images but through a written story. The team intended to write their own science stories through an \"awe\" framework, but the pandemic redirected the team's work, and halted testing of participants’ response to the articles, which would have required the use of Texas Tech's Psychophysiology Lab.\u003c/p>\n\u003cp>Key findings from the project’s \u003cstrong>\u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">COVID-19 Mask research\u003c/a>\u003c/strong>:\u003cbr />\n• Political party was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support.\u003cbr />\n• Presenting participants with a written scientific consensus message did not significantly influence their beliefs.\u003cbr />\n• Viewing an infographic depicting how masks help to prevent the spread of COVID-19 increased study participants’ agreement that wearing masks can effectively keep the wearer and others safe, specifically among more skeptical audiences (such as men and Republicans).\u003c/p>\n\u003cp>Note: The Mask study was one of several conducted under an additional 2020 NSF Rapid Response Research (RAPID) grant to study COVID-19 related messaging and communication around the virus. \u003ca href=\"http://www.kqed.org/about/tag/covid19\">Find out more about the project’s COVID-19 research here.\u003c/a> \u003ca href=\"https://www.kqed.org/about/16182/kqed-science-and-the-covid-19-pandemic-the-changing-nature-of-disaster-reporting\">Also, a comprehensive evaluation about reporting during a crisis/disaster can be found here.\u003c/a>\u003c/p>\n\u003cp>Key takeaways from the \u003cstrong>\u003ca href=\"https://www.kqed.org/about/tag/scottburg\">project’s evaluation\u003c/a>\u003c/strong> include:\u003cbr />\n• By learning firsthand the kinds of issues that science media content producers and news reporters experience on a day-to-day basis, researchers better understand how their work can impact media practice.\u003cbr />\n• Media practitioners’ exposure to a variety of new research tools and methods raised their awareness and understanding of the importance of science communication and audience research.\u003cbr />\n• It is most helpful to media professionals when researchers can translate study findings into actionable insights.\u003cbr />\n• Building in regular opportunities for participant reflection and contextualizing of study results is imperative for the success and sustainability of these types of collaborations.\u003cbr />\n• Challenges in aligning long-term audience research with the demand for rapid science news reporting need to be considered.\u003cbr />\n• Dissemination of findings is just as an important undertaking as the research itself. Identifying target audiences for dissemination and determining the way in which findings would be best communicated regularly to those audiences is critical if the research is to have a lasting impact.\u003c/p>\n\u003cp>Visit \u003ca href=\"https://www.kqed.org/crackingthecode\">KQED.org/CrackingtheCode,\u003c/a> for all of CTC’s research reports and project evaluation reports. A more \u003ca href=\"https://www.kqed.org/about/16895/cracking-the-code-millennial-science-media-habits-and-engagement\">complete summary of findings and key takeaways is here\u003c/a>. A summary of \u003ca href=\"https://www.kqed.org/about/16890/cracking-the-code-steps-for-conducting-media-research-and-research-protocols-bestpractices-3\">how to design a science media practitioner and science communications researcher collaboration is here\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>Project Team\u003c/strong>\u003cbr />\nThe project was spearheaded by \u003ca href=\"https://www.kqed.org/science/about\">KQED Science’s Sue Ellen McCann\u003c/a> and also included co-principal investigator Sevda Eris and Sarah Mohamad of KQED’s science engagement staff. Producers from \u003cem>Deep Look\u003c/em>, including Craig Rosa and Gabriela Quirós, and its science news editors and reporters, including Katrin Snow, Jon Brooks and Kevin Stark, were principal KQED participants. \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Asheley Landrum of the College of Media and Communication of Texas Tech University was the lead academic researcher and co-PI on the project\u003c/a> with assistance from postdoctoral researcher, Kelsi Opat, and several doctoral candidates including: Kristina Janet, Othello Richards and Natasha Strydhorst. \u003ca href=\"https://law.yale.edu/dan-m-kahan\">Dan Kahan of Yale Law School’s Cultural Cognition Project\u003c/a> helped kick off the grant’s research into \u003cem>Deep Look\u003c/em>’s gender disparity in science media engagement with assistance from Matthew Motta and Daniel Chapman, postdoctoral fellows at Yale and the Annenberg Public Policy Center of the University of Pennsylvania. The project closed out a key line of inquiry into women and science identity with research from \u003ca href=\"https://comm.uconn.edu/person/jocelyn-steinke/\">Jocelyn Steinke of the University of Connecticut\u003c/a> and doctoral candidate Christine Gilbert of the University of Connecticut.\u003c/p>\n\u003cp>\u003cstrong>Evaluation\u003c/strong>\u003cbr />\nThe evaluation of this project was conducted by \u003ca href=\"http://rockman.com/about/team/scott-burg/\">Scott Burg\u003c/a>, a senior research principal at\u003ca href=\"http://rockman.com/\"> Rockman et al\u003c/a>, an independent evaluation, research and consulting firm focusing on studies of education, technology and media.\u003c/p>\n\u003cp>\u003cstrong>Funders\u003c/strong>\u003cbr />\nMajor funding for this project is provided by the \u003ca href=\"https://www.nsf.gov/\">National Science Foundation\u003c/a>. The 2021 National Survey was funded by the NSF. The first national surveys in 2018 were funded by the \u003ca href=\"https://www.templeton.org/\">Templeton Religion Trust\u003c/a> and \u003ca href=\"https://www.templetonworldcharity.org/\">Temple World Charity Foundation\u003c/a>, with additional funding from the National Science Foundation. A follow-up 2018 verification survey received further funding from the \u003ca href=\"https://www.asc.upenn.edu/research/research-centers/annenberg-public-policy-center\">Annenberg Public Policy Center of the University of Pennsylvania.\u003c/a>\u003c/p>\n\u003cp>\u003cstrong>Partners\u003c/strong>\u003cbr />\nThe CTC team communicated results of the research throughout the project to several renowned media partners: \u003ca href=\"https://www.npr.org/\">NPR News\u003c/a>, \u003ca href=\"https://www.pbs.org/newshour/\">PBS NewsHour\u003c/a> (WNET), \u003ca href=\"https://www.pbs.org/digital-studios/\">PBS Digital Studios\u003c/a>, \u003ca href=\"https://www.sciencefriday.com/\">Science Friday\u003c/a> (WNYC Studios), \u003ca href=\"http://www.pbs.org/wnet/nature/\">Nature\u003c/a> (WNET), \u003ca href=\"https://www.pbs.org/wgbh/nova/\">NOVA\u003c/a> (WGBH), \u003ca href=\"https://www.unctv.org/\">UNC-TV Public Media North Carolina\u003c/a> and \u003ca href=\"https://www.tpt.org/\">Twin Cities PBS\u003c/a> and \u003ca href=\"https://www.scientificamerican.com/\">Scientific American\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About KQED Science\u003c/strong>\u003cbr />\n\u003ca href=\"http://www.kqed.org/science\">KQED Science’s\u003c/a> award-winning reporters and producers, provide daily reporting on science and health research, climate change and the environment as well as producing the popular \u003cem>Deep Look\u003c/em> YouTube nature series. It also engages with its audience on social media, through community events and through partnerships with renowned science centers and institutions from the San Francisco Bay Area and beyond. Discover more at \u003ca href=\"http://www.kqed.org/science\">KQED.org/science\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About KQED\u003c/strong>\u003cbr />\n\u003ca href=\"http://www.kqed.org/\">KQED\u003c/a> serves the people of Northern California with a public-supported alternative to commercial media. An NPR and PBS affiliate based in San Francisco, KQED is home to one of the most listened-to public radio stations in the nation and one of the highest-rated public television services. It also has an award-winning education program that helps students and educators thrive in 21st century classrooms. A trusted news source and leader and innovator in interactive media, KQED takes people of all ages on journeys of exploration — exposing them to new people, places and ideas. \u003ca href=\"http://www.kqed.org/\">KQED.org\u003c/a>\u003c/p>\n\u003cp>\u003cstrong>Media Contact:\u003c/strong> Sevda Eris, \u003cstrong>KQED\u003c/strong>, \u003ca href=\"mailto:seris@kqed.org\">seris@kqed.org\u003c/a>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/17018/kqed-texas-tech-univ-wrap-3-million-national-science-foundation-grant-expand-research-into-engaging-younger-audiences-with-science-media","authors":["6364"],"programs":["about_583"],"tags":["about_667","about_580","about_628","about_717","about_726","about_713","about_729","about_672","about_666"],"featImg":"about_17010","label":"about_583"},"about_17013":{"type":"posts","id":"about_17013","meta":{"index":"posts_1591205157","site":"about","id":"17013","score":null,"sort":[1644447587000]},"guestAuthors":[],"slug":"cracking-the-code-process-evaluation","title":"Cracking the Code: Process Evaluation Report","publishDate":1644447587,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1X7ieERZ9nsKrt4EWSdPfVYPTMc-vIds1/preview\" query=\"\" \"\" width=\"640\" height=\"480\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644455239,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":1,"wordCount":14},"headData":{"title":"Cracking the Code: Process Evaluation Report | KQED","description":"Cracking the Code: Influencing Millennial Science Engagement (CTC) is a three year Advancing Informal STEM Learning (AISL) innovations collaborative research project funded by the National Science Foundation(NSF) between KQED, a public media company serving the San Francisco Bay Area, Texas Tech and Yaleuniversities.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"17013 https://ww2.kqed.org/about/?p=17013&preview=true&preview_id=17013","disqusUrl":"https://ww2.kqed.org/about/2022/02/09/cracking-the-code-process-evaluation/","disqusTitle":"Cracking the Code: Process Evaluation Report","nprByline":"Scott Burg\u003cbr> Rockman et al","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/17013/cracking-the-code-process-evaluation","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1X7ieERZ9nsKrt4EWSdPfVYPTMc-vIds1/preview?embedded=true'\n title='https://drive.google.com/file/d/1X7ieERZ9nsKrt4EWSdPfVYPTMc-vIds1/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/17013/cracking-the-code-process-evaluation","authors":["byline_about_17013"],"programs":["about_583"],"tags":["about_667","about_580","about_628","about_626","about_727","about_712","about_720","about_672","about_666"],"featImg":"about_17016","label":"about_583"},"about_16981":{"type":"posts","id":"about_16981","meta":{"index":"posts_1591205157","site":"about","id":"16981","score":null,"sort":[1644365629000]},"guestAuthors":[],"slug":"when-science-news-is-awesome","title":"When Science News Is Awesome","publishDate":1644365629,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>\u003cspan style=\"font-weight: 400\">The other day, my daughter kindly agreed to pick up her room. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“Awesome,” I said, reflexively.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Perhaps the root of such exchanges is satirical. Describing such commonplace occurrences with a word previously reserved for a first glimpse of the Grand Canyon or one’s sense that maybe there \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">is\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> a god, after all, may have struck someone as pretty funny. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In this day and age, we’re awesome-ing the word into meaninglessness. Maybe we should stop. One dictionary definition of “awe” I like: “An emotion variously combining \u003c/span>\u003cspan style=\"font-weight: 400\">dread, veneration, and wonder that is inspired by authority or by the sacred or sublime\u003c/span>\u003cspan style=\"font-weight: 400\">.” \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Cleaning your room should probably not qualify. If my daughter putting dirty socks in her hamper is awesome, what, then, is the Grand Canyon? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">True “awe” is a feeling, not a synonym for the obligatory “well done.” While we may not know what in advance will elicit awe, we do know it when we see it. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But here’s a question: Do we know it when we \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">read\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> it? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">That’s what the KQED Science News team and Texas Tech University science communication researchers set out to find as part of a National Science Foundation-funded project, called \u003c/span>\u003ca href=\"https://ww2.kqed.org/about/2019/04/17/kqed-and-partners-receive-3-million-national-science-foundation-grant/\">\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003c/a>\u003cspan style=\"font-weight: 400\">, which has the broader goal of developing best practices for engaging young adults with science media.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">As science reporters, we are always looking for ways to make the arcane, sometimes impenetrable subjects that are our bailiwick, if not fascinating, at least compelling. What KQED journalists have noticed in our own reading is that the best science writers are able to communicate that sense of something “awesome” at work in whatever their subject. They are somehow able to make our brains tingle, expand, or explode. We would like to do \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">that\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The first step, though, is to determine whether that feeling of awe is a peculiarity of science communicators, who are already whacking through the weeds of sometimes impenetrable scientific research and processes, or if the public at large might also feel that Awesome communicated through the printed word. Previous research on awe had asked people to remember an awe-eliciting experience or measured responses after immersion in virtual reality. But nobody had ever looked at the possibility of eliciting and capturing awe inspired by written news stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">One important finding from these previous studies: At its core, to experience awe is to absorb something so perceptually or conceptually vast that an individual needs to accommodate it by adjusting their previous understanding of the world. If one can successfully accommodate this new perspective, it can lead to feelings of enlightenment. But an inability to adapt in the face of something awesome can be, well, terrifying. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">(Think of that 2011 disaster trifecta, the Fukushima earthquake, tsunami and nuclear disaster. Witnessing, via video news coverage, the power of natural forces to wipe away so much of human endeavor in the course of a few minutes was awesome – in a terrifying and even incapacitating way. Yet, theoretically, some might have also gained a new perspective on the fragility of so much we take for granted, causing them to cherish them to appreciate it more.)\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Besides vastness and the need for accommodation, researchers found, additional facets of awe can include an alteration in the perception of time, a sense of connectedness to other people and the environment, feelings of self-diminishment, and physical sensations such as goosebumps. These are all part of something called the Awe Experience Scale, a 2019 model we used in our own research.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Our study recruited 2,088 individuals, each of whom were assigned one of eight articles or book excerpts chosen by KQED Science journalists. Our team predicted that seven of the readings induced at least some of the facets that had been determined to comprise awe. We also chose one article we felt to be awe-less, a workaday piece of journalism that functioned as a control. The awe stories included a report on a whale \u003c/span>\u003ca href=\"https://www.theatlantic.com/science/archive/2018/08/orca-family-grief/567470/\">\u003cspan style=\"font-weight: 400\">grieving for her dead\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> calf; a description of breeding New Mexico toads as the atomic bomb went off at the Trinity test site; and a story about physicians in a trauma unit who routinely \u003c/span>\u003ca href=\"https://www.baltimoresun.com/features/retro-baltimore/bal-pulitzer-sugg-story-2-story.html\">\u003cspan style=\"font-weight: 400\">have to inform\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> relatives that their loved ones have passed away. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">After reading the articles, study participants were asked to rate how much they agreed or disagreed with statements taken from the awe scale, such as, “I experienced something greater than myself,” followed by a few straightforward questions, including whether they were surprised by the article or experienced awe while reading it. Participants were also given a self-assessment from another scale, used in prior research to capture feelings of self-diminishment, physical arousal, and positive or negative emotions. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For the purposes of the study, our researchers categorized average scores coming out to the scale’s midpoint or higher as signifying an awe experience. Lower than that: No awe for you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">A statistical analysis indicated that the five dimensions of awe fit the experiment.The main result of the study: The straightforward news story (about fungus) came in at the midpoint or slightly lower for each of the dimensions of awe, consistent with our prediction that it was the most non-awesome of the lot. Meanwhile, the whale and atomic bomb stories came in greater than the midpoint for most dimensions of awe, which we had also predicted. Conclusion: We may be onto something here, in that certain written articles contain awe-inspiring elements above and beyond an average news account. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">One thing we didn’t get to, due to travel and gathering limitations made necessary by the COVID-19 pandemic, is a study measuring certain physiological reactions as respondents read the stories, associated with emotional states related to awe. That’s a potential area of further study, along with parsing out just what readers find so compelling in the texts that elicit awe – is it the language or the topic itself that creates that sense of vastness, that need to alter your perspective on the world in order to accommodate what you have just read? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or is it something else? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For us journalists, it would be awesome to find out. \u003c/span>\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1_l4wzDsdpXk9oEGMFeV7_kmzwcFck8Jv/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp> \u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644366781,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":21,"wordCount":1044},"headData":{"title":"When Science News Is Awesome | KQED","description":"True “awe” is a feeling, not a synonym for the obligatory “well done.” While we may not know what in advance will elicit awe, we do know it when we see it. But here’s a question: Do we know it when we read it?","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"16981 https://ww2.kqed.org/about/?p=16981&preview=true&preview_id=16981","disqusUrl":"https://ww2.kqed.org/about/2022/02/08/when-science-news-is-awesome/","disqusTitle":"When Science News Is Awesome","nprByline":"Jon Brooks \u003cbr> KQED","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16981/when-science-news-is-awesome","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">The other day, my daughter kindly agreed to pick up her room. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“Awesome,” I said, reflexively.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Perhaps the root of such exchanges is satirical. Describing such commonplace occurrences with a word previously reserved for a first glimpse of the Grand Canyon or one’s sense that maybe there \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">is\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> a god, after all, may have struck someone as pretty funny. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In this day and age, we’re awesome-ing the word into meaninglessness. Maybe we should stop. One dictionary definition of “awe” I like: “An emotion variously combining \u003c/span>\u003cspan style=\"font-weight: 400\">dread, veneration, and wonder that is inspired by authority or by the sacred or sublime\u003c/span>\u003cspan style=\"font-weight: 400\">.” \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Cleaning your room should probably not qualify. If my daughter putting dirty socks in her hamper is awesome, what, then, is the Grand Canyon? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">True “awe” is a feeling, not a synonym for the obligatory “well done.” While we may not know what in advance will elicit awe, we do know it when we see it. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But here’s a question: Do we know it when we \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">read\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> it? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">That’s what the KQED Science News team and Texas Tech University science communication researchers set out to find as part of a National Science Foundation-funded project, called \u003c/span>\u003ca href=\"https://ww2.kqed.org/about/2019/04/17/kqed-and-partners-receive-3-million-national-science-foundation-grant/\">\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003c/a>\u003cspan style=\"font-weight: 400\">, which has the broader goal of developing best practices for engaging young adults with science media.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">As science reporters, we are always looking for ways to make the arcane, sometimes impenetrable subjects that are our bailiwick, if not fascinating, at least compelling. What KQED journalists have noticed in our own reading is that the best science writers are able to communicate that sense of something “awesome” at work in whatever their subject. They are somehow able to make our brains tingle, expand, or explode. We would like to do \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">that\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The first step, though, is to determine whether that feeling of awe is a peculiarity of science communicators, who are already whacking through the weeds of sometimes impenetrable scientific research and processes, or if the public at large might also feel that Awesome communicated through the printed word. Previous research on awe had asked people to remember an awe-eliciting experience or measured responses after immersion in virtual reality. But nobody had ever looked at the possibility of eliciting and capturing awe inspired by written news stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">One important finding from these previous studies: At its core, to experience awe is to absorb something so perceptually or conceptually vast that an individual needs to accommodate it by adjusting their previous understanding of the world. If one can successfully accommodate this new perspective, it can lead to feelings of enlightenment. But an inability to adapt in the face of something awesome can be, well, terrifying. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">(Think of that 2011 disaster trifecta, the Fukushima earthquake, tsunami and nuclear disaster. Witnessing, via video news coverage, the power of natural forces to wipe away so much of human endeavor in the course of a few minutes was awesome – in a terrifying and even incapacitating way. Yet, theoretically, some might have also gained a new perspective on the fragility of so much we take for granted, causing them to cherish them to appreciate it more.)\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Besides vastness and the need for accommodation, researchers found, additional facets of awe can include an alteration in the perception of time, a sense of connectedness to other people and the environment, feelings of self-diminishment, and physical sensations such as goosebumps. These are all part of something called the Awe Experience Scale, a 2019 model we used in our own research.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Our study recruited 2,088 individuals, each of whom were assigned one of eight articles or book excerpts chosen by KQED Science journalists. Our team predicted that seven of the readings induced at least some of the facets that had been determined to comprise awe. We also chose one article we felt to be awe-less, a workaday piece of journalism that functioned as a control. The awe stories included a report on a whale \u003c/span>\u003ca href=\"https://www.theatlantic.com/science/archive/2018/08/orca-family-grief/567470/\">\u003cspan style=\"font-weight: 400\">grieving for her dead\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> calf; a description of breeding New Mexico toads as the atomic bomb went off at the Trinity test site; and a story about physicians in a trauma unit who routinely \u003c/span>\u003ca href=\"https://www.baltimoresun.com/features/retro-baltimore/bal-pulitzer-sugg-story-2-story.html\">\u003cspan style=\"font-weight: 400\">have to inform\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> relatives that their loved ones have passed away. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">After reading the articles, study participants were asked to rate how much they agreed or disagreed with statements taken from the awe scale, such as, “I experienced something greater than myself,” followed by a few straightforward questions, including whether they were surprised by the article or experienced awe while reading it. Participants were also given a self-assessment from another scale, used in prior research to capture feelings of self-diminishment, physical arousal, and positive or negative emotions. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For the purposes of the study, our researchers categorized average scores coming out to the scale’s midpoint or higher as signifying an awe experience. Lower than that: No awe for you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">A statistical analysis indicated that the five dimensions of awe fit the experiment.The main result of the study: The straightforward news story (about fungus) came in at the midpoint or slightly lower for each of the dimensions of awe, consistent with our prediction that it was the most non-awesome of the lot. Meanwhile, the whale and atomic bomb stories came in greater than the midpoint for most dimensions of awe, which we had also predicted. Conclusion: We may be onto something here, in that certain written articles contain awe-inspiring elements above and beyond an average news account. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">One thing we didn’t get to, due to travel and gathering limitations made necessary by the COVID-19 pandemic, is a study measuring certain physiological reactions as respondents read the stories, associated with emotional states related to awe. That’s a potential area of further study, along with parsing out just what readers find so compelling in the texts that elicit awe – is it the language or the topic itself that creates that sense of vastness, that need to alter your perspective on the world in order to accommodate what you have just read? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or is it something else? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For us journalists, it would be awesome to find out. \u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1_l4wzDsdpXk9oEGMFeV7_kmzwcFck8Jv/preview?embedded=true'\n title='https://drive.google.com/file/d/1_l4wzDsdpXk9oEGMFeV7_kmzwcFck8Jv/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp> \u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16981/when-science-news-is-awesome","authors":["byline_about_16981"],"programs":["about_583"],"tags":["about_667","about_580","about_724","about_628","about_626","about_725","about_672","about_666"],"featImg":"about_16994","label":"about_583"},"about_16897":{"type":"posts","id":"about_16897","meta":{"index":"posts_1591205157","site":"about","id":"16897","score":null,"sort":[1644358818000]},"guestAuthors":[],"slug":"cracking-the-code-a-science-media%e2%80%8a-research-partnership-for-improving-science-communication","title":"Blog Series: A Science Media - Research Partnership for Improving the Quality of Science Communication","publishDate":1644358818,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>The series of articles below is a study of \u003cem>Cracking the Code\u003c/em>, one of the largest public investments in science media, journalism and science communication research collaborations, a project between KQED, Texas Tech and Yale Universities. This project was funded by the National Science Foundation (NSF). This series was written by Scott Burg from Rockman et al, the project's independent evaluator. Links to the articles in this series are below. The full articles in the series are posted on \u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research\">Medium\u003c/a>.\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-df77742d5aa9\">\u003cstrong>A Three Year Case Study\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-120fd8085bbf\">\u003cstrong>Setting the Stage\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-93fccaf20ac8\">\u003cstrong>Finding the Right Partner\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-128db7ba9355\">\u003cstrong>The Value of Audience Research\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-bd00571166\">Collaborating During a Pandemic\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-1009c523c4e7\">Working Through Differences\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-1009c523c4e7\">Looking at Research Through Different Lenses\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-b433dd45dcf4\">Learning about Science Media, Journalism and the NSF\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-d96eeb13de5a\">Reporting and Dissemination: Reaching Audiences\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-d96eeb13de5a\">Managing Partnerships\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-fee8c487088a\">A Collaboration within a Collaboration: Science Identity\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-cea3feb4689a\">Personal and Professional Learning Through Practice\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-77bf31e3b8e2\">Research and Reflection\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-9b394fa87d33\">Final Thoughts and Takeaways\u003c/a>\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644461262,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":false,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":15,"wordCount":146},"headData":{"title":"Blog Series: A Science Media - Research Partnership for Improving the Quality of Science Communication | KQED","description":"The series of articles below is a study of Cracking the Code, one of the largest public investments in science media, journalism and science communication research collaborations, a project between KQED, Texas Tech and Yale Universities. This project was funded by the National Science Foundation (NSF). This series was written by Scott Burg from Rockman","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"16897 https://ww2.kqed.org/about/?p=16897","disqusUrl":"https://ww2.kqed.org/about/2022/02/08/cracking-the-code-a-science-media%e2%80%8a-research-partnership-for-improving-science-communication/","disqusTitle":"Blog Series: A Science Media - Research Partnership for Improving the Quality of Science Communication","WpOldSlug":"cracking-the-code-a-science-media -research-partnership-for-improving-science-communication","nprByline":"Scott Burg \u003cbr> Rockman et al","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16897/cracking-the-code-a-science-media%e2%80%8a-research-partnership-for-improving-science-communication","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>The series of articles below is a study of \u003cem>Cracking the Code\u003c/em>, one of the largest public investments in science media, journalism and science communication research collaborations, a project between KQED, Texas Tech and Yale Universities. This project was funded by the National Science Foundation (NSF). This series was written by Scott Burg from Rockman et al, the project's independent evaluator. Links to the articles in this series are below. The full articles in the series are posted on \u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research\">Medium\u003c/a>.\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-df77742d5aa9\">\u003cstrong>A Three Year Case Study\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-120fd8085bbf\">\u003cstrong>Setting the Stage\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-93fccaf20ac8\">\u003cstrong>Finding the Right Partner\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-128db7ba9355\">\u003cstrong>The Value of Audience Research\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-bd00571166\">Collaborating During a Pandemic\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-1009c523c4e7\">Working Through Differences\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-1009c523c4e7\">Looking at Research Through Different Lenses\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-b433dd45dcf4\">Learning about Science Media, Journalism and the NSF\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-d96eeb13de5a\">Reporting and Dissemination: Reaching Audiences\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-d96eeb13de5a\">Managing Partnerships\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-fee8c487088a\">A Collaboration within a Collaboration: Science Identity\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-cea3feb4689a\">Personal and Professional Learning Through Practice\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-77bf31e3b8e2\">Research and Reflection\u003c/a>\u003c/p>\n\u003cp>\u003ca href=\"https://medium.com/cracking-the-code-a-science-media-research/cracking-the-code-a-science-media-research-collaboration-9b394fa87d33\">Final Thoughts and Takeaways\u003c/a>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16897/cracking-the-code-a-science-media%e2%80%8a-research-partnership-for-improving-science-communication","authors":["byline_about_16897"],"programs":["about_583"],"tags":["about_580","about_712","about_720"],"featImg":"about_16916","label":"about_583"},"about_16884":{"type":"posts","id":"about_16884","meta":{"index":"posts_1591205157","site":"about","id":"16884","score":null,"sort":[1644342394000]},"guestAuthors":[],"slug":"cracking-the-code-audience-research-collaboration-guide-bestpractices-1","title":"Science Audience Engagement: An Audience Research Collaboration Guide for Media Professionals, Evaluators and Communication Researchers","publishDate":1644342394,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1wAsCfturDT0cKaGXje0NE8bdwrp0MZcI/preview\" 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dir=\"file/d/1QAB6f5h8BltnOe_dGxwC-0OAfKdvyDdV/preview\" query=\"\" \"\" width=\"640\" height=\"480\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644541817,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":1,"wordCount":14},"headData":{"title":"Science Media Audience Engagement: Steps For Conducting Media Research and Research Protocols | KQED","description":"","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"16890 https://ww2.kqed.org/about/?p=16890","disqusUrl":"https://ww2.kqed.org/about/2022/02/08/cracking-the-code-steps-for-conducting-media-research-and-research-protocols-bestpractices-3/","disqusTitle":"Science Media Audience Engagement: Steps For Conducting Media Research and Research Protocols","nprByline":"Sue Ellen McCann \u003cbr> KQED","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16890/cracking-the-code-steps-for-conducting-media-research-and-research-protocols-bestpractices-3","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1QAB6f5h8BltnOe_dGxwC-0OAfKdvyDdV/preview?embedded=true'\n title='https://drive.google.com/file/d/1QAB6f5h8BltnOe_dGxwC-0OAfKdvyDdV/preview'\n width='640'\n height='480'\n 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broadening participation and attracting and engaging a younger and more diverse audience, especially millennials, for their science media. The KQED science team is one of the largest reporting teams in the West with a focus on science news and it’s YouTube series, Deep Look. Supported by a three-year NSF grant, the team brought together KQED science media professionals, academic science media researchers from Texas Tech and Yale universities, an evaluator from Rockman et al and in the final year the University of Connecticut to study and research science media habits and behaviors of millennials. We called the project Cracking the Code: Influencing Millennial Science Engagement or “CTC” for short.\u003c/p>\n\u003cp>\u003cstrong>The study focused on two research questions:\u003c/strong>\u003cbr />\n1. How can KQED adapt and expand upon existing research to understand the role of science identity and curiosity in millennial engagement and interest in science media?\u003c/p>\n\u003cp>2. Which presentations – editorial tactics, platform choices, media elements, and outreach strategies – can increase millennials' curiosity and cognitive engagement with science content, with special attention given to underrepresented and under-engaged audiences within the generation?\u003c/p>\n\u003cp>These questions were studied using a variety of surveys, questionnaires and interviews that will be reviewed below with links to the complete studies and resources, a recorded webinar and a presentation deck. All of the research studies can be found on the \u003ca href=\"http://www.kqed.org/crackingthecode\">KQED Cracking the Code website\u003c/a>.\u003c/p>\n\u003cp>As the team progressed over the course of the investigation, an iterative workflow emerged as portrayed in this diagram below as well as a supportive and unique practitioner – \u003ca href=\"https://wp.me/p5Xh9r-4ok\">researcher collaboration in audience media research\u003c/a>.\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-full wp-image-16925\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2022/02/CTC_BestPractices-3-StepsForMediaResearchGraphic.jpg\" alt=\"\" width=\"659\" height=\"344\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2022/02/CTC_BestPractices-3-StepsForMediaResearchGraphic.jpg 659w, https://ww2.kqed.org/app/uploads/sites/19/2022/02/CTC_BestPractices-3-StepsForMediaResearchGraphic-160x84.jpg 160w\" sizes=\"(max-width: 659px) 100vw, 659px\" />\u003c/p>\n\u003cp>\u003cstrong>Beyond Market Research\u003c/strong>\u003cbr />\nPrior to the work on CTC, the KQED science unit relied on market research, data collected from our social media metrics for audience insights. While useful, the data only gave us information on our existing audiences and we want to know more about possible future audiences, individuals that had an interest in science but were not engaging with our content. We came to call this our “missing audience.” We also wanted to understand not only what our audiences prefer – which we gathered through audience reach, top stories, time on page, etc., – but why did they behave the way they did? Through exploratory research, we hoped to get a more complete understanding of our existing audiences as well as our science curious “missing audience.”\u003c/p>\n\u003cp>The audience research performed in this project was informed by the use of the Science Curiosity Scale” (SCS). The SCS is a research instrument developed by Dan Kahan (Yale University) and Asheley Landrum (Texas Tech University) with their collaborators to better measure science interest through a combination of behavioral and self-reported measures. Science curiosity is defined as one’s motivation to seek out and engage with science for personal enjoyment. The scale is part of a market research/interests type survey that asks about an array of topics (e.g., business, sports, entertainment) to hide the intent to measure interest in science. The scores on the Science Curiosity Scale strongly predict people’s engagement with science media, such as the likelihood that they read a science book in the past year and how closely they follow news about science. Science curiosity is a stronger predictor than ANY demographic characteristic (race, ethnicity, age, etc.). \u003ca href=\"https://onlinelibrary.wiley.com/doi/full/10.1111/pops.12396\">Go here for more on the Science Curiosity Scale\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>National surveys on science media habits\u003c/strong>\u003cbr />\nTo get a baseline understanding of the behavior and habits of science media consumers, we conducted \u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">a national survey in 2018\u003c/a> using the Science Curiosity Scale. The focus of the survey was to collect data on how audiences in general engage with science media and specifically millennials and young adults on their cultural and religious beliefs, political affiliations, their interest in science topics and levels of science curiosity.\u003c/p>\n\u003cp>Some of the key findings included:\u003c/p>\n\u003cul>\n\u003cli>Millennials are more science curious than other generations\u003c/li>\n\u003cli>That science curiosity can overcome political and cultural beliefs\u003c/li>\n\u003cli>That millennials preferred video and social media for consuming science media engagement\u003c/li>\n\u003cli>Gender differences in science disciplines like computer science and technology, among many other things.\u003c/li>\n\u003cli>We were also able to identify our missing audiences through the survey: millennials of color and white college educated women with children.\u003c/li>\n\u003c/ul>\n\u003cp>To wrap up our project, we conducted another large survey in 2021 need link. The survey was designed by the KQED and Texas Tech research team and was fielded by YouGov in August 2021. We asked many of the same questions as the original survey, but we also surveyed more audiences (in addition to the nationally representative sample) and dug in deeper to questions that were generated as a result of the past three years of research.\u003c/p>\n\u003cp>Some top level takeaways from that survey include:\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>Curious Audience:\u003c/strong> Science curiosity is the strongest predictor of engagement with science — way above any demographic characteristic. However, science curiosity can vary by demographics.\u003c/li>\n\u003cli>\u003cstrong>Topics of Interest:\u003c/strong> Adults (40 and younger) are most interested in nature, wildlife, and psychology/behavioral science. Our youngest participants are the ones most interested in climate change. Health and medicine become more important with age.\u003c/li>\n\u003cli>\u003cstrong>Platforms Used:\u003c/strong> Search engines and websites are most commonly used to find science content (public media). YouTube is also popular. TikTok is most commonly used by Gen Zers and is the least popular platform for science among millennials.\u003c/li>\n\u003cli>\u003cstrong>Missing Audience:\u003c/strong> Black and Hispanic millennial women seem to be the most frequently “missing” audience for science from platforms such as TikTok, podcasts, live radio, and YouTube. This is not the case for Gen Zers.\u003c/li>\n\u003cli>\u003cstrong>Science Stories:\u003c/strong> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about \u003cstrong>scientific discoveries and climate change.\u003c/strong>\u003c/li>\n\u003cli>\u003cstrong>Story Credibility:\u003c/strong> Curious Gen Zers trust their gut intuition about whether stories are credible. Millennials and open Gen Zers prioritize peer review and expertise.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Deep Look — YouTube and Gender Disparity\u003c/strong>\u003cbr />\nFor those of you not familiar with our video series, Deep Look, it is a digital video series that explores big science concepts by going very, very small, to see nature up close ... sometimes uncomfortably close, but all in good fun. And the series is by nearly any measure a great success. On YouTube, where the show is distributed, we have almost \u003ca href=\"https://www.youtube.com/user/KQEDDeepLook\">1.8 million subscribers and have garnered 325 million views\u003c/a> and 2/3 of that audience is aged 18-34, a young, mostly millennial audience that KQED and the PBS system as a whole is eager to serve.\u003c/p>\n\u003cp>But Deep Look has a problem. For almost every one of our 135+ episodes, the percentage of women who watch is considerably lower than the percentage of men, a disparity also seen by many of our creator colleagues on other science shows on YouTube. On average, about 70% of Deep Look’s YouTube audience is male and only 30% is female. It’s true, there are slightly fewer women on YouTube in general, at around 40%, but still this disparity is distressing to our team.\u003c/p>\n\u003cp>So, why aren’t more women watching? One hypothesis was that the YouTube algorithm — that recommendation engine that predicts what videos you might like and serves them to you in real time — is suggesting our videos more often to men than women, for its own business reasons that don’t necessarily line up with our editorial goals.\u003c/p>\n\u003cp>Another hypothesis was that the subject matter may be aversive overall to women more than men since Deep Look is a show about insects, arachnids, undersea creatures, amphibians and the like.\u003c/p>\n\u003cp>So we conducted an initial study in collaboration with Dan Kahan (Yale University) to see if we could replicate this gender disparity off the YouTube platform to confirm if the disparity was platform driven or if it was the content that women found uninteresting (or off-putting) and why.\u003c/p>\n\u003cp>The study, “\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">Cracking the Code: Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/a>,” produced the following key findings:\u003c/p>\n\u003cul>\n\u003cli>The YouTube algorithm is not likely determining our gender imbalance of 70% male vs. 30% female\u003c/li>\n\u003cli>When women and men of high-science curiosity watched the content, engagement was equal\u003c/li>\n\u003cli>People’s level of “disgust sensitivity” did not predict the likelihood of agreeing to watch a Deep Look video.\u003c/li>\n\u003cli>Given that getting disgust sensitivity doesn't appear to be a factor, and that both men and women seem to enjoy the video the same if they get to the point of watching it — this led us to question whether there is something happening —- an inhibition of some sort — that influences the respondents decision to watch.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Deep Look - Factors of Inhibition\u003c/strong>\u003cbr />\nTo follow up on this initial study, we began to consider why women may feel more inhibited, or reticent, to watch a Deep Look video than men? Some prior literature from psychology and communication suggested that women may perceive science as not being “for them.” So, how could we indicate that content is for women using the factors commonly believed to have a significant influence over people’s decision to click on a video in the real world, such as thumbnails, titles and descriptions? Could changes to one or more of these factors mitigate — or exacerbate — this apparent inhibition to choose to watch? The Deep Look and research teams followed up with several more studies to try to answer these questions.\u003c/p>\n\u003cp>In our study, \u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">Cracking the Code: What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/a>, we worked with Dan Kahan to conduct a survey which included an image of a woman in the YouTube thumbnails of our Deep Look episodes. The goal was to show women that the content is for them by showing an image of a woman enjoying the content. We wanted to study if this tactic would encourage more women to click on the link to watch Deep Look videos. The survey also studied possible disgust sensitivity (someone being disgusted by the title, image or content in the videos) to find out if that was a factor in why women decide not to click on Deep Look content. The findings from this study were inconclusive.\u003c/p>\n\u003cp>In our title studies, \u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/a>, the KQED team worked with the Texas Tech researchers to continue to explore disgust as a possible inhibiting factor to watching Deep Look as well as other factors that could influence watching the video due to their titles. For example, the Deep Look producers had noticed that more women watched episodes with a health and sex/mating theme. This was supported by an analysis of title themes: episodes with a sex/mating theme emphasized in the title had a greater proportion of female viewers on average compared with episodes that didn’t have this theme emphasized. The same seemed to be true for titles that had a health or medicine angle.\u003c/p>\n\u003cp>This led the team to question: Could changing a title to emphasize sex/mating or health/medicine lead to a greater number of female viewers? To examine this, we conducted a few survey experiments for which we manipulated whether participants were asked if they would watch a video after seeing the original title or one with the sex/mating or health/medicine emphasis. The results were somewhat inconclusive: although a greater percentage of women agreed to watch the Deep Look video when it had the health/medicine title than the original title, the results were not statistically significant. Furthermore, we did not find a difference between desire to watch the episodes when shown the sex/mating title versus the original one.\u003c/p>\n\u003cp>We also conducted a series of Facebook experiments using their advertising tool as a complement to the survey experiments for the Deep Look title testing. The advertising platform provided us with the tools we need to conduct more in-depth audience research. Similar to other digital advertising tools such as Google, Twitter, YouTube, and others, Facebook allows users to reach an intended audience based on interest, age, gender and location.\u003c/p>\n\u003cp>For our \u003ca href=\"https://www.kqed.org/about/16726/how-women-engage-with-deep-look-a-facebook-test\">How Women Engage with Deep Look: A Facebook Science Content Experiment \u003c/a> the science engagement team worked with the Texas Tech researchers to design a test to see whether different titles drove more or less traffic to an episode. Our science engagement team works with reporters and video producers to attract audiences to our science content and engage them through the creation of additional content such as behind-the-scenes videos and photos, polls, contests, live events and social media advertising. The test was designed to engage different intended audiences, specifically among audiences that are female and likely science curious. The results in this particular Facebook experiment, across all audiences, showed that a health-related themed title was preferred, and a more significant proportion of women clicked on them.\u003c/p>\n\u003cp>The science engagement team was also curious how our behind-the scenes content could influence more female engagement with Deep Look. For \u003ca href=\"https://www.kqed.org/about/15515/cracking-the-code-deeplook-behind-the-scenes\">Cracking the Code: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s Deep Look?\u003c/a>, the KQED team worked with Texas Tech researchers to compare engagement with a Deep Look episode that included behind-the-scenes photos, produced behind-the-scenes full episodes, unedited short outtakes, and images of a host on screen introducing the Deep Look episode. The engagement team felt that the produced behind-the-scenes episodes helped increase engagement, but the cost of producing such content is very high. This research suggested that the much less resource intensive behind-the-scenes photos are as engaging as expensive produced episodes. Furthermore, even less curious audiences reported higher engagement with the videos when behind-the-scenes photos were present.\u003c/p>\n\u003cp>Since these research results came out the Deep Look team has implemented a robust behind-the-scenes social media engagement strategy with consistent posting of behind-the-scenes photos and videos of producers out in the field, including background posts letting fans know when a story has been cleared for production and livestream events that talk about and show how Deep Look is able to capture such amazing footage of tiny animals and plants in their natural environments. The content would be shared on social media and on the Deep Look episodes.\u003c/p>\n\u003cp>Finally, the Deep Look team conducted a study with University of Connecticut researchers (in collaboration with the Texas Tech team) that focused on how women’s science identity may contribute to their engagement. The research, titled \u003ca href=\"https://www.kqed.org/about/16658/cracking-the-code-science-identity\">Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos\u003c/a>, was designed to better understand gender differences in science engagement in order to attract the “missing audience” of women viewers to Deep Look YouTube videos.\u003c/p>\n\u003cp>The focus on gender differences in science engagement is important for helping KQED Deep Look (and other educational media outlets) identify ways to expand viewership, and this focus also is important for helping science communication researchers better understand how gender and identity influence engagement with science content. Key findings of this study was that women tended to prefer videos with visually attractive images, and preference for the “creepier” insect-type videos increased with increasing science identity. These studies provided us with takeaways about both how to increase our female audience and how to facilitate researcher-practitioner collaborations.\u003c/p>\n\u003cp>The collective findings over all of the Deep Look studies include:\u003c/p>\n\u003cul>\n\u003cli>Titles that emphasize relevant and useful information (health, medicine) appear to be more attractive to women than titles that do not emphasize such content. This leads us to a future research question: Do women have more instrumental goals for consuming science video than men? Since having conducted this research, Deep Look has more heavily considered emphasizing such titles (when appropriate) to help attract more women viewers.\u003c/li>\n\u003cli>Though thumbnail selection has always been considered important, these studies have made the Deep Look team focus even more on thumbnails’ aesthetics and attractiveness to draw women in, specifically intense colors, images that elicit curiosity, or are perceived as \"charming.\"\u003c/li>\n\u003cli>Deep Look plans to expand our behind-the-scenes content since it engages our missing audience of women, both science curious and not. For example, now many behind-the-scenes photos are collected by producers on site and are posted by the engagement team on KQED social media.\u003c/li>\n\u003cli>Though conducting large survey experiments may not be practical for audience engagement teams, we have a better understanding of how to experiment with social media testing to reach missing audiences.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Science News\u003c/strong>\u003cbr />\nBesides our science digital video team, the science unit also included an award-winning journalism team of editors, reporters and information designers. They reported on all types of science news with a focus on climate change, health, environment, wildfires, earthquakes and water. They cover daily news – short pieces and interviews – as well as features and multipart series for radio broadcast and the KQED website.\u003c/p>\n\u003cp>\u003cstrong>News Headline Study\u003c/strong>\u003cbr />\nAt the beginning of our NSF grant as a proof of concept of how the news team would work with science communications researchers, we conducted a brief science news headline study in collaboration with Texas Tech researchers. Although the study, \u003ca href=\"https://www.kqed.org/about/13722/experimenting-with-science-news-headline-format-to-maximize-engagement\">Experimenting with Science News Headline Format to Maximize Engagement\u003c/a>, did find differences in how individuals might evaluate the credibility of a headline and of a story based on the headline format, whether individuals wanted to read a story or engage with a story did not seem to differ based on headline format.\u003c/p>\n\u003cp>Key findings from this survey were:\u003c/p>\n\u003cul>\n\u003cli>Stories with forward referencing headlines (Ex. Here’s What Little Earthquakes Tell Scientists About the Likelihood of the Big One ) had a greater probability of being categorized as “real” news than the traditional or question (Do Little Earthquakes Mean the Big One is Close at Hand?) headline formats.\u003c/li>\n\u003cli>Although science curiosity predicted anticipated engagement, participants generally (and millennials in particular) saw question-based headlines as less credible.\u003c/li>\n\u003cli>Moreover, they were less likely to categorize these stories as real news (choosing “fake news” or “satire”) than they were the other headline types.\u003c/li>\n\u003cli>Takeaway — The intuitive method of sparking curiosity via asking questions to increase engagement could be seen as click bait (internet content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage) and result, instead, in loss of credibility — something that the news media, and science news in particular, cannot afford to lose.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>News Awe Study\u003c/strong>\u003cbr />\nThe primary interest of the news team was to find out if a different news writing style would drive deeper engagement with our science news articles. Through existing studies we learned that people can feel experiences like connectedness and vastness, in reading the written word. We wanted to look at how our story framing and construction, and the narrative tools we bring to writing can foster these experiences and enhance engagement with our audiences. We wanted to be able to do this reporting on the largest and most relevant issues facing our audiences – issues like climate change and environmental justice. Our interest was to cultivate new, young audiences by offering them more than useful knowledge – by offering them experiences that connect them to their larger world, in what you might call a “driveway moment,” those times you stop doing whatever you are doing and get caught up in the story you are reading online.\u003c/p>\n\u003cp>To conduct this study, we needed to create a survey instrument –- an “awe experience scale” that could capture differences in “awe” from reading news stories. Vastness and connectedness are the dimensions of awe most strongly associated with participants’ explicit ratings of awe. If we can periodically work awe into our news writing we hope to engage our existing audience more deeply and possibly attract new audiences.\u003c/p>\n\u003cp>Further work on the awe study was permanently put aside by March 2020 as COVID-19 began to grow into a pandemic. As well, due to social distancing, mask requirement and lack of the ability to travel, the team was unable to execute further study, which would have required trips to Texas Tech University and the recruitment of individuals for tests at Texas Tech’s Psychophysiology Lab. The lab houses state-of-the-art technology for studying all facets of audience response to media messages — video, audio, online, commercial, informational and more.\u003c/p>\n\u003cp>\u003cstrong>RAPID and Disaster Studies \u003c/strong>\u003cbr />\nIn addition to CTC, KQED and Texas Tech University also received an NSF RAPID grant to understand the COVID-19 information needs of its community to assist KQED science journalists with their health coverage. The project, Influencing Young Adults’ Science Engagement and Learning with COVID-19 Media, conducted studies to identify COVID-19 and health knowledge gaps, understand COVID-19 misinformation narratives on social media, know how best to communicate health and science information to the public, and conduct an in-depth process evaluation to capture best practices for crisis reporting.\u003c/p>\n\u003cp>Coverage of COVID-19 required an increased focus on what we came to call “disaster” or “crisis” reporting and the opportunity to study the needs, rhythms and flow of this type of situational reporting became a priority. The team designed a real-time COVID-19 news blog with timely updates and news you could use posted on the KQED website and social media. Coverage for both the blog, engagement and daily and feature news required long hours and new processes for the team.\u003c/p>\n\u003cp>With the support of a NSF RAPID grant, the team pivoted to focus on understanding the workflow of covering a disaster and engaging our audiences in information that is critical for getting through the pandemic.\u003c/p>\n\u003cp>The team conducted a series of research projects to assist the editors and reporters. Researchers conducted studies in understanding the types of misinformation that was appearing on Twitter, knowledge gaps across the general public and younger adults about the virus and treatment, use of visual information to explain critical health information about COVID-19 in news articles and on social media, and a process evaluation to document the new science “disaster and crisis” news reporting reality that was emerging due to the rapid need for information. The science managing editor used to say “Science didn’t break, it oozed.” That was no longer the reality.\u003c/p>\n\u003cp>All of the studies conducted through the RAPID grant can be found on the Cracking the Code website. A summary of the project, \u003ca href=\"https://www.kqed.org/about/16717/filling-knowledge-gaps-and-crisis-reporting\">RAPID: Filling Knowledge Gaps and Crisis Reporting\u003c/a> gives an overview of the project and the individual studies.\u003c/p>\n\u003cp>\u003cstrong>Process Evaluation\u003c/strong>\u003cbr />\nThe focus of the evaluation conducted by Rockman et al was to assess the impact of a practitioner-research collaboration on audience engagement, research processes and applied practices as a result of the research. KQED and Texas Tech University had the rare opportunity to truly model an in-depth collaboration and gain professional knowledge for future application and learning. It is not often that science communication researchers have the opportunity to embed with media professionals and conduct applied research in real world situations. And vice versa.\u003c/p>\n\u003cp>Our evaluator gathered data and observed the teams between October 2018 - August 2021. He conducted interviews with KQED science unit (Deep Look, News), the science engagement staff, administrative staff, Texas Tech University and the University of Connecticut researchers and consultants and project consultants. He recorded in-person/virtual observations of project meetings that took place weekly.\u003c/p>\n\u003cp>Both KQED and Texas Tech came away from the project’s final year with a greater understanding and appreciation for the complexity and nuance of conducting audience research. Each recognized the advantages and limitations of applying different research strategies, both quantitative and qualitative. Members of the research team placed more value on the media practitioner’s professional experience and knowledge as a tool to conduct research, while KQED science staff discerned that science communication research was as much a “process” as producing a science series or developing an investigative story feature.\u003cbr />\nThe \u003ca href=\"https://www.kqed.org/about/16200/rapid-process-evaluation\">RAPID Process Evaluation Report\u003c/a> provides several takeaways for the future including:\u003c/p>\n\u003cp>\u003cstrong>Lessons from Team Building\u003c/strong>\u003c/p>\n\u003cul>\n\u003cli>Respect and appreciation of skills, knowledge and working methods across teams\u003c/li>\n\u003cli>Greater appreciation of the importance of audience research\u003c/li>\n\u003cli>Applications for applied and basic research for the study of audience engagement and solutions\u003c/li>\n\u003cli>Adaptation, consensus building and multitasking\u003c/li>\n\u003cli>A process to validate professional knowledge and abilities\u003c/li>\n\u003cli>Career-building and professional development opportunities for project participants\u003c/li>\n\u003cli>Wider application of social media tools and research beyond market research\u003c/li>\n\u003cli>Methods for engaging tensions to foster collaboration\u003c/li>\n\u003cli>Processes that can be replicated by other media organizations and academic institutions\u003c/li>\n\u003cli>Collaboration among multiple academic institutions\u003c/li>\n\u003c/ul>\n\u003cp>The team also experienced difficulties that were problematic to overcome:\u003c/p>\n\u003cul>\n\u003cli>Real-time conclusions from research studies\u003c/li>\n\u003cli>Little time for collective reflection\u003c/li>\n\u003cli>Overlapping work and project demands\u003c/li>\n\u003cli>Lack of adequate formative planning\u003c/li>\n\u003cli>Insufficient organizational-wide communication\u003c/li>\n\u003cli>Report writing and findings dissemination gaps\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Conclusion\u003c/strong>\u003cbr />\nBoth KQED and Texas Tech University came away from the Cracking the Code (CTC) collaboration with a greater understanding and appreciation for the complexity and nuance of conducting audience research. Each team recognized the advantages and limitations of applying different research strategies, both quantitative and qualitative. Members of the research team placed more value on the media practitioner’s professional experience and knowledge as a tool to conduct research, while KQED science staff discerned that science communication research was as much a “process” as producing a science series or developing an investigative story feature.\u003c/p>\n\u003cp>Even through a global pandemic, wildfires, corporate reorganizations, layoffs, and a shift to online academic classes and restrictions in conducting face-to-face research in the academic space, the collaborative framework and trust between the partners strengthened, and research activities continued, almost unabated. The collaboration was flexible (and risk averse) enough to incorporate the participation of additional research consultants, and the inclusion of new and innovative methods of data collection tools and methods to deepen the work. In addition, while working on CTC, the same collaborative team also conducted parallel research activities associated with an \u003ca href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=2028473&HistoricalAwards=false\">NSF-funded RAPID/AISL grant\u003c/a> exploring science communication methods influencing millennials and young adults’ science engagement focused on COVID-19 media.\u003c/p>\n\u003cp>The success of the CTC collaboration offers the potential for further types of these research opportunities. Science media practitioners and science communication researchers need to find ways to address long-standing cognitive and process differences, and overcome thinly informed assumptions to jointly conduct activities that benefit the field and the public at large. CTC has demonstrated the power of creative tension to stimulate innovative thinking and problem solving.\u003c/p>\n\u003cp>\u003cstrong>Cracking the Code Project Summary Presentation Deck and \u003ca href=\"https://drive.google.com/file/d/13YESU2DCyUUDhOguux14l1ldJIEvtHZF/view?usp=sharing\">Webinar link\u003c/a>, August 25, 2021\u003c/strong>\u003cbr />\n[googleapps domain=\"drive\" dir=\"file/d/1fOI4Yb5pM-I0HluvWWCLI0P0_Q6_DTMy/preview\" query=\"\" \"\" width=\"640\" height=\"480\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644365538,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":49,"wordCount":4433},"headData":{"title":"Millennial Science Media Habits and Engagement Cracking the Code Project Summary | KQED","description":"KQED, a San Francisco based public media organization, is interested in broadening participation and attracting and engaging a younger and more diverse audience, especially millennials, for their science media. The KQED science team is one of the largest reporting teams in the West with a focus on science news and it’s YouTube series, Deep Look.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"16895 https://ww2.kqed.org/about/?p=16895","disqusUrl":"https://ww2.kqed.org/about/2022/02/08/cracking-the-code-millennial-science-media-habits-and-engagement/","disqusTitle":"Millennial Science Media Habits and Engagement Cracking the Code Project Summary","nprByline":"Sue Ellen McCann \u003cbr> KQED","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16895/cracking-the-code-millennial-science-media-habits-and-engagement","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>KQED, a San Francisco based public media organization, is interested in broadening participation and attracting and engaging a younger and more diverse audience, especially millennials, for their science media. The KQED science team is one of the largest reporting teams in the West with a focus on science news and it’s YouTube series, Deep Look. Supported by a three-year NSF grant, the team brought together KQED science media professionals, academic science media researchers from Texas Tech and Yale universities, an evaluator from Rockman et al and in the final year the University of Connecticut to study and research science media habits and behaviors of millennials. We called the project Cracking the Code: Influencing Millennial Science Engagement or “CTC” for short.\u003c/p>\n\u003cp>\u003cstrong>The study focused on two research questions:\u003c/strong>\u003cbr />\n1. How can KQED adapt and expand upon existing research to understand the role of science identity and curiosity in millennial engagement and interest in science media?\u003c/p>\n\u003cp>2. Which presentations – editorial tactics, platform choices, media elements, and outreach strategies – can increase millennials' curiosity and cognitive engagement with science content, with special attention given to underrepresented and under-engaged audiences within the generation?\u003c/p>\n\u003cp>These questions were studied using a variety of surveys, questionnaires and interviews that will be reviewed below with links to the complete studies and resources, a recorded webinar and a presentation deck. All of the research studies can be found on the \u003ca href=\"http://www.kqed.org/crackingthecode\">KQED Cracking the Code website\u003c/a>.\u003c/p>\n\u003cp>As the team progressed over the course of the investigation, an iterative workflow emerged as portrayed in this diagram below as well as a supportive and unique practitioner – \u003ca href=\"https://wp.me/p5Xh9r-4ok\">researcher collaboration in audience media research\u003c/a>.\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-full wp-image-16925\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2022/02/CTC_BestPractices-3-StepsForMediaResearchGraphic.jpg\" alt=\"\" width=\"659\" height=\"344\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2022/02/CTC_BestPractices-3-StepsForMediaResearchGraphic.jpg 659w, https://ww2.kqed.org/app/uploads/sites/19/2022/02/CTC_BestPractices-3-StepsForMediaResearchGraphic-160x84.jpg 160w\" sizes=\"(max-width: 659px) 100vw, 659px\" />\u003c/p>\n\u003cp>\u003cstrong>Beyond Market Research\u003c/strong>\u003cbr />\nPrior to the work on CTC, the KQED science unit relied on market research, data collected from our social media metrics for audience insights. While useful, the data only gave us information on our existing audiences and we want to know more about possible future audiences, individuals that had an interest in science but were not engaging with our content. We came to call this our “missing audience.” We also wanted to understand not only what our audiences prefer – which we gathered through audience reach, top stories, time on page, etc., – but why did they behave the way they did? Through exploratory research, we hoped to get a more complete understanding of our existing audiences as well as our science curious “missing audience.”\u003c/p>\n\u003cp>The audience research performed in this project was informed by the use of the Science Curiosity Scale” (SCS). The SCS is a research instrument developed by Dan Kahan (Yale University) and Asheley Landrum (Texas Tech University) with their collaborators to better measure science interest through a combination of behavioral and self-reported measures. Science curiosity is defined as one’s motivation to seek out and engage with science for personal enjoyment. The scale is part of a market research/interests type survey that asks about an array of topics (e.g., business, sports, entertainment) to hide the intent to measure interest in science. The scores on the Science Curiosity Scale strongly predict people’s engagement with science media, such as the likelihood that they read a science book in the past year and how closely they follow news about science. Science curiosity is a stronger predictor than ANY demographic characteristic (race, ethnicity, age, etc.). \u003ca href=\"https://onlinelibrary.wiley.com/doi/full/10.1111/pops.12396\">Go here for more on the Science Curiosity Scale\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>National surveys on science media habits\u003c/strong>\u003cbr />\nTo get a baseline understanding of the behavior and habits of science media consumers, we conducted \u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">a national survey in 2018\u003c/a> using the Science Curiosity Scale. The focus of the survey was to collect data on how audiences in general engage with science media and specifically millennials and young adults on their cultural and religious beliefs, political affiliations, their interest in science topics and levels of science curiosity.\u003c/p>\n\u003cp>Some of the key findings included:\u003c/p>\n\u003cul>\n\u003cli>Millennials are more science curious than other generations\u003c/li>\n\u003cli>That science curiosity can overcome political and cultural beliefs\u003c/li>\n\u003cli>That millennials preferred video and social media for consuming science media engagement\u003c/li>\n\u003cli>Gender differences in science disciplines like computer science and technology, among many other things.\u003c/li>\n\u003cli>We were also able to identify our missing audiences through the survey: millennials of color and white college educated women with children.\u003c/li>\n\u003c/ul>\n\u003cp>To wrap up our project, we conducted another large survey in 2021 need link. The survey was designed by the KQED and Texas Tech research team and was fielded by YouGov in August 2021. We asked many of the same questions as the original survey, but we also surveyed more audiences (in addition to the nationally representative sample) and dug in deeper to questions that were generated as a result of the past three years of research.\u003c/p>\n\u003cp>Some top level takeaways from that survey include:\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>Curious Audience:\u003c/strong> Science curiosity is the strongest predictor of engagement with science — way above any demographic characteristic. However, science curiosity can vary by demographics.\u003c/li>\n\u003cli>\u003cstrong>Topics of Interest:\u003c/strong> Adults (40 and younger) are most interested in nature, wildlife, and psychology/behavioral science. Our youngest participants are the ones most interested in climate change. Health and medicine become more important with age.\u003c/li>\n\u003cli>\u003cstrong>Platforms Used:\u003c/strong> Search engines and websites are most commonly used to find science content (public media). YouTube is also popular. TikTok is most commonly used by Gen Zers and is the least popular platform for science among millennials.\u003c/li>\n\u003cli>\u003cstrong>Missing Audience:\u003c/strong> Black and Hispanic millennial women seem to be the most frequently “missing” audience for science from platforms such as TikTok, podcasts, live radio, and YouTube. This is not the case for Gen Zers.\u003c/li>\n\u003cli>\u003cstrong>Science Stories:\u003c/strong> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about \u003cstrong>scientific discoveries and climate change.\u003c/strong>\u003c/li>\n\u003cli>\u003cstrong>Story Credibility:\u003c/strong> Curious Gen Zers trust their gut intuition about whether stories are credible. Millennials and open Gen Zers prioritize peer review and expertise.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Deep Look — YouTube and Gender Disparity\u003c/strong>\u003cbr />\nFor those of you not familiar with our video series, Deep Look, it is a digital video series that explores big science concepts by going very, very small, to see nature up close ... sometimes uncomfortably close, but all in good fun. And the series is by nearly any measure a great success. On YouTube, where the show is distributed, we have almost \u003ca href=\"https://www.youtube.com/user/KQEDDeepLook\">1.8 million subscribers and have garnered 325 million views\u003c/a> and 2/3 of that audience is aged 18-34, a young, mostly millennial audience that KQED and the PBS system as a whole is eager to serve.\u003c/p>\n\u003cp>But Deep Look has a problem. For almost every one of our 135+ episodes, the percentage of women who watch is considerably lower than the percentage of men, a disparity also seen by many of our creator colleagues on other science shows on YouTube. On average, about 70% of Deep Look’s YouTube audience is male and only 30% is female. It’s true, there are slightly fewer women on YouTube in general, at around 40%, but still this disparity is distressing to our team.\u003c/p>\n\u003cp>So, why aren’t more women watching? One hypothesis was that the YouTube algorithm — that recommendation engine that predicts what videos you might like and serves them to you in real time — is suggesting our videos more often to men than women, for its own business reasons that don’t necessarily line up with our editorial goals.\u003c/p>\n\u003cp>Another hypothesis was that the subject matter may be aversive overall to women more than men since Deep Look is a show about insects, arachnids, undersea creatures, amphibians and the like.\u003c/p>\n\u003cp>So we conducted an initial study in collaboration with Dan Kahan (Yale University) to see if we could replicate this gender disparity off the YouTube platform to confirm if the disparity was platform driven or if it was the content that women found uninteresting (or off-putting) and why.\u003c/p>\n\u003cp>The study, “\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">Cracking the Code: Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/a>,” produced the following key findings:\u003c/p>\n\u003cul>\n\u003cli>The YouTube algorithm is not likely determining our gender imbalance of 70% male vs. 30% female\u003c/li>\n\u003cli>When women and men of high-science curiosity watched the content, engagement was equal\u003c/li>\n\u003cli>People’s level of “disgust sensitivity” did not predict the likelihood of agreeing to watch a Deep Look video.\u003c/li>\n\u003cli>Given that getting disgust sensitivity doesn't appear to be a factor, and that both men and women seem to enjoy the video the same if they get to the point of watching it — this led us to question whether there is something happening —- an inhibition of some sort — that influences the respondents decision to watch.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Deep Look - Factors of Inhibition\u003c/strong>\u003cbr />\nTo follow up on this initial study, we began to consider why women may feel more inhibited, or reticent, to watch a Deep Look video than men? Some prior literature from psychology and communication suggested that women may perceive science as not being “for them.” So, how could we indicate that content is for women using the factors commonly believed to have a significant influence over people’s decision to click on a video in the real world, such as thumbnails, titles and descriptions? Could changes to one or more of these factors mitigate — or exacerbate — this apparent inhibition to choose to watch? The Deep Look and research teams followed up with several more studies to try to answer these questions.\u003c/p>\n\u003cp>In our study, \u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">Cracking the Code: What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/a>, we worked with Dan Kahan to conduct a survey which included an image of a woman in the YouTube thumbnails of our Deep Look episodes. The goal was to show women that the content is for them by showing an image of a woman enjoying the content. We wanted to study if this tactic would encourage more women to click on the link to watch Deep Look videos. The survey also studied possible disgust sensitivity (someone being disgusted by the title, image or content in the videos) to find out if that was a factor in why women decide not to click on Deep Look content. The findings from this study were inconclusive.\u003c/p>\n\u003cp>In our title studies, \u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/a>, the KQED team worked with the Texas Tech researchers to continue to explore disgust as a possible inhibiting factor to watching Deep Look as well as other factors that could influence watching the video due to their titles. For example, the Deep Look producers had noticed that more women watched episodes with a health and sex/mating theme. This was supported by an analysis of title themes: episodes with a sex/mating theme emphasized in the title had a greater proportion of female viewers on average compared with episodes that didn’t have this theme emphasized. The same seemed to be true for titles that had a health or medicine angle.\u003c/p>\n\u003cp>This led the team to question: Could changing a title to emphasize sex/mating or health/medicine lead to a greater number of female viewers? To examine this, we conducted a few survey experiments for which we manipulated whether participants were asked if they would watch a video after seeing the original title or one with the sex/mating or health/medicine emphasis. The results were somewhat inconclusive: although a greater percentage of women agreed to watch the Deep Look video when it had the health/medicine title than the original title, the results were not statistically significant. Furthermore, we did not find a difference between desire to watch the episodes when shown the sex/mating title versus the original one.\u003c/p>\n\u003cp>We also conducted a series of Facebook experiments using their advertising tool as a complement to the survey experiments for the Deep Look title testing. The advertising platform provided us with the tools we need to conduct more in-depth audience research. Similar to other digital advertising tools such as Google, Twitter, YouTube, and others, Facebook allows users to reach an intended audience based on interest, age, gender and location.\u003c/p>\n\u003cp>For our \u003ca href=\"https://www.kqed.org/about/16726/how-women-engage-with-deep-look-a-facebook-test\">How Women Engage with Deep Look: A Facebook Science Content Experiment \u003c/a> the science engagement team worked with the Texas Tech researchers to design a test to see whether different titles drove more or less traffic to an episode. Our science engagement team works with reporters and video producers to attract audiences to our science content and engage them through the creation of additional content such as behind-the-scenes videos and photos, polls, contests, live events and social media advertising. The test was designed to engage different intended audiences, specifically among audiences that are female and likely science curious. The results in this particular Facebook experiment, across all audiences, showed that a health-related themed title was preferred, and a more significant proportion of women clicked on them.\u003c/p>\n\u003cp>The science engagement team was also curious how our behind-the scenes content could influence more female engagement with Deep Look. For \u003ca href=\"https://www.kqed.org/about/15515/cracking-the-code-deeplook-behind-the-scenes\">Cracking the Code: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s Deep Look?\u003c/a>, the KQED team worked with Texas Tech researchers to compare engagement with a Deep Look episode that included behind-the-scenes photos, produced behind-the-scenes full episodes, unedited short outtakes, and images of a host on screen introducing the Deep Look episode. The engagement team felt that the produced behind-the-scenes episodes helped increase engagement, but the cost of producing such content is very high. This research suggested that the much less resource intensive behind-the-scenes photos are as engaging as expensive produced episodes. Furthermore, even less curious audiences reported higher engagement with the videos when behind-the-scenes photos were present.\u003c/p>\n\u003cp>Since these research results came out the Deep Look team has implemented a robust behind-the-scenes social media engagement strategy with consistent posting of behind-the-scenes photos and videos of producers out in the field, including background posts letting fans know when a story has been cleared for production and livestream events that talk about and show how Deep Look is able to capture such amazing footage of tiny animals and plants in their natural environments. The content would be shared on social media and on the Deep Look episodes.\u003c/p>\n\u003cp>Finally, the Deep Look team conducted a study with University of Connecticut researchers (in collaboration with the Texas Tech team) that focused on how women’s science identity may contribute to their engagement. The research, titled \u003ca href=\"https://www.kqed.org/about/16658/cracking-the-code-science-identity\">Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos\u003c/a>, was designed to better understand gender differences in science engagement in order to attract the “missing audience” of women viewers to Deep Look YouTube videos.\u003c/p>\n\u003cp>The focus on gender differences in science engagement is important for helping KQED Deep Look (and other educational media outlets) identify ways to expand viewership, and this focus also is important for helping science communication researchers better understand how gender and identity influence engagement with science content. Key findings of this study was that women tended to prefer videos with visually attractive images, and preference for the “creepier” insect-type videos increased with increasing science identity. These studies provided us with takeaways about both how to increase our female audience and how to facilitate researcher-practitioner collaborations.\u003c/p>\n\u003cp>The collective findings over all of the Deep Look studies include:\u003c/p>\n\u003cul>\n\u003cli>Titles that emphasize relevant and useful information (health, medicine) appear to be more attractive to women than titles that do not emphasize such content. This leads us to a future research question: Do women have more instrumental goals for consuming science video than men? Since having conducted this research, Deep Look has more heavily considered emphasizing such titles (when appropriate) to help attract more women viewers.\u003c/li>\n\u003cli>Though thumbnail selection has always been considered important, these studies have made the Deep Look team focus even more on thumbnails’ aesthetics and attractiveness to draw women in, specifically intense colors, images that elicit curiosity, or are perceived as \"charming.\"\u003c/li>\n\u003cli>Deep Look plans to expand our behind-the-scenes content since it engages our missing audience of women, both science curious and not. For example, now many behind-the-scenes photos are collected by producers on site and are posted by the engagement team on KQED social media.\u003c/li>\n\u003cli>Though conducting large survey experiments may not be practical for audience engagement teams, we have a better understanding of how to experiment with social media testing to reach missing audiences.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Science News\u003c/strong>\u003cbr />\nBesides our science digital video team, the science unit also included an award-winning journalism team of editors, reporters and information designers. They reported on all types of science news with a focus on climate change, health, environment, wildfires, earthquakes and water. They cover daily news – short pieces and interviews – as well as features and multipart series for radio broadcast and the KQED website.\u003c/p>\n\u003cp>\u003cstrong>News Headline Study\u003c/strong>\u003cbr />\nAt the beginning of our NSF grant as a proof of concept of how the news team would work with science communications researchers, we conducted a brief science news headline study in collaboration with Texas Tech researchers. Although the study, \u003ca href=\"https://www.kqed.org/about/13722/experimenting-with-science-news-headline-format-to-maximize-engagement\">Experimenting with Science News Headline Format to Maximize Engagement\u003c/a>, did find differences in how individuals might evaluate the credibility of a headline and of a story based on the headline format, whether individuals wanted to read a story or engage with a story did not seem to differ based on headline format.\u003c/p>\n\u003cp>Key findings from this survey were:\u003c/p>\n\u003cul>\n\u003cli>Stories with forward referencing headlines (Ex. Here’s What Little Earthquakes Tell Scientists About the Likelihood of the Big One ) had a greater probability of being categorized as “real” news than the traditional or question (Do Little Earthquakes Mean the Big One is Close at Hand?) headline formats.\u003c/li>\n\u003cli>Although science curiosity predicted anticipated engagement, participants generally (and millennials in particular) saw question-based headlines as less credible.\u003c/li>\n\u003cli>Moreover, they were less likely to categorize these stories as real news (choosing “fake news” or “satire”) than they were the other headline types.\u003c/li>\n\u003cli>Takeaway — The intuitive method of sparking curiosity via asking questions to increase engagement could be seen as click bait (internet content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage) and result, instead, in loss of credibility — something that the news media, and science news in particular, cannot afford to lose.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>News Awe Study\u003c/strong>\u003cbr />\nThe primary interest of the news team was to find out if a different news writing style would drive deeper engagement with our science news articles. Through existing studies we learned that people can feel experiences like connectedness and vastness, in reading the written word. We wanted to look at how our story framing and construction, and the narrative tools we bring to writing can foster these experiences and enhance engagement with our audiences. We wanted to be able to do this reporting on the largest and most relevant issues facing our audiences – issues like climate change and environmental justice. Our interest was to cultivate new, young audiences by offering them more than useful knowledge – by offering them experiences that connect them to their larger world, in what you might call a “driveway moment,” those times you stop doing whatever you are doing and get caught up in the story you are reading online.\u003c/p>\n\u003cp>To conduct this study, we needed to create a survey instrument –- an “awe experience scale” that could capture differences in “awe” from reading news stories. Vastness and connectedness are the dimensions of awe most strongly associated with participants’ explicit ratings of awe. If we can periodically work awe into our news writing we hope to engage our existing audience more deeply and possibly attract new audiences.\u003c/p>\n\u003cp>Further work on the awe study was permanently put aside by March 2020 as COVID-19 began to grow into a pandemic. As well, due to social distancing, mask requirement and lack of the ability to travel, the team was unable to execute further study, which would have required trips to Texas Tech University and the recruitment of individuals for tests at Texas Tech’s Psychophysiology Lab. The lab houses state-of-the-art technology for studying all facets of audience response to media messages — video, audio, online, commercial, informational and more.\u003c/p>\n\u003cp>\u003cstrong>RAPID and Disaster Studies \u003c/strong>\u003cbr />\nIn addition to CTC, KQED and Texas Tech University also received an NSF RAPID grant to understand the COVID-19 information needs of its community to assist KQED science journalists with their health coverage. The project, Influencing Young Adults’ Science Engagement and Learning with COVID-19 Media, conducted studies to identify COVID-19 and health knowledge gaps, understand COVID-19 misinformation narratives on social media, know how best to communicate health and science information to the public, and conduct an in-depth process evaluation to capture best practices for crisis reporting.\u003c/p>\n\u003cp>Coverage of COVID-19 required an increased focus on what we came to call “disaster” or “crisis” reporting and the opportunity to study the needs, rhythms and flow of this type of situational reporting became a priority. The team designed a real-time COVID-19 news blog with timely updates and news you could use posted on the KQED website and social media. Coverage for both the blog, engagement and daily and feature news required long hours and new processes for the team.\u003c/p>\n\u003cp>With the support of a NSF RAPID grant, the team pivoted to focus on understanding the workflow of covering a disaster and engaging our audiences in information that is critical for getting through the pandemic.\u003c/p>\n\u003cp>The team conducted a series of research projects to assist the editors and reporters. Researchers conducted studies in understanding the types of misinformation that was appearing on Twitter, knowledge gaps across the general public and younger adults about the virus and treatment, use of visual information to explain critical health information about COVID-19 in news articles and on social media, and a process evaluation to document the new science “disaster and crisis” news reporting reality that was emerging due to the rapid need for information. The science managing editor used to say “Science didn’t break, it oozed.” That was no longer the reality.\u003c/p>\n\u003cp>All of the studies conducted through the RAPID grant can be found on the Cracking the Code website. A summary of the project, \u003ca href=\"https://www.kqed.org/about/16717/filling-knowledge-gaps-and-crisis-reporting\">RAPID: Filling Knowledge Gaps and Crisis Reporting\u003c/a> gives an overview of the project and the individual studies.\u003c/p>\n\u003cp>\u003cstrong>Process Evaluation\u003c/strong>\u003cbr />\nThe focus of the evaluation conducted by Rockman et al was to assess the impact of a practitioner-research collaboration on audience engagement, research processes and applied practices as a result of the research. KQED and Texas Tech University had the rare opportunity to truly model an in-depth collaboration and gain professional knowledge for future application and learning. It is not often that science communication researchers have the opportunity to embed with media professionals and conduct applied research in real world situations. And vice versa.\u003c/p>\n\u003cp>Our evaluator gathered data and observed the teams between October 2018 - August 2021. He conducted interviews with KQED science unit (Deep Look, News), the science engagement staff, administrative staff, Texas Tech University and the University of Connecticut researchers and consultants and project consultants. He recorded in-person/virtual observations of project meetings that took place weekly.\u003c/p>\n\u003cp>Both KQED and Texas Tech came away from the project’s final year with a greater understanding and appreciation for the complexity and nuance of conducting audience research. Each recognized the advantages and limitations of applying different research strategies, both quantitative and qualitative. Members of the research team placed more value on the media practitioner’s professional experience and knowledge as a tool to conduct research, while KQED science staff discerned that science communication research was as much a “process” as producing a science series or developing an investigative story feature.\u003cbr />\nThe \u003ca href=\"https://www.kqed.org/about/16200/rapid-process-evaluation\">RAPID Process Evaluation Report\u003c/a> provides several takeaways for the future including:\u003c/p>\n\u003cp>\u003cstrong>Lessons from Team Building\u003c/strong>\u003c/p>\n\u003cul>\n\u003cli>Respect and appreciation of skills, knowledge and working methods across teams\u003c/li>\n\u003cli>Greater appreciation of the importance of audience research\u003c/li>\n\u003cli>Applications for applied and basic research for the study of audience engagement and solutions\u003c/li>\n\u003cli>Adaptation, consensus building and multitasking\u003c/li>\n\u003cli>A process to validate professional knowledge and abilities\u003c/li>\n\u003cli>Career-building and professional development opportunities for project participants\u003c/li>\n\u003cli>Wider application of social media tools and research beyond market research\u003c/li>\n\u003cli>Methods for engaging tensions to foster collaboration\u003c/li>\n\u003cli>Processes that can be replicated by other media organizations and academic institutions\u003c/li>\n\u003cli>Collaboration among multiple academic institutions\u003c/li>\n\u003c/ul>\n\u003cp>The team also experienced difficulties that were problematic to overcome:\u003c/p>\n\u003cul>\n\u003cli>Real-time conclusions from research studies\u003c/li>\n\u003cli>Little time for collective reflection\u003c/li>\n\u003cli>Overlapping work and project demands\u003c/li>\n\u003cli>Lack of adequate formative planning\u003c/li>\n\u003cli>Insufficient organizational-wide communication\u003c/li>\n\u003cli>Report writing and findings dissemination gaps\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Conclusion\u003c/strong>\u003cbr />\nBoth KQED and Texas Tech University came away from the Cracking the Code (CTC) collaboration with a greater understanding and appreciation for the complexity and nuance of conducting audience research. Each team recognized the advantages and limitations of applying different research strategies, both quantitative and qualitative. Members of the research team placed more value on the media practitioner’s professional experience and knowledge as a tool to conduct research, while KQED science staff discerned that science communication research was as much a “process” as producing a science series or developing an investigative story feature.\u003c/p>\n\u003cp>Even through a global pandemic, wildfires, corporate reorganizations, layoffs, and a shift to online academic classes and restrictions in conducting face-to-face research in the academic space, the collaborative framework and trust between the partners strengthened, and research activities continued, almost unabated. The collaboration was flexible (and risk averse) enough to incorporate the participation of additional research consultants, and the inclusion of new and innovative methods of data collection tools and methods to deepen the work. In addition, while working on CTC, the same collaborative team also conducted parallel research activities associated with an \u003ca href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=2028473&HistoricalAwards=false\">NSF-funded RAPID/AISL grant\u003c/a> exploring science communication methods influencing millennials and young adults’ science engagement focused on COVID-19 media.\u003c/p>\n\u003cp>The success of the CTC collaboration offers the potential for further types of these research opportunities. Science media practitioners and science communication researchers need to find ways to address long-standing cognitive and process differences, and overcome thinly informed assumptions to jointly conduct activities that benefit the field and the public at large. CTC has demonstrated the power of creative tension to stimulate innovative thinking and problem solving.\u003c/p>\n\u003cp>\u003cstrong>Cracking the Code Project Summary Presentation Deck and \u003ca href=\"https://drive.google.com/file/d/13YESU2DCyUUDhOguux14l1ldJIEvtHZF/view?usp=sharing\">Webinar link\u003c/a>, August 25, 2021\u003c/strong>\u003cbr />\n\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1fOI4Yb5pM-I0HluvWWCLI0P0_Q6_DTMy/preview?embedded=true'\n title='https://drive.google.com/file/d/1fOI4Yb5pM-I0HluvWWCLI0P0_Q6_DTMy/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16895/cracking-the-code-millennial-science-media-habits-and-engagement","authors":["byline_about_16895"],"programs":["about_583"],"tags":["about_580","about_715"],"featImg":"about_16961","label":"about_583"},"about_16748":{"type":"posts","id":"about_16748","meta":{"index":"posts_1591205157","site":"about","id":"16748","score":null,"sort":[1640194747000]},"guestAuthors":[],"slug":"science-engagement-a-new-survey-in-2021","title":"Influencing Millennial Science Engagement: A New Survey in 2021","publishDate":1640194747,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>\u003cspan style=\"font-weight: 400\">We started our three year National Science Foundation \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> audience research in 2018 with a \u003c/span>\u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">\u003cspan style=\"font-weight: 400\">national survey of millennials’ media consumption habits\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. This survey was conducted by Jacobs Media Strategies and found, among other things, that millennials were the most science curious generation. This survey provided the groundwork for each of the studies that we have conducted over the past three years as part of our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> study. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">To wrap up our project, we conducted another large survey. The survey was designed by the KQED and Texas Tech University research team and was fielded by YouGov in August 2021. We asked many of the same questions as the original survey, but we also surveyed more audiences (in addition to the nationally representative sample) and dug in deeper to questions that were generated as a result of the past three years of research. Because there is such a large amount of data to examine, we will be uploading several decks focused on narrower themes (e.g., YouTube, Latinx audiences) over the next several months. The first deck linked below is our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation and we also include the link to our related Nov. 18, 2021, webinar.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Curious Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Science curiosity is the strongest predictor of engagement with science \u003c/span>\u003cspan style=\"font-weight: 400\">- \u003c/span>\u003cspan style=\"font-weight: 400\">way above any demographic characteristic. However, science curiosity can vary by demographics.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Topics of interest\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">: \u003c/span> Adults (40 and younger) are most interested in nature, wildlife, and psychology/behavioral science. Our youngest participants are the ones most interested in climate change. Health and Medicine become more important with age.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Platforms Used\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Search engines and websites are most commonly used to find science content (public media). YouTube is also popular. TikTok is most commonly used by Gen Zers and is the least popular platform for science among millennials.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Missing Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Black and Hispanic millennial women seem to be the most frequently “missing” audience for science from platforms such as TikTok, podcasts, live radio, and YouTube. This is not the case for Gen Zers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Science Stories\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about scientific discoveries and climate change.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Story Credibility\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Curious Gen Zers trust their gut intuition about whether stories are credible. Millennials and open Gen Zers prioritize peer review and expertise.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Samples\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">As stated above, we collected data from four samples: a national sample of 2,000 participants (26% were millennials), a California-only sample of 500 participants (25% were millennials), a Bay Area sample of 500 participants (18% were millennials) and a Bay Area Latinx sample of 500 participants (35% were millennials). This allows us to both make inferences about what is true about younger (millennial and Gen Z) audiences in the U.S., generally, and to look at target audiences that are of specific interest to KQED and our other STEM partners in California — and more specifically, the Bay Area.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Generations\u003c/b>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16749 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1.png 960w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is easy to forget that millennials are a fully adult audience. At the outset of our project, the youngest millennials were 22 years old. Now, near the end of 2021, millennials range from ages 25 to 40, and about 33% of millennials in our national sample say that they have children at home. In our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation, we also focused on Generation Z. There are not currently clear definitions of the start of this generation, but the oldest members of Gen Z were born in 1997 and are about 24 years old. Our survey only sampled adults who are legally able to consent to participate. Thus, our Generation Z sample ranges from 18 to 24 and does not represent the entire generation. We also include some analyses with Gen X (currently ages 41 to 56) and Baby Boomers (currently ages 57 to 75).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Science Curiosity\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Of utmost importance to this survey and to the other studies conducted as part of the Cracking the Code project was the identification of the ideal and “missing audiences.” A “missing audience” consists of individuals who are science curious, and thus ought to be engaging with science content. But for some unknown reason they are engaging relatively less than other “science curious” groups or not engaging at all. Someone who is science curious is an individual that is motivated to seek out science for enjoyment and not purely for information. Missing audiences may be engaging less with certain types of content and/or on certain types of platforms. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity is the key characteristic for attracting the ideal audience for science media and programming. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our studies, we used the \u003c/span>\u003ca href=\"https://onlinelibrary.wiley.com/doi/epdf/10.1111/pops.12396\">\u003cspan style=\"font-weight: 400\">Science Curiosity Scale\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, developed by Dan Kahan and myself (with the help of our collaborators Katie Carpenter, Laura Helft and Kathleen Hall Jamieson). This scale, which is designed to appear to participants like a marketing/interests type survey, hides our behavioral and self-reported measures of science interest in an array of items asking about other interests, like business, sports, and entertainment. The purpose of this is to lower the risk of participants answering the questions based on what they think the researchers want to hear. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Scores on our science curiosity scale strongly predict people’s engagement with science media. We have demonstrated this over and over in each of the studies conducted as part of the Cracking the Code project. Furthermore, in this current survey, science curiosity strongly predicts the frequency with which each of the samples (i.e., the national sample, the California sample, the Bay Area sample, and the Bay Area Latinx sample) report accessing science content.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We call this our key characteristic of the target audience because science curiosity is a stronger predictor than any other demographic characteristic. Science curiosity predicts 33% of the variance in participants' responses to the “frequency of accessing science content” question. Compare that with race/ethnicity (which only explains 1.5% of the variance), gender (which only explains 0.48%), or even generation (which accounts only for 0.28% of the variance).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is worth noting, however, that science curiosity scores can vary based on demographic characteristics. Across many of our studies, we have found small, but statistically significant differences in average science curiosity scores based on gender and generation.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Curious Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity scores among this study’s participants range from approximately -2 to 2. We can divide participants' science curiosity scores into quartiles to create four audience segments. The bottom 25% of participants based on their science curiosity scores (scores up to -0.56) are labeled as “uninterested” and seen as not a useful audience to target. Participants who score between the 25th and 50th percentile (scores ranging from -0.56 to 0.03) are labeled “indifferent” and are also not likely to want to engage with science content. Participants who score between the 50th and 75th percentiles (scores ranging from 0.04 to 0.62) are labeled “open” and could be a potential audience for science content. Finally, the top 25% of participants based on their science curiosity scores (scores 0.62 and higher) are seen as the target audience for science content.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16750\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png\" alt=\"\" width=\"800\" height=\"454\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2.png 947w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>Topics of Interest\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Having defined our target audience – science curious millennials and Gen Zers, one of our first questions was what science topics are they most interested in? We included 15 different science-related topics (e.g., plants and animals, climate change, health and medicine, physics, etc.). Interestingly, “Plants & Animals” was the third ranked topic for each of the generations: Gen Zers, Millennials, Gen Xers and Baby Boomers. Gen Z was the only generation to have climate change in their top three (ranked 2nd), and Psychology/Behavioral Science appeared in the top three for both Gen Zers (1st) and Millennials (2nd). “Health & Medicine” was a top three interest for Gen Xers (2nd) and Baby Boomers (1st), possibly suggesting that this topic becomes more important as participants age.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16751 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3.png 951w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cbr />\n\u003cb>Platforms Used\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also wanted to know what platforms are used by younger adult audiences to access science content, specifically that from “public media.” For this item, we asked how frequently participants access science content from public media that appears live on the radio, streamed live online, on podcasts, on-demand via smart speaker, on specific websites, search engines, stories linked on social media, via YouTube videos, on TikTok videos, Instagram and Facebook, newsletters, or public media stories sent by friends. Over half of the curious millennials in the sample reported regularly going directly to websites, looking for content via search engines, or finding content on YouTube. Around 60% or greater of curious Gen Zers regularly seek such content from social media and/or YouTube, and approximately 50% will regularly use a search engine. Furthermore, while regular TikTok use is fairly low among curious millennials (15%), it is much higher among curious Gen Zers (over 30%).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Missing Audiences for the Platforms\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our research, we have defined “missing audiences” as those science curious individuals who ought to be engaging with science content, but for some unknown reason, are not (or are doing so relatively less than other science curious groups). We used this survey data to determine who some of the missing audiences for science content on particular platforms may be. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the presentation I note three important points to consider. First, participants' responses are self-reported. We asked them how frequently they engaged with public science media content on the platforms. Participants may inflate or downplay the frequency with which they engage with the various platforms or even ignore the “science content” and/or “public media” aspects of the question and just report how frequently they think they engage with the platforms generally. Second, I point out that what is the desired level of frequency of use may vary across platforms. For example, we may expect that “daily” is an appropriate frequency of engagement for social media but not for newsletters (which may tend to be delivered weekly or monthly). Third, we looked at specific audiences that were requested by KQED team members. These were not audiences that were found to be missing after digging through the data, but audiences that we set out to see if they were less engaged than their counterparts.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Keeping this in mind, we examined whether each of the following four audiences are “missing” audiences on a subset of the platforms. Note that white males were not examined as a potential missing audience as prior data and available audience metrics suggest they are the group most engaged.\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cb>Women of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who are Black and/or Hispanic/Latina/x and identify as women;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Men of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who identify as men who are Black and/or Hispanic/Latino/x;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>White, College-educated Moms\u003c/b>\u003cspan style=\"font-weight: 400\">: White millennial women with at least some college and who have children at home;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Women\u003c/b>\u003cspan style=\"font-weight: 400\">: Millennials and Gen Zers who identify as women, regardless of their other demographic characteristics.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below are the key findings about the four “missing” audiences our research focused on: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Millennial women of color (Black and Hispanic/Latina/x millennial women) seem to be the most frequently “missing audience” for science content on platforms such as TikTok, podcasts, live radio, and YouTube. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Z women of color are NOT missing audiences on these platforms. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Zers and millennial women are generally a missing audience for podcasts. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most younger adults are missing audiences for live radio. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most curious younger adults report using newsletters at least monthly, therefore, newsletters would be a good tactic to try out when targeting younger audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Types of Science Stories and Credibility\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also looked at what types of science stories younger adults prefer and how they determine whether those stories contain credible content. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Most curious young adults said that they prefer stories that explain something that they are curious about in nature and/or the environment, and very few curious young adults said that they preferred stories about climate change (even though Gen Zers had climate change as one of their top three topics of interest). Climate change stories were more popular among the young adult samples from the Bay Area than the national sample, but even these participants expressed a greater preference for the explanatory stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We followed up with the Bay Area sample to ask how they prefer to read stories about climate change and the vast majority (73%) said that they prefer to read the story online as opposed to listening to a story (radio or on-demand audio, 17%), watching a TikTok video (6%), or reading a Twitter thread (3%). However, when we look by age groups, we see that although more than half of Gen Zers prefer to read a story online, 33% would prefer to see a TikTok video.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, when we asked millennials and Gen Zers how important various factors are when deciding whether a story is credible, we were happy to see that expertise and peer-reviewed content appear in the top 5 for both curious millennials and curious Gen Zers. However, “gut intuition” was the second most important factor to curious Gen Zers. This mirrors a finding from our first survey, which suggested that millennials and younger adults (at that time) trusted their gut intuition about whether a story was credible. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Conclusion\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We can’t directly compare this survey to the one conducted in 2018 for a variety of reasons, some methodological (e.g., different sampling companies with different approximations of nationally representative) and some societal (e.g., potential changes due to important events like COVID-19 pandemic). However, we can look for commonalities between the two and we can consider this survey as a snapshot of science media consumption behavior in 2021. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Again, here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16753 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4.png 957w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cimg class=\"size-medium wp-image-16752 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png\" alt=\"\" width=\"800\" height=\"453\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5.png 948w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We will continue to provide results from this survey over the next few months, so stay tuned.\u003c/span>\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/13_zsw_gXicB6lSTvunvqlutUtzMFDR_f/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644356934,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":44,"wordCount":2332},"headData":{"title":"Influencing Millennial Science Engagement: A New Survey in 2021 | KQED","description":"We started our three year National Science Foundation Cracking the Code: Influencing Millennial Science Engagement audience research in 2018 with a national survey of millennials’ media consumption habits.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"16748 https://ww2.kqed.org/about/?p=16748&preview=true&preview_id=16748","disqusUrl":"https://ww2.kqed.org/about/2021/12/22/science-engagement-a-new-survey-in-2021/","disqusTitle":"Influencing Millennial Science Engagement: A New Survey in 2021","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Asheley Landrum \u003cbr> Texas Tech University","subhead":"Influencing Millennial Science Engagement: A New Survey in 2021","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16748/science-engagement-a-new-survey-in-2021","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">We started our three year National Science Foundation \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> audience research in 2018 with a \u003c/span>\u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">\u003cspan style=\"font-weight: 400\">national survey of millennials’ media consumption habits\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. This survey was conducted by Jacobs Media Strategies and found, among other things, that millennials were the most science curious generation. This survey provided the groundwork for each of the studies that we have conducted over the past three years as part of our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> study. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">To wrap up our project, we conducted another large survey. The survey was designed by the KQED and Texas Tech University research team and was fielded by YouGov in August 2021. We asked many of the same questions as the original survey, but we also surveyed more audiences (in addition to the nationally representative sample) and dug in deeper to questions that were generated as a result of the past three years of research. Because there is such a large amount of data to examine, we will be uploading several decks focused on narrower themes (e.g., YouTube, Latinx audiences) over the next several months. The first deck linked below is our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation and we also include the link to our related Nov. 18, 2021, webinar.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Curious Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Science curiosity is the strongest predictor of engagement with science \u003c/span>\u003cspan style=\"font-weight: 400\">- \u003c/span>\u003cspan style=\"font-weight: 400\">way above any demographic characteristic. However, science curiosity can vary by demographics.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Topics of interest\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">: \u003c/span> Adults (40 and younger) are most interested in nature, wildlife, and psychology/behavioral science. Our youngest participants are the ones most interested in climate change. Health and Medicine become more important with age.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Platforms Used\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Search engines and websites are most commonly used to find science content (public media). YouTube is also popular. TikTok is most commonly used by Gen Zers and is the least popular platform for science among millennials.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Missing Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Black and Hispanic millennial women seem to be the most frequently “missing” audience for science from platforms such as TikTok, podcasts, live radio, and YouTube. This is not the case for Gen Zers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Science Stories\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about scientific discoveries and climate change.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Story Credibility\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Curious Gen Zers trust their gut intuition about whether stories are credible. Millennials and open Gen Zers prioritize peer review and expertise.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Samples\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">As stated above, we collected data from four samples: a national sample of 2,000 participants (26% were millennials), a California-only sample of 500 participants (25% were millennials), a Bay Area sample of 500 participants (18% were millennials) and a Bay Area Latinx sample of 500 participants (35% were millennials). This allows us to both make inferences about what is true about younger (millennial and Gen Z) audiences in the U.S., generally, and to look at target audiences that are of specific interest to KQED and our other STEM partners in California — and more specifically, the Bay Area.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Generations\u003c/b>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16749 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1.png 960w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is easy to forget that millennials are a fully adult audience. At the outset of our project, the youngest millennials were 22 years old. Now, near the end of 2021, millennials range from ages 25 to 40, and about 33% of millennials in our national sample say that they have children at home. In our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation, we also focused on Generation Z. There are not currently clear definitions of the start of this generation, but the oldest members of Gen Z were born in 1997 and are about 24 years old. Our survey only sampled adults who are legally able to consent to participate. Thus, our Generation Z sample ranges from 18 to 24 and does not represent the entire generation. We also include some analyses with Gen X (currently ages 41 to 56) and Baby Boomers (currently ages 57 to 75).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Science Curiosity\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Of utmost importance to this survey and to the other studies conducted as part of the Cracking the Code project was the identification of the ideal and “missing audiences.” A “missing audience” consists of individuals who are science curious, and thus ought to be engaging with science content. But for some unknown reason they are engaging relatively less than other “science curious” groups or not engaging at all. Someone who is science curious is an individual that is motivated to seek out science for enjoyment and not purely for information. Missing audiences may be engaging less with certain types of content and/or on certain types of platforms. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity is the key characteristic for attracting the ideal audience for science media and programming. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our studies, we used the \u003c/span>\u003ca href=\"https://onlinelibrary.wiley.com/doi/epdf/10.1111/pops.12396\">\u003cspan style=\"font-weight: 400\">Science Curiosity Scale\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, developed by Dan Kahan and myself (with the help of our collaborators Katie Carpenter, Laura Helft and Kathleen Hall Jamieson). This scale, which is designed to appear to participants like a marketing/interests type survey, hides our behavioral and self-reported measures of science interest in an array of items asking about other interests, like business, sports, and entertainment. The purpose of this is to lower the risk of participants answering the questions based on what they think the researchers want to hear. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Scores on our science curiosity scale strongly predict people’s engagement with science media. We have demonstrated this over and over in each of the studies conducted as part of the Cracking the Code project. Furthermore, in this current survey, science curiosity strongly predicts the frequency with which each of the samples (i.e., the national sample, the California sample, the Bay Area sample, and the Bay Area Latinx sample) report accessing science content.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We call this our key characteristic of the target audience because science curiosity is a stronger predictor than any other demographic characteristic. Science curiosity predicts 33% of the variance in participants' responses to the “frequency of accessing science content” question. Compare that with race/ethnicity (which only explains 1.5% of the variance), gender (which only explains 0.48%), or even generation (which accounts only for 0.28% of the variance).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is worth noting, however, that science curiosity scores can vary based on demographic characteristics. Across many of our studies, we have found small, but statistically significant differences in average science curiosity scores based on gender and generation.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Curious Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity scores among this study’s participants range from approximately -2 to 2. We can divide participants' science curiosity scores into quartiles to create four audience segments. The bottom 25% of participants based on their science curiosity scores (scores up to -0.56) are labeled as “uninterested” and seen as not a useful audience to target. Participants who score between the 25th and 50th percentile (scores ranging from -0.56 to 0.03) are labeled “indifferent” and are also not likely to want to engage with science content. Participants who score between the 50th and 75th percentiles (scores ranging from 0.04 to 0.62) are labeled “open” and could be a potential audience for science content. Finally, the top 25% of participants based on their science curiosity scores (scores 0.62 and higher) are seen as the target audience for science content.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16750\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png\" alt=\"\" width=\"800\" height=\"454\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2.png 947w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>Topics of Interest\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Having defined our target audience – science curious millennials and Gen Zers, one of our first questions was what science topics are they most interested in? We included 15 different science-related topics (e.g., plants and animals, climate change, health and medicine, physics, etc.). Interestingly, “Plants & Animals” was the third ranked topic for each of the generations: Gen Zers, Millennials, Gen Xers and Baby Boomers. Gen Z was the only generation to have climate change in their top three (ranked 2nd), and Psychology/Behavioral Science appeared in the top three for both Gen Zers (1st) and Millennials (2nd). “Health & Medicine” was a top three interest for Gen Xers (2nd) and Baby Boomers (1st), possibly suggesting that this topic becomes more important as participants age.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16751 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3.png 951w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cbr />\n\u003cb>Platforms Used\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also wanted to know what platforms are used by younger adult audiences to access science content, specifically that from “public media.” For this item, we asked how frequently participants access science content from public media that appears live on the radio, streamed live online, on podcasts, on-demand via smart speaker, on specific websites, search engines, stories linked on social media, via YouTube videos, on TikTok videos, Instagram and Facebook, newsletters, or public media stories sent by friends. Over half of the curious millennials in the sample reported regularly going directly to websites, looking for content via search engines, or finding content on YouTube. Around 60% or greater of curious Gen Zers regularly seek such content from social media and/or YouTube, and approximately 50% will regularly use a search engine. Furthermore, while regular TikTok use is fairly low among curious millennials (15%), it is much higher among curious Gen Zers (over 30%).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Missing Audiences for the Platforms\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our research, we have defined “missing audiences” as those science curious individuals who ought to be engaging with science content, but for some unknown reason, are not (or are doing so relatively less than other science curious groups). We used this survey data to determine who some of the missing audiences for science content on particular platforms may be. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the presentation I note three important points to consider. First, participants' responses are self-reported. We asked them how frequently they engaged with public science media content on the platforms. Participants may inflate or downplay the frequency with which they engage with the various platforms or even ignore the “science content” and/or “public media” aspects of the question and just report how frequently they think they engage with the platforms generally. Second, I point out that what is the desired level of frequency of use may vary across platforms. For example, we may expect that “daily” is an appropriate frequency of engagement for social media but not for newsletters (which may tend to be delivered weekly or monthly). Third, we looked at specific audiences that were requested by KQED team members. These were not audiences that were found to be missing after digging through the data, but audiences that we set out to see if they were less engaged than their counterparts.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Keeping this in mind, we examined whether each of the following four audiences are “missing” audiences on a subset of the platforms. Note that white males were not examined as a potential missing audience as prior data and available audience metrics suggest they are the group most engaged.\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cb>Women of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who are Black and/or Hispanic/Latina/x and identify as women;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Men of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who identify as men who are Black and/or Hispanic/Latino/x;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>White, College-educated Moms\u003c/b>\u003cspan style=\"font-weight: 400\">: White millennial women with at least some college and who have children at home;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Women\u003c/b>\u003cspan style=\"font-weight: 400\">: Millennials and Gen Zers who identify as women, regardless of their other demographic characteristics.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below are the key findings about the four “missing” audiences our research focused on: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Millennial women of color (Black and Hispanic/Latina/x millennial women) seem to be the most frequently “missing audience” for science content on platforms such as TikTok, podcasts, live radio, and YouTube. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Z women of color are NOT missing audiences on these platforms. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Zers and millennial women are generally a missing audience for podcasts. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most younger adults are missing audiences for live radio. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most curious younger adults report using newsletters at least monthly, therefore, newsletters would be a good tactic to try out when targeting younger audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Types of Science Stories and Credibility\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also looked at what types of science stories younger adults prefer and how they determine whether those stories contain credible content. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Most curious young adults said that they prefer stories that explain something that they are curious about in nature and/or the environment, and very few curious young adults said that they preferred stories about climate change (even though Gen Zers had climate change as one of their top three topics of interest). Climate change stories were more popular among the young adult samples from the Bay Area than the national sample, but even these participants expressed a greater preference for the explanatory stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We followed up with the Bay Area sample to ask how they prefer to read stories about climate change and the vast majority (73%) said that they prefer to read the story online as opposed to listening to a story (radio or on-demand audio, 17%), watching a TikTok video (6%), or reading a Twitter thread (3%). However, when we look by age groups, we see that although more than half of Gen Zers prefer to read a story online, 33% would prefer to see a TikTok video.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, when we asked millennials and Gen Zers how important various factors are when deciding whether a story is credible, we were happy to see that expertise and peer-reviewed content appear in the top 5 for both curious millennials and curious Gen Zers. However, “gut intuition” was the second most important factor to curious Gen Zers. This mirrors a finding from our first survey, which suggested that millennials and younger adults (at that time) trusted their gut intuition about whether a story was credible. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Conclusion\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We can’t directly compare this survey to the one conducted in 2018 for a variety of reasons, some methodological (e.g., different sampling companies with different approximations of nationally representative) and some societal (e.g., potential changes due to important events like COVID-19 pandemic). However, we can look for commonalities between the two and we can consider this survey as a snapshot of science media consumption behavior in 2021. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Again, here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16753 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4.png 957w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cimg class=\"size-medium wp-image-16752 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png\" alt=\"\" width=\"800\" height=\"453\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5.png 948w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We will continue to provide results from this survey over the next few months, so stay tuned.\u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/13_zsw_gXicB6lSTvunvqlutUtzMFDR_f/preview?embedded=true'\n title='https://drive.google.com/file/d/13_zsw_gXicB6lSTvunvqlutUtzMFDR_f/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16748/science-engagement-a-new-survey-in-2021","authors":["byline_about_16748"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_700","about_699","about_715","about_701","about_626","about_44","about_702","about_703"],"featImg":"about_16756","label":"about_583"}},"programsReducer":{"possible":{"id":"possible","title":"Possible","info":"Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. 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But is this once sleepy suburb ready for them?","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/American-Suburb-Podcast-Tile-703x703-1.jpg","officialWebsiteLink":"/news/series/american-suburb-podcast","meta":{"site":"news","source":"kqed","order":"13"},"link":"/news/series/american-suburb-podcast/","subscribe":{"npr":"https://rpb3r.app.goo.gl/RBrW","apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?mt=2&id=1287748328","tuneIn":"https://tunein.com/radio/American-Suburb-p1086805/","rss":"https://ww2.kqed.org/news/series/american-suburb-podcast/feed/podcast","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkMzMDExODgxNjA5"}},"baycurious":{"id":"baycurious","title":"Bay Curious","tagline":"Exploring the Bay Area, one question at a time","info":"KQED’s new podcast, Bay Curious, gets to the bottom of the mysteries — both profound and peculiar — that give the Bay Area its unique identity. And we’ll do it with your help! You ask the questions. You decide what Bay Curious investigates. 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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 />","airtime":"SUN 9pm-10pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Code-Switch-Life-Kit-Podcast-Tile-360x360-1.jpg","meta":{"site":"radio","source":"npr"},"link":"/radio/program/code-switch-life-kit","subscribe":{"apple":"https://podcasts.apple.com/podcast/1112190608?mt=2&at=11l79Y&ct=nprdirectory","google":"https://podcasts.google.com/feed/aHR0cHM6Ly93d3cubnByLm9yZy9yc3MvcG9kY2FzdC5waHA_aWQ9NTEwMzEy","spotify":"https://open.spotify.com/show/3bExJ9JQpkwNhoHvaIIuyV","rss":"https://feeds.npr.org/510312/podcast.xml"}},"commonwealth-club":{"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.","airtime":"THU 10pm, FRI 1am","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Commonwealth-Club-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.commonwealthclub.org/podcasts","meta":{"site":"news","source":"Commonwealth Club of California"},"link":"/radio/program/commonwealth-club","subscribe":{"apple":"https://itunes.apple.com/us/podcast/commonwealth-club-of-california-podcast/id976334034?mt=2","google":"https://podcasts.google.com/feed/aHR0cDovL3d3dy5jb21tb253ZWFsdGhjbHViLm9yZy9hdWRpby9wb2RjYXN0L3dlZWtseS54bWw","tuneIn":"https://tunein.com/radio/Commonwealth-Club-of-California-p1060/"}},"considerthis":{"id":"considerthis","title":"Consider This","tagline":"Make sense of the day","info":"Make sense of the day. Every weekday afternoon, Consider This helps you consider the major stories of the day in less than 15 minutes, featuring the reporting and storytelling resources of NPR. 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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":{"site":"news","source":"kqed","order":"2"},"link":"/podcasts/mindshift","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/mindshift-podcast/id1078765985","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkM1NzY0NjAwNDI5","npr":"https://www.npr.org/podcasts/464615685/mind-shift-podcast","stitcher":"https://www.stitcher.com/podcast/kqed/stories-teachers-share","spotify":"https://open.spotify.com/show/0MxSpNYZKNprFLCl7eEtyx"}},"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. 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