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"disqusTitle": "Influencing Millennial Science Engagement: A New Survey in 2021",
"title": "Influencing Millennial Science Engagement: A New Survey in 2021",
"headTitle": "Cracking the Code | About KQED",
"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",
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"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>",
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"disqusTitle": "How Women Engage with Deep Look: A Facebook Science Content Experiment",
"title": "How Women Engage with Deep Look: A Facebook Science Content Experiment",
"headTitle": "Cracking the Code | About KQED",
"content": "\u003cp>\u003cb>Background and Overview\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">With a grant from the National Science Foundation, KQED Science, a unit of the San Francisco-based public media organization, had the opportunity to work with science communication researchers to better understand how to engage audiences with science content. As a part of the grant, KQED Science’s engagement team worked closely with researchers to dive deeper into audience engagement focusing on Deep Look, KQED’s popular YouTube science video series about small animals and the natural world. The series gives viewers an up-close perspective of creatures like spiders, hairworms, mites and ladybugs with its 3-4 minute videos shot in ultra-high definition. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">More specifically, Facebook’s advertising platform provides 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. We launched a few Facebook advertising experiments comparing the success of engaging general audiences versus science-inclined audiences, which is a new process for us. Due to our limited advertising budget we generally optimize our advertising for science-inclined audiences for the most success. For these tests we were interested in finding new science-inclined audiences \u003c/span>\u003cspan style=\"font-weight: 400;\">and\u003c/span>\u003cspan style=\"font-weight: 400;\"> audiences we were missing.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this post, we’ll review some of the highlights of our Facebook experiments and findings relating to audience engagement with different types of Deep Look titles and images. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our digital video audience research specifically looked at the problem of gender disparity for our Deep Look series. Deep Look viewers are majority men with women representing only 30% of the audience. Our research is an effort to address this disparity. To summarize the findings from the research, here’s the gist of Deep Look’s questions that we were exploring in our Facebook experiments:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Is disgust sensitivity a factor in why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype threat:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Will including an image of a woman in the thumbnails of our Deep Look episodes encourage more women to click on the video link to watch the video?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Titles: \u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\">How does including titles that have more of a health and sex/mating theme affect women’s engagement? (FYI — why are we asking this question? Read the full findings here.) \u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our Facebook experiments are complementary to the following Deep Look research conducted under our \u003c/span>\u003ca href=\"https://www.kqed.org/crackingthecode\">\u003cspan style=\"font-weight: 400;\">NSF grant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Cracking the Code,\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\"> and summarized in the following blog posts: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> .\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/span>\u003c/a>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">\u003cspan style=\"font-weight: 400;\">Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To learn more about our methods and learnings, read on!\u003c/span>\u003cb>\u003c/b>\u003c/p>\n\u003cp>\u003cb>Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The design for all of our research is based on a “science curiosity scale,” a survey developed by Dan Kahan (Yale University), Asheley Landrum (Texas Tech University), and their collaborators, that predicts interest in science and identifies existing and missing audiences that are science inclined, but perhaps not engaging with KQED science media. To learn more about the science curiosity scale, \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\">\u003cspan style=\"font-weight: 400;\">click here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To find our “science curious” audience on Facebook and to have a baseline of a “general interest” audience, we specified four different target groups on the platform, all in the U.S.: \u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In order to focus on the women and men interested in Science and Nature, we selected “Science” and “Nature” in the detailed targeting section of the Facebook advertising platform as seen in the figure below. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We wanted to see the difference in engagement on the different Deep Look Facebook posts among men and women in general, and among men and women who had Science and Nature listed in their interests on their Facebook profile. See figure below for a screenshot sample of the ad targeting on Facebook:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16731\" class=\"wp-caption aligncenter\" style=\"max-width: 638px\">\u003cimg class=\"wp-image-16731 size-full\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png\" alt=\"Figure: Screenshot of Facebook Ad setting example\" width=\"638\" height=\"646\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png 638w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting-160x162.png 160w\" sizes=\"(max-width: 638px) 100vw, 638px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ad setting example\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Creating the Ad Campaigns\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An ad campaign is a group of ad sets and ads that share the same metric objectives such as Traffic, Engagement, Lead Generation, Video Views, and more. In creating an ad set, you are required to define your reach, budget, schedule, and most importantly, target audience. Once the ad sets have been created and the target audience and reach has been identified, the actual ads need to be created. The links, photos, descriptions, titles, and other aspects of the creatives are finalized in the ads section. For example, when we designed the Deep Look titles test on Facebook, we structured it as below: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16732\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16732\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart.png 1000w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Ad Campaign Structure on Facebook\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Measuring Metrics\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The two metrics we focused on were the number of landing page views and the total reach of each ad. Landing page views refer to the number of times a person clicked on one of the ads and successfully loaded the destination webpage (here, our Deep Look page on KQED.org). Reach refers to the number of people who saw an ad at least once. For a full list of metric definitions provided by the Facebook advertising platform, please go\u003c/span>\u003ca href=\"https://www.facebook.com/business/help/447834205249495\">\u003cspan style=\"font-weight: 400;\"> here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We analyzed the ratio of these two metrics: the Result Rate and the Difference in Result Rate. Result Rate is the percent of people reached who successfully opened the landing page. The Result Rate, thus, serves as a measure of the success of the ad campaign and is calculated using the following formula:\u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Result Rate (%) = Landing Page Views / Reach*100\u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To evaluate the relative success of the ad campaigns, we compared the result rates across all four target audiences by calculating the difference in result rates. The formula is as below: \u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Difference in Result Rate (%) = Result Rate (Constant) - Result Rate (Variable) \u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In addition to measuring the landing page views and reach, we also conducted a thematic analysis on the comments on the different ads and noted that in our findings. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Experiment Conditions: The Different Ad Sets & Learnings\u003c/b>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Research Question: Is disgust sensitivity a factor why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? The hypothesis is that women are less likely to choose to watch a video based on the title when the title suggests the content may be \"disgusting.\"\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this Facebook test, the Deep Look \u003c/span>\u003ca href=\"https://www.kqed.org/science/1936465/turret-spiders-launch-sneak-attacks-from-tiny-towers\">\u003cspan style=\"font-weight: 400;\">“Turret Spiders”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> episode, used in an earlier \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">research study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, was used to test this disgust sensitivity hypothesis. To conduct the earlier study altered titles were created — ones that were more disgusting and ones that were less disgusting than the original title —- to compare which titles were preferred by women. For the FB study, we used the A/B testing function on the Facebook advertising tool using these altered titles with the goal to drive page views to the Turret Spider episode. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The original and altered titles were as follows:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For this Facebook study, we hypothesized that fewer women would click through to the episode with the most disgusting title compared to men. That is, the results rate for women would be lower than the results rate for men. Furthermore, we predicted that more women would click through to the site who saw the least disgusting title than those who saw the most disgusting title. \u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, people were most engaged with the Original Title (Turret Spiders Launch Sneak Attacks From Tiny Towers). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by women from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The Result Rate Difference is calculated by the following formula: \u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Least Disgusting Result Rate \u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">OR\u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Most Disgusting Result Rate\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for table of the Result Rates among our women audiences: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16733\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16733\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png\" alt=\"\" width=\"800\" height=\"291\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-160x58.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-768x280.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table.png 906w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates among our women audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by men, from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for a table of Result Rates for our Men audiences:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16734\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16734\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png\" alt=\"Result Rates for our Men audiences\" width=\"800\" height=\"312\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-160x62.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-768x300.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table.png 902w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates for our Men audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for women:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women showed more approval for the “Least Disgusting Title” episode, and had less disgust reaction based on their comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title elicited more disgust among women as evidenced by their comments (“Creepy!” “Gross!” “Ew ...”)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” also generated some disgust reaction, but less than the most disgusting titles (“\u003c/span>\u003cspan style=\"font-weight: 400;\">Yuck, creepy” “Ok that's creepy\u003c/span>\u003cspan style=\"font-weight: 400;\">” “\u003c/span>\u003cspan style=\"font-weight: 400;\">Ugly little critters! Yuck!”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">There was some humor in the comments: \u003c/span>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Turret Spiders Literally Suck the Life Out of Their Liquefied Prey → \"so much like human toddlers.\" \u003c/span>\u003c/li>\n\u003c/ol>\n\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for men:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">For the “Least Disgusting” title: there was not a lot of disgust reaction with comments like \"just squish it … squash that thing!\" \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title didn’t show a lot of disgust reaction from men. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” didn’t generate a lot of comments even though it generated better engagements.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for screenshots of the conditions in this Facebook ad experiment. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16735\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16735\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png\" alt=\"Facebook Ad Screenshots for the “Disgust Sensitivity” test\" width=\"800\" height=\"345\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-1020x440.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-160x69.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-768x331.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot.png 1030w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Disgust Sensitivity” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>\u003ci>Stereotype threat: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Question: Will including an image of a woman in the thumbnail of our Deep Look episodes encourage more women to click on the link? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Drawing on the research findings from previous studies, having female role models — formal or informal — in STEM fields has been shown to reduce \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view\">\u003cspan style=\"font-weight: 400;\">stereotype threat impacts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. Stereotype threat is defined as a perceived negative stereotype being reinforced by a particular group (\u003c/span>\u003ca href=\"https://www.sciencedirect.com/science/article/abs/pii/S0022103198913737?via%3Dihub\">\u003cspan style=\"font-weight: 400;\">Spencer et al., 1999\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">). For example, there is a longstanding stereotype regarding women and math ability, with some literature finding that this negative stereotype can influence performance of women in standardized testing scenarios. This makes us think: Do women feel like our science videos aren’t FOR them? Even though \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">an earlier CTC study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> did not find conclusive evidence that having a woman represented in YouTube thumbnails encourages more women to click on an episode, we decided to run a similar test on Facebook to test this hypothesis again. Note that this study used different images than the previous CTC study.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Stereotype Threat: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this experiment, we wanted to be sure to use an episode of Deep Look that featured a female figure. And since the coronavirus was the topic on people’s minds at the time, we decided to test with Deep Look’s coronavirus episode titled “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=aWw_6NyKTVwv\">\u003cspan style=\"font-weight: 400;\">How The Coronavirus Attacks Your Lungs.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail that included an image of a woman generated more engagements (based on our measurement of metrics explained above). It is important to note that this difference could be due to seeing a person (versus not seeing a person).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for the two conditions of the ad experiment: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16736\" class=\"wp-caption aligncenter\" style=\"max-width: 553px\">\u003cimg class=\"size-full wp-image-16736\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png\" alt=\"Facebook Ad Screenshots for the “Female Lead” test\" width=\"553\" height=\"459\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png 553w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot-160x133.png 160w\" sizes=\"(max-width: 553px) 100vw, 553px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Female Lead” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An analysis of the comments posted on these two ads found that:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Across all audiences, in general, we saw approval for the information in the video.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men, in general, were more inclined to comment about the virus being fake, the ineffectiveness of masks, and distrust in health care workers. Although many counterarguments were listed in the comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women with science and nature interests talked more about masks as a means of protection and encouraged people to wear them.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women, in general, approved and said the video was informative.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cb>\u003ci>Title Alteration: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">After coding and categorizing 100 Deep Look titles by gender and number of views on YouTube, the Texas Tech research team found that certain titles seem to engage women to watch certain episodes more than others (see \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view\">\u003cspan style=\"font-weight: 400;\">CTC Report #4a\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">One of the key findings was health/home and sex/mating titles seemed to be of more interest to women than other titles. For a more in-depth description of what we found in the earlier Deep Look titles research, please go \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For our Facebook test, we used the same research method by testing different titles, targeting different audiences to see if women did indeed prefer health/home and sex/mating-related titles. See a table below of the different titles used in these tests: \u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16737 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles.png 868w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The figure below shows a screenshot of some of our different title tests. Take note that the images for each ad test remained constant. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16738\" class=\"wp-caption aligncenter\" style=\"max-width: 740px\">\u003cimg class=\"size-full wp-image-16738\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png\" alt=\"Screenshot of Facebook Ads for the Deep Look Titles Experiment\" width=\"740\" height=\"473\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png 740w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2-160x102.png 160w\" sizes=\"(max-width: 740px) 100vw, 740px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ads for the Deep Look Titles Experiment\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cimg class=\"size-medium wp-image-16739 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot.png 824w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>\u003ci>Title Alteration: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In general, here are the key takeaways from the Deep Look titles Facebook experiment: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences as described in the “Audiences” section of this post. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men and Women, in general, prefer the original titles, except in the case of the Caddisfly and Porcupine episodes.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men interested in Science and Nature prefer the original titles, except in the case of the Spider, Caddisfly, and Snail episodes. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Overall Key Takeaways: What Did We Learn in General?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Overall we found these experiments to be very useful in addressing a number of questions that arose during our research. Here’s a refresher list of those key takeaways: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"list-style-type: none;\">\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust Sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Across all audiences, the element of disgust did not really influence engagement for both men and women, and the most popular title was the original one. But the Facebook experiment did show that men were more interested in the “Most Disgusting” titles in comparison to women, who preferred the “Least Disgusting” more than the “Most Disgusting.” \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype Threat: \u003c/i>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail with the woman in it generated more engagements than the image without her.\u003c/span>\u003c/b>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cem>\u003cstrong>Titles\u003c/strong>\u003c/em>: \u003cspan style=\"font-weight: 400;\">In general, across all audiences, a majority preferred the unaltered, original titles that didn’t have the health/home and sex/mating element in the titles. But women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Notes and Reflections: Future Recommendations\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">When conducting these experiments on Facebook using the advertising tool, it is worth noting that Facebook will favor ads that perform better, according to their algorithms. And this makes it harder to control the experimental environment. In order to try to control this, we capped the same amount of money spent for each target audience in the hopes of ensuring that each audience is served the same number of ads (impressions). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Reflecting on the findings and results of these Facebook tests we conducted for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\">, we think that it would be very interesting to execute similar experiments across other social media platforms, see what works for different audiences, and use the findings in our social media distribution plan to maximize engage\u003c/span>\u003cspan style=\"font-weight: 400;\">ment. \u003c/span>\u003cspan style=\"font-weight: 400;\">We also learned that our advertising budget for Deep Look specifically is best served by focusing on the Science and Nature inclined audiences on Facebook.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Using the Facebook advertising tool as a research platform has its limitations, but nonetheless, it does provide opportunities for social media producers to experiment with and test different content strategically to target and engage specific audiences. \u003c/span>\u003c/p>\n\u003cp>\u003cstrong>Result Charts\u003c/strong>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The following charts show the Result Rate Differences for the Stereotype Threat and Disgust Sensitivity tests. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16740\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16740\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png\" alt=\"Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\" width=\"800\" height=\"501\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-160x100.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-768x481.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1.png 823w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16741\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16741\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png\" alt=\"Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"385\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-160x77.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-768x369.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2.png 836w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16742\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-full wp-image-16742\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png\" alt=\"Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"497\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-160x99.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-768x477.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cb>Background and Overview\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">With a grant from the National Science Foundation, KQED Science, a unit of the San Francisco-based public media organization, had the opportunity to work with science communication researchers to better understand how to engage audiences with science content. As a part of the grant, KQED Science’s engagement team worked closely with researchers to dive deeper into audience engagement focusing on Deep Look, KQED’s popular YouTube science video series about small animals and the natural world. The series gives viewers an up-close perspective of creatures like spiders, hairworms, mites and ladybugs with its 3-4 minute videos shot in ultra-high definition. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">More specifically, Facebook’s advertising platform provides 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. We launched a few Facebook advertising experiments comparing the success of engaging general audiences versus science-inclined audiences, which is a new process for us. Due to our limited advertising budget we generally optimize our advertising for science-inclined audiences for the most success. For these tests we were interested in finding new science-inclined audiences \u003c/span>\u003cspan style=\"font-weight: 400;\">and\u003c/span>\u003cspan style=\"font-weight: 400;\"> audiences we were missing.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this post, we’ll review some of the highlights of our Facebook experiments and findings relating to audience engagement with different types of Deep Look titles and images. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our digital video audience research specifically looked at the problem of gender disparity for our Deep Look series. Deep Look viewers are majority men with women representing only 30% of the audience. Our research is an effort to address this disparity. To summarize the findings from the research, here’s the gist of Deep Look’s questions that we were exploring in our Facebook experiments:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Is disgust sensitivity a factor in why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype threat:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Will including an image of a woman in the thumbnails of our Deep Look episodes encourage more women to click on the video link to watch the video?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Titles: \u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\">How does including titles that have more of a health and sex/mating theme affect women’s engagement? (FYI — why are we asking this question? Read the full findings here.) \u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our Facebook experiments are complementary to the following Deep Look research conducted under our \u003c/span>\u003ca href=\"https://www.kqed.org/crackingthecode\">\u003cspan style=\"font-weight: 400;\">NSF grant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Cracking the Code,\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\"> and summarized in the following blog posts: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> .\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/span>\u003c/a>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">\u003cspan style=\"font-weight: 400;\">Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To learn more about our methods and learnings, read on!\u003c/span>\u003cb>\u003c/b>\u003c/p>\n\u003cp>\u003cb>Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The design for all of our research is based on a “science curiosity scale,” a survey developed by Dan Kahan (Yale University), Asheley Landrum (Texas Tech University), and their collaborators, that predicts interest in science and identifies existing and missing audiences that are science inclined, but perhaps not engaging with KQED science media. To learn more about the science curiosity scale, \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\">\u003cspan style=\"font-weight: 400;\">click here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To find our “science curious” audience on Facebook and to have a baseline of a “general interest” audience, we specified four different target groups on the platform, all in the U.S.: \u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In order to focus on the women and men interested in Science and Nature, we selected “Science” and “Nature” in the detailed targeting section of the Facebook advertising platform as seen in the figure below. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We wanted to see the difference in engagement on the different Deep Look Facebook posts among men and women in general, and among men and women who had Science and Nature listed in their interests on their Facebook profile. See figure below for a screenshot sample of the ad targeting on Facebook:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16731\" class=\"wp-caption aligncenter\" style=\"max-width: 638px\">\u003cimg class=\"wp-image-16731 size-full\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png\" alt=\"Figure: Screenshot of Facebook Ad setting example\" width=\"638\" height=\"646\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png 638w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting-160x162.png 160w\" sizes=\"(max-width: 638px) 100vw, 638px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ad setting example\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Creating the Ad Campaigns\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An ad campaign is a group of ad sets and ads that share the same metric objectives such as Traffic, Engagement, Lead Generation, Video Views, and more. In creating an ad set, you are required to define your reach, budget, schedule, and most importantly, target audience. Once the ad sets have been created and the target audience and reach has been identified, the actual ads need to be created. The links, photos, descriptions, titles, and other aspects of the creatives are finalized in the ads section. For example, when we designed the Deep Look titles test on Facebook, we structured it as below: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16732\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16732\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart.png 1000w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Ad Campaign Structure on Facebook\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Measuring Metrics\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The two metrics we focused on were the number of landing page views and the total reach of each ad. Landing page views refer to the number of times a person clicked on one of the ads and successfully loaded the destination webpage (here, our Deep Look page on KQED.org). Reach refers to the number of people who saw an ad at least once. For a full list of metric definitions provided by the Facebook advertising platform, please go\u003c/span>\u003ca href=\"https://www.facebook.com/business/help/447834205249495\">\u003cspan style=\"font-weight: 400;\"> here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We analyzed the ratio of these two metrics: the Result Rate and the Difference in Result Rate. Result Rate is the percent of people reached who successfully opened the landing page. The Result Rate, thus, serves as a measure of the success of the ad campaign and is calculated using the following formula:\u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Result Rate (%) = Landing Page Views / Reach*100\u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To evaluate the relative success of the ad campaigns, we compared the result rates across all four target audiences by calculating the difference in result rates. The formula is as below: \u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Difference in Result Rate (%) = Result Rate (Constant) - Result Rate (Variable) \u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In addition to measuring the landing page views and reach, we also conducted a thematic analysis on the comments on the different ads and noted that in our findings. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Experiment Conditions: The Different Ad Sets & Learnings\u003c/b>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Research Question: Is disgust sensitivity a factor why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? The hypothesis is that women are less likely to choose to watch a video based on the title when the title suggests the content may be \"disgusting.\"\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this Facebook test, the Deep Look \u003c/span>\u003ca href=\"https://www.kqed.org/science/1936465/turret-spiders-launch-sneak-attacks-from-tiny-towers\">\u003cspan style=\"font-weight: 400;\">“Turret Spiders”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> episode, used in an earlier \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">research study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, was used to test this disgust sensitivity hypothesis. To conduct the earlier study altered titles were created — ones that were more disgusting and ones that were less disgusting than the original title —- to compare which titles were preferred by women. For the FB study, we used the A/B testing function on the Facebook advertising tool using these altered titles with the goal to drive page views to the Turret Spider episode. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The original and altered titles were as follows:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For this Facebook study, we hypothesized that fewer women would click through to the episode with the most disgusting title compared to men. That is, the results rate for women would be lower than the results rate for men. Furthermore, we predicted that more women would click through to the site who saw the least disgusting title than those who saw the most disgusting title. \u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, people were most engaged with the Original Title (Turret Spiders Launch Sneak Attacks From Tiny Towers). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by women from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The Result Rate Difference is calculated by the following formula: \u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Least Disgusting Result Rate \u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">OR\u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Most Disgusting Result Rate\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for table of the Result Rates among our women audiences: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16733\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16733\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png\" alt=\"\" width=\"800\" height=\"291\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-160x58.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-768x280.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table.png 906w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates among our women audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by men, from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for a table of Result Rates for our Men audiences:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16734\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16734\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png\" alt=\"Result Rates for our Men audiences\" width=\"800\" height=\"312\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-160x62.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-768x300.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table.png 902w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates for our Men audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for women:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women showed more approval for the “Least Disgusting Title” episode, and had less disgust reaction based on their comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title elicited more disgust among women as evidenced by their comments (“Creepy!” “Gross!” “Ew ...”)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” also generated some disgust reaction, but less than the most disgusting titles (“\u003c/span>\u003cspan style=\"font-weight: 400;\">Yuck, creepy” “Ok that's creepy\u003c/span>\u003cspan style=\"font-weight: 400;\">” “\u003c/span>\u003cspan style=\"font-weight: 400;\">Ugly little critters! Yuck!”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">There was some humor in the comments: \u003c/span>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Turret Spiders Literally Suck the Life Out of Their Liquefied Prey → \"so much like human toddlers.\" \u003c/span>\u003c/li>\n\u003c/ol>\n\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for men:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">For the “Least Disgusting” title: there was not a lot of disgust reaction with comments like \"just squish it … squash that thing!\" \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title didn’t show a lot of disgust reaction from men. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” didn’t generate a lot of comments even though it generated better engagements.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for screenshots of the conditions in this Facebook ad experiment. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16735\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16735\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png\" alt=\"Facebook Ad Screenshots for the “Disgust Sensitivity” test\" width=\"800\" height=\"345\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-1020x440.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-160x69.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-768x331.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot.png 1030w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Disgust Sensitivity” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>\u003ci>Stereotype threat: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Question: Will including an image of a woman in the thumbnail of our Deep Look episodes encourage more women to click on the link? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Drawing on the research findings from previous studies, having female role models — formal or informal — in STEM fields has been shown to reduce \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view\">\u003cspan style=\"font-weight: 400;\">stereotype threat impacts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. Stereotype threat is defined as a perceived negative stereotype being reinforced by a particular group (\u003c/span>\u003ca href=\"https://www.sciencedirect.com/science/article/abs/pii/S0022103198913737?via%3Dihub\">\u003cspan style=\"font-weight: 400;\">Spencer et al., 1999\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">). For example, there is a longstanding stereotype regarding women and math ability, with some literature finding that this negative stereotype can influence performance of women in standardized testing scenarios. This makes us think: Do women feel like our science videos aren’t FOR them? Even though \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">an earlier CTC study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> did not find conclusive evidence that having a woman represented in YouTube thumbnails encourages more women to click on an episode, we decided to run a similar test on Facebook to test this hypothesis again. Note that this study used different images than the previous CTC study.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Stereotype Threat: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this experiment, we wanted to be sure to use an episode of Deep Look that featured a female figure. And since the coronavirus was the topic on people’s minds at the time, we decided to test with Deep Look’s coronavirus episode titled “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=aWw_6NyKTVwv\">\u003cspan style=\"font-weight: 400;\">How The Coronavirus Attacks Your Lungs.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail that included an image of a woman generated more engagements (based on our measurement of metrics explained above). It is important to note that this difference could be due to seeing a person (versus not seeing a person).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for the two conditions of the ad experiment: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16736\" class=\"wp-caption aligncenter\" style=\"max-width: 553px\">\u003cimg class=\"size-full wp-image-16736\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png\" alt=\"Facebook Ad Screenshots for the “Female Lead” test\" width=\"553\" height=\"459\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png 553w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot-160x133.png 160w\" sizes=\"(max-width: 553px) 100vw, 553px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Female Lead” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An analysis of the comments posted on these two ads found that:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Across all audiences, in general, we saw approval for the information in the video.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men, in general, were more inclined to comment about the virus being fake, the ineffectiveness of masks, and distrust in health care workers. Although many counterarguments were listed in the comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women with science and nature interests talked more about masks as a means of protection and encouraged people to wear them.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women, in general, approved and said the video was informative.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cb>\u003ci>Title Alteration: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">After coding and categorizing 100 Deep Look titles by gender and number of views on YouTube, the Texas Tech research team found that certain titles seem to engage women to watch certain episodes more than others (see \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view\">\u003cspan style=\"font-weight: 400;\">CTC Report #4a\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">One of the key findings was health/home and sex/mating titles seemed to be of more interest to women than other titles. For a more in-depth description of what we found in the earlier Deep Look titles research, please go \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For our Facebook test, we used the same research method by testing different titles, targeting different audiences to see if women did indeed prefer health/home and sex/mating-related titles. See a table below of the different titles used in these tests: \u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16737 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles.png 868w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The figure below shows a screenshot of some of our different title tests. Take note that the images for each ad test remained constant. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16738\" class=\"wp-caption aligncenter\" style=\"max-width: 740px\">\u003cimg class=\"size-full wp-image-16738\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png\" alt=\"Screenshot of Facebook Ads for the Deep Look Titles Experiment\" width=\"740\" height=\"473\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png 740w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2-160x102.png 160w\" sizes=\"(max-width: 740px) 100vw, 740px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ads for the Deep Look Titles Experiment\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cimg class=\"size-medium wp-image-16739 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot.png 824w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>\u003ci>Title Alteration: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In general, here are the key takeaways from the Deep Look titles Facebook experiment: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences as described in the “Audiences” section of this post. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men and Women, in general, prefer the original titles, except in the case of the Caddisfly and Porcupine episodes.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men interested in Science and Nature prefer the original titles, except in the case of the Spider, Caddisfly, and Snail episodes. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Overall Key Takeaways: What Did We Learn in General?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Overall we found these experiments to be very useful in addressing a number of questions that arose during our research. Here’s a refresher list of those key takeaways: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"list-style-type: none;\">\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust Sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Across all audiences, the element of disgust did not really influence engagement for both men and women, and the most popular title was the original one. But the Facebook experiment did show that men were more interested in the “Most Disgusting” titles in comparison to women, who preferred the “Least Disgusting” more than the “Most Disgusting.” \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype Threat: \u003c/i>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail with the woman in it generated more engagements than the image without her.\u003c/span>\u003c/b>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cem>\u003cstrong>Titles\u003c/strong>\u003c/em>: \u003cspan style=\"font-weight: 400;\">In general, across all audiences, a majority preferred the unaltered, original titles that didn’t have the health/home and sex/mating element in the titles. But women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Notes and Reflections: Future Recommendations\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">When conducting these experiments on Facebook using the advertising tool, it is worth noting that Facebook will favor ads that perform better, according to their algorithms. And this makes it harder to control the experimental environment. In order to try to control this, we capped the same amount of money spent for each target audience in the hopes of ensuring that each audience is served the same number of ads (impressions). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Reflecting on the findings and results of these Facebook tests we conducted for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\">, we think that it would be very interesting to execute similar experiments across other social media platforms, see what works for different audiences, and use the findings in our social media distribution plan to maximize engage\u003c/span>\u003cspan style=\"font-weight: 400;\">ment. \u003c/span>\u003cspan style=\"font-weight: 400;\">We also learned that our advertising budget for Deep Look specifically is best served by focusing on the Science and Nature inclined audiences on Facebook.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Using the Facebook advertising tool as a research platform has its limitations, but nonetheless, it does provide opportunities for social media producers to experiment with and test different content strategically to target and engage specific audiences. \u003c/span>\u003c/p>\n\u003cp>\u003cstrong>Result Charts\u003c/strong>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The following charts show the Result Rate Differences for the Stereotype Threat and Disgust Sensitivity tests. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16740\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16740\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png\" alt=\"Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\" width=\"800\" height=\"501\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-160x100.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-768x481.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1.png 823w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16741\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16741\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png\" alt=\"Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"385\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-160x77.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-768x369.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2.png 836w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16742\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-full wp-image-16742\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png\" alt=\"Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"497\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-160x99.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-768x477.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003c/div>\u003c/p>",
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"disqusTitle": "Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos",
"title": "Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos",
"headTitle": "Cracking the Code | About KQED",
"content": "\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16665 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Ever seen a very hungry, bright yellow and black-striped caterpillar chomping on an emerald green leaf among the lettuce, tomato and pepper plants in a vegetable patch?\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignright wp-image-16684 size-thumbnail\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1536x864.jpg 1536w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-2048x1152.jpg 2048w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1920x1080.jpg 1920w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a hermit crab peering out from its orange-rimmed, spiral-shaped shell as it scuttles along the white sand on a sun-lit beach?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16663 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a brilliant blue butterfly gently gliding from one purple flower to another as it sips nectar from a butterfly bush in the flower garden?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">What caught your eye?\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Chances are that if the bright colors of these creatures stopped you in your tracks, you may be drawn to colorful, visually aesthetic images like many of the women in a study that investigated women’s science engagement with \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> nature and wildlife YouTube videos\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. The purpose of this study was to focus on women’s preferences and identities as related to their intent to engage with promotional content for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos in order to figure out how to attract more women to these videos.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Creating YouTube videos of tiny creatures in a way that draws in lots of different viewers, including women, is hard work. And, it’s a lot more complicated than you might think. Our identities – which include our gender, race, ethnicity, sexuality, ability, family roles, political affiliation, occupation, religion, and a variety of other group associations – not only shape \u003c/span>\u003cb>\u003ci>who\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400\"> we are but also shape our preferences for science media content and even motivate our decisions to watch or not watch science media.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The KQED PBS Science, San Francisco-based, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> public media team has created more than 140\u003c/span> \u003cspan style=\"font-weight: 400\">award-winning, nature and wildlife videos about the tiny creatures in our natural world. And, despite the long-standing popularity of these short, 3- to 4- minute videos, there is a gender gap in viewership. In fact, the \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> team has found that for almost every YouTube episode, the percentage of women who watch is considerably lower than the percentage of men. On average, about 70% of \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">’s YouTube audience is male and only 30% is female. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">So, why is this?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Well, figuring out the pieces to this puzzle of the “missing audience” of women viewers for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos has been explored by \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400\">a number of earlier studies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. And, we know from these studies that while high-science-curiosity women are less likely than high-science-curiosity men to choose to view certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> episodes, when they do watch them they are just as engaged in the videos as high-science-curiosity men. So, it’s really important to figure out just exactly why women are not finding or scrolling past \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> videos on YouTube.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science writers, science producers, and science engagement specialists from KQED Science \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> joined a team of researchers from the University of Connecticut, Missouri State University, and Texas Tech University, with funding from the \u003c/span>\u003ca href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=1811019&HistoricalAwards=false\">\u003cspan style=\"font-weight: 400\">National Science Foundation\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, to focus on women’s preferences and identities as related to their science engagement intentions. Findings from this \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1HD-g6isgf4sGNX7VXizn0ZP_NN6x4Fhi/view\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">most recent study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> of the gender disparity in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> viewership suggests that one key piece of the puzzle is related to women’s preferences for images and another key piece of the puzzle is related to the identities that women report as most important to them. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Because the decision to watch or not watch \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos occurs after viewing promotional content for the videos, a survey for a national sample of 1,940 women asked women to pick their favorite – and least favorite – thumbnails and titles among 12 different \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos. The survey also asked women to describe the reasons for their preferences and their intent to watch the videos. Women could choose from among these featured stars in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos: \u003c/span>\u003cspan style=\"font-weight: 400\">caterpillar, shrimp, bat, hairworm, lice, kitten, fish, mosquito, butterfly, spider, bumblebee, coral.\u003c/span>\u003cspan style=\"font-weight: 400\"> \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>survey\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women’s engagement with science media content is motivated by personal preferences and interests.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were most likely to watch, women most often indicated they preferred them because they were colorful, interesting and pleasant. Women were most likely to select the “Kitten,” “Butterfly,” Bumblebee” and “Coral” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">most preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were least likely to watch, women most often indicated they preferred them the least because they were disgusting, unpleasant and unfamiliar. Women were most likely to select the “Hairworm,” “Spider,” “Mantis Shrimp” and “Lice” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">least preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women articulate similar reasons for preferences for science media content. Women were drawn to YouTube thumbnails and titles that are attractive/colorful, interesting/curious, and cute. Women were not drawn to \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube thumbnails and titles that they perceived as disgusting or gross, uninteresting, or for specific insects or animals they disliked.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most women report relational identities (i.e., identities of mother/grandmother, friend, and spouse/partner) as most important or central and link them to the choices they make about science media. Women most often described thumbnails and titles that were perceived as attractive/colorful as positive matches with their identities and thumbnails and titles that were perceived as disgusting/gross as bad matches with their identities.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">The next step in this study was to learn even more about why women preferred certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails and titles for YouTube videos more than others and to investigate how women’s identities were linked to their preferences. Interviews were conducted with 24 women of diverse racial and ethnic backgrounds and of varied levels of science curiosity. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>interviews\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women value aesthetics when engaging with science media content. Many women – \u003c/span>from all Science Curiosity groups – expressed attraction to images that were visually pleasing and colorful. And, perceptions of science content as visually attractive also served as a catalyst for promoting greater interest in the science content, especially for women from low science curiosity groups.\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Science content that appeals to women’s interest and curiosity is another important factor in their engagement with science, although to a lesser extent. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Perceptions of science content as disgusting or gross was the primary reason that women gave for not liking science content. While this was a reason given by women across all Science Curiosity groups, “Science Open” and “Science Curious” women were somewhat more likely to describe interest in science content following initial negative impressions. For women from all Science Curiosity groups, images of insects featured in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails, in particular, were perceived unfavorably and often described as annoying and bothersome.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Family and other relational identities (mother, grandmother, spouse/partner) appear to be connected to science engagement for many women. A number of women expressed interest in science content that fostered companionship while co-viewing television programs with spouses or partners, teaching children about science or promoting children’s interest in science, and providing friends and neighbors with information to help with personal health concerns.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Findings from both the survey and the interviews highlight the importance of considering how identities, including the relational identities women reported as most important, shape women’s science media choices.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how bees pollinate the blueberries, tomatoes, potatoes and other fruits and vegetables we eat? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out how these buzzing bumblebees\u003c/a> know the secret to unlocking a secret stash of pollen hidden deep within this flower!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how that brilliant blue butterfly in your garden got its deep, rich, vibrant color?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out\u003c/a> how structural color creates the beautiful blue hue seen in the wings of the Morpho butterfly!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">If you are interested in watching these and other great science and nature YouTube videos and would like to encourage children’s curiosity about science and nature or share interesting and helpful science information with spouses or partners, friends, or neighbors, \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">join\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> the other almost 1.8 million other \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> subscribers in taking a very “deep look” at these fascinating, tiny creatures around you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">You can find more information about this study in the full \u003c/span>\u003cspan style=\"font-weight: 400\">report\u003c/span>\u003cspan style=\"font-weight: 400\">, “\u003c/span>\u003cspan style=\"font-weight: 400\">Examining the Role of Identity in Women’s Intent to Engage with Science Content in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube Videos.\u003c/span>\u003cspan style=\"font-weight: 400\">”\u003c/span>\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1pF8aZ_-ZP12yV0mV-JNe1KvrDBtrNBSS/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n",
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"description": "Creating YouTube videos of tiny creatures in a way that draws in lots of different viewers, including women, is hard work. And, it’s a lot more complicated than you might think.",
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"nprByline": "\u003ca href=\"https://comm.uconn.edu/person/jocelyn-steinke/\">Jocelyn Steinke\u003c/a> \u003cbr> University of Connecticut",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16665 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Ever seen a very hungry, bright yellow and black-striped caterpillar chomping on an emerald green leaf among the lettuce, tomato and pepper plants in a vegetable patch?\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignright wp-image-16684 size-thumbnail\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1536x864.jpg 1536w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-2048x1152.jpg 2048w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1920x1080.jpg 1920w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a hermit crab peering out from its orange-rimmed, spiral-shaped shell as it scuttles along the white sand on a sun-lit beach?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16663 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a brilliant blue butterfly gently gliding from one purple flower to another as it sips nectar from a butterfly bush in the flower garden?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">What caught your eye?\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Chances are that if the bright colors of these creatures stopped you in your tracks, you may be drawn to colorful, visually aesthetic images like many of the women in a study that investigated women’s science engagement with \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> nature and wildlife YouTube videos\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. The purpose of this study was to focus on women’s preferences and identities as related to their intent to engage with promotional content for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos in order to figure out how to attract more women to these videos.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Creating YouTube videos of tiny creatures in a way that draws in lots of different viewers, including women, is hard work. And, it’s a lot more complicated than you might think. Our identities – which include our gender, race, ethnicity, sexuality, ability, family roles, political affiliation, occupation, religion, and a variety of other group associations – not only shape \u003c/span>\u003cb>\u003ci>who\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400\"> we are but also shape our preferences for science media content and even motivate our decisions to watch or not watch science media.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The KQED PBS Science, San Francisco-based, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> public media team has created more than 140\u003c/span> \u003cspan style=\"font-weight: 400\">award-winning, nature and wildlife videos about the tiny creatures in our natural world. And, despite the long-standing popularity of these short, 3- to 4- minute videos, there is a gender gap in viewership. In fact, the \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> team has found that for almost every YouTube episode, the percentage of women who watch is considerably lower than the percentage of men. On average, about 70% of \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">’s YouTube audience is male and only 30% is female. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">So, why is this?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Well, figuring out the pieces to this puzzle of the “missing audience” of women viewers for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos has been explored by \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400\">a number of earlier studies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. And, we know from these studies that while high-science-curiosity women are less likely than high-science-curiosity men to choose to view certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> episodes, when they do watch them they are just as engaged in the videos as high-science-curiosity men. So, it’s really important to figure out just exactly why women are not finding or scrolling past \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> videos on YouTube.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science writers, science producers, and science engagement specialists from KQED Science \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> joined a team of researchers from the University of Connecticut, Missouri State University, and Texas Tech University, with funding from the \u003c/span>\u003ca href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=1811019&HistoricalAwards=false\">\u003cspan style=\"font-weight: 400\">National Science Foundation\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, to focus on women’s preferences and identities as related to their science engagement intentions. Findings from this \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1HD-g6isgf4sGNX7VXizn0ZP_NN6x4Fhi/view\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">most recent study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> of the gender disparity in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> viewership suggests that one key piece of the puzzle is related to women’s preferences for images and another key piece of the puzzle is related to the identities that women report as most important to them. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Because the decision to watch or not watch \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos occurs after viewing promotional content for the videos, a survey for a national sample of 1,940 women asked women to pick their favorite – and least favorite – thumbnails and titles among 12 different \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos. The survey also asked women to describe the reasons for their preferences and their intent to watch the videos. Women could choose from among these featured stars in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos: \u003c/span>\u003cspan style=\"font-weight: 400\">caterpillar, shrimp, bat, hairworm, lice, kitten, fish, mosquito, butterfly, spider, bumblebee, coral.\u003c/span>\u003cspan style=\"font-weight: 400\"> \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>survey\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women’s engagement with science media content is motivated by personal preferences and interests.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were most likely to watch, women most often indicated they preferred them because they were colorful, interesting and pleasant. Women were most likely to select the “Kitten,” “Butterfly,” Bumblebee” and “Coral” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">most preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were least likely to watch, women most often indicated they preferred them the least because they were disgusting, unpleasant and unfamiliar. Women were most likely to select the “Hairworm,” “Spider,” “Mantis Shrimp” and “Lice” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">least preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women articulate similar reasons for preferences for science media content. Women were drawn to YouTube thumbnails and titles that are attractive/colorful, interesting/curious, and cute. Women were not drawn to \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube thumbnails and titles that they perceived as disgusting or gross, uninteresting, or for specific insects or animals they disliked.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most women report relational identities (i.e., identities of mother/grandmother, friend, and spouse/partner) as most important or central and link them to the choices they make about science media. Women most often described thumbnails and titles that were perceived as attractive/colorful as positive matches with their identities and thumbnails and titles that were perceived as disgusting/gross as bad matches with their identities.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">The next step in this study was to learn even more about why women preferred certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails and titles for YouTube videos more than others and to investigate how women’s identities were linked to their preferences. Interviews were conducted with 24 women of diverse racial and ethnic backgrounds and of varied levels of science curiosity. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>interviews\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women value aesthetics when engaging with science media content. Many women – \u003c/span>from all Science Curiosity groups – expressed attraction to images that were visually pleasing and colorful. And, perceptions of science content as visually attractive also served as a catalyst for promoting greater interest in the science content, especially for women from low science curiosity groups.\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Science content that appeals to women’s interest and curiosity is another important factor in their engagement with science, although to a lesser extent. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Perceptions of science content as disgusting or gross was the primary reason that women gave for not liking science content. While this was a reason given by women across all Science Curiosity groups, “Science Open” and “Science Curious” women were somewhat more likely to describe interest in science content following initial negative impressions. For women from all Science Curiosity groups, images of insects featured in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails, in particular, were perceived unfavorably and often described as annoying and bothersome.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Family and other relational identities (mother, grandmother, spouse/partner) appear to be connected to science engagement for many women. A number of women expressed interest in science content that fostered companionship while co-viewing television programs with spouses or partners, teaching children about science or promoting children’s interest in science, and providing friends and neighbors with information to help with personal health concerns.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Findings from both the survey and the interviews highlight the importance of considering how identities, including the relational identities women reported as most important, shape women’s science media choices.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how bees pollinate the blueberries, tomatoes, potatoes and other fruits and vegetables we eat? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out how these buzzing bumblebees\u003c/a> know the secret to unlocking a secret stash of pollen hidden deep within this flower!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how that brilliant blue butterfly in your garden got its deep, rich, vibrant color?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out\u003c/a> how structural color creates the beautiful blue hue seen in the wings of the Morpho butterfly!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">If you are interested in watching these and other great science and nature YouTube videos and would like to encourage children’s curiosity about science and nature or share interesting and helpful science information with spouses or partners, friends, or neighbors, \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">join\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> the other almost 1.8 million other \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> subscribers in taking a very “deep look” at these fascinating, tiny creatures around you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">You can find more information about this study in the full \u003c/span>\u003cspan style=\"font-weight: 400\">report\u003c/span>\u003cspan style=\"font-weight: 400\">, “\u003c/span>\u003cspan style=\"font-weight: 400\">Examining the Role of Identity in Women’s Intent to Engage with Science Content in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube Videos.\u003c/span>\u003cspan style=\"font-weight: 400\">”\u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1pF8aZ_-ZP12yV0mV-JNe1KvrDBtrNBSS/preview?embedded=true'\n title='https://drive.google.com/file/d/1pF8aZ_-ZP12yV0mV-JNe1KvrDBtrNBSS/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>",
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"disqusTitle": "The Great American Read: How to Vote for Your Favorite Novel",
"title": "The Great American Read: How to Vote for Your Favorite Novel",
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"content": "\u003cp>Wondering how to cast your vote for PBS' \u003ca href=\"https://www.kqed.org/arts/series/greatamericanread\" target=\"_blank\" rel=\"noopener\">\u003cem>Great American Read\u003c/em>\u003c/a>? No need to fret.\u003c/p>\n\u003cp>\u003cem>Remember, all voting methods will close at midnight on October 18, 2018.\u003c/em>\u003c/p>\n\u003cp>https://www.youtube.com/watch?v=yp-Z-g42qMc\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>Use the \u003ca href=\"https://www.pbs.org/the-great-american-read/vote/\" target=\"_blank\" rel=\"noopener\">voting app on \u003cem>The Great American Read\u003c/em> website\u003c/a>.\u003c/strong> You’ll have to register before your first vote, using either your email address or a Facebook login, but after that, you’ll be able to vote with just a few clicks.\u003c/li>\n\u003cli>\u003cstrong>Post an original post to Facebook or Twitter using the official hashtag for your favorite book.\u003c/strong> The hashtags for each book can be found on the individual book pages in the \u003ca href=\"https://www.pbs.org/the-great-american-read/books/#/\" target=\"_blank\" rel=\"noopener\">READ THE LIST\u003c/a> section. You can also vote on Facebook by using the hashtags in the comments on specific posts on the Great American Read Facebook site. You can identify these posts with instructions of how to vote in each post.\u003c/li>\n\u003cli>\u003cstrong>Send a text message with a unique keyword hashtag for your favorite book to the\u003cem> Great American Read\u003c/em> SMS shortcode 97979.\u003c/strong> \u003ca href=\"https://www.pbs.org/the-great-american-read/about/voting-methods/\" target=\"_blank\" rel=\"noopener\">You can find the unique keyword hashtags per book here.\u003c/a>\u003c/li>\n\u003cli>\u003cstrong>Call a Toll-Free phone number for each book.\u003c/strong> Look for the phone numbers for each book on the \u003ca href=\"https://www.pbs.org/the-great-american-read/about/voting-methods/\" target=\"_blank\" rel=\"noopener\">Voting Methods\u003c/a> section when Toll-Free voting goes live on September 11, 2018.\u003c/li>\n\u003c/ul>\n\u003cp>You can place one vote for each book per voting method every day, so go ahead and vote for all of your favorite books! All voting methods will close on October 18, 2018, at midnight PT. The results and The Great American Read winner will be revealed in the Grand Finale show airing Tuesday, October 23 at 8 pm on KQED 9.\u003c/p>\n\u003cp>\u003cstrong>Additional Information about Voting:\u003c/strong>\u003cbr>\n\u003ca href=\"http://www.pbs.org/the-great-american-read/about/how-to-vote/faqs/\" target=\"_blank\" rel=\"noopener\">Frequently Asked Questions about voting for \u003cem>The Great American Read\u003c/em>\u003c/a>\u003cbr>\n\u003ca href=\"http://www.pbs.org/the-great-american-read/about/how-to-vote/terms-and-conditions/\" target=\"_blank\" rel=\"noopener\">Terms and Conditions for voting for\u003cem> The Great American Read\u003c/em>\u003c/a>\u003cbr>\n\u003ca href=\"https://www.pbs.org/the-great-american-read/about/voting-methods/\" target=\"_blank\" rel=\"noopener\">Voting Methods\u003c/a>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\u003cp>\u003c/p>\n",
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"description": "Wondering how to cast your vote for PBS' Great American Read? No need to fret. Remember, all voting methods will close at midnight on October 18, 2018. https://www.youtube.com/watch?v=yp-Z-g42qMc Use the voting app on The Great American Read website. You’ll have to register before your first vote, using either your email address or a Facebook login,",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>Wondering how to cast your vote for PBS' \u003ca href=\"https://www.kqed.org/arts/series/greatamericanread\" target=\"_blank\" rel=\"noopener\">\u003cem>Great American Read\u003c/em>\u003c/a>? No need to fret.\u003c/p>\n\u003cp>\u003cem>Remember, all voting methods will close at midnight on October 18, 2018.\u003c/em>\u003c/p>\u003c/p>\u003cp>\u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutube'>\n \u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutubeInside'>\n \u003ciframe\n loading='lazy'\n class='utils-parseShortcode-shortcodes-__youtubeShortcode__youtubePlayer'\n type='text/html'\n src='//www.youtube.com/embed/yp-Z-g42qMc'\n title='//www.youtube.com/embed/yp-Z-g42qMc'\n allowfullscreen='true'\n style='border:0;'>\u003c/iframe>\n \u003c/span>\n \u003c/span>\u003c/p>\u003cp>\u003cul>\n\u003cli>\u003cstrong>Use the \u003ca href=\"https://www.pbs.org/the-great-american-read/vote/\" target=\"_blank\" rel=\"noopener\">voting app on \u003cem>The Great American Read\u003c/em> website\u003c/a>.\u003c/strong> You’ll have to register before your first vote, using either your email address or a Facebook login, but after that, you’ll be able to vote with just a few clicks.\u003c/li>\n\u003cli>\u003cstrong>Post an original post to Facebook or Twitter using the official hashtag for your favorite book.\u003c/strong> The hashtags for each book can be found on the individual book pages in the \u003ca href=\"https://www.pbs.org/the-great-american-read/books/#/\" target=\"_blank\" rel=\"noopener\">READ THE LIST\u003c/a> section. You can also vote on Facebook by using the hashtags in the comments on specific posts on the Great American Read Facebook site. You can identify these posts with instructions of how to vote in each post.\u003c/li>\n\u003cli>\u003cstrong>Send a text message with a unique keyword hashtag for your favorite book to the\u003cem> Great American Read\u003c/em> SMS shortcode 97979.\u003c/strong> \u003ca href=\"https://www.pbs.org/the-great-american-read/about/voting-methods/\" target=\"_blank\" rel=\"noopener\">You can find the unique keyword hashtags per book here.\u003c/a>\u003c/li>\n\u003cli>\u003cstrong>Call a Toll-Free phone number for each book.\u003c/strong> Look for the phone numbers for each book on the \u003ca href=\"https://www.pbs.org/the-great-american-read/about/voting-methods/\" target=\"_blank\" rel=\"noopener\">Voting Methods\u003c/a> section when Toll-Free voting goes live on September 11, 2018.\u003c/li>\n\u003c/ul>\n\u003cp>You can place one vote for each book per voting method every day, so go ahead and vote for all of your favorite books! All voting methods will close on October 18, 2018, at midnight PT. The results and The Great American Read winner will be revealed in the Grand Finale show airing Tuesday, October 23 at 8 pm on KQED 9.\u003c/p>\n\u003cp>\u003cstrong>Additional Information about Voting:\u003c/strong>\u003cbr>\n\u003ca href=\"http://www.pbs.org/the-great-american-read/about/how-to-vote/faqs/\" target=\"_blank\" rel=\"noopener\">Frequently Asked Questions about voting for \u003cem>The Great American Read\u003c/em>\u003c/a>\u003cbr>\n\u003ca href=\"http://www.pbs.org/the-great-american-read/about/how-to-vote/terms-and-conditions/\" target=\"_blank\" rel=\"noopener\">Terms and Conditions for voting for\u003cem> The Great American Read\u003c/em>\u003c/a>\u003cbr>\n\u003ca href=\"https://www.pbs.org/the-great-american-read/about/voting-methods/\" target=\"_blank\" rel=\"noopener\">Voting Methods\u003c/a>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cp>\u003cem>Dark Money\u003c/em>, a political thriller, examines one of the greatest present threats to American democracy: the influence of untraceable corporate money on our elections and elected officials. The film takes viewers to Montana—a frontline in the fight to preserve fair elections nationwide—to follow an intrepid local journalist working to expose the real-life impacts of the US Supreme Court’s Citizens United decision. Through this gripping story, \u003cem>Dark Money\u003c/em> uncovers the shocking and vital truth of how American elections are bought and sold.\u003c/p>\n\u003cdiv id=\"fb-root\">\u003c/div>\n\u003cp>\u003cscript>(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = 'https://connect.facebook.net/en_US/sdk.js#xfbml=1&version=v3.1'; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));\u003c/script>\u003c/p>\n\u003cdiv class=\"fb-post\" data-href=\"https://www.facebook.com/DarkMoneyFilm/posts/1760628967357287/\" data-width=\"640\">\n\u003cblockquote cite=\"https://www.facebook.com/DarkMoneyFilm/videos/1760628967357287/\" class=\"fb-xfbml-parse-ignore\">\n\u003cp>Who just bought your democracy? See the political thriller taking viewers to the frontline in the fight to preserve...\u003c/p>\n\u003cp>Posted by \u003ca href=\"https://www.facebook.com/DarkMoneyFilm/\">Dark Money\u003c/a> on \u003ca href=\"https://www.facebook.com/DarkMoneyFilm/videos/1760628967357287/\">Monday, May 14, 2018\u003c/a>\u003c/p>\u003c/blockquote>\n\u003c/div>\n\u003cp>We're giving away five Run of Engagement passes to see the acclaimed documentary at Landmark’s Opera Plaza and Shattuck Cinemas from July 30–August 2.\u003c/p>\n\u003cp>\u003cstrong>Fill out the form below for a chance to win a pair of tickets and to receive weekly updates about Bay Area art and culture.\u003c/strong>\u003c/p>\n\u003cp>\u003c!-- iframe plugin v.4.3 wordpress.org/plugins/iframe/ -->\u003cbr>\n\u003ciframe src=\"https://docs.google.com/forms/d/e/1FAIpQLSdvewtdPgipF4VmvKMJF_rLN1MEdIRy0TQkIf8rEEe5Rzvbrw/viewform?embedded=true\" width=\"800\" height=\"600\" frameborder=\"0\" marginheight=\"0\" scrolling=\"yes\" class=\"iframe-class\">\u003c/iframe>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp style=\"color: #000000\">From all entries, we'll randomly select five winners for a pair of tickets. \u003cstrong>Deadline to enter is Wednesday, July 25 at 11:59 pm. \u003c/strong>Winners will be notified by e-mail on Thursday morning, and tickets will be sent to you by email. You must be a California resident and 18 years or older to participate. Employees of KQED are not eligible to enter. Limit one per person.\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>The Run of Engagement Pass valid Monday–Thursday during the run of engagement from July 30–August 2. Pass will be honored based on seating availability and on a first-come, first-served basis. Pass is good for two (2) admissions and cannot me used for any other movies or theaters. It is not redeemable for cash, concessions or substituted passes.\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>Dark Money\u003c/em>, a political thriller, examines one of the greatest present threats to American democracy: the influence of untraceable corporate money on our elections and elected officials. The film takes viewers to Montana—a frontline in the fight to preserve fair elections nationwide—to follow an intrepid local journalist working to expose the real-life impacts of the US Supreme Court’s Citizens United decision. Through this gripping story, \u003cem>Dark Money\u003c/em> uncovers the shocking and vital truth of how American elections are bought and sold.\u003c/p>\n\u003cdiv id=\"fb-root\">\u003c/div>\n\u003cp>\u003cscript>(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = 'https://connect.facebook.net/en_US/sdk.js#xfbml=1&version=v3.1'; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));\u003c/script>\u003c/p>\n\u003cdiv class=\"fb-post\" data-href=\"https://www.facebook.com/DarkMoneyFilm/posts/1760628967357287/\" data-width=\"640\">\n\u003cblockquote cite=\"https://www.facebook.com/DarkMoneyFilm/videos/1760628967357287/\" class=\"fb-xfbml-parse-ignore\">\n\u003cp>Who just bought your democracy? See the political thriller taking viewers to the frontline in the fight to preserve...\u003c/p>\n\u003cp>Posted by \u003ca href=\"https://www.facebook.com/DarkMoneyFilm/\">Dark Money\u003c/a> on \u003ca href=\"https://www.facebook.com/DarkMoneyFilm/videos/1760628967357287/\">Monday, May 14, 2018\u003c/a>\u003c/p>\u003c/blockquote>\n\u003c/div>\n\u003cp>We're giving away five Run of Engagement passes to see the acclaimed documentary at Landmark’s Opera Plaza and Shattuck Cinemas from July 30–August 2.\u003c/p>\n\u003cp>\u003cstrong>Fill out the form below for a chance to win a pair of tickets and to receive weekly updates about Bay Area art and culture.\u003c/strong>\u003c/p>\n\u003cp>\u003c!-- iframe plugin v.4.3 wordpress.org/plugins/iframe/ -->\u003cbr>\n\u003ciframe src=\"https://docs.google.com/forms/d/e/1FAIpQLSdvewtdPgipF4VmvKMJF_rLN1MEdIRy0TQkIf8rEEe5Rzvbrw/viewform?embedded=true\" width=\"800\" height=\"600\" frameborder=\"0\" marginheight=\"0\" scrolling=\"yes\" class=\"iframe-class\">\u003c/iframe>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"disqusTitle": "Meet the Cast of 'Wolf Hall'",
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"headTitle": "On KQED Insider | Behind the Scenes | About KQED",
"content": "\u003cp style=\"text-align: left\">\u003cstrong>By Jeffrey Edalatpour\u003c/strong>\u003c/p>\n\u003cp style=\"text-align: left\">When you tune in to PBS' long-awaited \u003ca title=\"Wolf Hall\" href=\"http://www.kqed.org/tv/programs/index.jsp?pgmid=22874\" target=\"_blank\">\u003cem>Wolf Hall\u003c/em> \u003c/a>this Sunday night at 10pm on KQED 9, you’re going to recognize some familiar famous faces and then ask yourself, “Wasn’t he in…? And I’m sure I’ve seen her before!” To save you the trouble of endless Googling, here’s an abbreviated cast resumé.\u003c/p>\n\u003cfigure id=\"attachment_1025\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/whalley.jpg\">\u003cimg class=\"size-medium wp-image-1025\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/whalley-800x450.jpg\" alt=\"Joanne Whalley as Catherine of Aragon\" width=\"800\" height=\"450\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-400x225.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-320x180.jpg 320w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley.jpg 976w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Joanne Whalley as Catherine of Aragon \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp style=\"text-align: left\">Among the many stars who populate this production of Henry VIII’s court in the 1520s, you’ll surely recognize the captain of Kate Winslet’s \u003cem>Titanic,\u003c/em> Bernard Hill a.k.a the Duke of Norfolk. \u003cem>Game of Thrones\u003c/em> fans loved Thomas Brodie-Sangster as Jojen Reed. Here in \u003cem>Wolf Hall\u003c/em> he's sidekick Rafe Sadler, sporting the jauntiest of jaunty trousers. Joanne Whalley, late of \u003cem>The Borgias\u003c/em> (and the former Mrs. Val Kilmer), is cast as the unfortunate first wife of Henry, Catherine of Aragon. And who can forget Jonathan Pryce (playing Cardinal Wolsey here) harmonizing with Madonna, the Material Girl herself, as the ambitious Perons of \u003cem>Evita?\u003cbr>\n\u003c/em>\u003c/p>\n\u003cfigure id=\"attachment_1026\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/Capture.jpg\">\u003cimg class=\"size-medium wp-image-1026\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/Capture-800x484.jpg\" alt=\"Damien Lewis as King Henry VIII\" width=\"800\" height=\"484\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-800x484.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-400x242.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-1180x714.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-768x464.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-320x193.jpg 320w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture.jpg 1199w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Damien Lewis as King Henry VIII \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp style=\"text-align: left\">\u003cem> \u003c/em>However, Henry VIII and Thomas Cromwell — the king and his consigliere — are the principal players matching wits in \u003cem>Wolf Hall. \u003c/em>Damien Lewis as the sovereign imbues the spirit of Henry VIII with the kind of menace that can only come from holding the power of infinite privilege: he simply will not be constrained by the established rules of the court and country he presides over. In some ways, it feels like a natural progression from his Emmy-winning role on \u003cem>Homeland,\u003c/em> as the traitorous Sargeant Brody who betrayed his family and country. Lewis does willful like nobody’s business.\u003c/p>\n\u003cfigure id=\"attachment_1027\" class=\"wp-caption aligncenter\" style=\"max-width: 731px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/crop.jpg\">\u003cimg class=\"size-full wp-image-1027\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/crop.jpg\" alt=\"Mark Rylance as Thomas Cromwell\" width=\"731\" height=\"590\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/crop.jpg 731w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/crop-400x323.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/crop-320x258.jpg 320w\" sizes=\"(max-width: 731px) 100vw, 731px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Mark Rylance as Thomas Cromwell \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp style=\"text-align: left\">In contrast, Mark Rylance as Cromwell is reserved and restrained, yet just as steadfast and principled. The director, \u003ca href=\"http://www.pbssocal.org/arts-life/laart/\">Peter Kosminsky\u003c/a>, often shoots Cromwell in shadowy light, indicating an interior world of thought that is half-seen, or merely hinted at. Rylance, celebrated for his stage work in England, is currently shooting his second film for Steven Spielberg. If any actor’s career is on the rise in this production, it’s surely the 55-year-old Rylance.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp style=\"text-align: left\">And if you’re interested in learning more about \u003ca href=\"http://www.bbc.co.uk/programmes/b04stgz0\">Lewis\u003c/a> and \u003ca href=\"http://www.bbc.co.uk/programmes/b0520t2t\">Rylance\u003c/a>, Desert Island Discs recently interviewed them both in support of \u003cem>Wolf Hall. \u003c/em>Among their music choices, you’ll learn that Lewis was an early Elvis imitator, and that Rylance’s wife composed the music for \u003cem>Wolf Hall\u003c/em>.\u003c/p>\n\u003cfigure id=\"attachment_1028\" class=\"wp-caption aligncenter\" style=\"max-width: 400px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII.jpg\">\u003cimg class=\"size-medium wp-image-1028\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-400x600.jpg\" alt=\"Damian Lewis as Henry VIII\" width=\"400\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-400x600.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-787x1180.jpg 787w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-1180x1770.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-768x1152.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-320x480.jpg 320w\" sizes=\"(max-width: 400px) 100vw, 400px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Damian Lewis as Henry VIII \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003c/p>\n\u003cp style=\"text-align: left\">\u003ca title=\"Watch Wolf Hall on KQED 9\" href=\"http://www.kqed.org/tv/programs/index.jsp?pgmid=22874\" target=\"_blank\">\u003cstrong>Wolf Hall premieres Sunday, April 5 at 10pm on KQED 9!\u003c/strong>\u003c/a>\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp style=\"text-align: left\">\u003cstrong>By Jeffrey Edalatpour\u003c/strong>\u003c/p>\n\u003cp style=\"text-align: left\">When you tune in to PBS' long-awaited \u003ca title=\"Wolf Hall\" href=\"http://www.kqed.org/tv/programs/index.jsp?pgmid=22874\" target=\"_blank\">\u003cem>Wolf Hall\u003c/em> \u003c/a>this Sunday night at 10pm on KQED 9, you’re going to recognize some familiar famous faces and then ask yourself, “Wasn’t he in…? And I’m sure I’ve seen her before!” To save you the trouble of endless Googling, here’s an abbreviated cast resumé.\u003c/p>\n\u003cfigure id=\"attachment_1025\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/whalley.jpg\">\u003cimg class=\"size-medium wp-image-1025\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/whalley-800x450.jpg\" alt=\"Joanne Whalley as Catherine of Aragon\" width=\"800\" height=\"450\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-400x225.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley-320x180.jpg 320w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/whalley.jpg 976w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Joanne Whalley as Catherine of Aragon \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp style=\"text-align: left\">Among the many stars who populate this production of Henry VIII’s court in the 1520s, you’ll surely recognize the captain of Kate Winslet’s \u003cem>Titanic,\u003c/em> Bernard Hill a.k.a the Duke of Norfolk. \u003cem>Game of Thrones\u003c/em> fans loved Thomas Brodie-Sangster as Jojen Reed. Here in \u003cem>Wolf Hall\u003c/em> he's sidekick Rafe Sadler, sporting the jauntiest of jaunty trousers. Joanne Whalley, late of \u003cem>The Borgias\u003c/em> (and the former Mrs. Val Kilmer), is cast as the unfortunate first wife of Henry, Catherine of Aragon. And who can forget Jonathan Pryce (playing Cardinal Wolsey here) harmonizing with Madonna, the Material Girl herself, as the ambitious Perons of \u003cem>Evita?\u003cbr>\n\u003c/em>\u003c/p>\n\u003cfigure id=\"attachment_1026\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/Capture.jpg\">\u003cimg class=\"size-medium wp-image-1026\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/Capture-800x484.jpg\" alt=\"Damien Lewis as King Henry VIII\" width=\"800\" height=\"484\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-800x484.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-400x242.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-1180x714.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-768x464.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture-320x193.jpg 320w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/Capture.jpg 1199w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Damien Lewis as King Henry VIII \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp style=\"text-align: left\">\u003cem> \u003c/em>However, Henry VIII and Thomas Cromwell — the king and his consigliere — are the principal players matching wits in \u003cem>Wolf Hall. \u003c/em>Damien Lewis as the sovereign imbues the spirit of Henry VIII with the kind of menace that can only come from holding the power of infinite privilege: he simply will not be constrained by the established rules of the court and country he presides over. In some ways, it feels like a natural progression from his Emmy-winning role on \u003cem>Homeland,\u003c/em> as the traitorous Sargeant Brody who betrayed his family and country. Lewis does willful like nobody’s business.\u003c/p>\n\u003cfigure id=\"attachment_1027\" class=\"wp-caption aligncenter\" style=\"max-width: 731px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/crop.jpg\">\u003cimg class=\"size-full wp-image-1027\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/crop.jpg\" alt=\"Mark Rylance as Thomas Cromwell\" width=\"731\" height=\"590\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/crop.jpg 731w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/crop-400x323.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/crop-320x258.jpg 320w\" sizes=\"(max-width: 731px) 100vw, 731px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Mark Rylance as Thomas Cromwell \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp style=\"text-align: left\">In contrast, Mark Rylance as Cromwell is reserved and restrained, yet just as steadfast and principled. The director, \u003ca href=\"http://www.pbssocal.org/arts-life/laart/\">Peter Kosminsky\u003c/a>, often shoots Cromwell in shadowy light, indicating an interior world of thought that is half-seen, or merely hinted at. Rylance, celebrated for his stage work in England, is currently shooting his second film for Steven Spielberg. If any actor’s career is on the rise in this production, it’s surely the 55-year-old Rylance.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp style=\"text-align: left\">And if you’re interested in learning more about \u003ca href=\"http://www.bbc.co.uk/programmes/b04stgz0\">Lewis\u003c/a> and \u003ca href=\"http://www.bbc.co.uk/programmes/b0520t2t\">Rylance\u003c/a>, Desert Island Discs recently interviewed them both in support of \u003cem>Wolf Hall. \u003c/em>Among their music choices, you’ll learn that Lewis was an early Elvis imitator, and that Rylance’s wife composed the music for \u003cem>Wolf Hall\u003c/em>.\u003c/p>\n\u003cfigure id=\"attachment_1028\" class=\"wp-caption aligncenter\" style=\"max-width: 400px\">\u003ca href=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII.jpg\">\u003cimg class=\"size-medium wp-image-1028\" src=\"http://ww2.kqed.org/about/wp-content/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-400x600.jpg\" alt=\"Damian Lewis as Henry VIII\" width=\"400\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-400x600.jpg 400w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-787x1180.jpg 787w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-1180x1770.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-768x1152.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2015/04/WH-GK-12-6-14-02950_HVIII-320x480.jpg 320w\" sizes=\"(max-width: 400px) 100vw, 400px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Damian Lewis as Henry VIII \u003ccite>(Masterpiece / BBC)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003c/p>\n\u003cp style=\"text-align: left\">\u003ca title=\"Watch Wolf Hall on KQED 9\" href=\"http://www.kqed.org/tv/programs/index.jsp?pgmid=22874\" target=\"_blank\">\u003cstrong>Wolf Hall premieres Sunday, April 5 at 10pm on KQED 9!\u003c/strong>\u003c/a>\u003c/p>\n\n\u003c/div>\u003c/p>",
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"info": "What kind of no sabo word is Hyphenación? For us, it’s about living within a hyphenation. Like being a third-gen Mexican-American from the Texas border now living that Bay Area Chicano life. Like Xorje! Each week we bring together a couple of hyphenated Latinos to talk all about personal life choices: family, careers, relationships, belonging … everything is on the table. ",
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"info": "The Political Mind of Jerry Brown brings listeners the wisdom of the former Governor, Mayor, and presidential candidate. Scott Shafer interviewed Brown for more than 40 hours, covering the former governor's life and half-century in the political game – and Brown has some lessons he'd like to share. ",
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"info": "Our flagship program, helmed by Kai Ryssdal, examines what the day in money delivered, through stories, conversations, newsworthy numbers and more. Updated Monday through Friday at about 3:30 p.m. PT.",
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"info": "The MindShift podcast explores the innovations in education that are shaping how kids learn. Hosts Ki Sung and Katrina Schwartz introduce listeners to educators, researchers, parents and students who are developing effective ways to improve how kids learn. We cover topics like how fed-up administrators are developing surprising tactics to deal with classroom disruptions; how listening to podcasts are helping kids develop reading skills; the consequences of overparenting; and why interdisciplinary learning can engage students on all ends of the traditional achievement spectrum. This podcast is part of the MindShift education site, a division of KQED News. KQED is an NPR/PBS member station based in San Francisco. You can also visit the MindShift website for episodes and supplemental blog posts or tweet us \u003ca href=\"https://twitter.com/MindShiftKQED\">@MindShiftKQED\u003c/a> or visit us at \u003ca href=\"/mindshift\">MindShift.KQED.org\u003c/a>",
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"order": 12
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"info": "For decades, the process for how police police themselves has been inconsistent – if not opaque. In some states, like California, these proceedings were completely hidden. After a new police transparency law unsealed scores of internal affairs files, our reporters set out to examine these cases and the shadow world of police discipline. On Our Watch brings listeners into the rooms where officers are questioned and witnesses are interrogated to find out who this system is really protecting. Is it the officers, or the public they've sworn to serve?",
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"planet-money": {
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"politicalbreakdown": {
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"tagline": "Politics from a personal perspective",
"info": "Political Breakdown is a new series that explores the political intersection of California and the nation. Each week hosts Scott Shafer and Marisa Lagos are joined with a new special guest to unpack politics -- with personality — and offer an insider’s glimpse at how politics happens.",
"airtime": "THU 6:30pm-7pm",
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"possible": {
"id": "possible",
"title": "Possible",
"info": "Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. Together in Possible, Hoffman and Finger lead enlightening discussions about building a brighter collective future. The show features interviews with visionary guests like Trevor Noah, Sam Altman and Janette Sadik-Khan. Possible paints an optimistic portrait of the world we can create through science, policy, business, art and our shared humanity. It asks: What if everything goes right for once? How can we get there? Each episode also includes a short fiction story generated by advanced AI GPT-4, serving as a thought-provoking springboard to speculate how humanity could leverage technology for good.",
"airtime": "SUN 2pm",
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"pri-the-world": {
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"title": "PRI's The World: Latest Edition",
"info": "Each weekday, host Marco Werman and his team of producers bring you the world's most interesting stories in an hour of radio that reminds us just how small our planet really is.",
"airtime": "MON-FRI 2pm-3pm",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/The-World-Podcast-Tile-360x360-1.jpg",
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},
"radiolab": {
"id": "radiolab",
"title": "Radiolab",
"info": "A two-time Peabody Award-winner, Radiolab is an investigation told through sounds and stories, and centered around one big idea. In the Radiolab world, information sounds like music and science and culture collide. Hosted by Jad Abumrad and Robert Krulwich, the show is designed for listeners who demand skepticism, but appreciate wonder. WNYC Studios is the producer of other leading podcasts including Freakonomics Radio, Death, Sex & Money, On the Media and many more.",
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},
"reveal": {
"id": "reveal",
"title": "Reveal",
"info": "Created by The Center for Investigative Reporting and PRX, Reveal is public radios first one-hour weekly radio show and podcast dedicated to investigative reporting. Credible, fact based and without a partisan agenda, Reveal combines the power and artistry of driveway moment storytelling with data-rich reporting on critically important issues. The result is stories that inform and inspire, arming our listeners with information to right injustices, hold the powerful accountable and improve lives.Reveal is hosted by Al Letson and showcases the award-winning work of CIR and newsrooms large and small across the nation. In a radio and podcast market crowded with choices, Reveal focuses on important and often surprising stories that illuminate the world for our listeners.",
"airtime": "SAT 4pm-5pm",
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"officialWebsiteLink": "https://www.revealnews.org/episodes/",
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"rss": "http://feeds.revealradio.org/revealpodcast"
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},
"rightnowish": {
"id": "rightnowish",
"title": "Rightnowish",
"tagline": "Art is where you find it",
"info": "Rightnowish digs into life in the Bay Area right now… ish. Journalist Pendarvis Harshaw takes us to galleries painted on the sides of liquor stores in West Oakland. We'll dance in warehouses in the Bayview, make smoothies with kids in South Berkeley, and listen to classical music in a 1984 Cutlass Supreme in Richmond. Every week, Pen talks to movers and shakers about how the Bay Area shapes what they create, and how they shape the place we call home.",
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"order": 16
},
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