Cracking the Code: What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers
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FM","link":"/"}},"about_16163":{"type":"posts","id":"about_16163","meta":{"index":"posts_1591205157","site":"about","id":"16163","score":null,"sort":[1632782766000]},"guestAuthors":[],"slug":"cracking-the-code-deep-look-titles","title":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?","publishDate":1632782766,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>Mosquitoes. Lice. Bed bugs. For some, they’re the stuff of nightmares: Insects that torment us and are devilishly difficult to get rid of. But to the audience of our \u003ca href=\"http://www.kqed.org/deeplook\">YouTube science series \u003cem>Deep Look\u003c/em>\u003c/a>, the details of how these insects use their claws and mouthparts are endlessly fascinating.\u003c/p>\n\u003cp>At \u003cem>Deep Look\u003c/em>, my colleagues and I create three- to five-minute videos that give our viewers a uniquely close-up glimpse at small animals and plants. Our episodes about the tiny animals that live off of our bodies are some of our most popular. The series’ most-watched video, with 19 million views, is one in which we \u003ca href=\"https://www.kqed.org/science/728086/how-mosquitoes-use-six-needles-to-suck-your-blood\">reveal how mosquitoes use six needles to suck our blood\u003c/a>.\u003c/p>\n\u003cp>Health is a topic that draws large audiences, so it’s gratifying that we have found a way to tell health stories on a wildlife series. And videos with a health angle might be a way to tackle our biggest challenge: getting more women to watch our videos.\u003c/p>\n\u003cp>\u003cstrong>Fewer women are watching \u003cem>Deep Look\u003c/em> videos\u003c/strong>\u003c/p>\n\u003cp>Our series, produced by KQED, the public media station in San Francisco, California, and presented by PBS Digital Studios, is very successful by any measure. We get 5 million to 9 million views per month, but only about 30% of those views are by women.\u003c/p>\n\u003cp>Research we’ve conducted over the past two years with \u003ca href=\"http://www.scicommcog.com/team.html\">Texas Tech University’s Science Communication & Cognition Lab\u003c/a> suggests that health-related episodes of \u003cem>Deep Look\u003c/em> are more likely to be viewed by women than our other episodes. A content analysis of the titles of the nearly 100 videos we had produced through 2019 showed that the average percentage of female viewers was higher for videos about animals and plants that have an impact on human health.\u003c/p>\n\u003cp>“Our hypothesis is it’s because that information is more relevant, or useful, to people’s everyday lives in general,” said Asheley Landrum, assistant professor of science communication at Texas Tech, who oversaw the research.\u003c/p>\n\u003cp>When we realized that a higher proportion of women were viewing our health-related videos than other types of videos we make, we conducted a few experiments to see if we could find evidence that women would more readily watch videos with health-related titles.\u003c/p>\n\u003cp>The results of our research were inconclusive. In three separate experiments, we changed the titles of several of our existing videos so that they emphasized a health angle. We presented these modified titles to men and women in two surveys and as ads on Facebook. We also offered participants the videos with their original, non-health-related titles. On Facebook, women did click on the health-related titles more often than the non-health-related titles. But in the surveys, women didn’t choose the video with the health-related title more often.\u003c/p>\n\u003cp>Landrum and a group of her graduate students conducted the research as part of a \u003ca href=\"http://www.kqed.org/crackingthecode\">multiyear project led by KQED with funding from the National Science Foundation (NSF)\u003c/a> to investigate how public media can attract more millennial audiences to science content.\u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s audience consists largely of millennials, so we’ve already achieved that goal. But drawing in women has proven difficult since the series launched in 2014.\u003c/p>\n\u003cp>When we began the NSF-funded research project two years ago we first set out to determine if this gender gap was caused by YouTube recommending our videos to fewer women than men. \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">A survey conducted for us by Yale’s Cultural Cognition Project found that even when our videos were played outside of YouTube, fewer women than men were clicking to watch\u003c/a>, which means that something about our videos’ presentation is not as appealing to women. The good news is that when women do watch \u003cem>Deep Look\u003c/em> videos, they watch for as long as men and are just as likely as men to share the videos with their friends. A subsequent survey by the Yale team didn’t find a gender gap in viewership, but research on our videos’ titles by Landrum found the gap again.\u003c/p>\n\u003cp>\u003cstrong>Could health – and sex – stories draw more women to \u003cem>Deep Look\u003c/em>?\u003c/strong>\u003c/p>\n\u003cp>Of the more than 125 videos that \u003cem>Deep Look\u003c/em> has created so far, only a handful have been watched by as many women as men. Two of those have to do with health. One is our popular episode on the \u003ca href=\"https://www.kqed.org/science/1941506/these-face-mites-really-grow-on-you\">microscopic mites\u003c/a> that live in the pores of our face, which has received 3 million views since we released it in 2019 – 44% by women. The other one is our hit about \u003ca href=\"https://www.kqed.org/science/1939435/how-lice-turn-your-hair-into-their-jungle-gym\">how lice clamber around our hair\u003c/a>. Since its debut in 2019, this episode has been seen 12 million times by a predominantly female audience (63%). On the other hand, our popular video about the mechanics of a mosquito bite has an overwhelmingly male viewership (77%).\u003c/p>\n\u003cp>We were intrigued about the possibility that health videos might be a way to draw in more women. So Landrum and her colleagues conducted a series of studies analyzing our videos’ titles. The \u003cem>Deep Look\u003c/em> team spends a lot of time crafting titles, since we know that, together with an evocative photo or other image, the title is key to enticing someone to click on a video on YouTube. And the title is a proxy for the episode’s storyline, so finding out more about how women perceive our titles should help us choose and develop stories that interest them.\u003c/p>\n\u003cp>First, Landrum and her team classified the titles of our videos into 15 categories, such as “health or home relevant,” “sex and mating,” “use of attack words” and “gross or disgusting.” Through this content analysis in September 2019 they found that videos with health/home titles had audiences that were on average 29% female. This is in comparison to a baseline 19% female viewership that researchers calculated by adding up the percentage of female viewers for each of our episodes and dividing the total percentage by 97, which was the number of episodes we had created when they did the analysis. Episodes about sex/mating also stood out, with audiences on average up to 36% female.\u003c/p>\n\u003cp>In this title analysis, researchers didn’t find that videos with gross/disgusting titles, such as “\u003ca href=\"https://www.kqed.org/science/1065215/these-termites-turn-your-house-into-a-palace-of-poop\">These Termites Turn Your House into a Palace of Poop\u003c/a>,” were less likely to attract women, something we had thought might be the case.\u003c/p>\n\u003cp>\u003cstrong>Experimenting with health- and sex-related titles\u003c/strong> \u003c/p>\n\u003cp>Once we found out that videos with titles that pertained to health/home and sex/mating had, on average, a higher proportion of female viewers, we wanted to see whether rewriting the title of an episode to make it tell a health story or a story about sex would make more women click on it.\u003c/p>\n\u003cp>To test whether a health-related title would be more attractive to women, we changed the title of our episode about mantis shrimps from one that emphasizes the speed of their attack – “\u003ca href=\"https://www.kqed.org/science/1109305/the-snail-smashing-fish-spearing-eye-popping-mantis-shrimp\">The Snail-Smashing, Fish-Spearing, Eye-Popping Mantis Shrimp\u003c/a>” – to one that focused on a health application discussed in the video: “Mantis Shrimp’s Incredible Eyesight Yields Clues for Detecting Cancer.” In a national survey of 1,600 people in April 2020, the title with the health angle did get more women to click (58% versus 51%), but the difference wasn’t statistically significant. We repeated the experiment earlier this year with 3,000 participants and a wider variety of modified titles. The results were also inconclusive.\u003c/p>\n\u003cp>However, in a separate experiment on Facebook this year, the health-related mantis shrimp title did get a higher proportion of women to click than the episode’s original non-health-related title. In that experiment, we compared the two titles by offering them as Facebook ads.\u003c/p>\n\u003cp>We also experimented with showing survey participants a title we had changed to tell a story about sex. We’re particularly interested in this storyline because some of our videos about sex and mating are among a handful that have been seen by as many women as men. Our episode about ladybug reproduction has an audience almost 60% female. Our video about fish that mate and lay their eggs on the beach and our episode about snail sex have both been seen by as many women as men. \u003c/p>\n\u003cp>When they were presented with the titles of our videos about \u003ca href=\"https://www.kqed.org/science/1952589/crickets-chirp-to-flirt\">cricket chirps\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1919946/so-sometimes-fireflies-eat-other-fireflies\">firefly signals\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1925887/what-do-earwigs-do-with-those-pincers-anyway\">earwig pincers \u003c/a>and \u003ca href=\"https://www.kqed.org/science/1027372/for-these-tiny-spiders-its-sing-or-get-served\">jumping spiders\u003c/a>, which we modified to make them refer to sex and mating, women in our 2021 survey chose the titles with the sex/mating angle more often than the videos’ original titles (58% versus 55%). The difference isn’t statistically significant and thus researchers conclude that we didn’t get much of a bump by emphasizing a sex/mating storyline. \u003c/p>\n\u003cp>“The reason might have to do with the specific titles that we chose to use in those studies,” said Landrum.” Indeed, we found that it’s hard to write a title that falls exclusively into one category.\u003c/p>\n\u003cp>\u003cstrong>Who are our female viewers?\u003c/strong>\u003c/p>\n\u003cp>What we did find in this survey is that women were more attracted to the episode about crickets than the others. So as we continue to search for ways to draw more women to \u003cem>Deep Look\u003c/em>, we are now studying whether some kinds of animals make more attractive subjects than others. And since every \u003cem>Deep Look\u003c/em> video is accompanied by a photo of the animal or plant featured in the episode, we are investigating what makes for an appealing image. We’re also trying to get a clearer picture of who our female viewers are. For example, do they prefer certain areas of science over others? Jocelyn Steinke, at the University of Connecticut, oversaw a survey and interviews conducted May through July to investigate these questions. A report on her team’s findings is in the works. \u003c/p>\n\u003cp>As part of a larger national survey, Landrum is exploring whether women might be watching YouTube videos for different reasons than men. She believes that women’s motivations for watching might hold a key to attracting them to \u003cem>Deep Look\u003c/em>.\u003c/p>\n\u003cp>“One of my questions going forward is, do women have more instrumental goals with consuming science videos than men? With men, curiosity-satisfying goals may be enough – they see there’s something interesting in digital video and they’re like, ‘Sure, I’ll watch how a sand dollar’s breakfast is totally metal,’” she said, referring to the title of our episode about how sand dollars eat minerals that keep them weighted down to the seafloor.\u003c/p>\n\u003cp>“If it is true that women are likely to engage with digital video for instrumental purposes,” Landrum added, “then if we’re aiming to engage more women, videos are going to have to provide that evidence: ‘This is how you can use this information or how this information is useful to you.’”\u003c/p>\n\u003cp>You can read the full reports linked here: \u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos,\" Report 4A\u003c/a> and \u003ca href=\"https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos, Follow up Study,\" Report 4B\u003c/a>, and attached below.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW//preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4//preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1632788759,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":32,"wordCount":1872},"headData":{"title":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos? | KQED","description":"A summary of recent survey findings into KQED's Deep Look science videos and viewership motivations and predictors. Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in Deep Look viewership was not replicated in this study.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?","datePublished":"2021-09-27T22:46:06.000Z","dateModified":"2021-09-28T00:25:59.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16163 https://ww2.kqed.org/about/?p=16163&preview=true&preview_id=16163","disqusUrl":"https://ww2.kqed.org/about/2021/09/27/cracking-the-code-deep-look-titles/","disqusTitle":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Gabriela Quirós, \u003cem>Deep Look\u003c/em> Coordinating Producer","templateType":"standard","featuredImageType":"standard","subhead":"Discover Cracking the Code, KQED's NSF funded research into the science media habits of millennials. Two new studies focused on the video titles of Deep Look, KQED’s science series, shed new light on women’s interest in science videos. Only a handful of Deep Look’s 125 episodes have been watched by as many women as men. This research investigates what effect video titles have on Deep Look's viewership gender disparity.","path":"/about/16163/cracking-the-code-deep-look-titles","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Mosquitoes. Lice. Bed bugs. For some, they’re the stuff of nightmares: Insects that torment us and are devilishly difficult to get rid of. But to the audience of our \u003ca href=\"http://www.kqed.org/deeplook\">YouTube science series \u003cem>Deep Look\u003c/em>\u003c/a>, the details of how these insects use their claws and mouthparts are endlessly fascinating.\u003c/p>\n\u003cp>At \u003cem>Deep Look\u003c/em>, my colleagues and I create three- to five-minute videos that give our viewers a uniquely close-up glimpse at small animals and plants. Our episodes about the tiny animals that live off of our bodies are some of our most popular. The series’ most-watched video, with 19 million views, is one in which we \u003ca href=\"https://www.kqed.org/science/728086/how-mosquitoes-use-six-needles-to-suck-your-blood\">reveal how mosquitoes use six needles to suck our blood\u003c/a>.\u003c/p>\n\u003cp>Health is a topic that draws large audiences, so it’s gratifying that we have found a way to tell health stories on a wildlife series. And videos with a health angle might be a way to tackle our biggest challenge: getting more women to watch our videos.\u003c/p>\n\u003cp>\u003cstrong>Fewer women are watching \u003cem>Deep Look\u003c/em> videos\u003c/strong>\u003c/p>\n\u003cp>Our series, produced by KQED, the public media station in San Francisco, California, and presented by PBS Digital Studios, is very successful by any measure. We get 5 million to 9 million views per month, but only about 30% of those views are by women.\u003c/p>\n\u003cp>Research we’ve conducted over the past two years with \u003ca href=\"http://www.scicommcog.com/team.html\">Texas Tech University’s Science Communication & Cognition Lab\u003c/a> suggests that health-related episodes of \u003cem>Deep Look\u003c/em> are more likely to be viewed by women than our other episodes. A content analysis of the titles of the nearly 100 videos we had produced through 2019 showed that the average percentage of female viewers was higher for videos about animals and plants that have an impact on human health.\u003c/p>\n\u003cp>“Our hypothesis is it’s because that information is more relevant, or useful, to people’s everyday lives in general,” said Asheley Landrum, assistant professor of science communication at Texas Tech, who oversaw the research.\u003c/p>\n\u003cp>When we realized that a higher proportion of women were viewing our health-related videos than other types of videos we make, we conducted a few experiments to see if we could find evidence that women would more readily watch videos with health-related titles.\u003c/p>\n\u003cp>The results of our research were inconclusive. In three separate experiments, we changed the titles of several of our existing videos so that they emphasized a health angle. We presented these modified titles to men and women in two surveys and as ads on Facebook. We also offered participants the videos with their original, non-health-related titles. On Facebook, women did click on the health-related titles more often than the non-health-related titles. But in the surveys, women didn’t choose the video with the health-related title more often.\u003c/p>\n\u003cp>Landrum and a group of her graduate students conducted the research as part of a \u003ca href=\"http://www.kqed.org/crackingthecode\">multiyear project led by KQED with funding from the National Science Foundation (NSF)\u003c/a> to investigate how public media can attract more millennial audiences to science content.\u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s audience consists largely of millennials, so we’ve already achieved that goal. But drawing in women has proven difficult since the series launched in 2014.\u003c/p>\n\u003cp>When we began the NSF-funded research project two years ago we first set out to determine if this gender gap was caused by YouTube recommending our videos to fewer women than men. \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">A survey conducted for us by Yale’s Cultural Cognition Project found that even when our videos were played outside of YouTube, fewer women than men were clicking to watch\u003c/a>, which means that something about our videos’ presentation is not as appealing to women. The good news is that when women do watch \u003cem>Deep Look\u003c/em> videos, they watch for as long as men and are just as likely as men to share the videos with their friends. A subsequent survey by the Yale team didn’t find a gender gap in viewership, but research on our videos’ titles by Landrum found the gap again.\u003c/p>\n\u003cp>\u003cstrong>Could health – and sex – stories draw more women to \u003cem>Deep Look\u003c/em>?\u003c/strong>\u003c/p>\n\u003cp>Of the more than 125 videos that \u003cem>Deep Look\u003c/em> has created so far, only a handful have been watched by as many women as men. Two of those have to do with health. One is our popular episode on the \u003ca href=\"https://www.kqed.org/science/1941506/these-face-mites-really-grow-on-you\">microscopic mites\u003c/a> that live in the pores of our face, which has received 3 million views since we released it in 2019 – 44% by women. The other one is our hit about \u003ca href=\"https://www.kqed.org/science/1939435/how-lice-turn-your-hair-into-their-jungle-gym\">how lice clamber around our hair\u003c/a>. Since its debut in 2019, this episode has been seen 12 million times by a predominantly female audience (63%). On the other hand, our popular video about the mechanics of a mosquito bite has an overwhelmingly male viewership (77%).\u003c/p>\n\u003cp>We were intrigued about the possibility that health videos might be a way to draw in more women. So Landrum and her colleagues conducted a series of studies analyzing our videos’ titles. The \u003cem>Deep Look\u003c/em> team spends a lot of time crafting titles, since we know that, together with an evocative photo or other image, the title is key to enticing someone to click on a video on YouTube. And the title is a proxy for the episode’s storyline, so finding out more about how women perceive our titles should help us choose and develop stories that interest them.\u003c/p>\n\u003cp>First, Landrum and her team classified the titles of our videos into 15 categories, such as “health or home relevant,” “sex and mating,” “use of attack words” and “gross or disgusting.” Through this content analysis in September 2019 they found that videos with health/home titles had audiences that were on average 29% female. This is in comparison to a baseline 19% female viewership that researchers calculated by adding up the percentage of female viewers for each of our episodes and dividing the total percentage by 97, which was the number of episodes we had created when they did the analysis. Episodes about sex/mating also stood out, with audiences on average up to 36% female.\u003c/p>\n\u003cp>In this title analysis, researchers didn’t find that videos with gross/disgusting titles, such as “\u003ca href=\"https://www.kqed.org/science/1065215/these-termites-turn-your-house-into-a-palace-of-poop\">These Termites Turn Your House into a Palace of Poop\u003c/a>,” were less likely to attract women, something we had thought might be the case.\u003c/p>\n\u003cp>\u003cstrong>Experimenting with health- and sex-related titles\u003c/strong> \u003c/p>\n\u003cp>Once we found out that videos with titles that pertained to health/home and sex/mating had, on average, a higher proportion of female viewers, we wanted to see whether rewriting the title of an episode to make it tell a health story or a story about sex would make more women click on it.\u003c/p>\n\u003cp>To test whether a health-related title would be more attractive to women, we changed the title of our episode about mantis shrimps from one that emphasizes the speed of their attack – “\u003ca href=\"https://www.kqed.org/science/1109305/the-snail-smashing-fish-spearing-eye-popping-mantis-shrimp\">The Snail-Smashing, Fish-Spearing, Eye-Popping Mantis Shrimp\u003c/a>” – to one that focused on a health application discussed in the video: “Mantis Shrimp’s Incredible Eyesight Yields Clues for Detecting Cancer.” In a national survey of 1,600 people in April 2020, the title with the health angle did get more women to click (58% versus 51%), but the difference wasn’t statistically significant. We repeated the experiment earlier this year with 3,000 participants and a wider variety of modified titles. The results were also inconclusive.\u003c/p>\n\u003cp>However, in a separate experiment on Facebook this year, the health-related mantis shrimp title did get a higher proportion of women to click than the episode’s original non-health-related title. In that experiment, we compared the two titles by offering them as Facebook ads.\u003c/p>\n\u003cp>We also experimented with showing survey participants a title we had changed to tell a story about sex. We’re particularly interested in this storyline because some of our videos about sex and mating are among a handful that have been seen by as many women as men. Our episode about ladybug reproduction has an audience almost 60% female. Our video about fish that mate and lay their eggs on the beach and our episode about snail sex have both been seen by as many women as men. \u003c/p>\n\u003cp>When they were presented with the titles of our videos about \u003ca href=\"https://www.kqed.org/science/1952589/crickets-chirp-to-flirt\">cricket chirps\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1919946/so-sometimes-fireflies-eat-other-fireflies\">firefly signals\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1925887/what-do-earwigs-do-with-those-pincers-anyway\">earwig pincers \u003c/a>and \u003ca href=\"https://www.kqed.org/science/1027372/for-these-tiny-spiders-its-sing-or-get-served\">jumping spiders\u003c/a>, which we modified to make them refer to sex and mating, women in our 2021 survey chose the titles with the sex/mating angle more often than the videos’ original titles (58% versus 55%). The difference isn’t statistically significant and thus researchers conclude that we didn’t get much of a bump by emphasizing a sex/mating storyline. \u003c/p>\n\u003cp>“The reason might have to do with the specific titles that we chose to use in those studies,” said Landrum.” Indeed, we found that it’s hard to write a title that falls exclusively into one category.\u003c/p>\n\u003cp>\u003cstrong>Who are our female viewers?\u003c/strong>\u003c/p>\n\u003cp>What we did find in this survey is that women were more attracted to the episode about crickets than the others. So as we continue to search for ways to draw more women to \u003cem>Deep Look\u003c/em>, we are now studying whether some kinds of animals make more attractive subjects than others. And since every \u003cem>Deep Look\u003c/em> video is accompanied by a photo of the animal or plant featured in the episode, we are investigating what makes for an appealing image. We’re also trying to get a clearer picture of who our female viewers are. For example, do they prefer certain areas of science over others? Jocelyn Steinke, at the University of Connecticut, oversaw a survey and interviews conducted May through July to investigate these questions. A report on her team’s findings is in the works. \u003c/p>\n\u003cp>As part of a larger national survey, Landrum is exploring whether women might be watching YouTube videos for different reasons than men. She believes that women’s motivations for watching might hold a key to attracting them to \u003cem>Deep Look\u003c/em>.\u003c/p>\n\u003cp>“One of my questions going forward is, do women have more instrumental goals with consuming science videos than men? With men, curiosity-satisfying goals may be enough – they see there’s something interesting in digital video and they’re like, ‘Sure, I’ll watch how a sand dollar’s breakfast is totally metal,’” she said, referring to the title of our episode about how sand dollars eat minerals that keep them weighted down to the seafloor.\u003c/p>\n\u003cp>“If it is true that women are likely to engage with digital video for instrumental purposes,” Landrum added, “then if we’re aiming to engage more women, videos are going to have to provide that evidence: ‘This is how you can use this information or how this information is useful to you.’”\u003c/p>\n\u003cp>You can read the full reports linked here: \u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos,\" Report 4A\u003c/a> and \u003ca href=\"https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos, Follow up Study,\" Report 4B\u003c/a>, and attached below.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW//preview?embedded=true'\n title='https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW//preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4//preview?embedded=true'\n title='https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4//preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16163/cracking-the-code-deep-look-titles","authors":["byline_about_16163"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_697","about_580","about_627","about_698","about_696","about_619","about_674","about_628","about_630","about_673","about_672","about_666"],"featImg":"about_16459","label":"about_583"},"about_15980":{"type":"posts","id":"about_15980","meta":{"index":"posts_1591205157","site":"about","id":"15980","score":null,"sort":[1624572972000]},"guestAuthors":[],"slug":"cracking-the-code-whats-keeping-women-from-watching-deep-look","title":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers","publishDate":1624572972,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>Tiny spiders play an arachnid version of “I Spy” from their lofty tree-housed turrets. Curious?\u003c/p>\n\u003cp>If the idea sparked an inquisitive mind state, it could make you more likely to both pursue and engage with science video content, according to research investigating viewership of \u003ca href=\"https://youtube.com/kqeddeeplook\">KQED’s \u003cem>Deep Look\u003c/em> YouTube science videos\u003c/a>. Science curiosity is highly predictive of intending to watch, actually watching, and being engrossed in scientific videos. In contrast, science comprehension doesn’t have as strong of a predictive effect. Whether you understand the science or not, it’s science curiosity that predicts whether you’ll click the “play” icon.\u003c/p>\n\u003cp>The above are just a couple of findings emerging from research this year investigating \u003cem>Deep Look\u003c/em>’s viewership motivations and predictors: what encourages viewing and predicts its likelihood across a battery of demographics — gender, age, science curiosity, and science comprehension among them. Most notably, \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">contrary to previous research conducted by the \u003cem>Cracking the Code\u003c/em> team\u003c/a>, this recent study did not find a gender disparity in research participants’ intention to watch science-themed media.\u003c/p>\n\u003cp>The science curiosity levels and the decision to watch \u003cem>Deep Look\u003c/em>’s videos between men and women were at parity. In other words, highly science curious men were not more likely than highly science curious women to click to watch, nor were low science curious women less likely than low science curious men to click away and choose not to watch. The disparity found was between previous research and current findings, rather than men and women.\u003c/p>\n\u003cp>In this study, the two demographic groups most likely to engage with \u003cem>Deep Look\u003c/em> content were young science curious men and older science curious women. Despite societal perception to the contrary, younger generations do not seem to be less science curious across the board — or any less likely to be engrossed when viewing scientific content — than preceding generations.\u003c/p>\n\u003cp>Speaking of engrossing, researchers also set out to determine whether particularly gross-sounding video titles would be more of a turnoff for female than male potential viewers. They had also hoped to determine whether including more cues that science is for women too — listing the female host in the video title, including the host’s image in the video thumbnail, or including a cartoon woman in the thumbnail — might reduce or eliminate the previously observed gender disparity.\u003c/p>\n\u003cp>However, since the expected gender disparity did not emerge in the research results — and that disparity was identified as a logical precondition to looking for a disgust-sensitivity or stereotype-response disparity between the genders — the intriguing possibilities couldn’t be tested, and must remain in the realm of query and theory for the time being.\u003c/p>\n\u003cp>Below is a summary of the study’s key findings. \u003c/p>\n\u003cp>1. \u003cstrong>Science curiosity is a key motivator of viewing \u003cem>Deep Look\u003c/em> videos; science comprehension is not.\u003c/strong> You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.\u003c/p>\n\u003cp>2. \u003cstrong>Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in \u003cem>Deep Look\u003c/em> viewership was not replicated in this study.\u003c/strong> Men and women were not significantly different in terms of their intention to view or engagement when viewing \u003cem>Deep Look\u003c/em> videos. This finding held among science curious men and women and not-so science-curious men and women alike.\u003c/p>\n\u003cp>3.\u003cstrong> Because a gender gap wasn’t detected (in this study), the research team was unable to test their novel “stereotype threat” and “disgust sensitivity” hypotheses. Namely that stereotypes about men’s superior science skills and women’s higher disgust sensitivity may account for the viewership gender disparity.\u003c/strong> Past research suggests that perceived stereotypes can hinder women’s math and science performance (an effect not seen when participants are explicitly told that men and women perform comparably). Previous studies have also indicated (albeit less robustly) that women tend toward greater disgust sensitivity than men. Neither the “stereotype threat” nor the “disgust sensitivity” was tested in this study because the gender disparity in viewership was not replicated. \u003c/p>\n\u003cp>4.\u003cstrong> Among the most likely to be highly absorbed with \u003cem>Deep Look\u003c/em> videos were older, science curious women (women in the baby boomer and silent generations, aged 57 and above.)\u003c/strong> Along with young, science curious men, this demographic demonstrated the most engagement with the content of the science-themed videos.\u003c/p>\n\u003cp>The lack of gender disparity found in this study makes for a head-scratching puzzler. But if not iteration and discovery, what is science about? Future research has a great deal to look into and discover more about the nature of \u003cem>Deep Look\u003c/em>’s gender disparity (or lack thereof) as the work continues.\u003c/p>\n\u003cp>“As is often the case in scientific research,” the team writes, “we are left with more questions than when we started.” Frustrating? Perhaps. But we prefer to think of it as a perfect example of the true process of scientific discovery or simply, being curious.\u003c/p>\n\u003cp>You can read the full report, \u003cem>“Examining the Causes of Audience Gender Disparity in KQED’s \u003cem>Deep Look \u003c/em>Science Videos”\u003c/em> \u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view?usp=sharing\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>Further research into \u003cem>Deep Look’\u003c/em>s gender disparity is being conducted in a follow-up study that examines \u003cem>Deep Look\u003c/em>’s titles in depth and the type of titles and content that might be more appealing to women. To learn more visit \u003ca href=\"http://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About this Post's Author: \u003c/strong>\u003cem>\u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/mstrydhorst.php\">Natasha Strydhorst\u003c/a> is a doctoral student of media and communication at Texas Tech University and is currently a part of the \u003cstrong>\u003cem>\u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code\u003c/a>\u003c/em>\u003c/strong> research team.\u003c/em>\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1624641435,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":19,"wordCount":935},"headData":{"title":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers | KQED","description":"A summary of recent survey findings into KQED's Deep Look science videos and viewership motivations and predictors. Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in Deep Look viewership was not replicated in this study.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers","datePublished":"2021-06-24T22:16:12.000Z","dateModified":"2021-06-25T17:17:15.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"15980 https://ww2.kqed.org/about/?p=15980","disqusUrl":"https://ww2.kqed.org/about/2021/06/24/cracking-the-code-whats-keeping-women-from-watching-deep-look/","disqusTitle":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Natasha Strydhorst, Texas Tech University ","path":"/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Tiny spiders play an arachnid version of “I Spy” from their lofty tree-housed turrets. Curious?\u003c/p>\n\u003cp>If the idea sparked an inquisitive mind state, it could make you more likely to both pursue and engage with science video content, according to research investigating viewership of \u003ca href=\"https://youtube.com/kqeddeeplook\">KQED’s \u003cem>Deep Look\u003c/em> YouTube science videos\u003c/a>. Science curiosity is highly predictive of intending to watch, actually watching, and being engrossed in scientific videos. In contrast, science comprehension doesn’t have as strong of a predictive effect. Whether you understand the science or not, it’s science curiosity that predicts whether you’ll click the “play” icon.\u003c/p>\n\u003cp>The above are just a couple of findings emerging from research this year investigating \u003cem>Deep Look\u003c/em>’s viewership motivations and predictors: what encourages viewing and predicts its likelihood across a battery of demographics — gender, age, science curiosity, and science comprehension among them. Most notably, \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">contrary to previous research conducted by the \u003cem>Cracking the Code\u003c/em> team\u003c/a>, this recent study did not find a gender disparity in research participants’ intention to watch science-themed media.\u003c/p>\n\u003cp>The science curiosity levels and the decision to watch \u003cem>Deep Look\u003c/em>’s videos between men and women were at parity. In other words, highly science curious men were not more likely than highly science curious women to click to watch, nor were low science curious women less likely than low science curious men to click away and choose not to watch. The disparity found was between previous research and current findings, rather than men and women.\u003c/p>\n\u003cp>In this study, the two demographic groups most likely to engage with \u003cem>Deep Look\u003c/em> content were young science curious men and older science curious women. Despite societal perception to the contrary, younger generations do not seem to be less science curious across the board — or any less likely to be engrossed when viewing scientific content — than preceding generations.\u003c/p>\n\u003cp>Speaking of engrossing, researchers also set out to determine whether particularly gross-sounding video titles would be more of a turnoff for female than male potential viewers. They had also hoped to determine whether including more cues that science is for women too — listing the female host in the video title, including the host’s image in the video thumbnail, or including a cartoon woman in the thumbnail — might reduce or eliminate the previously observed gender disparity.\u003c/p>\n\u003cp>However, since the expected gender disparity did not emerge in the research results — and that disparity was identified as a logical precondition to looking for a disgust-sensitivity or stereotype-response disparity between the genders — the intriguing possibilities couldn’t be tested, and must remain in the realm of query and theory for the time being.\u003c/p>\n\u003cp>Below is a summary of the study’s key findings. \u003c/p>\n\u003cp>1. \u003cstrong>Science curiosity is a key motivator of viewing \u003cem>Deep Look\u003c/em> videos; science comprehension is not.\u003c/strong> You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.\u003c/p>\n\u003cp>2. \u003cstrong>Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in \u003cem>Deep Look\u003c/em> viewership was not replicated in this study.\u003c/strong> Men and women were not significantly different in terms of their intention to view or engagement when viewing \u003cem>Deep Look\u003c/em> videos. This finding held among science curious men and women and not-so science-curious men and women alike.\u003c/p>\n\u003cp>3.\u003cstrong> Because a gender gap wasn’t detected (in this study), the research team was unable to test their novel “stereotype threat” and “disgust sensitivity” hypotheses. Namely that stereotypes about men’s superior science skills and women’s higher disgust sensitivity may account for the viewership gender disparity.\u003c/strong> Past research suggests that perceived stereotypes can hinder women’s math and science performance (an effect not seen when participants are explicitly told that men and women perform comparably). Previous studies have also indicated (albeit less robustly) that women tend toward greater disgust sensitivity than men. Neither the “stereotype threat” nor the “disgust sensitivity” was tested in this study because the gender disparity in viewership was not replicated. \u003c/p>\n\u003cp>4.\u003cstrong> Among the most likely to be highly absorbed with \u003cem>Deep Look\u003c/em> videos were older, science curious women (women in the baby boomer and silent generations, aged 57 and above.)\u003c/strong> Along with young, science curious men, this demographic demonstrated the most engagement with the content of the science-themed videos.\u003c/p>\n\u003cp>The lack of gender disparity found in this study makes for a head-scratching puzzler. But if not iteration and discovery, what is science about? Future research has a great deal to look into and discover more about the nature of \u003cem>Deep Look\u003c/em>’s gender disparity (or lack thereof) as the work continues.\u003c/p>\n\u003cp>“As is often the case in scientific research,” the team writes, “we are left with more questions than when we started.” Frustrating? Perhaps. But we prefer to think of it as a perfect example of the true process of scientific discovery or simply, being curious.\u003c/p>\n\u003cp>You can read the full report, \u003cem>“Examining the Causes of Audience Gender Disparity in KQED’s \u003cem>Deep Look \u003c/em>Science Videos”\u003c/em> \u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view?usp=sharing\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview?embedded=true'\n title='https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>Further research into \u003cem>Deep Look’\u003c/em>s gender disparity is being conducted in a follow-up study that examines \u003cem>Deep Look\u003c/em>’s titles in depth and the type of titles and content that might be more appealing to women. To learn more visit \u003ca href=\"http://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About this Post's Author: \u003c/strong>\u003cem>\u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/mstrydhorst.php\">Natasha Strydhorst\u003c/a> is a doctoral student of media and communication at Texas Tech University and is currently a part of the \u003cstrong>\u003cem>\u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code\u003c/a>\u003c/em>\u003c/strong> research team.\u003c/em>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look","authors":["byline_about_15980"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_627","about_619","about_674","about_628","about_630","about_673","about_672","about_666"],"featImg":"about_15991","label":"about_583"}},"programsReducer":{"possible":{"id":"possible","title":"Possible","info":"Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. 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