Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?
Rapid Response Research (RAPID)
Covering Climate and the Pandemic: A New Definition of Risk
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Prior to joining KQED Science, Sarah worked in a brand new role as Digital Marketing Strategist at WPSU Penn State.","avatar":"https://secure.gravatar.com/avatar/085f65bb82616965f87e3d12f8550931?s=600&d=blank&r=g","twitter":"sarahkmohamad","facebook":null,"instagram":null,"linkedin":null,"sites":[{"site":"arts","roles":["editor"]},{"site":"news","roles":["editor"]},{"site":"about","roles":["editor"]},{"site":"science","roles":["editor"]}],"headData":{"title":"Sarah Mohamad | KQED","description":"Engagement Producer and Reporter, KQED Science","ogImgSrc":"https://secure.gravatar.com/avatar/085f65bb82616965f87e3d12f8550931?s=600&d=blank&r=g","twImgSrc":"https://secure.gravatar.com/avatar/085f65bb82616965f87e3d12f8550931?s=600&d=blank&r=g"},"isLoading":false,"link":"/author/smohamad"}},"breakingNewsReducer":{},"campaignFinanceReducer":{},"firebase":{"requesting":{},"requested":{},"timestamps":{},"data":{},"ordered":{},"auth":{"isLoaded":false,"isEmpty":true},"authError":null,"profile":{"isLoaded":false,"isEmpty":true},"listeners":{"byId":{},"allIds":[]},"isInitializing":false,"errors":[]},"navBarReducer":{"navBarId":"about","fullView":true,"showPlayer":false},"navMenuReducer":{"menus":[{"key":"menu1","items":[{"name":"News","link":"/","type":"title"},{"name":"Politics","link":"/politics"},{"name":"Science","link":"/science"},{"name":"Education","link":"/educationnews"},{"name":"Housing","link":"/housing"},{"name":"Immigration","link":"/immigration"},{"name":"Criminal Justice","link":"/criminaljustice"},{"name":"Silicon Valley","link":"/siliconvalley"},{"name":"Forum","link":"/forum"},{"name":"The California Report","link":"/californiareport"}]},{"key":"menu2","items":[{"name":"Arts & Culture","link":"/arts","type":"title"},{"name":"Critics’ Picks","link":"/thedolist"},{"name":"Cultural Commentary","link":"/artscommentary"},{"name":"Food & Drink","link":"/food"},{"name":"Bay Area Hip-Hop","link":"/bayareahiphop"},{"name":"Rebel Girls","link":"/rebelgirls"},{"name":"Arts Video","link":"/artsvideos"}]},{"key":"menu3","items":[{"name":"Podcasts","link":"/podcasts","type":"title"},{"name":"Bay Curious","link":"/podcasts/baycurious"},{"name":"Rightnowish","link":"/podcasts/rightnowish"},{"name":"The Bay","link":"/podcasts/thebay"},{"name":"On Our Watch","link":"/podcasts/onourwatch"},{"name":"Mindshift","link":"/podcasts/mindshift"},{"name":"Consider This","link":"/podcasts/considerthis"},{"name":"Political Breakdown","link":"/podcasts/politicalbreakdown"}]},{"key":"menu4","items":[{"name":"Live Radio","link":"/radio","type":"title"},{"name":"TV","link":"/tv","type":"title"},{"name":"Events","link":"/events","type":"title"},{"name":"For Educators","link":"/education","type":"title"},{"name":"Support KQED","link":"/support","type":"title"},{"name":"About","link":"/about","type":"title"},{"name":"Help Center","link":"https://kqed-helpcenter.kqed.org/s","type":"title"}]}]},"pagesReducer":{},"postsReducer":{"stream_live":{"type":"live","id":"stream_live","audioUrl":"https://streams.kqed.org/kqedradio","title":"Live Stream","excerpt":"Live Stream information currently unavailable.","link":"/radio","featImg":"","label":{"name":"KQED Live","link":"/"}},"stream_kqedNewscast":{"type":"posts","id":"stream_kqedNewscast","audioUrl":"https://www.kqed.org/.stream/anon/radio/RDnews/newscast.mp3?_=1","title":"KQED Newscast","featImg":"","label":{"name":"88.5 FM","link":"/"}},"about_16748":{"type":"posts","id":"about_16748","meta":{"index":"posts_1591205157","site":"about","id":"16748","score":null,"sort":[1640194747000]},"guestAuthors":[],"slug":"science-engagement-a-new-survey-in-2021","title":"Influencing Millennial Science Engagement: A New Survey in 2021","publishDate":1640194747,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"content":"\u003cp>\u003cspan style=\"font-weight: 400\">We started our three year National Science Foundation \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> audience research in 2018 with a \u003c/span>\u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">\u003cspan style=\"font-weight: 400\">national survey of millennials’ media consumption habits\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. This survey was conducted by Jacobs Media Strategies and found, among other things, that millennials were the most science curious generation. This survey provided the groundwork for each of the studies that we have conducted over the past three years as part of our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> study. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">To wrap up our project, we conducted another large survey. The survey was designed by the KQED and Texas Tech University research team and was fielded by YouGov in August 2021. We asked many of the same questions as the original survey, but we also surveyed more audiences (in addition to the nationally representative sample) and dug in deeper to questions that were generated as a result of the past three years of research. Because there is such a large amount of data to examine, we will be uploading several decks focused on narrower themes (e.g., YouTube, Latinx audiences) over the next several months. The first deck linked below is our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation and we also include the link to our related Nov. 18, 2021, webinar.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Curious Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Science curiosity is the strongest predictor of engagement with science \u003c/span>\u003cspan style=\"font-weight: 400\">- \u003c/span>\u003cspan style=\"font-weight: 400\">way above any demographic characteristic. However, science curiosity can vary by demographics.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Topics of interest\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">: \u003c/span> Adults (40 and younger) are most interested in nature, wildlife, and psychology/behavioral science. Our youngest participants are the ones most interested in climate change. Health and Medicine become more important with age.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Platforms Used\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Search engines and websites are most commonly used to find science content (public media). YouTube is also popular. TikTok is most commonly used by Gen Zers and is the least popular platform for science among millennials.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Missing Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Black and Hispanic millennial women seem to be the most frequently “missing” audience for science from platforms such as TikTok, podcasts, live radio, and YouTube. This is not the case for Gen Zers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Science Stories\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about scientific discoveries and climate change.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Story Credibility\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Curious Gen Zers trust their gut intuition about whether stories are credible. Millennials and open Gen Zers prioritize peer review and expertise.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Samples\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">As stated above, we collected data from four samples: a national sample of 2,000 participants (26% were millennials), a California-only sample of 500 participants (25% were millennials), a Bay Area sample of 500 participants (18% were millennials) and a Bay Area Latinx sample of 500 participants (35% were millennials). This allows us to both make inferences about what is true about younger (millennial and Gen Z) audiences in the U.S., generally, and to look at target audiences that are of specific interest to KQED and our other STEM partners in California — and more specifically, the Bay Area.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Generations\u003c/b>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16749 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1.png 960w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is easy to forget that millennials are a fully adult audience. At the outset of our project, the youngest millennials were 22 years old. Now, near the end of 2021, millennials range from ages 25 to 40, and about 33% of millennials in our national sample say that they have children at home. In our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation, we also focused on Generation Z. There are not currently clear definitions of the start of this generation, but the oldest members of Gen Z were born in 1997 and are about 24 years old. Our survey only sampled adults who are legally able to consent to participate. Thus, our Generation Z sample ranges from 18 to 24 and does not represent the entire generation. We also include some analyses with Gen X (currently ages 41 to 56) and Baby Boomers (currently ages 57 to 75).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Science Curiosity\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Of utmost importance to this survey and to the other studies conducted as part of the Cracking the Code project was the identification of the ideal and “missing audiences.” A “missing audience” consists of individuals who are science curious, and thus ought to be engaging with science content. But for some unknown reason they are engaging relatively less than other “science curious” groups or not engaging at all. Someone who is science curious is an individual that is motivated to seek out science for enjoyment and not purely for information. Missing audiences may be engaging less with certain types of content and/or on certain types of platforms. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity is the key characteristic for attracting the ideal audience for science media and programming. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our studies, we used the \u003c/span>\u003ca href=\"https://onlinelibrary.wiley.com/doi/epdf/10.1111/pops.12396\">\u003cspan style=\"font-weight: 400\">Science Curiosity Scale\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, developed by Dan Kahan and myself (with the help of our collaborators Katie Carpenter, Laura Helft and Kathleen Hall Jamieson). This scale, which is designed to appear to participants like a marketing/interests type survey, hides our behavioral and self-reported measures of science interest in an array of items asking about other interests, like business, sports, and entertainment. The purpose of this is to lower the risk of participants answering the questions based on what they think the researchers want to hear. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Scores on our science curiosity scale strongly predict people’s engagement with science media. We have demonstrated this over and over in each of the studies conducted as part of the Cracking the Code project. Furthermore, in this current survey, science curiosity strongly predicts the frequency with which each of the samples (i.e., the national sample, the California sample, the Bay Area sample, and the Bay Area Latinx sample) report accessing science content.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We call this our key characteristic of the target audience because science curiosity is a stronger predictor than any other demographic characteristic. Science curiosity predicts 33% of the variance in participants' responses to the “frequency of accessing science content” question. Compare that with race/ethnicity (which only explains 1.5% of the variance), gender (which only explains 0.48%), or even generation (which accounts only for 0.28% of the variance).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is worth noting, however, that science curiosity scores can vary based on demographic characteristics. Across many of our studies, we have found small, but statistically significant differences in average science curiosity scores based on gender and generation.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Curious Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity scores among this study’s participants range from approximately -2 to 2. We can divide participants' science curiosity scores into quartiles to create four audience segments. The bottom 25% of participants based on their science curiosity scores (scores up to -0.56) are labeled as “uninterested” and seen as not a useful audience to target. Participants who score between the 25th and 50th percentile (scores ranging from -0.56 to 0.03) are labeled “indifferent” and are also not likely to want to engage with science content. Participants who score between the 50th and 75th percentiles (scores ranging from 0.04 to 0.62) are labeled “open” and could be a potential audience for science content. Finally, the top 25% of participants based on their science curiosity scores (scores 0.62 and higher) are seen as the target audience for science content.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16750\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png\" alt=\"\" width=\"800\" height=\"454\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2.png 947w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>Topics of Interest\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Having defined our target audience – science curious millennials and Gen Zers, one of our first questions was what science topics are they most interested in? We included 15 different science-related topics (e.g., plants and animals, climate change, health and medicine, physics, etc.). Interestingly, “Plants & Animals” was the third ranked topic for each of the generations: Gen Zers, Millennials, Gen Xers and Baby Boomers. Gen Z was the only generation to have climate change in their top three (ranked 2nd), and Psychology/Behavioral Science appeared in the top three for both Gen Zers (1st) and Millennials (2nd). “Health & Medicine” was a top three interest for Gen Xers (2nd) and Baby Boomers (1st), possibly suggesting that this topic becomes more important as participants age.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16751 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3.png 951w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cbr />\n\u003cb>Platforms Used\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also wanted to know what platforms are used by younger adult audiences to access science content, specifically that from “public media.” For this item, we asked how frequently participants access science content from public media that appears live on the radio, streamed live online, on podcasts, on-demand via smart speaker, on specific websites, search engines, stories linked on social media, via YouTube videos, on TikTok videos, Instagram and Facebook, newsletters, or public media stories sent by friends. Over half of the curious millennials in the sample reported regularly going directly to websites, looking for content via search engines, or finding content on YouTube. Around 60% or greater of curious Gen Zers regularly seek such content from social media and/or YouTube, and approximately 50% will regularly use a search engine. Furthermore, while regular TikTok use is fairly low among curious millennials (15%), it is much higher among curious Gen Zers (over 30%).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Missing Audiences for the Platforms\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our research, we have defined “missing audiences” as those science curious individuals who ought to be engaging with science content, but for some unknown reason, are not (or are doing so relatively less than other science curious groups). We used this survey data to determine who some of the missing audiences for science content on particular platforms may be. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the presentation I note three important points to consider. First, participants' responses are self-reported. We asked them how frequently they engaged with public science media content on the platforms. Participants may inflate or downplay the frequency with which they engage with the various platforms or even ignore the “science content” and/or “public media” aspects of the question and just report how frequently they think they engage with the platforms generally. Second, I point out that what is the desired level of frequency of use may vary across platforms. For example, we may expect that “daily” is an appropriate frequency of engagement for social media but not for newsletters (which may tend to be delivered weekly or monthly). Third, we looked at specific audiences that were requested by KQED team members. These were not audiences that were found to be missing after digging through the data, but audiences that we set out to see if they were less engaged than their counterparts.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Keeping this in mind, we examined whether each of the following four audiences are “missing” audiences on a subset of the platforms. Note that white males were not examined as a potential missing audience as prior data and available audience metrics suggest they are the group most engaged.\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cb>Women of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who are Black and/or Hispanic/Latina/x and identify as women;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Men of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who identify as men who are Black and/or Hispanic/Latino/x;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>White, College-educated Moms\u003c/b>\u003cspan style=\"font-weight: 400\">: White millennial women with at least some college and who have children at home;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Women\u003c/b>\u003cspan style=\"font-weight: 400\">: Millennials and Gen Zers who identify as women, regardless of their other demographic characteristics.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below are the key findings about the four “missing” audiences our research focused on: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Millennial women of color (Black and Hispanic/Latina/x millennial women) seem to be the most frequently “missing audience” for science content on platforms such as TikTok, podcasts, live radio, and YouTube. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Z women of color are NOT missing audiences on these platforms. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Zers and millennial women are generally a missing audience for podcasts. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most younger adults are missing audiences for live radio. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most curious younger adults report using newsletters at least monthly, therefore, newsletters would be a good tactic to try out when targeting younger audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Types of Science Stories and Credibility\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also looked at what types of science stories younger adults prefer and how they determine whether those stories contain credible content. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Most curious young adults said that they prefer stories that explain something that they are curious about in nature and/or the environment, and very few curious young adults said that they preferred stories about climate change (even though Gen Zers had climate change as one of their top three topics of interest). Climate change stories were more popular among the young adult samples from the Bay Area than the national sample, but even these participants expressed a greater preference for the explanatory stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We followed up with the Bay Area sample to ask how they prefer to read stories about climate change and the vast majority (73%) said that they prefer to read the story online as opposed to listening to a story (radio or on-demand audio, 17%), watching a TikTok video (6%), or reading a Twitter thread (3%). However, when we look by age groups, we see that although more than half of Gen Zers prefer to read a story online, 33% would prefer to see a TikTok video.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, when we asked millennials and Gen Zers how important various factors are when deciding whether a story is credible, we were happy to see that expertise and peer-reviewed content appear in the top 5 for both curious millennials and curious Gen Zers. However, “gut intuition” was the second most important factor to curious Gen Zers. This mirrors a finding from our first survey, which suggested that millennials and younger adults (at that time) trusted their gut intuition about whether a story was credible. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Conclusion\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We can’t directly compare this survey to the one conducted in 2018 for a variety of reasons, some methodological (e.g., different sampling companies with different approximations of nationally representative) and some societal (e.g., potential changes due to important events like COVID-19 pandemic). However, we can look for commonalities between the two and we can consider this survey as a snapshot of science media consumption behavior in 2021. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Again, here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16753 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4.png 957w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cimg class=\"size-medium wp-image-16752 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png\" alt=\"\" width=\"800\" height=\"453\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5.png 948w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We will continue to provide results from this survey over the next few months, so stay tuned.\u003c/span>\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/13_zsw_gXicB6lSTvunvqlutUtzMFDR_f/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644356934,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":44,"wordCount":2332},"headData":{"title":"Influencing Millennial Science Engagement: A New Survey in 2021 | KQED","description":"We started our three year National Science Foundation Cracking the Code: Influencing Millennial Science Engagement audience research in 2018 with a national survey of millennials’ media consumption habits.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Influencing Millennial Science Engagement: A New Survey in 2021","datePublished":"2021-12-22T17:39:07.000Z","dateModified":"2022-02-08T21:48:54.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16748 https://ww2.kqed.org/about/?p=16748&preview=true&preview_id=16748","disqusUrl":"https://ww2.kqed.org/about/2021/12/22/science-engagement-a-new-survey-in-2021/","disqusTitle":"Influencing Millennial Science Engagement: A New Survey in 2021","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Asheley Landrum \u003cbr> Texas Tech University","subhead":"Influencing Millennial Science Engagement: A New Survey in 2021","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16748/science-engagement-a-new-survey-in-2021","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">We started our three year National Science Foundation \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> audience research in 2018 with a \u003c/span>\u003ca href=\"https://www.kqed.org/about/13669/cracking-the-code-survey-results-on-millennials-and-their-science-curiosity\">\u003cspan style=\"font-weight: 400\">national survey of millennials’ media consumption habits\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. This survey was conducted by Jacobs Media Strategies and found, among other things, that millennials were the most science curious generation. This survey provided the groundwork for each of the studies that we have conducted over the past three years as part of our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Cracking the Code: Influencing Millennial Science Engagement\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> study. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">To wrap up our project, we conducted another large survey. The survey was designed by the KQED and Texas Tech University research team and was fielded by YouGov in August 2021. We asked many of the same questions as the original survey, but we also surveyed more audiences (in addition to the nationally representative sample) and dug in deeper to questions that were generated as a result of the past three years of research. Because there is such a large amount of data to examine, we will be uploading several decks focused on narrower themes (e.g., YouTube, Latinx audiences) over the next several months. The first deck linked below is our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation and we also include the link to our related Nov. 18, 2021, webinar.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Curious Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Science curiosity is the strongest predictor of engagement with science \u003c/span>\u003cspan style=\"font-weight: 400\">- \u003c/span>\u003cspan style=\"font-weight: 400\">way above any demographic characteristic. However, science curiosity can vary by demographics.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Topics of interest\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">: \u003c/span> Adults (40 and younger) are most interested in nature, wildlife, and psychology/behavioral science. Our youngest participants are the ones most interested in climate change. Health and Medicine become more important with age.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Platforms Used\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Search engines and websites are most commonly used to find science content (public media). YouTube is also popular. TikTok is most commonly used by Gen Zers and is the least popular platform for science among millennials.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Missing Audience\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Black and Hispanic millennial women seem to be the most frequently “missing” audience for science from platforms such as TikTok, podcasts, live radio, and YouTube. This is not the case for Gen Zers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Science Stories\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Stories that explain something audiences are curious about in nature and the environment are much more popular than any other type of story, including news about scientific discoveries and climate change.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">\u003cspan style=\"font-weight: 400\">Story Credibility\u003c/span>\u003c/span>\u003cspan style=\"font-weight: 400\">\u003cspan style=\"text-decoration: underline\">:\u003c/span> Curious Gen Zers trust their gut intuition about whether stories are credible. Millennials and open Gen Zers prioritize peer review and expertise.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Samples\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">As stated above, we collected data from four samples: a national sample of 2,000 participants (26% were millennials), a California-only sample of 500 participants (25% were millennials), a Bay Area sample of 500 participants (18% were millennials) and a Bay Area Latinx sample of 500 participants (35% were millennials). This allows us to both make inferences about what is true about younger (millennial and Gen Z) audiences in the U.S., generally, and to look at target audiences that are of specific interest to KQED and our other STEM partners in California — and more specifically, the Bay Area.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Generations\u003c/b>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16749 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns1.png 960w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is easy to forget that millennials are a fully adult audience. At the outset of our project, the youngest millennials were 22 years old. Now, near the end of 2021, millennials range from ages 25 to 40, and about 33% of millennials in our national sample say that they have children at home. In our \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">What Does the Future Look Like in Science Media?\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> presentation, we also focused on Generation Z. There are not currently clear definitions of the start of this generation, but the oldest members of Gen Z were born in 1997 and are about 24 years old. Our survey only sampled adults who are legally able to consent to participate. Thus, our Generation Z sample ranges from 18 to 24 and does not represent the entire generation. We also include some analyses with Gen X (currently ages 41 to 56) and Baby Boomers (currently ages 57 to 75).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Science Curiosity\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Of utmost importance to this survey and to the other studies conducted as part of the Cracking the Code project was the identification of the ideal and “missing audiences.” A “missing audience” consists of individuals who are science curious, and thus ought to be engaging with science content. But for some unknown reason they are engaging relatively less than other “science curious” groups or not engaging at all. Someone who is science curious is an individual that is motivated to seek out science for enjoyment and not purely for information. Missing audiences may be engaging less with certain types of content and/or on certain types of platforms. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity is the key characteristic for attracting the ideal audience for science media and programming. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our studies, we used the \u003c/span>\u003ca href=\"https://onlinelibrary.wiley.com/doi/epdf/10.1111/pops.12396\">\u003cspan style=\"font-weight: 400\">Science Curiosity Scale\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, developed by Dan Kahan and myself (with the help of our collaborators Katie Carpenter, Laura Helft and Kathleen Hall Jamieson). This scale, which is designed to appear to participants like a marketing/interests type survey, hides our behavioral and self-reported measures of science interest in an array of items asking about other interests, like business, sports, and entertainment. The purpose of this is to lower the risk of participants answering the questions based on what they think the researchers want to hear. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Scores on our science curiosity scale strongly predict people’s engagement with science media. We have demonstrated this over and over in each of the studies conducted as part of the Cracking the Code project. Furthermore, in this current survey, science curiosity strongly predicts the frequency with which each of the samples (i.e., the national sample, the California sample, the Bay Area sample, and the Bay Area Latinx sample) report accessing science content.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We call this our key characteristic of the target audience because science curiosity is a stronger predictor than any other demographic characteristic. Science curiosity predicts 33% of the variance in participants' responses to the “frequency of accessing science content” question. Compare that with race/ethnicity (which only explains 1.5% of the variance), gender (which only explains 0.48%), or even generation (which accounts only for 0.28% of the variance).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It is worth noting, however, that science curiosity scores can vary based on demographic characteristics. Across many of our studies, we have found small, but statistically significant differences in average science curiosity scores based on gender and generation.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Curious Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science curiosity scores among this study’s participants range from approximately -2 to 2. We can divide participants' science curiosity scores into quartiles to create four audience segments. The bottom 25% of participants based on their science curiosity scores (scores up to -0.56) are labeled as “uninterested” and seen as not a useful audience to target. Participants who score between the 25th and 50th percentile (scores ranging from -0.56 to 0.03) are labeled “indifferent” and are also not likely to want to engage with science content. Participants who score between the 50th and 75th percentiles (scores ranging from 0.04 to 0.62) are labeled “open” and could be a potential audience for science content. Finally, the top 25% of participants based on their science curiosity scores (scores 0.62 and higher) are seen as the target audience for science content.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16750\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png\" alt=\"\" width=\"800\" height=\"454\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-800x454.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns2.png 947w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>Topics of Interest\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Having defined our target audience – science curious millennials and Gen Zers, one of our first questions was what science topics are they most interested in? We included 15 different science-related topics (e.g., plants and animals, climate change, health and medicine, physics, etc.). Interestingly, “Plants & Animals” was the third ranked topic for each of the generations: Gen Zers, Millennials, Gen Xers and Baby Boomers. Gen Z was the only generation to have climate change in their top three (ranked 2nd), and Psychology/Behavioral Science appeared in the top three for both Gen Zers (1st) and Millennials (2nd). “Health & Medicine” was a top three interest for Gen Xers (2nd) and Baby Boomers (1st), possibly suggesting that this topic becomes more important as participants age.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16751 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns3.png 951w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cbr />\n\u003cb>Platforms Used\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also wanted to know what platforms are used by younger adult audiences to access science content, specifically that from “public media.” For this item, we asked how frequently participants access science content from public media that appears live on the radio, streamed live online, on podcasts, on-demand via smart speaker, on specific websites, search engines, stories linked on social media, via YouTube videos, on TikTok videos, Instagram and Facebook, newsletters, or public media stories sent by friends. Over half of the curious millennials in the sample reported regularly going directly to websites, looking for content via search engines, or finding content on YouTube. Around 60% or greater of curious Gen Zers regularly seek such content from social media and/or YouTube, and approximately 50% will regularly use a search engine. Furthermore, while regular TikTok use is fairly low among curious millennials (15%), it is much higher among curious Gen Zers (over 30%).\u003c/span>\u003c/p>\n\u003cp>\u003cb>Missing Audiences for the Platforms\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In our research, we have defined “missing audiences” as those science curious individuals who ought to be engaging with science content, but for some unknown reason, are not (or are doing so relatively less than other science curious groups). We used this survey data to determine who some of the missing audiences for science content on particular platforms may be. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the presentation I note three important points to consider. First, participants' responses are self-reported. We asked them how frequently they engaged with public science media content on the platforms. Participants may inflate or downplay the frequency with which they engage with the various platforms or even ignore the “science content” and/or “public media” aspects of the question and just report how frequently they think they engage with the platforms generally. Second, I point out that what is the desired level of frequency of use may vary across platforms. For example, we may expect that “daily” is an appropriate frequency of engagement for social media but not for newsletters (which may tend to be delivered weekly or monthly). Third, we looked at specific audiences that were requested by KQED team members. These were not audiences that were found to be missing after digging through the data, but audiences that we set out to see if they were less engaged than their counterparts.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Keeping this in mind, we examined whether each of the following four audiences are “missing” audiences on a subset of the platforms. Note that white males were not examined as a potential missing audience as prior data and available audience metrics suggest they are the group most engaged.\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cb>Women of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who are Black and/or Hispanic/Latina/x and identify as women;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Men of Color:\u003c/b>\u003cspan style=\"font-weight: 400\"> Millennials and Gen Zers who identify as men who are Black and/or Hispanic/Latino/x;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>White, College-educated Moms\u003c/b>\u003cspan style=\"font-weight: 400\">: White millennial women with at least some college and who have children at home;\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cb>Women\u003c/b>\u003cspan style=\"font-weight: 400\">: Millennials and Gen Zers who identify as women, regardless of their other demographic characteristics.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below are the key findings about the four “missing” audiences our research focused on: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Millennial women of color (Black and Hispanic/Latina/x millennial women) seem to be the most frequently “missing audience” for science content on platforms such as TikTok, podcasts, live radio, and YouTube. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Z women of color are NOT missing audiences on these platforms. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Gen Zers and millennial women are generally a missing audience for podcasts. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most younger adults are missing audiences for live radio. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most curious younger adults report using newsletters at least monthly, therefore, newsletters would be a good tactic to try out when targeting younger audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Types of Science Stories and Credibility\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also looked at what types of science stories younger adults prefer and how they determine whether those stories contain credible content. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Most curious young adults said that they prefer stories that explain something that they are curious about in nature and/or the environment, and very few curious young adults said that they preferred stories about climate change (even though Gen Zers had climate change as one of their top three topics of interest). Climate change stories were more popular among the young adult samples from the Bay Area than the national sample, but even these participants expressed a greater preference for the explanatory stories. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We followed up with the Bay Area sample to ask how they prefer to read stories about climate change and the vast majority (73%) said that they prefer to read the story online as opposed to listening to a story (radio or on-demand audio, 17%), watching a TikTok video (6%), or reading a Twitter thread (3%). However, when we look by age groups, we see that although more than half of Gen Zers prefer to read a story online, 33% would prefer to see a TikTok video.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, when we asked millennials and Gen Zers how important various factors are when deciding whether a story is credible, we were happy to see that expertise and peer-reviewed content appear in the top 5 for both curious millennials and curious Gen Zers. However, “gut intuition” was the second most important factor to curious Gen Zers. This mirrors a finding from our first survey, which suggested that millennials and younger adults (at that time) trusted their gut intuition about whether a story was credible. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Conclusion\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We can’t directly compare this survey to the one conducted in 2018 for a variety of reasons, some methodological (e.g., different sampling companies with different approximations of nationally representative) and some societal (e.g., potential changes due to important events like COVID-19 pandemic). However, we can look for commonalities between the two and we can consider this survey as a snapshot of science media consumption behavior in 2021. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Again, here are the key takeaways:\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16753 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png\" alt=\"\" width=\"800\" height=\"456\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-800x456.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4-768x438.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns4.png 957w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cimg class=\"size-medium wp-image-16752 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png\" alt=\"\" width=\"800\" height=\"453\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-800x453.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-160x91.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5-768x435.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ns5.png 948w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We will continue to provide results from this survey over the next few months, so stay tuned.\u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/13_zsw_gXicB6lSTvunvqlutUtzMFDR_f/preview?embedded=true'\n title='https://drive.google.com/file/d/13_zsw_gXicB6lSTvunvqlutUtzMFDR_f/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16748/science-engagement-a-new-survey-in-2021","authors":["byline_about_16748"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_700","about_699","about_715","about_701","about_626","about_44","about_702","about_703"],"featImg":"about_16756","label":"about_583"},"about_16726":{"type":"posts","id":"about_16726","meta":{"index":"posts_1591205157","site":"about","id":"16726","score":null,"sort":[1640115939000]},"guestAuthors":[],"slug":"how-women-engage-with-deep-look-a-facebook-test","title":"How Women Engage with Deep Look: A Facebook Science Content Experiment","publishDate":1640115939,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"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","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644363027,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":false,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":66,"wordCount":2808},"headData":{"title":"How Women Engage with Deep Look: A Facebook Science Content Experiment | KQED","description":"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.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"How Women Engage with Deep Look: A Facebook Science Content Experiment","datePublished":"2021-12-21T19:45:39.000Z","dateModified":"2022-02-08T23:30:27.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16726 https://ww2.kqed.org/about/?p=16726&preview=true&preview_id=16726","disqusUrl":"https://ww2.kqed.org/about/2021/12/21/how-women-engage-with-deep-look-a-facebook-test/","disqusTitle":"How Women Engage with Deep Look: A Facebook Science Content Experiment","WpOldSlug":"whats-keeping-women-from-watching-deep-look","subhead":"How Women Engage with Deep Look: A Facebook Science Content Experiment","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16726/how-women-engage-with-deep-look-a-facebook-test","audioTrackLength":null,"parsedContent":[{"type":"contentString","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>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16726/how-women-engage-with-deep-look-a-facebook-test","authors":["11631"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_627","about_700","about_699","about_701","about_626","about_44","about_702","about_721","about_703"],"featImg":"about_16743","label":"about_583"},"about_16717":{"type":"posts","id":"about_16717","meta":{"index":"posts_1591205157","site":"about","id":"16717","score":null,"sort":[1640034164000]},"guestAuthors":[],"slug":"filling-knowledge-gaps-and-crisis-reporting","title":"RAPID: Filling Knowledge Gaps and Crisis Reporting","publishDate":1640034164,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{},"content":"\u003cp>Science media professionals faced unique challenges covering the beginning of the COVID-19 pandemic. Early coverage of the pandemic and specific factual information about the virus and how to avoid contracting it was slim as little was known about COVID-19. As opinions and recommendations grew from health professionals and government agencies, communities were quickly burdened with too much information; it was difficult to sort through factual information and speculation. Adding to this confusion, many lacked the necessary knowledge to understand the basics about viruses, what they are, how they behave and treatments to stop rising infections.\u003c/p>\n\u003cp>With funding from the National Science Foundation, media researchers from Texas Tech University and evaluators at Rockman et al, KQED, a public media organization serving the San Francisco Bay Area, set out to understand the COVID-19 information needs of its community to assist KQED science journalists with their health coverage. The project, Influencing Young Adults’ Science Engagement and Learning with COVID-19 Media, conducted six studies to identify COVID-19 and health knowledge gaps, understand COVID-19 misinformation narratives on social media, know how best to communicate health and science information to the public, and conduct an in-depth process evaluation to capture best practices for crisis reporting. Our Rockman et al evaluator also authored a series of posts on our learnings from our crisis reporting.\u003c/p>\n\u003cp>Below is a summary of the work of the collaboration, our top takeaways and recommendations, and a slide deck covering our work and findings from May 2020 to April 2021. All of the studies can be found \u003ca href=\"https://www.kqed.org/about/program/cracking-the-code\">here\u003c/a> on our kqed.org website and on \u003ca href=\"https://www.informalscience.org/\">informalscience.org.\u003c/a>\u003c/p>\n\u003cp>\u003cstrong>Misinformation, knowledge gaps and social media testing\u003c/strong>\u003cbr />\nThe team conducted several “Knowledge Gap” and social media research studies to address our first research question: How could COVID-19 coverage be designed to best inform, engage and educate millennials and younger audiences about the science of virus transmission and prevention? This research included:\u003c/p>\n\u003cp>\u003ca href=\"https://www.kqed.org/about/16015/covid-19-misinformation\">A Twitter Misinformation study\u003c/a> to understand major COVID-19 misinformation narratives on Twitter discussed in the San Francisco Bay Area, and how they compared to the United States as a whole from March 1 - Oct. 20, 2020.\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">Knowledge Gap studies\u003c/span>\u003c/p>\n\u003cul>\n\u003cli>\u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">Mask Wearing study: \u003c/a>We examined the effectiveness of two messaging strategies — scientific consensus messaging and infographic visuals — that can be used to encourage mask-wearing and support for mask-wearing policies. Infographic visuals were prefered over scientific messaging.\u003c/li>\n\u003cli>\u003ca href=\"https://www.kqed.org/about/16059/germ-knowledge-reporting-during-infodemic\">Germ Knowledge studies: \u003c/a>We looked at knowledge gaps in the general public, not only surrounding misinformation about COVID-19, but also viruses and bacteria. We found that young adults have limited or mis-understanding of viruses and bacteria in comparison to older generations.\u003c/li>\n\u003cli>\u003ca href=\"https://www.kqed.org/about/16105/germ-conceptual-knowledge\">Conceptual Mapping study:\u003c/a> A little over a year into the pandemic, we conducted interviews and mapped responses with the aim of discovering more about what sorts of findings about COVID-19 are still prevalent.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"text-decoration: underline\">Social Media testing\u003c/span>\u003cbr />\nThe KQED Science Engagement team applied findings from our Knowledge Gap studies to \u003ca href=\"https://www.kqed.org/about/16699/covid19-mask-content-and-media-format-facebook-test\">develop social media posts\u003c/a> that addressed trending knowledge gap topics during the earlier stages of the pandemic. The team created fun and informative social distancing and mask use graphics to communicate the importance of these behaviors during the pandemic.\u003c/p>\n\u003cul>\n\u003cli>The key takeaways for news organization include:\u003cbr />\nConduct research on knowledge gaps and misinformation and then address those gaps and misunderstandings in your reporting. Focus on widely held views of misinformation or those that will affect decision-making.\u003c/li>\n\u003cli>Consider audience demographics (age, political ideology, income, race/ethnicity, etc.) when communicating health/science messages and designing effective engagement strategies.\u003c/li>\n\u003cli>Use visuals and social media to engage millennial or Gen Z audiences and target “missing” audiences (audiences that don’t currently engage in your content). We found that GIFs were the most engaging, followed by a short video, and then a simple image.\u003c/li>\n\u003cli>Use infographics or visuals to communicate complex ideas during a health or scientific crisis, especially to millennial or Gen Z audiences who displayed a larger knowledge gap in understanding the basics about viruses and bacteria.\u003c/li>\n\u003cli>Verify and report information on necessary and unnecessary health practices.\u003c/li>\n\u003cli>Create simple media explainers: mRNA technology, difference between emergency use and regular authorization for vaccines.\u003c/li>\n\u003cli>Make consistent efforts over time to counter false information. Combating misinformation takes time.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Professional Knowledge, Crisis Reporting and Evaluation\u003c/strong>\u003cbr />\nKQED and Texas Tech advanced professional knowledge in the journalism and science communication fields around crisis reporting through a study conducted by Scott Burg of Rockman et al. Rockman gathered data between October 2020 - May 2021, interviewed KQED Science staff and participated in virtual observations of KQED project and related staff meetings to answer our second research question:\u003c/p>\n\u003cp>\u003ca href=\"https://www.kqed.org/about/16200/rapid-process-evaluation\">Can KQED develop a more efficient process of disaster reporting\u003c/a> that responds to both constantly updating information and changing audience needs, which can be used and expanded upon by media outlets?\u003c/p>\n\u003cp>Conclusions and key takeaways from the study include:\u003c/p>\n\u003cul>\n\u003cli>Disasters have to be covered holistically, not as single disconnected events.\u003c/li>\n\u003cli>Identify, cover, explain and explore the root causes and long-term impacts of these catastrophic events.\u003c/li>\n\u003cli>Journalists need to establish and sustain richer relationships with impacted communities, and focus on solution-based reporting.\u003c/li>\n\u003cli>Hire news staff that reflect the community.\u003c/li>\n\u003cli>Use a variety of information platforms for communicating with your audience — broadcast, web, social media and increase the use of engagement strategies.\u003c/li>\n\u003cli>Provide resources for real time fact-checking.\u003c/li>\n\u003c/ul>\n\u003cp>As a result of this study, news organizations and media makers now have a deeper understanding of what types of media (social, online, video, audio) and what communications factors (storytelling style, visuals, length, platform, etc.) influence science learning and engagement around COVID-19 for young audiences. The project also provided media professionals a much-needed chance to reflect on disaster reporting, which will inform future planning and effectiveness.\u003c/p>\n\u003cp>[googleapps domain=\"docs\" dir=\"presentation/d/e/2PACX-1vRL7PKRrx2Uiex33nwRaOE0QfQY5NLVakYGLs9ZTN4M1sp3vpeaMHkBWXiNv9zHbs1Bb_FjqrX0OK9J/embed\" query=\"start=false&loop=false&delayms=3000\" width=\"960\" height=\"569\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1640034768,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":12,"wordCount":981},"headData":{"title":"RAPID: Filling Knowledge Gaps and Crisis Reporting | KQED","description":"Science media professionals faced unique challenges covering the beginning of the COVID-19 pandemic. Early coverage of the pandemic and specific factual information about the virus and how to avoid contracting it was slim as little was known about COVID-19. As opinions and recommendations grew from health professionals and government agencies, communities were quickly burdened with too much information; it was difficult to sort through factual information and speculation.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"RAPID: Filling Knowledge Gaps and Crisis Reporting","datePublished":"2021-12-20T21:02:44.000Z","dateModified":"2021-12-20T21:12:48.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16717 https://ww2.kqed.org/about/?p=16717&preview=true&preview_id=16717","disqusUrl":"https://ww2.kqed.org/about/2021/12/20/filling-knowledge-gaps-and-crisis-reporting/","disqusTitle":"RAPID: Filling Knowledge Gaps and Crisis Reporting","source":"Rapid Response Research (RAPID)","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Sue Ellen McCann \u003cbr> KQED","subhead":"RAPID: Filling Knowledge Gaps and Crisis Reporting","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16717/filling-knowledge-gaps-and-crisis-reporting","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Science media professionals faced unique challenges covering the beginning of the COVID-19 pandemic. Early coverage of the pandemic and specific factual information about the virus and how to avoid contracting it was slim as little was known about COVID-19. As opinions and recommendations grew from health professionals and government agencies, communities were quickly burdened with too much information; it was difficult to sort through factual information and speculation. Adding to this confusion, many lacked the necessary knowledge to understand the basics about viruses, what they are, how they behave and treatments to stop rising infections.\u003c/p>\n\u003cp>With funding from the National Science Foundation, media researchers from Texas Tech University and evaluators at Rockman et al, KQED, a public media organization serving the San Francisco Bay Area, set out to understand the COVID-19 information needs of its community to assist KQED science journalists with their health coverage. The project, Influencing Young Adults’ Science Engagement and Learning with COVID-19 Media, conducted six studies to identify COVID-19 and health knowledge gaps, understand COVID-19 misinformation narratives on social media, know how best to communicate health and science information to the public, and conduct an in-depth process evaluation to capture best practices for crisis reporting. Our Rockman et al evaluator also authored a series of posts on our learnings from our crisis reporting.\u003c/p>\n\u003cp>Below is a summary of the work of the collaboration, our top takeaways and recommendations, and a slide deck covering our work and findings from May 2020 to April 2021. All of the studies can be found \u003ca href=\"https://www.kqed.org/about/program/cracking-the-code\">here\u003c/a> on our kqed.org website and on \u003ca href=\"https://www.informalscience.org/\">informalscience.org.\u003c/a>\u003c/p>\n\u003cp>\u003cstrong>Misinformation, knowledge gaps and social media testing\u003c/strong>\u003cbr />\nThe team conducted several “Knowledge Gap” and social media research studies to address our first research question: How could COVID-19 coverage be designed to best inform, engage and educate millennials and younger audiences about the science of virus transmission and prevention? This research included:\u003c/p>\n\u003cp>\u003ca href=\"https://www.kqed.org/about/16015/covid-19-misinformation\">A Twitter Misinformation study\u003c/a> to understand major COVID-19 misinformation narratives on Twitter discussed in the San Francisco Bay Area, and how they compared to the United States as a whole from March 1 - Oct. 20, 2020.\u003c/p>\n\u003cp>\u003cspan style=\"text-decoration: underline\">Knowledge Gap studies\u003c/span>\u003c/p>\n\u003cul>\n\u003cli>\u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">Mask Wearing study: \u003c/a>We examined the effectiveness of two messaging strategies — scientific consensus messaging and infographic visuals — that can be used to encourage mask-wearing and support for mask-wearing policies. Infographic visuals were prefered over scientific messaging.\u003c/li>\n\u003cli>\u003ca href=\"https://www.kqed.org/about/16059/germ-knowledge-reporting-during-infodemic\">Germ Knowledge studies: \u003c/a>We looked at knowledge gaps in the general public, not only surrounding misinformation about COVID-19, but also viruses and bacteria. We found that young adults have limited or mis-understanding of viruses and bacteria in comparison to older generations.\u003c/li>\n\u003cli>\u003ca href=\"https://www.kqed.org/about/16105/germ-conceptual-knowledge\">Conceptual Mapping study:\u003c/a> A little over a year into the pandemic, we conducted interviews and mapped responses with the aim of discovering more about what sorts of findings about COVID-19 are still prevalent.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"text-decoration: underline\">Social Media testing\u003c/span>\u003cbr />\nThe KQED Science Engagement team applied findings from our Knowledge Gap studies to \u003ca href=\"https://www.kqed.org/about/16699/covid19-mask-content-and-media-format-facebook-test\">develop social media posts\u003c/a> that addressed trending knowledge gap topics during the earlier stages of the pandemic. The team created fun and informative social distancing and mask use graphics to communicate the importance of these behaviors during the pandemic.\u003c/p>\n\u003cul>\n\u003cli>The key takeaways for news organization include:\u003cbr />\nConduct research on knowledge gaps and misinformation and then address those gaps and misunderstandings in your reporting. Focus on widely held views of misinformation or those that will affect decision-making.\u003c/li>\n\u003cli>Consider audience demographics (age, political ideology, income, race/ethnicity, etc.) when communicating health/science messages and designing effective engagement strategies.\u003c/li>\n\u003cli>Use visuals and social media to engage millennial or Gen Z audiences and target “missing” audiences (audiences that don’t currently engage in your content). We found that GIFs were the most engaging, followed by a short video, and then a simple image.\u003c/li>\n\u003cli>Use infographics or visuals to communicate complex ideas during a health or scientific crisis, especially to millennial or Gen Z audiences who displayed a larger knowledge gap in understanding the basics about viruses and bacteria.\u003c/li>\n\u003cli>Verify and report information on necessary and unnecessary health practices.\u003c/li>\n\u003cli>Create simple media explainers: mRNA technology, difference between emergency use and regular authorization for vaccines.\u003c/li>\n\u003cli>Make consistent efforts over time to counter false information. Combating misinformation takes time.\u003c/li>\n\u003c/ul>\n\u003cp>\u003cstrong>Professional Knowledge, Crisis Reporting and Evaluation\u003c/strong>\u003cbr />\nKQED and Texas Tech advanced professional knowledge in the journalism and science communication fields around crisis reporting through a study conducted by Scott Burg of Rockman et al. Rockman gathered data between October 2020 - May 2021, interviewed KQED Science staff and participated in virtual observations of KQED project and related staff meetings to answer our second research question:\u003c/p>\n\u003cp>\u003ca href=\"https://www.kqed.org/about/16200/rapid-process-evaluation\">Can KQED develop a more efficient process of disaster reporting\u003c/a> that responds to both constantly updating information and changing audience needs, which can be used and expanded upon by media outlets?\u003c/p>\n\u003cp>Conclusions and key takeaways from the study include:\u003c/p>\n\u003cul>\n\u003cli>Disasters have to be covered holistically, not as single disconnected events.\u003c/li>\n\u003cli>Identify, cover, explain and explore the root causes and long-term impacts of these catastrophic events.\u003c/li>\n\u003cli>Journalists need to establish and sustain richer relationships with impacted communities, and focus on solution-based reporting.\u003c/li>\n\u003cli>Hire news staff that reflect the community.\u003c/li>\n\u003cli>Use a variety of information platforms for communicating with your audience — broadcast, web, social media and increase the use of engagement strategies.\u003c/li>\n\u003cli>Provide resources for real time fact-checking.\u003c/li>\n\u003c/ul>\n\u003cp>As a result of this study, news organizations and media makers now have a deeper understanding of what types of media (social, online, video, audio) and what communications factors (storytelling style, visuals, length, platform, etc.) influence science learning and engagement around COVID-19 for young audiences. The project also provided media professionals a much-needed chance to reflect on disaster reporting, which will inform future planning and effectiveness.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://docs.google.com/presentation/d/e/2PACX-1vRL7PKRrx2Uiex33nwRaOE0QfQY5NLVakYGLs9ZTN4M1sp3vpeaMHkBWXiNv9zHbs1Bb_FjqrX0OK9J/embed?embedded=true'\n title='https://docs.google.com/presentation/d/e/2PACX-1vRL7PKRrx2Uiex33nwRaOE0QfQY5NLVakYGLs9ZTN4M1sp3vpeaMHkBWXiNv9zHbs1Bb_FjqrX0OK9J/embed'\n width='960'\n height='569'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16717/filling-knowledge-gaps-and-crisis-reporting","authors":["byline_about_16717"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_679","about_678","about_580","about_710","about_709","about_686","about_705","about_681","about_684","about_704","about_676","about_626","about_680","about_682","about_706","about_708","about_707","about_496","about_653","about_672","about_666","about_687"],"featImg":"about_16718","label":"source_about_16717"},"about_16699":{"type":"posts","id":"about_16699","meta":{"index":"posts_1591205157","site":"about","id":"16699","score":null,"sort":[1640031736000]},"guestAuthors":[],"slug":"covid19-mask-content-and-media-format-facebook-test","title":"COVID-19 and Mask Content & Media Format: A Facebook Test","publishDate":1640031736,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{},"content":"\u003cp>\u003cstrong>Background and Overview\u003c/strong>\u003c/p>\n\u003cp>Mask-wearing for the prevention of COVID-19 became very political very quickly, especially during the earlier months of the pandemic. In addition to the massive amount of \u003ca href=\"https://www.kqed.org/about/16015/covid-19-misinformation\">misinformation being spread via Twitter\u003c/a> about masks and many other topics, it’s not surprising that communicating the importance of masks became a challenge for science communicators around the world.\u003c/p>\n\u003cp>Science communication became very vital in the fight against this pandemic and motivated researchers at Eckerd College and Texas Tech University to understand people’s perception of masks through consensus messaging, which is essentially telling people that scientists are generally in agreement that something is true, and informative images, or, “infographics.” In summary, the results of the study found that:\u003c/p>\n\u003cul>\n\u003cli>Presenting participants with a consensus message such as “There is strong scientific consensus that COVID-10 poses significantly more risk to human health than the flu …” did not significantly influence their beliefs.\u003c/li>\n\u003cli>The presence of an infographic depicting how masks help to prevent the spread of COVID-19 did, in some circumstances, influence participants’ beliefs.\u003c/li>\n\u003cli>Political party affiliation was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support.\u003c/li>\n\u003c/ul>\n\u003cp>For more about that study, \u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">read along here\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>Facebook Testing\u003c/strong>\u003c/p>\n\u003cp>Related to this research and communicating the importance of mask-wearing to the public, our KQED Science Engagement team set out to test different formats of media with the same mask message used in the survey conducted by Texas Tech University. We were interested in learning which images -- videos, graphics or GIFs -- worked best in our Facebook posts to inform our future Facebook content creation strategies. We did this with the help of our digital marketing consultants, DeltaV Digital. DeltaV Digital worked with us to strategize, execute, and share findings for this Facebook test.\u003c/p>\n\u003cp>\u003cstrong>Methods\u003c/strong>\u003c/p>\n\u003cp>Our target audience included men and women age 18-65+ in the U.S.\u003c/p>\n\u003cp>We used three different formats for our mask-wearing audience to test: video, images and GIFs. Below are screenshots of the different media formats:\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Images:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-full wp-image-16706\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png\" alt=\"\" width=\"705\" height=\"570\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png 705w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid-160x129.png 160w\" sizes=\"(max-width: 705px) 100vw, 705px\" />\u003cstrong> \u003c/strong>\u003c/p>\n\u003cp>\u003cstrong>\u003cem>GIFs:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16707\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png\" alt=\"\" width=\"635\" height=\"544\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png 635w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid-160x137.png 160w\" sizes=\"(max-width: 635px) 100vw, 635px\" />\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Videos:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16703\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png\" alt=\"\" width=\"607\" height=\"426\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png 607w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/5-160x112.png 160w\" sizes=\"(max-width: 607px) 100vw, 607px\" />\u003c/p>\n\u003cp>\u003cstrong>Learnings & Findings\u003c/strong>\u003c/p>\n\u003cp>Across all target audiences, the engagement rate for the videos performed best above all other formats followed by GIFs, and then images. As age increased, engagement for all the media formats increased as well. This is not surprising as the most engaged audiences on our KQED Science Facebook page tend to fall within the older demographics, ages 55-65+. In the comments section of these posts, men were more insulting and severe in their opinions, and women tended to share more data, charts and sources, backing their opinions with evidence.\u003c/p>\n\u003cp>In general, DeltaV Digital found that older women were the highest among the groups to engage, react, and view the landing page than any other demographic group.\u003c/p>\n\u003cp>These are a few of the recommendations they had presented to us:\u003c/p>\n\u003cul>\n\u003cli>Using sound-off media works as well as (or even better) across all target audiences.\u003c/li>\n\u003cli>Videos are very effective tools for engagement purposes. However, keep in mind that Facebook is a sound-off environment, using more text in Facebook videos will improve overall engagement in the future.\u003c/li>\n\u003cli>Images don’t perform as well as the GIF and videos in this experiment.\u003c/li>\n\u003c/ul>\n\u003cp>For more information, please review the presentation prepared by \u003ca href=\"https://www.deltavdigital.com/\">DeltaV Digital\u003c/a>:\u003c/p>\n\u003cp>[googleapps domain=\"docs\" dir=\"presentation/d/e/2PACX-1vS_4AGUPLGscZo5yVB9juxYm919ejdT4049xk8lA7IQbaQdf5eA5wsufZaOFfL-N-L1DLbdh9z_XTbK/embed\" query=\"start=false&loop=false&delayms=3000\" width=\"960\" height=\"569\" /]\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644363083,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":21,"wordCount":570},"headData":{"title":"COVID-19 and Mask Content & Media Format: A Facebook Test | KQED","description":"Mask-wearing for the prevention of COVID-19 became very political very quickly, especially during the earlier months of the pandemic. In addition to the massive amount of misinformation being spread via Twitter about masks and many other topics, it’s not surprising that communicating the importance of masks became a challenge for science communicators around the world.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"COVID-19 and Mask Content & Media Format: A Facebook Test","datePublished":"2021-12-20T20:22:16.000Z","dateModified":"2022-02-08T23:31:23.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16699 https://ww2.kqed.org/about/?p=16699&preview=true&preview_id=16699","disqusUrl":"https://ww2.kqed.org/about/2021/12/20/covid19-mask-content-and-media-format-facebook-test/","disqusTitle":"COVID-19 and Mask Content & Media Format: A Facebook Test","source":"Rapid Response Research (RAPID)","WpOldSlug":"whats-keeping-women-from-watching-deep-look","subhead":"COVID-19 and Mask Content & Media Format: A Facebook Test","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16699/covid19-mask-content-and-media-format-facebook-test","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cstrong>Background and Overview\u003c/strong>\u003c/p>\n\u003cp>Mask-wearing for the prevention of COVID-19 became very political very quickly, especially during the earlier months of the pandemic. In addition to the massive amount of \u003ca href=\"https://www.kqed.org/about/16015/covid-19-misinformation\">misinformation being spread via Twitter\u003c/a> about masks and many other topics, it’s not surprising that communicating the importance of masks became a challenge for science communicators around the world.\u003c/p>\n\u003cp>Science communication became very vital in the fight against this pandemic and motivated researchers at Eckerd College and Texas Tech University to understand people’s perception of masks through consensus messaging, which is essentially telling people that scientists are generally in agreement that something is true, and informative images, or, “infographics.” In summary, the results of the study found that:\u003c/p>\n\u003cul>\n\u003cli>Presenting participants with a consensus message such as “There is strong scientific consensus that COVID-10 poses significantly more risk to human health than the flu …” did not significantly influence their beliefs.\u003c/li>\n\u003cli>The presence of an infographic depicting how masks help to prevent the spread of COVID-19 did, in some circumstances, influence participants’ beliefs.\u003c/li>\n\u003cli>Political party affiliation was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support.\u003c/li>\n\u003c/ul>\n\u003cp>For more about that study, \u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">read along here\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>Facebook Testing\u003c/strong>\u003c/p>\n\u003cp>Related to this research and communicating the importance of mask-wearing to the public, our KQED Science Engagement team set out to test different formats of media with the same mask message used in the survey conducted by Texas Tech University. We were interested in learning which images -- videos, graphics or GIFs -- worked best in our Facebook posts to inform our future Facebook content creation strategies. We did this with the help of our digital marketing consultants, DeltaV Digital. DeltaV Digital worked with us to strategize, execute, and share findings for this Facebook test.\u003c/p>\n\u003cp>\u003cstrong>Methods\u003c/strong>\u003c/p>\n\u003cp>Our target audience included men and women age 18-65+ in the U.S.\u003c/p>\n\u003cp>We used three different formats for our mask-wearing audience to test: video, images and GIFs. Below are screenshots of the different media formats:\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Images:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-full wp-image-16706\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png\" alt=\"\" width=\"705\" height=\"570\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png 705w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid-160x129.png 160w\" sizes=\"(max-width: 705px) 100vw, 705px\" />\u003cstrong> \u003c/strong>\u003c/p>\n\u003cp>\u003cstrong>\u003cem>GIFs:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16707\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png\" alt=\"\" width=\"635\" height=\"544\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png 635w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid-160x137.png 160w\" sizes=\"(max-width: 635px) 100vw, 635px\" />\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Videos:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16703\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png\" alt=\"\" width=\"607\" height=\"426\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png 607w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/5-160x112.png 160w\" sizes=\"(max-width: 607px) 100vw, 607px\" />\u003c/p>\n\u003cp>\u003cstrong>Learnings & Findings\u003c/strong>\u003c/p>\n\u003cp>Across all target audiences, the engagement rate for the videos performed best above all other formats followed by GIFs, and then images. As age increased, engagement for all the media formats increased as well. This is not surprising as the most engaged audiences on our KQED Science Facebook page tend to fall within the older demographics, ages 55-65+. In the comments section of these posts, men were more insulting and severe in their opinions, and women tended to share more data, charts and sources, backing their opinions with evidence.\u003c/p>\n\u003cp>In general, DeltaV Digital found that older women were the highest among the groups to engage, react, and view the landing page than any other demographic group.\u003c/p>\n\u003cp>These are a few of the recommendations they had presented to us:\u003c/p>\n\u003cul>\n\u003cli>Using sound-off media works as well as (or even better) across all target audiences.\u003c/li>\n\u003cli>Videos are very effective tools for engagement purposes. However, keep in mind that Facebook is a sound-off environment, using more text in Facebook videos will improve overall engagement in the future.\u003c/li>\n\u003cli>Images don’t perform as well as the GIF and videos in this experiment.\u003c/li>\n\u003c/ul>\n\u003cp>For more information, please review the presentation prepared by \u003ca href=\"https://www.deltavdigital.com/\">DeltaV Digital\u003c/a>:\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://docs.google.com/presentation/d/e/2PACX-1vS_4AGUPLGscZo5yVB9juxYm919ejdT4049xk8lA7IQbaQdf5eA5wsufZaOFfL-N-L1DLbdh9z_XTbK/embed?embedded=true'\n title='https://docs.google.com/presentation/d/e/2PACX-1vS_4AGUPLGscZo5yVB9juxYm919ejdT4049xk8lA7IQbaQdf5eA5wsufZaOFfL-N-L1DLbdh9z_XTbK/embed'\n width='960'\n height='569'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16699/covid19-mask-content-and-media-format-facebook-test","authors":["11631"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_679","about_678","about_580","about_686","about_705","about_681","about_684","about_704","about_676","about_626","about_680","about_682","about_706","about_708","about_707","about_496","about_721","about_672","about_666","about_687"],"featImg":"about_16714","label":"source_about_16699"},"about_16658":{"type":"posts","id":"about_16658","meta":{"index":"posts_1591205157","site":"about","id":"16658","score":null,"sort":[1638394161000]},"guestAuthors":[],"slug":"cracking-the-code-science-identity","title":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","publishDate":1638394161,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{"term":583,"site":"about"},"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","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1639003177,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":25,"wordCount":1394},"headData":{"title":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos | KQED","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.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","datePublished":"2021-12-01T21:29:21.000Z","dateModified":"2021-12-08T22:39:37.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16658 https://ww2.kqed.org/about/?p=16658&preview=true&preview_id=16658","disqusUrl":"https://ww2.kqed.org/about/2021/12/01/cracking-the-code-science-identity/","disqusTitle":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"\u003ca href=\"https://comm.uconn.edu/person/jocelyn-steinke/\">Jocelyn Steinke\u003c/a> \u003cbr> University of Connecticut","subhead":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16658/cracking-the-code-science-identity","audioTrackLength":null,"parsedContent":[{"type":"contentString","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>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16658/cracking-the-code-science-identity","authors":["byline_about_16658"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_627","about_700","about_699","about_701","about_626","about_44","about_702","about_703"],"featImg":"about_16663","label":"about_583"},"about_16651":{"type":"posts","id":"about_16651","meta":{"index":"posts_1591205157","site":"about","id":"16651","score":null,"sort":[1637707643000]},"guestAuthors":[],"slug":"covering-climate-and-the-pandemic-understanding-audiences","title":"Covering Climate and the Pandemic: Understanding Audiences","publishDate":1637707643,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{},"content":"\u003cp id=\"0571\" class=\"is it gm iu b hk iv iw hn ix iy iz ja jb jc jd je jf jg jh ji jj dn hi\" data-selectable-paragraph=\"\">\u003cstrong class=\"hz fz\">This is the final installment of a\u003c/strong>\u003ca class=\"dy iv\" href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\" rel=\"noopener\">\u003cstrong class=\"hz fz\"> multi-part series\u003c/strong>\u003c/a>\u003cstrong class=\"hz fz\"> describing experiences, lessons, and reflections of the San Francisco public-media based KQED Science news team during a year of reporting on and living through an unprecedented series of disasters.\u003c/strong>\u003c/p>\n\u003ch2 id=\"7b42\" class=\"iw ix fy bb da iy iz ic ja jb jc ig jd je jf jg jh ji jj jk jl jm jn jo jp jq gv\">Working with the Public\u003c/h2>\n\u003cp id=\"dc88\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Covering the pandemic and wildfires of 2020–21 helped redefine\u003cspan id=\"rmm\"> \u003c/span>reporters’ relationships with and understanding of their audiences, and fostered a more empathetic, responsive and public-service oriented approach to their disaster coverage. During the pandemic, reporters found they were focusing on more than the usual amount of “news you can use” stories. Early on, with so much unknown about how the virus spread and conflicting information (and misinformation) coming from a multitude of health and government officials, an anxious public, uncertain of what to believe, was searching for answers. So news stories that addressed practical questions such as, “\u003cem class=\"ku\">Why does hand-washing work? Why should I get tested? What do you clean your house with? \u003c/em>and \u003cem class=\"ku\">Can you get coronavirus from your pets?\u003c/em> resonated with audiences.\u003c/p>\n\u003cp id=\"3580\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">This type of reporting strengthened KQED’s commitment to focusing on\u003ca class=\"dy iv\" href=\"https://medium.com/disrupting-public-media/kqed-facilitating-dialogue-and-direction-with-its-community-674d8fac44f4\" rel=\"noopener\"> “audience first\u003c/a>.” The scope and impact of the overlapping disasters of the pandemic and catastrophic wildfires reinforced the importance of meeting the public where it was. Station innovations such as a live blog, creating customized content on social media, requests for public input on what to cover, and translation of articles and news reports into Spanish were implemented to expand access of disaster news coverage to the most vulnerable and underserved Bay Area communities. Reporters felt that this disaster reporting strengthened their sense and understanding of public service. When researching and writing their stories, reporters were more conscious about how to make their work more accessible, actionable, and relevant.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"d12b\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think reporting during these disasters has strengthened my understanding of working for a public media organization. More now than I did before, I think about what would be helpful for people in my community to know about. What would people want to know when they read this story? How can I make it more easily accessible? I feel more of the reporting that we do now is at the service of the public. — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"fdf7\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">When covering these twin disasters, reporters were increasingly aware of the importance of being respectful when speaking with victims. The scope of these catastrophes has impacted millions across thousands of different communities, people who have different and profound life circumstances that need to be recognized and put in context.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"313c\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think what is different now is the growing number of people impacted by these disasters. I think other disasters have been really helpful in terms of helping us learn how to talk to people who are going through really scary things and how to respectfully talk to people who are going through tragic moments. — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"5365\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">Journalists believe that the public saw the value of people experiencing a disaster also reporting on it. During these disasters, KQED science reporters, and the news team in general, displayed resiliency and a strong sense of purpose. Living through the disasters themselves helped shape their coverage, and reporters were looking for the same answers that their friends and family wanted to know.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"55c6\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">Going through something like this yourself raises your own empathy for what others are going through. You have a greater understanding of the situation. It’s not abstract. — KQED Science News staff\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003ch2 id=\"8fa7\" class=\"ll ix fy bb da lm ln lo ja lp lq lr jd ls lt lu jh lv lw lx jl ly lz ma jp mb gv\" data-selectable-paragraph=\"\">Developing Engagement Strategies\u003c/h2>\n\u003cp id=\"e6ab\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">The increasing use of social media as a platform to disseminate and gather disaster information was another factor that impacted the changing relationship between reporters and the public. In many respects, the role of the news media has shifted in recent times from gatekeeping to “gatewatching,” where journalists publicize and share relevant news content rather than focus solely on its production.\u003c/p>\n\u003cp id=\"9679\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Writing for social media, however, requires a communication style and information design unique to the medium in order to optimally capture a reader’s attention. Optimizing the impact of social media was especially critical during disaster coverage. Science News reporters worked with staff from KQED’s Science Audience Engagement team to identify methods for improving reach and relevance of wildfire and pandemic-related stories.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"6db6\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">The big issue we were having in science early on was the way our articles were written. There were nuggets in there, but it wasn’t like, “Here are the key takeaways, boom, boom, boom.” We (engagement staff) would work with reporters to pull those out and that’s what we would highlight. We helped the reporters realize that they could organize the writing where certain key elements would pop out faster, certain headlines, headers, etc. This was especially true for the wildfire series. During the pandemic we were working on an article about the elderly and the lack of regulation in assisted living facilities and nursing homes. We made the point that the article needs to say, “Here are the questions you need to ask your loved ones about how these facilities are operated.” If you don’t make an impact on social media, it’s really not getting out there. — KQED Science and Engagement Team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"4805\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">Engagement staff also had an influence on reporters’ increased use of visuals and graphics within their stories. KQED’s own research confirmed that the use of visuals in science articles attracted a greater number of readers, and increased the amount of time audiences would spend with a particular article. Content during the wildfires and pandemic included a greater share of videos and infographics, especially those that addressed important health and safety information such as how to keep your indoor air clean and which masks were effective against wildfire smoke and against COVID-19.\u003c/p>\n\u003cp id=\"60d4\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">During pandemic and wildfire coverage, reporters gathered information and solicited feedback from the public on topics of interest to them through KQED’s social media channels and platforms such as\u003ca class=\"dy iv\" href=\"https://www.kqed.org/podcasts/baycurious\" target=\"_blank\" rel=\"noopener ugc nofollow noreferrer\"> Bay Curious\u003c/a>, a podcast series that explores questions posed by the public. Science reporters credited these eyewitness perspectives in helping their team build awareness of rapidly changing situations on the ground, as well as helping to identify areas most in need of disaster assistance or further investigation.\u003c/p>\n\u003cp id=\"3f68\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Facilitating these multidirectional information flows can have positive impacts for communities affected by disasters by helping to raise awareness of the importance of organizing in building resilience against future climate and other disaster events. On the flip side, these types of digital communication may privilege the voices of better-off residents at the expense of poorer ones, who may lack the skills and access to make themselves heard online.\u003c/p>\n\u003cp id=\"9e2c\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Reporters feel, due in part to this more genuine understanding and connection with their audiences, that the public’s appreciation and awareness of science reporting has also been bolstered.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"c6f7\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think our reporting during the disasters has given the public more understanding and more respect for what we do. I think for some people they may trust the media a little bit more and appreciate what to look for in a good science story — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003ch2>\u003c/h2>\n\u003ch2 id=\"877d\" class=\"iw ix fy bb da iy iz ic ja jb jc ig jd je me jg jh ji mf jk jl jm mg jo jp jq gv\">Final Thoughts\u003c/h2>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"34ab\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think that at the intersection of science and values is where there’s a huge amount of really fascinating science journalism that is yet to be done. — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"a6b1\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">The events of 2020–21 have reinforced that the disasters we are experiencing today are precursors to more dramatic environmental and social changes that the planet will need to confront for a long time to come. The broad scale and speed of these changes, and the need to keep the public informed and safe, are redefining the role and purpose of science journalism and disaster reporting.\u003c/p>\n\u003cp id=\"5b77\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">For science journalists, this rapidly changing landscape raises questions of accountability, meaning and value. Will their reporting help people deal with instability brought on by disasters? What deeper questions and issues must journalists investigate to better contextualize the impact of disaster events for diverse populations? How can media organizations keep up with the public’s demand for information during these crises? Will accuracy be compromised for speed? How can reporters assure coverage that is equitable and reflective of community needs?\u003c/p>\n\u003cp id=\"cc67\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">The experiences of the past year have tested journalists. In the process of covering wildfires and the pandemic, the KQED Science team experienced tremendous personal and professional stress. Even though the pressure to produce exposed weaknesses in some of KQED’s management systems, Science News and other KQED staff engineered tools and adopted new methods for engaging with the public, resulting in dissemination of news articles that were more thoughtful, relevant, and actionable for communities under duress.\u003c/p>\n\u003cp id=\"9c4a\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">As the frequency and severity of disasters continue to increase at an alarming rate, newsrooms must be proactive in applying the lessons learned during the past year, and they should lay the foundations for a more responsive and inclusive approach to disaster reporting. This means challenging traditional journalistic practices and norms that limit a reporter’s ability to effectively identify, cover, explain and explore the root causes and long-term impacts of these catastrophic events.\u003c/p>\n\u003cp id=\"c6ec\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">To succeed and be sustainable, all of this, of course, will require a broader culture shift across all media organizations, as well as changes to key workflows and processes. At a time when the public needs relevant, reliable, and accurate information more than ever, nothing could be more important.\u003c/p>\n\u003cp class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">[googleapps domain=\"drive\" dir=\"/file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview\" query=\"\" width=\"800\" height=\"533\" /]\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-understanding-audiences-4a595d84d85c\">Medium\u003c/a>. \u003c/em>\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644368296,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":0,"wordCount":1575},"headData":{"title":"Covering Climate and the Pandemic: Understanding Audiences | KQED","description":"This is the final installment of a multi-part series describing experiences, lessons, and reflections of the San Francisco public-media based KQED Science news team during a year of reporting on and living through an unprecedented series of disasters.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Covering Climate and the Pandemic: Understanding Audiences","datePublished":"2021-11-23T22:47:23.000Z","dateModified":"2022-02-09T00:58:16.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16651 https://ww2.kqed.org/about/?p=16651&preview=true&preview_id=16651","disqusUrl":"https://ww2.kqed.org/about/2021/11/23/covering-climate-and-the-pandemic-understanding-audiences/","disqusTitle":"Covering Climate and the Pandemic: Understanding Audiences","source":"Rapid Response Research (RAPID)","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Scott Burg, Rockman et al \u003cbr> Medium","subhead":"Covering Climate and the Pandemic: Understanding Audiences","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16651/covering-climate-and-the-pandemic-understanding-audiences","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp id=\"0571\" class=\"is it gm iu b hk iv iw hn ix iy iz ja jb jc jd je jf jg jh ji jj dn hi\" data-selectable-paragraph=\"\">\u003cstrong class=\"hz fz\">This is the final installment of a\u003c/strong>\u003ca class=\"dy iv\" href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\" rel=\"noopener\">\u003cstrong class=\"hz fz\"> multi-part series\u003c/strong>\u003c/a>\u003cstrong class=\"hz fz\"> describing experiences, lessons, and reflections of the San Francisco public-media based KQED Science news team during a year of reporting on and living through an unprecedented series of disasters.\u003c/strong>\u003c/p>\n\u003ch2 id=\"7b42\" class=\"iw ix fy bb da iy iz ic ja jb jc ig jd je jf jg jh ji jj jk jl jm jn jo jp jq gv\">Working with the Public\u003c/h2>\n\u003cp id=\"dc88\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Covering the pandemic and wildfires of 2020–21 helped redefine\u003cspan id=\"rmm\"> \u003c/span>reporters’ relationships with and understanding of their audiences, and fostered a more empathetic, responsive and public-service oriented approach to their disaster coverage. During the pandemic, reporters found they were focusing on more than the usual amount of “news you can use” stories. Early on, with so much unknown about how the virus spread and conflicting information (and misinformation) coming from a multitude of health and government officials, an anxious public, uncertain of what to believe, was searching for answers. So news stories that addressed practical questions such as, “\u003cem class=\"ku\">Why does hand-washing work? Why should I get tested? What do you clean your house with? \u003c/em>and \u003cem class=\"ku\">Can you get coronavirus from your pets?\u003c/em> resonated with audiences.\u003c/p>\n\u003cp id=\"3580\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">This type of reporting strengthened KQED’s commitment to focusing on\u003ca class=\"dy iv\" href=\"https://medium.com/disrupting-public-media/kqed-facilitating-dialogue-and-direction-with-its-community-674d8fac44f4\" rel=\"noopener\"> “audience first\u003c/a>.” The scope and impact of the overlapping disasters of the pandemic and catastrophic wildfires reinforced the importance of meeting the public where it was. Station innovations such as a live blog, creating customized content on social media, requests for public input on what to cover, and translation of articles and news reports into Spanish were implemented to expand access of disaster news coverage to the most vulnerable and underserved Bay Area communities. Reporters felt that this disaster reporting strengthened their sense and understanding of public service. When researching and writing their stories, reporters were more conscious about how to make their work more accessible, actionable, and relevant.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"d12b\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think reporting during these disasters has strengthened my understanding of working for a public media organization. More now than I did before, I think about what would be helpful for people in my community to know about. What would people want to know when they read this story? How can I make it more easily accessible? I feel more of the reporting that we do now is at the service of the public. — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"fdf7\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">When covering these twin disasters, reporters were increasingly aware of the importance of being respectful when speaking with victims. The scope of these catastrophes has impacted millions across thousands of different communities, people who have different and profound life circumstances that need to be recognized and put in context.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"313c\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think what is different now is the growing number of people impacted by these disasters. I think other disasters have been really helpful in terms of helping us learn how to talk to people who are going through really scary things and how to respectfully talk to people who are going through tragic moments. — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"5365\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">Journalists believe that the public saw the value of people experiencing a disaster also reporting on it. During these disasters, KQED science reporters, and the news team in general, displayed resiliency and a strong sense of purpose. Living through the disasters themselves helped shape their coverage, and reporters were looking for the same answers that their friends and family wanted to know.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"55c6\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">Going through something like this yourself raises your own empathy for what others are going through. You have a greater understanding of the situation. It’s not abstract. — KQED Science News staff\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003ch2 id=\"8fa7\" class=\"ll ix fy bb da lm ln lo ja lp lq lr jd ls lt lu jh lv lw lx jl ly lz ma jp mb gv\" data-selectable-paragraph=\"\">Developing Engagement Strategies\u003c/h2>\n\u003cp id=\"e6ab\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">The increasing use of social media as a platform to disseminate and gather disaster information was another factor that impacted the changing relationship between reporters and the public. In many respects, the role of the news media has shifted in recent times from gatekeeping to “gatewatching,” where journalists publicize and share relevant news content rather than focus solely on its production.\u003c/p>\n\u003cp id=\"9679\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Writing for social media, however, requires a communication style and information design unique to the medium in order to optimally capture a reader’s attention. Optimizing the impact of social media was especially critical during disaster coverage. Science News reporters worked with staff from KQED’s Science Audience Engagement team to identify methods for improving reach and relevance of wildfire and pandemic-related stories.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"6db6\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">The big issue we were having in science early on was the way our articles were written. There were nuggets in there, but it wasn’t like, “Here are the key takeaways, boom, boom, boom.” We (engagement staff) would work with reporters to pull those out and that’s what we would highlight. We helped the reporters realize that they could organize the writing where certain key elements would pop out faster, certain headlines, headers, etc. This was especially true for the wildfire series. During the pandemic we were working on an article about the elderly and the lack of regulation in assisted living facilities and nursing homes. We made the point that the article needs to say, “Here are the questions you need to ask your loved ones about how these facilities are operated.” If you don’t make an impact on social media, it’s really not getting out there. — KQED Science and Engagement Team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"4805\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">Engagement staff also had an influence on reporters’ increased use of visuals and graphics within their stories. KQED’s own research confirmed that the use of visuals in science articles attracted a greater number of readers, and increased the amount of time audiences would spend with a particular article. Content during the wildfires and pandemic included a greater share of videos and infographics, especially those that addressed important health and safety information such as how to keep your indoor air clean and which masks were effective against wildfire smoke and against COVID-19.\u003c/p>\n\u003cp id=\"60d4\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">During pandemic and wildfire coverage, reporters gathered information and solicited feedback from the public on topics of interest to them through KQED’s social media channels and platforms such as\u003ca class=\"dy iv\" href=\"https://www.kqed.org/podcasts/baycurious\" target=\"_blank\" rel=\"noopener ugc nofollow noreferrer\"> Bay Curious\u003c/a>, a podcast series that explores questions posed by the public. Science reporters credited these eyewitness perspectives in helping their team build awareness of rapidly changing situations on the ground, as well as helping to identify areas most in need of disaster assistance or further investigation.\u003c/p>\n\u003cp id=\"3f68\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Facilitating these multidirectional information flows can have positive impacts for communities affected by disasters by helping to raise awareness of the importance of organizing in building resilience against future climate and other disaster events. On the flip side, these types of digital communication may privilege the voices of better-off residents at the expense of poorer ones, who may lack the skills and access to make themselves heard online.\u003c/p>\n\u003cp id=\"9e2c\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">Reporters feel, due in part to this more genuine understanding and connection with their audiences, that the public’s appreciation and awareness of science reporting has also been bolstered.\u003c/p>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"c6f7\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think our reporting during the disasters has given the public more understanding and more respect for what we do. I think for some people they may trust the media a little bit more and appreciate what to look for in a good science story — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003ch2>\u003c/h2>\n\u003ch2 id=\"877d\" class=\"iw ix fy bb da iy iz ic ja jb jc ig jd je me jg jh ji mf jk jl jm mg jo jp jq gv\">Final Thoughts\u003c/h2>\n\u003cblockquote class=\"kv\">\n\u003cp id=\"34ab\" class=\"kw kx fy bb ky kz la lb lc ld le iu bz\" data-selectable-paragraph=\"\">\u003cem class=\"lf\">I think that at the intersection of science and values is where there’s a huge amount of really fascinating science journalism that is yet to be done. — KQED Science News team\u003c/em>\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"a6b1\" class=\"hx hy fy hz b ia lg ic id ie lh ig ih ii li ik il im lj io ip iq lk is it iu dn gv\" data-selectable-paragraph=\"\">The events of 2020–21 have reinforced that the disasters we are experiencing today are precursors to more dramatic environmental and social changes that the planet will need to confront for a long time to come. The broad scale and speed of these changes, and the need to keep the public informed and safe, are redefining the role and purpose of science journalism and disaster reporting.\u003c/p>\n\u003cp id=\"5b77\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">For science journalists, this rapidly changing landscape raises questions of accountability, meaning and value. Will their reporting help people deal with instability brought on by disasters? What deeper questions and issues must journalists investigate to better contextualize the impact of disaster events for diverse populations? How can media organizations keep up with the public’s demand for information during these crises? Will accuracy be compromised for speed? How can reporters assure coverage that is equitable and reflective of community needs?\u003c/p>\n\u003cp id=\"cc67\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">The experiences of the past year have tested journalists. In the process of covering wildfires and the pandemic, the KQED Science team experienced tremendous personal and professional stress. Even though the pressure to produce exposed weaknesses in some of KQED’s management systems, Science News and other KQED staff engineered tools and adopted new methods for engaging with the public, resulting in dissemination of news articles that were more thoughtful, relevant, and actionable for communities under duress.\u003c/p>\n\u003cp id=\"9c4a\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">As the frequency and severity of disasters continue to increase at an alarming rate, newsrooms must be proactive in applying the lessons learned during the past year, and they should lay the foundations for a more responsive and inclusive approach to disaster reporting. This means challenging traditional journalistic practices and norms that limit a reporter’s ability to effectively identify, cover, explain and explore the root causes and long-term impacts of these catastrophic events.\u003c/p>\n\u003cp id=\"c6ec\" class=\"hx hy fy hz b ia ib ic id ie if ig ih ii ij ik il im in io ip iq ir is it iu dn gv\" data-selectable-paragraph=\"\">To succeed and be sustainable, all of this, of course, will require a broader culture shift across all media organizations, as well as changes to key workflows and processes. At a time when the public needs relevant, reliable, and accurate information more than ever, nothing could be more important.\u003c/p>\n\u003cp class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com//file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview?embedded=true'\n title='https://drive.google.com//file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview'\n width='800'\n height='533'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-understanding-audiences-4a595d84d85c\">Medium\u003c/a>. \u003c/em>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16651/covering-climate-and-the-pandemic-understanding-audiences","authors":["byline_about_16651"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_679","about_678","about_580","about_686","about_681","about_676","about_626","about_680","about_682","about_496","about_720","about_712","about_653","about_672","about_666","about_687"],"featImg":"about_16652","label":"source_about_16651"},"about_16646":{"type":"posts","id":"about_16646","meta":{"index":"posts_1591205157","site":"about","id":"16646","score":null,"sort":[1637707220000]},"guestAuthors":[],"slug":"covering-climate-and-the-pandemic-infodemic-and-health-disparities","title":"Covering Climate and the Pandemic: Infodemic and Health Disparities","publishDate":1637707220,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{},"content":"\u003cp id=\"0571\" class=\"is it gm iu b hk iv iw hn ix iy iz ja jb jc jd je jf jg jh ji jj dn hi\" data-selectable-paragraph=\"\">\u003cstrong class=\"id fz\">This is the third of a\u003c/strong>\u003ca class=\"dy iz\" href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\" rel=\"noopener\">\u003cstrong class=\"id fz\"> multi-part series\u003c/strong>\u003c/a>\u003cstrong class=\"id fz\"> describing experiences, lessons, and reflections of the San Francisco public- media based KQED Science news team during a year of reporting on, and living through an unprecedented series of disasters.\u003c/strong>\u003c/p>\n\u003ch2 id=\"d990\" class=\"ja jb fy bb da jc jd ig je jf jg ik jh ji jj jk jl jm jn jo jp jq jr js jt ju gv\">Managing an ‘Infodemic’\u003c/h2>\n\u003cp id=\"fded\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">In the wake of the global COVID-19 pandemic, the public is als\u003cspan id=\"rmm\">o\u003c/span> experiencing a massive \u003cem class=\"ky\">infodemic.\u003c/em> This term, first coined by the World Health Organization, refers to the bombarding of vast quantities of information, much of it untrue or scientifically unproven, spreading in parallel with the virus. The end result is that a news-hungry public may often find it difficult to distinguish between evidence-based information, and a broad array of \u003cem class=\"ky\">mis\u003c/em>information. During the pandemic, the volume and speed of COVID-related information released by federal, state, and local government agencies, as well as by scientific and academic institutions, put stress on the media’s information-gathering and vetting processes.The mountain of incorrect and often harmful assertions proliferating on social media, where anyone can publish and claim to be an expert, added to this already daunting task.\u003c/p>\n\u003cp id=\"d60d\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">What has often been called an \u003cem class=\"ky\">infodemic \u003c/em>forced KQED science reporters to take extra steps when vetting information and sources related to the pandemic. The reporters knew that publishing inaccurate claims could negatively affect the public’s health and safety. Adding to the stress of an already high-pressure situation, before filing their stories, reporters constantly had to check and recheck the validity of statements by public figures and politicians, as well as data and research from the scientific community.\u003c/p>\n\u003cp id=\"510b\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">When potentially life-and-death decisions are being made based upon reported information, the accuracy of that information becomes essential. Accuracy can often be sacrificed for the sake of speed, so lots of facts either don’t get reported with enough context or get lost in a stream of misinformation. During disasters, reporters walk a delicate line between deadlines and a desire to avoid spreading inaccuracies in their haste to report information. Journalists are constantly balancing when and how fast to publish, as well as how much they’re willing to say when a story or piece of information may not feel totally vetted, a frequent occurrence during the pandemic.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"9738\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">One of the first rules of journalism when you’re covering disasters is to be very careful with anything that you haven’t confirmed and not to rush information online\u003c/em>. — KQED Science News team\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"076d\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">During the height of the pandemic, information and directives coming from public health and government sources would change sometimes from hour to hour. The ever shifting nature of this information, and the limitations imposed by many agencies on access to public records, made it difficult for reporters to confirm even basic pieces of information they were disseminating. The pressure to rapidly push information out to the public limited the time needed to properly analyze and contextualize what was being released. As one reporter remarked: “We were in conflict with ourselves about information and how we understand information.”\u003c/p>\n\u003cp id=\"92d1\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">One concerning trend to emerge from the pandemic indicated the lines of when to report research were becoming increasingly blurry, as the science community began to move out of its “comfort zone” with respect to the point at which it makes its findings public. Though the KQED Science News team normally does not report on preprints (studies posted prior to peer review), during the height of the pandemic, any research on the virus was considered critical, and as such many in the news media started to report on it. Likewise, there were some instances of pharmaceutical companies reporting positive trial results without releasing the data. The public was so hungry for good news that some outlets published these “findings” as well. This put reporters in a bind and looking for confirmation in places they normally wouldn’t have to.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"5d7a\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">I really appreciate the science community stepping up and being really willing to share context and perspective. I think there were some early Twitter groups of virologists that I followed. I got clued in quickly to papers that were making a big splash, but were suspicious. For example, there was a preprint paper that said something like the virus had been circulating since late last summer (2019). It was not well reviewed. I was able to say we don’t want to give this attention because the findings are really suspicious. We didn’t do anything with it, and didn’t have to correct any information. It can be really overwhelming to try to have eyes on all of the science press, all the literature, so much on Twitter. I would rather us move a little bit slower and have more context and scientific opinions before we say something that moves really quickly and may not have review.\u003c/em> –KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"e47c\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">A number of reporters commented that the type of disinformation promulgated during the pandemic was different than in other disasters, such as the California wildfires.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"058c\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">During a big fire, if Cal Fire says the fires are 50% contained, reporters can’t really fact check that, and also, they don’t have a good reason to lie. If a company says their vaccines look really, really promising, they’re interested in that message getting out to investors, they may have a good reason to lie to you. This is just like a multifaceted disaster because it’s partially partisan. There’s misinformation out there with the motivation behind it\u003c/em>.– KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"3e2e\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">The experience of reporting the pandemic and wildfires has shed light on how scientific research and review get translated into consumable news. The hope is that this may infuse some healthy skepticism into the newsroom to promote more scrupulous vetting of research studies or claims.\u003c/p>\n\u003ch2 id=\"2aa1\" class=\"ja jb fy bb da jc jd ig je jf jg ik jh ji jj jk jl jm jn jo jp jq jr js jt ju gv\">Equity and Health Disparities\u003c/h2>\n\u003cp id=\"cbf0\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">What the pandemic and wildfires reinforced for KQED Science reporters was that health is a complex topic to cover, and that addressing public health and equity issues is fundamental to properly covering these kinds of disasters. As both the pandemic and wildfires continued into the fall of 2020, it became increasingly evident that communities of color were being disproportionately impacted.\u003c/p>\n\u003cp id=\"bcdb\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">During the first stages of disaster reporting, reporters acknowledged that there can be a reflexive reaching out to people already in their own communities or networks. Such sources are generally part of, and often represent, the perspectives from a reporter’s own socioeconomic status. Only later in disaster coverage may more diverse perspectives come out.\u003c/p>\n\u003cp id=\"5c76\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">For many KQED Science reporters, covering the twin disasters blurred the line between reporting on science and reporting on public health and policy. Due in part to capacity issues, KQED Science reporters didn’t generally cover health policy issues, but the events of 2020 began to change that.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"a5f1\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">Climate change has a disproportionate impact on certain populations. I think we have to surface that. Health is a massive area and public health is fundamental, as we’ve discovered during this pandemic. We’ve been covering stories about medicine, therapeutics and antibodies as [they] relate to the coronavirus pandemic. We’re not really covering race and equity and disparities during disasters; we’re still just scratching the surface\u003c/em>. — KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"3751\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">As the disasters progressed, KQED Science reporters began reaching out to Bay Area communities generally less represented in news coverage, in order to understand the many ways they were being impacted. Follow-up stories included interviews with individuals from marginalized groups, documenting the circumstances that led to hospitalizations and displacement, lack of access to proper diagnosis and treatment, and the loss of jobs.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"f485\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">I think science should cover policy, and\u003c/em>\u003cstrong class=\"ce\">\u003cem class=\"lj\"> \u003c/em>\u003c/strong>\u003cem class=\"lj\">because policy brings up broader societal questions, they’re going to be necessarily messier. I think because climate affects health, it would be a mistake not to follow that to the conclusion of what happens when those things are affected.\u003c/em> — KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"e17f\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">As more data came out highlighting the stark health disparities in communities impacted by the pandemic and wildfires, reporters reflected on a need for more diversity among the news staff. As one reporter commented:\u003c/p>\n\u003cp id=\"1514\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">“\u003cem class=\"ky\">When there are less diverse newsrooms, there is a tendency for diverse voices to take a back seat.”\u003c/em>\u003c/p>\n\u003cp id=\"5fb5\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">Covering equity-related issues during disasters raises questions about the implications of coverage for wider political conversations about disaster-related issues, such as aid, environmental protection, global climate change, and the costs of human development in areas prone to natural disasters. Reporters also struggle with defining their responsibility and the kinds of stories they should focus on post-disaster.\u003c/p>\n\u003cp id=\"3f52\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">In future disaster coverage, especially on issues dealing with climate, reporters will need to redefine how they approach stories about health disparities. This will require a greater appreciation for building trust within vulnerable communities to ensure that the reporting and research process is participatory and genuine, which can help people feel more comfortable when they are asked to tell their stories.\u003c/p>\n\u003cp id=\"5ad2\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">Our final article will explore how recent disaster reporting has changed reporters’ relationships with the public and is reshaping the media’s coverage of disasters.\u003c/p>\n\u003cp class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">[googleapps domain=\"drive\" dir=\"/file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview\" query=\"\" width=\"800\" height=\"533\" /]\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-95bacbdf1f34\">Medium\u003c/a>. \u003c/em>\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644368852,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":0,"wordCount":1533},"headData":{"title":"Covering Climate and the Pandemic: Infodemic and Health Disparities | KQED","description":"This is the third of a multi-part series describing experiences, lessons, and reflections of the San Francisco public- media based KQED Science news team during a year of reporting on, and living through an unprecedented series of disasters.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Covering Climate and the Pandemic: Infodemic and Health Disparities","datePublished":"2021-11-23T22:40:20.000Z","dateModified":"2022-02-09T01:07:32.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16646 https://ww2.kqed.org/about/?p=16646&preview=true&preview_id=16646","disqusUrl":"https://ww2.kqed.org/about/2021/11/23/covering-climate-and-the-pandemic-infodemic-and-health-disparities/","disqusTitle":"Covering Climate and the Pandemic: Infodemic and Health Disparities","source":"Rapid Response Research (RAPID)","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Scott Burg, Rockman et al \u003cbr> Medium","subhead":"Covering Climate and the Pandemic: Infodemic and Health Disparities","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16646/covering-climate-and-the-pandemic-infodemic-and-health-disparities","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp id=\"0571\" class=\"is it gm iu b hk iv iw hn ix iy iz ja jb jc jd je jf jg jh ji jj dn hi\" data-selectable-paragraph=\"\">\u003cstrong class=\"id fz\">This is the third of a\u003c/strong>\u003ca class=\"dy iz\" href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\" rel=\"noopener\">\u003cstrong class=\"id fz\"> multi-part series\u003c/strong>\u003c/a>\u003cstrong class=\"id fz\"> describing experiences, lessons, and reflections of the San Francisco public- media based KQED Science news team during a year of reporting on, and living through an unprecedented series of disasters.\u003c/strong>\u003c/p>\n\u003ch2 id=\"d990\" class=\"ja jb fy bb da jc jd ig je jf jg ik jh ji jj jk jl jm jn jo jp jq jr js jt ju gv\">Managing an ‘Infodemic’\u003c/h2>\n\u003cp id=\"fded\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">In the wake of the global COVID-19 pandemic, the public is als\u003cspan id=\"rmm\">o\u003c/span> experiencing a massive \u003cem class=\"ky\">infodemic.\u003c/em> This term, first coined by the World Health Organization, refers to the bombarding of vast quantities of information, much of it untrue or scientifically unproven, spreading in parallel with the virus. The end result is that a news-hungry public may often find it difficult to distinguish between evidence-based information, and a broad array of \u003cem class=\"ky\">mis\u003c/em>information. During the pandemic, the volume and speed of COVID-related information released by federal, state, and local government agencies, as well as by scientific and academic institutions, put stress on the media’s information-gathering and vetting processes.The mountain of incorrect and often harmful assertions proliferating on social media, where anyone can publish and claim to be an expert, added to this already daunting task.\u003c/p>\n\u003cp id=\"d60d\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">What has often been called an \u003cem class=\"ky\">infodemic \u003c/em>forced KQED science reporters to take extra steps when vetting information and sources related to the pandemic. The reporters knew that publishing inaccurate claims could negatively affect the public’s health and safety. Adding to the stress of an already high-pressure situation, before filing their stories, reporters constantly had to check and recheck the validity of statements by public figures and politicians, as well as data and research from the scientific community.\u003c/p>\n\u003cp id=\"510b\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">When potentially life-and-death decisions are being made based upon reported information, the accuracy of that information becomes essential. Accuracy can often be sacrificed for the sake of speed, so lots of facts either don’t get reported with enough context or get lost in a stream of misinformation. During disasters, reporters walk a delicate line between deadlines and a desire to avoid spreading inaccuracies in their haste to report information. Journalists are constantly balancing when and how fast to publish, as well as how much they’re willing to say when a story or piece of information may not feel totally vetted, a frequent occurrence during the pandemic.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"9738\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">One of the first rules of journalism when you’re covering disasters is to be very careful with anything that you haven’t confirmed and not to rush information online\u003c/em>. — KQED Science News team\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"076d\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">During the height of the pandemic, information and directives coming from public health and government sources would change sometimes from hour to hour. The ever shifting nature of this information, and the limitations imposed by many agencies on access to public records, made it difficult for reporters to confirm even basic pieces of information they were disseminating. The pressure to rapidly push information out to the public limited the time needed to properly analyze and contextualize what was being released. As one reporter remarked: “We were in conflict with ourselves about information and how we understand information.”\u003c/p>\n\u003cp id=\"92d1\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">One concerning trend to emerge from the pandemic indicated the lines of when to report research were becoming increasingly blurry, as the science community began to move out of its “comfort zone” with respect to the point at which it makes its findings public. Though the KQED Science News team normally does not report on preprints (studies posted prior to peer review), during the height of the pandemic, any research on the virus was considered critical, and as such many in the news media started to report on it. Likewise, there were some instances of pharmaceutical companies reporting positive trial results without releasing the data. The public was so hungry for good news that some outlets published these “findings” as well. This put reporters in a bind and looking for confirmation in places they normally wouldn’t have to.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"5d7a\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">I really appreciate the science community stepping up and being really willing to share context and perspective. I think there were some early Twitter groups of virologists that I followed. I got clued in quickly to papers that were making a big splash, but were suspicious. For example, there was a preprint paper that said something like the virus had been circulating since late last summer (2019). It was not well reviewed. I was able to say we don’t want to give this attention because the findings are really suspicious. We didn’t do anything with it, and didn’t have to correct any information. It can be really overwhelming to try to have eyes on all of the science press, all the literature, so much on Twitter. I would rather us move a little bit slower and have more context and scientific opinions before we say something that moves really quickly and may not have review.\u003c/em> –KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"e47c\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">A number of reporters commented that the type of disinformation promulgated during the pandemic was different than in other disasters, such as the California wildfires.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"058c\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">During a big fire, if Cal Fire says the fires are 50% contained, reporters can’t really fact check that, and also, they don’t have a good reason to lie. If a company says their vaccines look really, really promising, they’re interested in that message getting out to investors, they may have a good reason to lie to you. This is just like a multifaceted disaster because it’s partially partisan. There’s misinformation out there with the motivation behind it\u003c/em>.– KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"3e2e\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">The experience of reporting the pandemic and wildfires has shed light on how scientific research and review get translated into consumable news. The hope is that this may infuse some healthy skepticism into the newsroom to promote more scrupulous vetting of research studies or claims.\u003c/p>\n\u003ch2 id=\"2aa1\" class=\"ja jb fy bb da jc jd ig je jf jg ik jh ji jj jk jl jm jn jo jp jq jr js jt ju gv\">Equity and Health Disparities\u003c/h2>\n\u003cp id=\"cbf0\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">What the pandemic and wildfires reinforced for KQED Science reporters was that health is a complex topic to cover, and that addressing public health and equity issues is fundamental to properly covering these kinds of disasters. As both the pandemic and wildfires continued into the fall of 2020, it became increasingly evident that communities of color were being disproportionately impacted.\u003c/p>\n\u003cp id=\"bcdb\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">During the first stages of disaster reporting, reporters acknowledged that there can be a reflexive reaching out to people already in their own communities or networks. Such sources are generally part of, and often represent, the perspectives from a reporter’s own socioeconomic status. Only later in disaster coverage may more diverse perspectives come out.\u003c/p>\n\u003cp id=\"5c76\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">For many KQED Science reporters, covering the twin disasters blurred the line between reporting on science and reporting on public health and policy. Due in part to capacity issues, KQED Science reporters didn’t generally cover health policy issues, but the events of 2020 began to change that.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"a5f1\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">Climate change has a disproportionate impact on certain populations. I think we have to surface that. Health is a massive area and public health is fundamental, as we’ve discovered during this pandemic. We’ve been covering stories about medicine, therapeutics and antibodies as [they] relate to the coronavirus pandemic. We’re not really covering race and equity and disparities during disasters; we’re still just scratching the surface\u003c/em>. — KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"3751\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">As the disasters progressed, KQED Science reporters began reaching out to Bay Area communities generally less represented in news coverage, in order to understand the many ways they were being impacted. Follow-up stories included interviews with individuals from marginalized groups, documenting the circumstances that led to hospitalizations and displacement, lack of access to proper diagnosis and treatment, and the loss of jobs.\u003c/p>\n\u003cblockquote class=\"kz\">\n\u003cp id=\"f485\" class=\"la lb fy bb lc ld le lf lg lh li iy bz\" data-selectable-paragraph=\"\">\u003cem class=\"lj\">I think science should cover policy, and\u003c/em>\u003cstrong class=\"ce\">\u003cem class=\"lj\"> \u003c/em>\u003c/strong>\u003cem class=\"lj\">because policy brings up broader societal questions, they’re going to be necessarily messier. I think because climate affects health, it would be a mistake not to follow that to the conclusion of what happens when those things are affected.\u003c/em> — KQED Science News staff\u003c/p>\n\u003c/blockquote>\n\u003cp id=\"e17f\" class=\"ib ic fy id b ie lk ig ih ii ll ik il im lm io ip iq ln is it iu lo iw ix iy dn gv\" data-selectable-paragraph=\"\">As more data came out highlighting the stark health disparities in communities impacted by the pandemic and wildfires, reporters reflected on a need for more diversity among the news staff. As one reporter commented:\u003c/p>\n\u003cp id=\"1514\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">“\u003cem class=\"ky\">When there are less diverse newsrooms, there is a tendency for diverse voices to take a back seat.”\u003c/em>\u003c/p>\n\u003cp id=\"5fb5\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">Covering equity-related issues during disasters raises questions about the implications of coverage for wider political conversations about disaster-related issues, such as aid, environmental protection, global climate change, and the costs of human development in areas prone to natural disasters. Reporters also struggle with defining their responsibility and the kinds of stories they should focus on post-disaster.\u003c/p>\n\u003cp id=\"3f52\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">In future disaster coverage, especially on issues dealing with climate, reporters will need to redefine how they approach stories about health disparities. This will require a greater appreciation for building trust within vulnerable communities to ensure that the reporting and research process is participatory and genuine, which can help people feel more comfortable when they are asked to tell their stories.\u003c/p>\n\u003cp id=\"5ad2\" class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">Our final article will explore how recent disaster reporting has changed reporters’ relationships with the public and is reshaping the media’s coverage of disasters.\u003c/p>\n\u003cp class=\"ib ic fy id b ie if ig ih ii ij ik il im in io ip iq ir is it iu iv iw ix iy dn gv\" data-selectable-paragraph=\"\">\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com//file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview?embedded=true'\n title='https://drive.google.com//file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview'\n width='800'\n height='533'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-95bacbdf1f34\">Medium\u003c/a>. \u003c/em>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16646/covering-climate-and-the-pandemic-infodemic-and-health-disparities","authors":["byline_about_16646"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_679","about_678","about_580","about_686","about_681","about_676","about_626","about_680","about_682","about_496","about_720","about_712","about_653","about_672","about_666","about_687"],"featImg":"about_16647","label":"source_about_16646"},"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_16298":{"type":"posts","id":"about_16298","meta":{"index":"posts_1591205157","site":"about","id":"16298","score":null,"sort":[1631913358000]},"guestAuthors":[],"slug":"covering-climate-and-the-pandemic-2","title":"Covering Climate and the Pandemic: A New Definition of Risk","publishDate":1631913358,"format":"standard","headTitle":"Cracking the Code | About KQED","labelTerm":{},"content":"\u003cp id=\"0571\" class=\"is it gm iu b hk iv iw hn ix iy iz ja jb jc jd je jf jg jh ji jj dn hi\" data-selectable-paragraph=\"\">\u003cstrong class=\"iu da\">This is the second of a \u003c/strong>\u003ca class=\"dy jk\" href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\" rel=\"noopener\">\u003cstrong class=\"iu da\">multi-part series \u003c/strong>\u003c/a>\u003cstrong class=\"iu da\">describing experiences, lessons, and reflections of the KQED Science news team during a year of reporting on, and living through an unprecedented series of disasters.\u003c/strong>\u003c/p>\n\u003ch3 id=\"538b\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju jv jw jx jy jz ka kb kc kd ke kf kg hi\">Risk and Responding to Challenges\u003c/h3>\n\u003cp id=\"b033\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem class=\"kr\">We know how to put on fireproof clothing. If we’re in a war zone we know to stay with the troops, but this is a different challenge and a lot of editors and a lot of journalists are still learning as they go. — KQED science news staff\u003c/em>\u003c/p>\n\u003ch3 id=\"b0b3\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju ks jw jx jy kt ka kb kc ku ke kf kg hi\">A new type of risk\u003c/h3>\n\u003cfigure class=\"kw kx ky kz la ga fg lb bu lc ld le lf lg cf lh li lj lk ll lm paragraph-image\">\n\u003cdiv class=\"gb gc ap gd w ge\" role=\"button\">\n\u003cdiv class=\"fd fe kv\">\n\u003cdiv class=\"lr s ap ls\">\n\u003cdiv class=\"lt lu s\">\n\u003cdiv class=\"ep ln ef es eo ex w lo lp lq\">\u003c/div>\n\u003cp>\u003cimg class=\"ox tv ef es eo ex w c\" role=\"presentation\" src=\"https://miro.medium.com/max/625/1*9kvE4bMcHfRVXl51H56R2A.jpeg\" alt=\"\" width=\"500\" height=\"667\" />\u003c/p>\n\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/figure>\n\u003cp id=\"0aae\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">In today’s disasters, risk has become systemic, directly affecting \u003cspan id=\"rmm\">c\u003c/span>ore functions designed to manage the environment, the economy, and health care. Risk is now so all-encompassing that it can no longer be the responsibility of any single health authority, disaster management agency or early warning center. As we’ve increasingly witnessed, especially in the past two years, climate change represents the new factor for risk in this millennium. Climate change affects disaster risks in two ways: through the increase and intensity in weather and climate hazards, and, through the increased vulnerability of communities to climate risk.\u003c/p>\n\u003cp id=\"943d\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">This new level of risk was particularly evident during the 2020 wildfire season, during which KQED’s science reporters received a kind of crash course in covering disasters under these conditions. In addition to the unprecedented increase in the number, scope and intensity of the fires, reporters had to simultaneously navigate and report on the pandemic. While covering these stories, reporters had to be cognizant of Covid health and safety measures, effectively limiting their access to firefighters and those directly impacted by the blazes. Because of these limitations, stories could not be as deep, or convey the impact of the fires on a more personal level.\u003c/p>\n\u003cp id=\"5c49\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Experiences covering previous wildfires prepared reporters, in part, for covering the pandemic. During wildfire season science reporters had to gear up quickly to respond to rapidly changing circumstances, determine different arenas of coverage, and coordinate their coverage with KQED’s general news team.\u003c/p>\n\u003cp id=\"be48\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">However, even for these seasoned reporters, the pandemic represented a level of risk, completely different than anything they’d ever experienced. Not only had the nature of the reporting itself changed, but in trying to address the story’s human side, many reporters were themselves in danger of contracting COVID-19, forcing news organizations like KQED to grapple with the catastrophe in many of the same ways as society in general.\u003c/p>\n\u003cp id=\"fd1c\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">During the rare times reporters were able to go into the field to do a story, they had to take extra precautions. One of KQED Science’s first field stories during the pandemic was filed by an LA-based reporter covering the issue of nursing home visitations. She describes her experience interviewing a woman unable to visit her mother.\u003c/p>\n\u003cp id=\"9cc8\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem class=\"kr\">I was interviewing this woman with an eight-foot boom between us and my arms were getting tired. She was looking everywhere and I was looking everywhere. I hadn’t been in the world in that way for quite some time. KQED was very much taking the perspective that we have to take care of people’s safety.\u003c/em> \u003cem class=\"kr\">While I generally agree with that, at the same time this woman didn’t wear a mask. She didn’t intentionally get too close to me, but it’s hard to maintain six feet apart if you’ve been on any socially distant walks with anybody. It’s arbitrary. People don’t remember six feet. I had a mask and a boom pole, but I hadn’t ever worn those things to work before. I was being more protective than I normally am in my own risk assessment in my old life. It was just a complicated layer of things to think about. — \u003c/em>KQED science news staff\u003c/p>\n\u003cp id=\"7986\" class=\"is it gm iu b hk md iv iw hn me ix iy iz mf ja jb jc mg jd je jf mh jg jh jj dn hi\" data-selectable-paragraph=\"\">During these catastrophes, KQED Science reporters, and the news team in general, displayed resiliency and a strong sense of purpose. Reporters were asking the same questions that their friends and family were, and they believed that the public saw the value in people who were experiencing a disaster also writing about it.\u003c/p>\n\u003cp id=\"2a12\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem>Going through something like this yourself raises one’s empathy for what others are going through. You have a greater understanding of the situation. It’s not abstract. — KQED science reporter\u003c/em>\u003c/p>\n\u003ch3 id=\"dcb7\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju ks jw jx jy kt ka kb kc ku ke kf kg hi\">Responding to Change\u003c/h3>\n\u003cfigure class=\"kw kx ky kz la ga fd fe paragraph-image\">\n\u003cdiv class=\"fd fe mi\">\n\u003cdiv class=\"lr s ap ls\">\n\u003cdiv class=\"mj lu s\">\n\u003cdiv class=\"ep ln ef es eo ex w lo lp lq\">\u003cimg class=\"ef es eo ex w lv lw af vg\" role=\"presentation\" src=\"https://miro.medium.com/max/60/1*UCtXi42JwaEnRuffNukAug.jpeg?q=20\" alt=\"\" width=\"299\" height=\"168\" />\u003c/div>\n\u003cp>\u003cimg class=\"ox tv ef es eo ex w c\" role=\"presentation\" src=\"https://miro.medium.com/max/374/1*UCtXi42JwaEnRuffNukAug.jpeg\" alt=\"\" width=\"299\" height=\"168\" />\u003c/p>\n\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/figure>\n\u003cp id=\"0941\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">In the early stage of the pandemic, traditional workflows and reporting processes within KQED were dramatically upended. For the science news team, there was no “normal” to fall back on. Reporters were forced to work from home, reporting from the field was discouraged if not impossible, information sources were unreliable, and unpredictable angles kept shifting the arc of the story. Stress levels ran high.\u003c/p>\n\u003cp id=\"4947\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Working from home presented challenges. Not having direct access to sources was problematic, especially as disaster conditions continued to change and evolve. The nature of building news sources and relationships also changed. Reporters noted that during disasters, it’s optimal to be on the ground, watching a given situation unfold in person, and to interview people who have been affected. The dynamic of an interview changes and becomes richer and more personal when you can speak with someone in their own space or community. This was not easy to do virtually.\u003c/p>\n\u003cp id=\"d0dd\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem>There’s a reason why all the good city hall reporters hung out at City Hall. How do you develop a relationship with somebody you meet at a Board of Supervisors Meeting on Zoom? You can’t get to them in the chat. If somebody makes a passionate comment at a public meeting that’s virtual, you can’t go find them to ask, “Hey what’s your story? — KQED Science News staff\u003c/em>\u003c/p>\n\u003cp id=\"0fd7\" class=\"is it gm iu b hk md iv iw hn me ix iy iz mf ja jb jc mg jd je jf mh jg jh jj dn hi\" data-selectable-paragraph=\"\">Even though the frantic pace was stressful, science reporters commented that the intensity of the work, and the focus on a more traditional news, as opposed to science orientation helped them to become better news reporters. One reporter noted she was able to \u003cem class=\"mk\">“…work faster, finish copy quicker, and not be as precious about it.”\u003c/em>\u003c/p>\n\u003cp id=\"3020\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Other reporters commented that the experience of covering the pandemic and the wildfires made them better communicators, by learning how to apply a more efficient, targeted approach to disseminating important news. This approach also helped with their feature writing, strengthening the in-depth pieces that require a writer to tease out different themes, but ultimately need to “get to the point.” Some of the science reporters who worked on feature stories during this period felt that due to the need to get stories out more quickly than usual, at times their “voice” was \u003cem class=\"mk\">deprioritized.\u003c/em>\u003c/p>\n\u003cp id=\"3e23\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Covering the multitude of events during these twin ongoing disasters forced reporters to become more organized, made it more urgent to get on the right email lists, follow the right organizations, contact the key public information officers, and create more detailed spreadsheets of contacts and organizations. During the pandemic immunologists and virologists were in high demand as sources, which forced reporters to learn who were the best experts to speak with during different pandemic-related situations. \u003cem class=\"mk\">(‘OK, now I have a story and now I have to figure out who to talk to.’) \u003c/em>This experience also helped reporters better understand how to use social media as a tool for reporting and gathering information.\u003c/p>\n\u003cp id=\"1317\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Most of the reporters we spoke with concurred that as a disaster comes more into focus, it’s important to have journalists on the same staff doing step-back pieces and not just disseminating day-to-day information. In other words, reporters need to be looking at the broader trends, such as why there are more forest fires now than in previous years, or what political and science-related decisions led to the spread of the pandemic. This kind of analysis helps the public “look over the next hill” and provides answers to some of a disaster’s potential longer term impacts.\u003c/p>\n\u003cp id=\"5eb8\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">The experiences of the past year have tested journalists. In the process of covering wildfires and the pandemic, the KQED Science team experienced tremendous personal and professional stress. As disasters continue to accelerate, journalists will be forced to develop new ways to navigate them and to tolerate risk.\u003c/p>\n\u003ch3 id=\"18f8\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju jv jw jx jy jz ka kb kc kd ke kf kg hi\">Next article\u003c/h3>\n\u003cp id=\"5e05\" class=\"is it gm iu b hk ml iv iw hn mm ix iy iz mn ja jb jc mo jd je jf mp jg jh jj dn hi\" data-selectable-paragraph=\"\">In our next article, we’ll look at how the growing “infodemic” of disaster news and commentary challenged reporters’ ability to verify and communicate fact from fiction. We’ll also look at how reporters addressed glaring equity and access issues caused by the wildfires and pandemic.\u003c/p>\n\u003cp data-selectable-paragraph=\"\">[googleapps domain=\"drive\" dir=\"/file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview\" query=\"\" width=\"800\" height=\"533\" /]\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b400ec86d7d6\">Medium\u003c/a>. \u003c/em>\u003c/p>\n","blocks":[],"excerpt":null,"status":"publish","parent":0,"modified":1644366860,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":2,"wordCount":1429},"headData":{"title":"Covering Climate and the Pandemic: A New Definition of Risk | KQED","description":"This is the second of a multi-part series describing experiences, lessons, and reflections of the KQED Science news team during a year of reporting on, and living through an unprecedented series of disasters.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Covering Climate and the Pandemic: A New Definition of Risk","datePublished":"2021-09-17T21:15:58.000Z","dateModified":"2022-02-09T00:34:20.000Z","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"disqusIdentifier":"16298 https://ww2.kqed.org/about/?p=16298&preview=true&preview_id=16298","disqusUrl":"https://ww2.kqed.org/about/2021/09/17/covering-climate-and-the-pandemic-2/","disqusTitle":"Covering Climate and the Pandemic: A New Definition of Risk","source":"Rapid Response Research (RAPID)","WpOldSlug":"whats-keeping-women-from-watching-deep-look","nprByline":"Scott Burg, Rockman et al \u003cbr> Medium","subhead":"Covering Climate and the Pandemic: Disaster Reporting in the 21st Century","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","path":"/about/16298/covering-climate-and-the-pandemic-2","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp id=\"0571\" class=\"is it gm iu b hk iv iw hn ix iy iz ja jb jc jd je jf jg jh ji jj dn hi\" data-selectable-paragraph=\"\">\u003cstrong class=\"iu da\">This is the second of a \u003c/strong>\u003ca class=\"dy jk\" href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b4b1caca21a8\" rel=\"noopener\">\u003cstrong class=\"iu da\">multi-part series \u003c/strong>\u003c/a>\u003cstrong class=\"iu da\">describing experiences, lessons, and reflections of the KQED Science news team during a year of reporting on, and living through an unprecedented series of disasters.\u003c/strong>\u003c/p>\n\u003ch3 id=\"538b\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju jv jw jx jy jz ka kb kc kd ke kf kg hi\">Risk and Responding to Challenges\u003c/h3>\n\u003cp id=\"b033\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem class=\"kr\">We know how to put on fireproof clothing. If we’re in a war zone we know to stay with the troops, but this is a different challenge and a lot of editors and a lot of journalists are still learning as they go. — KQED science news staff\u003c/em>\u003c/p>\n\u003ch3 id=\"b0b3\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju ks jw jx jy kt ka kb kc ku ke kf kg hi\">A new type of risk\u003c/h3>\n\u003cfigure class=\"kw kx ky kz la ga fg lb bu lc ld le lf lg cf lh li lj lk ll lm paragraph-image\">\n\u003cdiv class=\"gb gc ap gd w ge\" role=\"button\">\n\u003cdiv class=\"fd fe kv\">\n\u003cdiv class=\"lr s ap ls\">\n\u003cdiv class=\"lt lu s\">\n\u003cdiv class=\"ep ln ef es eo ex w lo lp lq\">\u003c/div>\n\u003cp>\u003cimg class=\"ox tv ef es eo ex w c\" role=\"presentation\" src=\"https://miro.medium.com/max/625/1*9kvE4bMcHfRVXl51H56R2A.jpeg\" alt=\"\" width=\"500\" height=\"667\" />\u003c/p>\n\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/figure>\n\u003cp id=\"0aae\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">In today’s disasters, risk has become systemic, directly affecting \u003cspan id=\"rmm\">c\u003c/span>ore functions designed to manage the environment, the economy, and health care. Risk is now so all-encompassing that it can no longer be the responsibility of any single health authority, disaster management agency or early warning center. As we’ve increasingly witnessed, especially in the past two years, climate change represents the new factor for risk in this millennium. Climate change affects disaster risks in two ways: through the increase and intensity in weather and climate hazards, and, through the increased vulnerability of communities to climate risk.\u003c/p>\n\u003cp id=\"943d\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">This new level of risk was particularly evident during the 2020 wildfire season, during which KQED’s science reporters received a kind of crash course in covering disasters under these conditions. In addition to the unprecedented increase in the number, scope and intensity of the fires, reporters had to simultaneously navigate and report on the pandemic. While covering these stories, reporters had to be cognizant of Covid health and safety measures, effectively limiting their access to firefighters and those directly impacted by the blazes. Because of these limitations, stories could not be as deep, or convey the impact of the fires on a more personal level.\u003c/p>\n\u003cp id=\"5c49\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Experiences covering previous wildfires prepared reporters, in part, for covering the pandemic. During wildfire season science reporters had to gear up quickly to respond to rapidly changing circumstances, determine different arenas of coverage, and coordinate their coverage with KQED’s general news team.\u003c/p>\n\u003cp id=\"be48\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">However, even for these seasoned reporters, the pandemic represented a level of risk, completely different than anything they’d ever experienced. Not only had the nature of the reporting itself changed, but in trying to address the story’s human side, many reporters were themselves in danger of contracting COVID-19, forcing news organizations like KQED to grapple with the catastrophe in many of the same ways as society in general.\u003c/p>\n\u003cp id=\"fd1c\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">During the rare times reporters were able to go into the field to do a story, they had to take extra precautions. One of KQED Science’s first field stories during the pandemic was filed by an LA-based reporter covering the issue of nursing home visitations. She describes her experience interviewing a woman unable to visit her mother.\u003c/p>\n\u003cp id=\"9cc8\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem class=\"kr\">I was interviewing this woman with an eight-foot boom between us and my arms were getting tired. She was looking everywhere and I was looking everywhere. I hadn’t been in the world in that way for quite some time. KQED was very much taking the perspective that we have to take care of people’s safety.\u003c/em> \u003cem class=\"kr\">While I generally agree with that, at the same time this woman didn’t wear a mask. She didn’t intentionally get too close to me, but it’s hard to maintain six feet apart if you’ve been on any socially distant walks with anybody. It’s arbitrary. People don’t remember six feet. I had a mask and a boom pole, but I hadn’t ever worn those things to work before. I was being more protective than I normally am in my own risk assessment in my old life. It was just a complicated layer of things to think about. — \u003c/em>KQED science news staff\u003c/p>\n\u003cp id=\"7986\" class=\"is it gm iu b hk md iv iw hn me ix iy iz mf ja jb jc mg jd je jf mh jg jh jj dn hi\" data-selectable-paragraph=\"\">During these catastrophes, KQED Science reporters, and the news team in general, displayed resiliency and a strong sense of purpose. Reporters were asking the same questions that their friends and family were, and they believed that the public saw the value in people who were experiencing a disaster also writing about it.\u003c/p>\n\u003cp id=\"2a12\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem>Going through something like this yourself raises one’s empathy for what others are going through. You have a greater understanding of the situation. It’s not abstract. — KQED science reporter\u003c/em>\u003c/p>\n\u003ch3 id=\"dcb7\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju ks jw jx jy kt ka kb kc ku ke kf kg hi\">Responding to Change\u003c/h3>\n\u003cfigure class=\"kw kx ky kz la ga fd fe paragraph-image\">\n\u003cdiv class=\"fd fe mi\">\n\u003cdiv class=\"lr s ap ls\">\n\u003cdiv class=\"mj lu s\">\n\u003cdiv class=\"ep ln ef es eo ex w lo lp lq\">\u003cimg class=\"ef es eo ex w lv lw af vg\" role=\"presentation\" src=\"https://miro.medium.com/max/60/1*UCtXi42JwaEnRuffNukAug.jpeg?q=20\" alt=\"\" width=\"299\" height=\"168\" />\u003c/div>\n\u003cp>\u003cimg class=\"ox tv ef es eo ex w c\" role=\"presentation\" src=\"https://miro.medium.com/max/374/1*UCtXi42JwaEnRuffNukAug.jpeg\" alt=\"\" width=\"299\" height=\"168\" />\u003c/p>\n\u003c/div>\n\u003c/div>\n\u003c/div>\n\u003c/figure>\n\u003cp id=\"0941\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">In the early stage of the pandemic, traditional workflows and reporting processes within KQED were dramatically upended. For the science news team, there was no “normal” to fall back on. Reporters were forced to work from home, reporting from the field was discouraged if not impossible, information sources were unreliable, and unpredictable angles kept shifting the arc of the story. Stress levels ran high.\u003c/p>\n\u003cp id=\"4947\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Working from home presented challenges. Not having direct access to sources was problematic, especially as disaster conditions continued to change and evolve. The nature of building news sources and relationships also changed. Reporters noted that during disasters, it’s optimal to be on the ground, watching a given situation unfold in person, and to interview people who have been affected. The dynamic of an interview changes and becomes richer and more personal when you can speak with someone in their own space or community. This was not easy to do virtually.\u003c/p>\n\u003cp id=\"d0dd\" class=\"ki kj gm bb kk kl km kn ko kp kq jj bz\" data-selectable-paragraph=\"\">\u003cem>There’s a reason why all the good city hall reporters hung out at City Hall. How do you develop a relationship with somebody you meet at a Board of Supervisors Meeting on Zoom? You can’t get to them in the chat. If somebody makes a passionate comment at a public meeting that’s virtual, you can’t go find them to ask, “Hey what’s your story? — KQED Science News staff\u003c/em>\u003c/p>\n\u003cp id=\"0fd7\" class=\"is it gm iu b hk md iv iw hn me ix iy iz mf ja jb jc mg jd je jf mh jg jh jj dn hi\" data-selectable-paragraph=\"\">Even though the frantic pace was stressful, science reporters commented that the intensity of the work, and the focus on a more traditional news, as opposed to science orientation helped them to become better news reporters. One reporter noted she was able to \u003cem class=\"mk\">“…work faster, finish copy quicker, and not be as precious about it.”\u003c/em>\u003c/p>\n\u003cp id=\"3020\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Other reporters commented that the experience of covering the pandemic and the wildfires made them better communicators, by learning how to apply a more efficient, targeted approach to disseminating important news. This approach also helped with their feature writing, strengthening the in-depth pieces that require a writer to tease out different themes, but ultimately need to “get to the point.” Some of the science reporters who worked on feature stories during this period felt that due to the need to get stories out more quickly than usual, at times their “voice” was \u003cem class=\"mk\">deprioritized.\u003c/em>\u003c/p>\n\u003cp id=\"3e23\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Covering the multitude of events during these twin ongoing disasters forced reporters to become more organized, made it more urgent to get on the right email lists, follow the right organizations, contact the key public information officers, and create more detailed spreadsheets of contacts and organizations. During the pandemic immunologists and virologists were in high demand as sources, which forced reporters to learn who were the best experts to speak with during different pandemic-related situations. \u003cem class=\"mk\">(‘OK, now I have a story and now I have to figure out who to talk to.’) \u003c/em>This experience also helped reporters better understand how to use social media as a tool for reporting and gathering information.\u003c/p>\n\u003cp id=\"1317\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">Most of the reporters we spoke with concurred that as a disaster comes more into focus, it’s important to have journalists on the same staff doing step-back pieces and not just disseminating day-to-day information. In other words, reporters need to be looking at the broader trends, such as why there are more forest fires now than in previous years, or what political and science-related decisions led to the spread of the pandemic. This kind of analysis helps the public “look over the next hill” and provides answers to some of a disaster’s potential longer term impacts.\u003c/p>\n\u003cp id=\"5eb8\" class=\"is it gm iu b hk ly iv iw hn lz ix iy iz ma ja jb jc mb jd je jf mc jg jh jj dn hi\" data-selectable-paragraph=\"\">The experiences of the past year have tested journalists. In the process of covering wildfires and the pandemic, the KQED Science team experienced tremendous personal and professional stress. As disasters continue to accelerate, journalists will be forced to develop new ways to navigate them and to tolerate risk.\u003c/p>\n\u003ch3 id=\"18f8\" class=\"jl jm gm bb jn jo jp iv jq jr js ix jt ju jv jw jx jy jz ka kb kc kd ke kf kg hi\">Next article\u003c/h3>\n\u003cp id=\"5e05\" class=\"is it gm iu b hk ml iv iw hn mm ix iy iz mn ja jb jc mo jd je jf mp jg jh jj dn hi\" data-selectable-paragraph=\"\">In our next article, we’ll look at how the growing “infodemic” of disaster news and commentary challenged reporters’ ability to verify and communicate fact from fiction. We’ll also look at how reporters addressed glaring equity and access issues caused by the wildfires and pandemic.\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com//file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview?embedded=true'\n title='https://drive.google.com//file/d/12K8ln8zkKaTaU0VjtjX_D-F5EQMAGm8k/preview'\n width='800'\n height='533'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp data-selectable-paragraph=\"\">\u003cem>This story was originally published by \u003ca href=\"https://scoprebu.medium.com/covering-climate-and-the-pandemic-b400ec86d7d6\">Medium\u003c/a>. \u003c/em>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16298/covering-climate-and-the-pandemic-2","authors":["byline_about_16298"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_679","about_678","about_580","about_686","about_681","about_676","about_626","about_680","about_682","about_496","about_720","about_712","about_653","about_672","about_666","about_687"],"featImg":"about_16299","label":"source_about_16298"}},"programsReducer":{"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","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Possible-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.possible.fm/","meta":{"site":"news","source":"Possible"},"link":"/radio/program/possible","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/possible/id1677184070","spotify":"https://open.spotify.com/show/730YpdUSNlMyPQwNnyjp4k"}},"1a":{"id":"1a","title":"1A","info":"1A is home to the national conversation. 1A brings on great guests and frames the best debate in ways that make you think, share and engage.","airtime":"MON-THU 11pm-12am","imageSrc":"https://ww2.kqed.org/radio/wp-content/uploads/sites/50/2018/04/1a.jpg","officialWebsiteLink":"https://the1a.org/","meta":{"site":"news","source":"npr"},"link":"/radio/program/1a","subscribe":{"npr":"https://rpb3r.app.goo.gl/RBrW","apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?s=143441&mt=2&id=1188724250&at=11l79Y&ct=nprdirectory","tuneIn":"https://tunein.com/radio/1A-p947376/","rss":"https://feeds.npr.org/510316/podcast.xml"}},"all-things-considered":{"id":"all-things-considered","title":"All Things Considered","info":"Every weekday, \u003cem>All Things Considered\u003c/em> hosts Robert Siegel, Audie Cornish, Ari Shapiro, and Kelly McEvers present the program's trademark mix of news, interviews, commentaries, reviews, and offbeat features. 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You can also visit the MindShift website for episodes and supplemental blog posts or tweet us \u003ca href=\"https://twitter.com/MindShiftKQED\">@MindShiftKQED\u003c/a> or visit us at \u003ca href=\"/mindshift\">MindShift.KQED.org\u003c/a>","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Mindshift-Podcast-Tile-703x703-1.jpg","imageAlt":"KQED MindShift: How We Will Learn","officialWebsiteLink":"/mindshift/","meta":{"site":"news","source":"kqed","order":"2"},"link":"/podcasts/mindshift","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/mindshift-podcast/id1078765985","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkM1NzY0NjAwNDI5","npr":"https://www.npr.org/podcasts/464615685/mind-shift-podcast","stitcher":"https://www.stitcher.com/podcast/kqed/stories-teachers-share","spotify":"https://open.spotify.com/show/0MxSpNYZKNprFLCl7eEtyx"}},"morning-edition":{"id":"morning-edition","title":"Morning Edition","info":"\u003cem>Morning Edition\u003c/em> takes listeners around the country and the world with multi-faceted stories and commentaries every weekday. 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On Our Watch brings listeners into the rooms where officers are questioned and witnesses are interrogated to find out who this system is really protecting. Is it the officers, or the public they've sworn to serve?","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/On-Our-Watch-Podcast-Tile-703x703-1.jpg","imageAlt":"On Our Watch from NPR and KQED","officialWebsiteLink":"/podcasts/onourwatch","meta":{"site":"news","source":"kqed","order":"1"},"link":"/podcasts/onourwatch","subscribe":{"apple":"https://podcasts.apple.com/podcast/id1567098962","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5ucHIub3JnLzUxMDM2MC9wb2RjYXN0LnhtbD9zYz1nb29nbGVwb2RjYXN0cw","npr":"https://rpb3r.app.goo.gl/onourwatch","spotify":"https://open.spotify.com/show/0OLWoyizopu6tY1XiuX70x","tuneIn":"https://tunein.com/radio/On-Our-Watch-p1436229/","stitcher":"https://www.stitcher.com/show/on-our-watch","rss":"https://feeds.npr.org/510360/podcast.xml"}},"on-the-media":{"id":"on-the-media","title":"On The Media","info":"Our weekly podcast explores how the media 'sausage' is made, casts an incisive eye on fluctuations in the marketplace of ideas, and examines threats to the freedom of information and expression in America and abroad. 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