Are Women a Missing Audience for Science on YouTube

June 14th, 2021 | RESEARCH

Educational programming on digital video platforms such as YouTube wrestle with gender disparities in viewership. When men engage with science and technology content on digital platforms more than women, gender gaps in the understanding of, engagement with, and interest in STEM may intensify. Therefore, there is a critical need for more research aiming to aid in our understanding of these gender differences. This study provides evidence that the gender gaps may exist not in the use of YouTube itself, but with the engagement with science and technology content on the platform. Furthermore, there are gender differences in the reasons for engaging with such content, with women, perhaps, more motivated by instrumental purposes than their science curiosity.



Team Members

Asheley Landrum, Author, Texas Tech University


Identifier Type: doi
Identifier: 20.3389/fcomm.2021.610920

Publication: Frontiers in Communication
Number: 610920


Funding Source: NSF
Funding Program: AISL
Award Number: 1810990

Funding Source: NSF
Funding Program: AISL
Award Number: 1811019

Related URLs

Cracking the Code: Influencing Millennial Science Engagment


Access and Inclusion: Women and Girls
Audience: Adults | Museum | ISE Professionals
Discipline: General STEM
Resource Type: Peer-reviewed article | Research Products
Environment Type: Media and Technology | Websites | Mobile Apps | Online Media

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This material is supported by National Science Foundation award DRL-2229061, with previous support under DRL-1612739, DRL-1842633, DRL-1212803, and DRL-0638981. Any opinions, findings, conclusions, or recommendations contained within are those of the authors and do not necessarily reflect the views of NSF.

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