Cracking The Code: Millennial Science Media Habits and Engagement Summary

February 8th, 2022 | RESEARCH

KQED, a San Francisco based public media organization, is interested in broadening participation and attracting and engaging a younger and more diverse audience, especially millennials, for their science media. The KQED science team is one of the largest reporting teams in the West with a focus on science news and it’s YouTube series, Deep Look.  

This is a summary of Cracking the Code: Influencing Millennial Science Engagement, a three year media research project supported by NSF.  The project brought together KQED science media professionals, academic science media researchers from Texas Tech and Yale universities, an evaluator from Rockman et al and in the final year the University of Connecticut to study and research science media habits and behaviors of millennials.  

The study focused on two research questions:

1. How can KQED adapt and expand upon existing research to understand the role of science identity and curiosity in millennial engagement and interest in science media?

2. Which presentations – editorial tactics, platform choices, media elements, and outreach strategies – can increase millennials' curiosity and cognitive engagement with science content, with special attention given to underrepresented and under-engaged audiences within the generation?

These questions were studied using a variety of surveys, questionnaires and interviews and all of the research studies, reports and posts can be found on the KQED Cracking the Code website. 



(no document provided)

Team Members

Sue Ellen McCann, Principal Investigator, KQED, Inc.
Sevda Eris, Co-Principal Investigator, KQED, Inc.
Asheley Landrum, Co-Principal Investigator, Texas Tech University, College of Media and Communication
Sarah Mohamad, Project Manager, KQED, Inc.
Scott Burg, Evaluator, Rockman et al


Funding Source: NSF
Funding Program: AISL
Award Number: 1811019
Funding Amount: $1,932,857

Funding Source: NSF
Funding Program: AISL
Award Number: 11810990
Funding Amount: $152,034

Related URLs

Cracking The Code: Millennial Science Media Habits and Engagement Summary
Collaborative Research: Influencing Millennial Science Engagement


Audience: Adults | Museum | ISE Professionals | Scientists
Discipline: General STEM
Resource Type: Research Brief | Research Products
Environment Type: Broadcast Media | Media and Technology | Websites | Mobile Apps | Online Media

Linkedin   Youtube   Facebook   Instagram
Search: repository | repository and website pages | website pages
NSF logo

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.

NSF AISL Project Meetings

Privacy Policy | Terms of Use | Contact Us