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Exploring the YouTube science communication gender gap: A sentiment analysis
Inoka Amarasekara1, Will J Grant1
1The Australian National University, Australia.
Public Understanding of Science (Bristol, England)
|July 6, 2018
Summary
Female scientists on YouTube face more negative comments. Analysis of Science, Technology, Engineering, and Mathematics (STEM) channels shows female hosts receive more critical and sexist remarks, despite high audience interest.
Area of Science:
- Science communication
- Social media analysis
- Gender studies in STEM
Background:
- YouTube is a leading search engine for content distribution.
- Science, Technology, Engineering, and Mathematics (STEM) content is popular on YouTube.
- A significant gender gap exists, with few female hosts on popular STEM channels.
Purpose of the Study:
- To investigate the reasons behind the underrepresentation of female communicators in STEM on YouTube.
- To analyze audience engagement and sentiment towards STEM videos hosted by females.
Main Methods:
- Analysis of popularity indicators for 450 videos from 90 STEM channels.
- Sentiment analysis of audience comments on female-hosted vs. male-hosted STEM channels.
Main Results:
- Female-hosted STEM channels accumulate more comments per view.
- Videos hosted by females receive significantly higher proportions of hostile, critical/negative, and sexist/sexual commentary.
Conclusions:
- Despite audience interest in STEM, female communicators face a more hostile online environment.
- Negative audience sentiment and commentary may contribute to the underrepresentation of women in STEM communication on YouTube.
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