Science on screen: what Black and Latina women value in science communication strategies

Current science communication strategies in media often fail to connect to non-White viewers and thus must be redesigned to increase minority audiences effectively (Dawson, E., Iqani, M., & Lock, S. (2024). Why should we think about social justice in science communication? Journal of Science Communication, 23(04), E. https://doi.org/10.22323/2.23040501). Over the past two years, PBS Digital Studios (PBSDS) has created new content for Terra, PBSDS's YouTube channel, to prioritize Black, Latiné, and women audiences. This study focuses on women who watch PBS science content online and prioritizes the perspectives of Black and Latina women. Virtual listening sessions were used to gather feedback about specific communication strategies developed by PBSDS through six video clips. This study underscores that diverse representation on YouTube can significantly affect viewers' perceptions of science and scientists. Women preferred content featuring scientists who look like them and who approach science authentically. The research reveals that while humor can be engaging, its use must be carefully balanced with the delivery of substantive scientific information. Storytelling and conversational strategies emerged as effective strategies for maintaining viewer interest. This study represents a small step toward identifying more culturally appropriate and successful strategies to increase women's viewership overall, including Black and Latina women, with science content shared on YouTube.