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This study explores the potential benefits of different formats of behind-the-scenes content for educational science media using the Differential Susceptibility to Media Effects Model. We also consider potential gender differences in response to the behind-the-scenes content and the influence of using an on-camera host versus a solely voiced-over production. The results suggest that professionally produced behind-the-scenes content may help broaden participation with science media; that is, we found that these types of behind-the-scenes content increase engagement with science video among women who score lower in science curiosity. 

Educational science programming on digital video platforms such as YouTube wrestle with sometimes significant 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 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 in 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 to satisfy their science curiosity. 

Sparked by a collaboration between academic researchers and science media professionals, this study sought to test three commonly used headline formats that vary based on whether (and, if so, how) important information is left out of a headline to encourage participants to read the corresponding article; these formats are traditionally-formatted headlines, forward-referencing headlines, and question-based headlines. Although headline format did not influence story selection or engagement, it did influence participants evaluations of both the headline’s and the story’s credibility (question-based headlines were viewed as the least credible). Moreover, individuals’ science curiosity and political views predicted their engagement with environmental stories as well as their views about the credibility of the headline and story. Thus, headline formats appear to play a significant role in audience’s perceptions of online news stories, and science news professionals ought to consider the effects different formats have on readers.