Share Paper: Exploring messaging in STEM YouTube Videos

  1. Laurie O. Campbell, University of Central Florida, United States
  2. Tara Gibson, University of Central Florida, United States
  3. Jason Pollack, University of Central Florida, United States
  4. Stacy Watkins, University of Central Florida, United States
Tuesday, March 19 2:05-2:25 PM Wilshire B

Abstract: Abstract: Female and ethnic minorities are underrepresented in science, technology, engineering, and math (STEM). Sociocultural influencers, such as YouTubers, may be contributing to STEM awareness and identity. The purpose of this content analysis was to investigate social media influencers related to explicit and implicit messaging. A curated list of 41 STEM female YouTubers was considered, and it was determined that there is an underrepresentation of minorities within the STEM YouTuber community. The three randomly selected STEM YouTubers and their three most-watched videos provided the evidence considered in this study. Findings indicated that positive implicit and explicit STEM awareness and identity ...