Science dissemination on YouTube in Spanish-speaking countries: Youtubers vs. institutional channels

Perdomo B.; Cortázar J.-C. · Revista Mediterranea de Comunicacion (2024) · DOI: 10.14198/medcom.25415

Resumen

YouTube has established itself as a location for the mass dissemination of science that has been widely accepted by the populace. This research sought to analyse science dissemination on YouTube in institutional channels and science YouTube channels in Mexico, Peru and Bolivia. The methodological approach was based on the epistemological premise of pragmatism; hence it was a mixed study of concurrent design. A group of systematised empirical (quantitative analysis) and critical (qualitative content analysis) techniques was used. Seventy-one videos were analysed, i.e., 40,096.28 minutes of recording. These were selected from four channels of science YouTubers and four institutional channels from Mexico, Peru and Bolivia that were selected based on inclusion and exclusion criteria. Differences in behavioral engagement and scope were observed in the Youtuber and institutional channels. Strategies for content- presentation were identified that favour emotional and cognitive engagement but are mainly used by science Youtubers. We conclude that the need exists for science-producing and managing institutions to incorporate the use of these simple and effective strategies for a greater and better dissemination of science on YouTube.

Instituciones: Universidad de Ciencias y Artes de América Latina