Exploring the YouTube science communication gender gap: A sentiment analysis

Abstract

YouTube has become the second most popular web search engine (see Alexa.com ) and the primary website for individuals and organisations to freely distribute video content. Popularity statistics indicate that Science, Technology, Engineering and Mathematics-related content is of significant interest to YouTube audiences, yet analysis of the 391 most popular science, engineering and mathematics-themed channels reveals a conspicuous absence of female communicators, with the hosts of just 32 of these channels presenting as female. To help understand potential causes of this gap, analysis was conducted on popularity indicators and audience sentiments of 450 videos from 90 Science, Technology, Engineering and Mathematics-related channels. Female hosted channels were found to accumulate more comments per view, and significantly higher proportions of appearance, hostile, critical/negative and sexist/sexual commentary.

Keywords: Engineering and Mathematics; Technology; YouTube; gender gap; popularising science; science communication; sentiment analysis; women in Science; women in science.