Using on-line video science communication to its full potential. Comparative interview-based analysis of five major UK YouTube channels

摘要

Through interviews with the people in charge of five major UK-based YouTube science communication channels, we explore how these are used to various degrees with respect to their full potential. Whilst in some instances the channels are considered as a supplementary platform for other media formats, like print or TV, there are clear indications and examples of how Webvideos can and do provide a qualitative leap regarding audio-visual science communication, through the possibility of creating a participatory community of viewers and 82 followers, and allowing to establish a real dialogue with the audiences, as well as to experiment with different formats and styles. The study also suggests that despite the reputation of on-line media of being very flexible and low in resource requirements ("anyone with a webcam in their bedroom"), running a on-line science communication channel to its full potential is not a trivial matter, and requires a substantial amount of dedication and person-hours, as well as a thorough understanding of the possibilities and challenges that are opened up by this format. The channels included in this study are those run by the journals Nature and New Scientist, the Royal Institution, BBC Earth, and the freelancer Brady Haran.