Cracking the Code: A Science Media — Research Partnership for Improving the Quality of Science Communication -- Blog series

Saturday, January 22, 2022
Resource Type:
Blog Post | Reference Materials
Environment Type: 
Media and Technology, Broadcast Media, Websites, Mobile Apps, and Online Media
Adults | Museum/ISE Professionals | Scientists
General STEM
KQED, Inc., Texas Tech University, College of Media and Communication, Rockman et al

The series of articles below is a study of Cracking the Code, one of the largest public investments in science media, journalism and science communication research collaborations, a project between KQED, Texas Tech and Yale Universities. KQED has the largest science reporting unit in the West focusing on science news and features including their YouTube series Deep Look.This series was written by Scott Burg from Rockman et al, the project's independent evaluator. Links to the articles in this series are below. The full articles in the series are posted on Medium.

  • A Three Year Case Study
  • Setting the Stage
  • Finding the Right Partner
  • The Value of Audience Research
  • Collaborating During a Pandemic
  • Working Through Differences
  • Looking at Research Through Different Lenses
  • Learning about Science Media, Journalism and the NSF
  • Reporting and Dissemination: Reaching Audiences
  • Managing Partnerships
  • A Collaboration within a Collaboration: Science Identity
  • Personal and Professional Learning Through Practice
  • Research and Reflection
  • Final Thoughts and Takeaways
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Team Members

Sue Ellen McCannPrincipal Investigator
Sevda ErisSevda ErisCo-Principal Investigator
Asheley LandrumAsheley LandrumCo-Principal Investigator
Sarah MohamadSarah MohamadProject Manager
Scott BurgEvaluator

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