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Framing Science on Social Media to Raise Public Awareness of Space Exploration: a Content Analysis of NASA Mars Mission Videos and Public Responses on Youtube

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Framing Science on Social Media to Raise Public Awareness of Space Exploration: a Content Analysis of NASA Mars Mission Videos and Public Responses on Youtube University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Doctoral Dissertations Graduate School 12-2017 Framing Science on Social Media to Raise Public Awareness of Space Exploration: A Content Analysis of NASA Mars Mission Videos and Public Responses on YouTube Priyanki Sinha University of Tennessee, [email protected] Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss Recommended Citation Sinha, Priyanki, "Framing Science on Social Media to Raise Public Awareness of Space Exploration: A Content Analysis of NASA Mars Mission Videos and Public Responses on YouTube. " PhD diss., University of Tennessee, 2017. https://trace.tennessee.edu/utk_graddiss/4853 This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a dissertation written by Priyanki Sinha entitled "Framing Science on Social Media to Raise Public Awareness of Space Exploration: A Content Analysis of NASA Mars Mission Videos and Public Responses on YouTube." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy, with a major in Communication and Information. Carol Tenopir, Major Professor We have read this dissertation and recommend its acceptance: Suzie Allard, Harry F. Dahms, Devendra Potnis Accepted for the Council: Dixie L. Thompson Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) Framing Science on Social Media to Raise Public Awareness of Space Exploration: A Content Analysis of NASA Mars Mission Videos and Public Responses on YouTube A Dissertation Presented for the Doctor of Philosophy Degree The University of Tennessee, Knoxville Priyanki Sinha December 2017 ii Copyright © 2017 by Priyanki Sinha All rights reserved. iii ACKNOWLEDGEMENTS I would like to thank my dissertation Chair, Dr. Carol Tenopir and committee members, Dr. Suzie Allard, Dr. Devendra Potnis, and Dr. Harry Dahms for providing me the right direction, insight, and guidance during my PhD program. I would also like to thank Dr. Diane Kelly and Dr. Dania Bilal for their understanding, support, help, and encouragement during my moments of struggle. A special thanks to my family: Dad, Mom, and my brother Prashant for their patience and will to support me in accomplishing this difficult goal. Finally, this work would not have been possible without the unconditional support, help, and love of my friends. I dedicate this dissertation to my friends who were with me during one of the most challenging experiences of my life. I am deeply grateful and thankful for their presence, patience, insight, trust, emotional support, encouragement, and so much more. I acknowledge my friends Prashasti, Emily, Will, Jim, Sagar, Ritesh, Sumita, Shion, Vishal, Meena, Arvind, Rosann, Sudipta, Ashish, Sucheta, Frank, and LaVerne. Words fail me to describe how much your support means to me. This dissertation is a tribute to all of you. iv ABSTRACT Space exploration has many benefits. However, federal funding for space exploration is declining with each passing year. One of the reasons for the diminishing funding is the lack of public awareness about the value and importance of space research. Public awareness of space exploration is therefore crucial to enhance public interest as well as in drafting important science policy decisions. Social media provides a great opportunity to build this interest among public via various platforms such as YouTube, Facebook, and Twitter. As more and more people use social media to access news information, it plays a significant role in shaping public opinion on important issues. However, each social media platform has unique characteristics and appeals to public in a different manner. It is also important to note that messages framed for each social media platform vary significantly from each other. Therefore, in this dissertation, I explore how space exploration is framed on a social media platform (YouTube) to increase public awareness about space science. I also analyze public comments in response to those videos to understand the trends, patterns, tones, and perceptions of YouTube commenters. Forty- three NASA video transcripts have been analyzed to identify the dominant frames which NASA has used to engage with the public on YouTube and 730 comments have been analyzed to understand the trends, patterns, tones, and perceptions of YouTube commenters. Seven frames have emerged from this study: (1) Science Experiments (2) Curiosity Rover (3) Findings (4) Mars (5) Science Team Characterization (6) Success (7) Communication and Engagement with the Public. Analysis of YouTube comments reveal that majority of the comments posted directly in response to the videos are positive, indicating appreciation and praise for NASA and the space exploration mission. Many negative comments are found to be conspiracy theory related. However, even though these comments attract more discussion, commenters necessarily do not believe these conspiracy theory comments and in turn refute these comments with logical and rational information. Most people use YouTube for asking questions and sharing their knowledge about science and space exploration. v TABLE OF CONTENTS CHAPTER 1 INTRODUCTION AND GENERAL INFORMATION .........1 1.1 Research Questions ..............................................................................5 CHAPTER 2 LITERATURE REVIEW ........................................................6 2.1 NASA and Space Exploration .............................................................6 2.1.1 Public Opinion on Space Exploration in America ......................6 2.1.1.1 Launch of Sputnik by Soviet Union (1957) ..........................6 (a) Trends in Public Opinion Before the Launch of Sputnik ........7 (b) Media Coverage ......................................................................7 (c) Public Opinion on Satellites and America's Image .................7 (d) Meaning of Sputnik .................................................................8 (e) America's Prestige ...................................................................9 (f) Attitudes Towards the Launch .................................................9 (g) Funding....................................................................................10 (h) Space Related Knowledge .......................................................10 (i) Future of Space Exploration .....................................................10 (j) International Public Opinion and Awareness of Space Exploration ................................................................................11 2.1.1.2 Public Perceptions About the Apollo Space Program (1965-1975) ....................................11 (a) Establishment of NASA ..........................................................12 (b) Funding, Public Opinion, and Space-Race..............................12 2.1.1.3 Mars Exploration .................................................................15 (a) History of Mars Exploration ....................................................15 (b) Curiosity ..................................................................................17 (c) Public Perceptions Towards Mars Exploration .......................20 (d) Reasons for Mars Exploration .................................................24 2.2 Benefits of Space Exploration on Society ............................................25 2.3 Rationale for Space Exploration ...........................................................28 2.4 NASA, Science Communication and Social Media .............................33 2.4.1 Creation of NASA........................................................................33 2.4.2 Need for Public Support...............................................................34 2.4.2.1 Declining Funding for Space Research..................................34 2.4.2.2 Need for Public Support in Space Policy Making Decisions .................................................................35 2.4.2.3 To Prevent Loss of Trust and Resentment Towards Scientists, Science Data, and Science Agencies ...................36 2.4.2.4 To Raise Awareness, Significance, and Value of Scientist’s Work ...............................................................37 2.5 Science Communication Via Social Media ..........................................38 2.5.1 YouTube .......................................................................................40 2.5.2 YouTube Comments .....................................................................41 CHAPTER 3 FRAMING THEORY ..............................................................42 vi 3.1 Introduction ...........................................................................................42 3.2 Definition and Meaning ........................................................................42 3.3 Characteristics of Frames ......................................................................43 3.4 Who Creates Frames .............................................................................44 3.5 Relevance ..............................................................................................44
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