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Masterarbeit / Master's Thesis MASTERARBEIT / MASTER’S THESIS Titel der Masterarbeit / Title of the Master‘s Thesis “Popular Culture and Science Communication on Social Network Sites – A study on edutainment in the YouTube videos Because Science by Kyle Hill” verfasst von / submitted by Stephan Längle, BA angestrebter akademischer Grad / in partial fulfilment of the requirements for the degree of Master of Arts (MA) Wien, 2017 / Vienna 2017 Studienkennzahl lt. Studienblatt / A 066 906 degree programme code as it appears on the student record sheet: Studienrichtung lt. Studienblatt / Science – Technology - Society degree programme as it appears on the student record sheet: Betreut von / Supervisor: Dr. Erik Aarden Mitbetreut von / Co-Supervisor: 2 Acknowledgements I want to thank Dr. Erik Aarden for his great supervision and careful reading of all the different versions of my master thesis. He helped me to adapt my research in the right places. Without his support I would not have been able to finish this study. Furthermore, the feedback and suggestions of my colleagues changed my perspective on my topic and helped to evolve my research project. Without the continuous support and sponsorship of my parents I would not be here, thanks a lot. Also a lot of thanks to my family, which backed me during every part of this thesis. I especially give my deepest gratitude to Miriam Langpaul for her support and patience over all the months of work and for proof reading everything. Thank you. I also want to thank Kyle Hill for his interesting and funny show, which I had the pleasure to research on. Last but not least, a lot of thanks to all the people that produce the Star Wars movies with all their love and dedication that I love so much. May the force be with you. 3 4 5 6 1. Table of content 1. Table of content ............................................................................................................................... 7 2. Introduction ................................................................................................................................... 10 3. State of the Art .............................................................................................................................. 14 3.1 Public Understanding of Science ........................................................................................... 14 3.2 An attempt to define science communication........................................................................ 16 3.3 Science Communication Studies ........................................................................................... 18 3.4 Edutainment ........................................................................................................................... 22 3.5 Little Science ......................................................................................................................... 23 3.6 Humor in Science .................................................................................................................. 24 3.7 Popular Culture ...................................................................................................................... 26 3.7.1 Popular Cultural Capital ................................................................................................ 29 3.8 Research gap in the literature ................................................................................................ 29 4. Research Questions ....................................................................................................................... 32 5. Theories and Concepts .................................................................................................................. 34 5.1 Science Communication in the media ................................................................................... 34 5.2 Science Stories ...................................................................................................................... 35 5.3 Frames ................................................................................................................................... 37 5.4 Boundary Work ..................................................................................................................... 39 6. Material and context of my case .................................................................................................... 41 6.1 Social Network Sites (SNS) .................................................................................................. 41 6.2 YouTube ................................................................................................................................ 42 6.3 Nerdist and Because Science by Kyle Hill ............................................................................ 44 6.4 About Kyle Hill ..................................................................................................................... 45 6.5 Kyle Hill and Popular Culture ............................................................................................... 46 6.6 Considerations for Analysis .................................................................................................. 46 6.7 Material ................................................................................................................................. 47 7 6.8 Summary of the most important videos for my analysis ....................................................... 47 6.8.1 Summary of “Why Han Solo Is a Time Traveler!” (Hill, 2015d) ................................. 48 6.8.2 Summary of “How We Already Have Real TIE Fighters” (Hill, 2015e) ...................... 48 6.8.3 Summary of “Why Kylo Ren’s Lightsaber Works” (Hill, 2015f) ................................. 48 6.8.4 Summary of “How TR-8R’s Lightsaber-Blocking Baton Works” (Hill, 2016a) .......... 49 6.8.5 Summary of “Can Kylo Ren Lift Thor’s Hammer?” (Hill, 2016b) ............................... 49 6.8.6 Summary of “Why Does Darth Vader Breathe Like That?” (Hill, 2016c).................... 49 6.8.7 Summary of “Could a Lightsaber Cut Through Captain America’s Shield?” (Hill, 2016d) 49 6.9 Analysis of my material......................................................................................................... 50 7. Methods ......................................................................................................................................... 52 7.1 Video Analysis Methods ....................................................................................................... 53 7.2 Video Hermeneutics .............................................................................................................. 54 7.2.1 Sequentiality .................................................................................................................. 56 7.2.2 Parenthesis of Context ................................................................................................... 58 7.2.3 Contrasting .................................................................................................................... 59 7.3 Structured Interview .............................................................................................................. 60 7.4 Grounded Theory .................................................................................................................. 60 8. Video and Interview Analysis ....................................................................................................... 61 8.1 Introduction to Analysis ........................................................................................................ 61 8.2 Description and structure of the videos ................................................................................. 62 8.3 Science Stories ...................................................................................................................... 62 8.3.1 A Pop Culture - Science Story ....................................................................................... 63 8.3.2 Limitations and possibilities of a pop culture- science story ......................................... 64 8.3.3 Underrepresentation of risk, time-frames and possible negative outcome of science ... 66 8.3.4 Science presented as positive, helpful and beneficial for society .................................. 67 8.3.5 Presupposed knowledge ................................................................................................ 67 8.3.6 The use of sources ......................................................................................................... 69 8.3.7 Formula ......................................................................................................................... 69 8.3.8 Star Wars atmosphere .................................................................................................... 70 8 8.3.9 Merchandise products .................................................................................................... 70 8.3.10 Kyle Hill’s use of language in the videos ...................................................................... 70 8.3.11 How Kyle Hill appears in the videos / presents himself ................................................ 72 8.3.12 Expert explains science to the audience vs. learning it together with the audience ...... 72 8.3.13 Alternation ..................................................................................................................... 73 8.4 Frames ..................................................................................................................................
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