12 Emotional Reactions to Science Communicators on YouTube: The Impact of Gender

By: Tanaya Mehjabin

Introduction

Imagine watching a science video on YouTube and feeling a mix of emotions—anger, trust, fear, or joy—triggered by the presenter’s gender. The research we did delves into this fascinating phenomenon, investigating how gender dynamics shape the emotional reactions of YouTube commenters toward science communicators. The study extended beyond statistics; it sought to illuminate the genuine influence of gender on public perception in the digital era.

Science communication plays a vital role in educating the public, yet gender dynamics can greatly affect how audiences perceive and engage with science communicators. Our study investigated the impact of gender differences on audience perceptions by analyzing emotional expressions in comments on YouTube. We focused specifically on the “SciShow” channel, examining videos presented by both male and non-binary hosts.

The research was framed through Muted Group Theory (MGT) and Agenda Setting Theory. MGT, developed by Edwin and Shirley Ardener, posits that dominant social groups create communication norms that can marginalize less powerful voices. This theory is frequently utilized to explain gender disparities in communication and has also been applied to examine broader social hierarchies, including the representation of LGBTQ+ individuals in media. According to Kramarae (2005), MGT suggests that individuals who identify as women or gender minorities often must adjust their language and presentation style in order to be recognized and respected in predominantly male fields, such as science communication.

The Agenda Setting Theory enhances our understanding by highlighting how societal norms influence the visibility and framing of various gender identities in media. Traditionally, men have been at the forefront of scientific discussions, shaping public perceptions of what defines a “credible” scientist. Research indicates that female and non-binary science communicators encounter unique biases—women are often expected to embody nurturing or expressive qualities, while non-binary presenters may face scrutiny regarding their credibility and the reactions of audience members.

Methods and Findings

My team conducted a sentiment analysis of comments from “SciShow” videos, utilizing the NRC emotional dictionary to classify words into eight distinct emotions: anger, fear, anticipation, trust, surprise, sadness, joy, and disgust, as well as assessing positive and negative sentiments. We examined 100 comments—50 from videos featuring male presenters and 50 from those with non-binary presenters.

Our hypothesis suggested that non-binary presenters would evoke more emotional responses, particularly negative sentiments, than their male counterparts. The findings were illuminating. Comments on videos featuring non-binary presenters indicated considerably higher levels of anger, disgust, fear, and sadness. Specifically, non-binary hosts received 15 anger-related comments compared to only two for male hosts—representing a 7.5-fold increase. Fear and sadness also saw dramatic increases, measuring 241% and 270%, respectively. Interestingly, trust levels were marginally higher for non-binary presenters, which contradicted our initial expectations.

The heightened emotional responses to non-binary presenters can be analyzed through the frameworks of MGT and Agenda Setting Theory. Male communicators, who belong to the dominant social group, often encounter less emotional scrutiny. In contrast, non-binary presenters face emotional reactions akin to those experienced by women in the realm of science communication. This trend is particularly significant in digital media, where gender biases markedly shape audience responses to public figures.

Our findings support previous research, including the work of Amarasekara and Grant (2019), which indicated that female science communicators on YouTube endure a greater volume of hostile, critical, and negative comments than their male peers. This pattern implies that non-binary presenters are similarly subjected to emotional scrutiny, underscoring the notion that marginalized groups must adapt to prevailing communication styles to achieve acceptance.

Relevance and Real-World Connections

The findings emphasized the ongoing biases and emotional challenges faced by gender minorities in science communication. Emotional responses to non-binary presenters resemble those encountered by women—another marginalized group—highlighting how societal norms and power structures notably shape public perceptions.

In light of current events, this research is especially timely. With the increasing focus on gender inclusivity and representation in STEM fields, recognizing these biases becomes essential. It illuminates the obstacles non-binary individuals face and reinforces the necessity for more inclusive communication strategies.

Our study uncovered the emotional barriers that non-binary science communicators experience on digital platforms like YouTube. These insights are crucial for creating a more inclusive science communication environment. Future research could enhance these findings by analyzing a larger array of comments and investigating how external events affect commenter sentiment. It is also vital to acknowledge the limitations of our study, including the small sample size and possible confounding variables.

Conclusion

In conclusion, our objective was to amplify underrepresented voices and advocate for equity in the digital age. By discerning the emotional reactions of non-binary science communicators, we can devise strategies that support and empower these individuals in their endeavours. This research adds to the broader dialogue on gender inclusivity in STEM fields and underscores the importance of fostering a more inclusive and equitable atmosphere for all science communicators.

Thank you to my group members who assisted with this research.