When Science Meets Digital Branding
Yanxi Zhou
The science media ecosystem continues to dramatically change with the proliferation of digital media channels and platforms. While there are many different types of digital media filling this void, the use of online videos, particularly on YouTube, has become one of the main sources for information, specifically for science and environmental issues. While most researchers examine the content of online science news and information, we show that digital trace data, including hyperlinks, “likes”, a