LOW VISIBILITY OF FEMALE YOUTUBERS ADDRESSING ENVIRONMENTAL MATTERS: A QUESTION OF DISCURSIVE STRATEGIES?
Keywords:
Women’s Underrepresentation, Environmental Communication, Science Communication, Discursive StrategiesAbstract
Several studies have revealed that women are significantly under-represented in scientific research, as well as in science communication. Their lack of representation is noticeable in social media, including YouTube. In this study we tried to determine if low women visibility addressing environmental matters on YouTube is related to their discursive strategies vis-à-vis those of men. In particular, we tried to elucidate whether it is a result of women using less discursive elements related to gaining credibility, legitimacy and public attraction than their male counterparts. We also aimed to determine whether there was an indication of globalization in this difference or similarity of discursive strategies between men and women. Consequently, half of our sample of videos was produced by French youtubers, while the other half was produced by Mexican youtubers.
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