Science communication and dissemination in different cultures: An analysis of the audience for TED videos in China and abroad

Abstract

Disseminated across the world in more than 100 languages and viewed over 1 billion times, TED Talks is a successful example of web‐based science communication. This study investigates the impact of TED Talks videos on YouKu, a Chinese video portal, and YouTube using 6 measures of impact: number of views; likes; dislikes; comments; bookmarks; and shares. In particular, we study the relationship between the topicality and impact of these videos. Findings demonstrate that topics vary greatly in terms of their impact: Topics on entertainment and psychology/philosophy receive more views and likes, whereas design/art and astronomy/biology/oceanography attract fewer comments and bookmarks. Moreover, we identify several topical differences between YouKu and YouTube users. Topics on global issues and technology are more popular on YouKu, whereas topics on entertainment and psychology/philosophy are more popular on YouTube. By analyzing the popularity distribution of videos and the audience characteristics of YouKu, we find that women are more interested in topics on education and psychology/philosophy, whereas men favor topics on technology and astronomy/biology/oceanography.