Understanding Context to Influence Women with Disabilities to Consider STEM Careers via Targeted Radio Programs

Action Research & Associates, Inc.Kris Juffer, Ph.D.

“Access to Advancement” was developed by WAMC Northeast Public Radio under a grant from the

National Science Foundation’s Division of Research on Disability Education

(HRD-0833247).

Access to Advancement (A2A) NSF-RDE - Division of Research in

Disabilities Education WAMC Northeast Public Radio (NPR) Access to Advancement -

10 radio segments 5 embedded in “The Best of Our

Knowledge” 5 in “51%”

Action Research & Associates, Inc.-Independent Evaluator

Access to Advancement:Issues AddressedTalented women with disabilities need to

be encouraged to enter the STEM field.

Historically, the media's treatment of disability issues and individuals with disabilities has been strongly criticized by the disability community and others for its perpetuation of negative stereotypes.

Purpose-A2A Radio ProgramsEffectively reach Women with Disabilities (WWDs) Gatekeepers: Parents, Educators,

Counselors, Scientists, Employers General Public To disseminate key information To support talented WWDs considering

pursuing and entering STEM careers

Broadcaster:WAMC Northeast Public Radio 7 New England/Mid Atlantic states-21 freqs 58 yrs - Producer of public-radio style

prgrmg 500+ radio stations nationwide, on the Internet via audio on-demand 177 countries via Armed Forces Radio

6 NSF grants–2001-2009 - 5-GSE, 1-RDE Awards - Gracie Awards-AWRT Foundation

Original Context: WAMC-Public Radio Broadcasting Highly skilled producers, writers, on-air Informative, relevant, creative Producing news/info stories

General audience Previous 5 NSF grants - women in science Not targeted to WWDs specifically

Broadcasting - 1-way communication

Usual Broadcasting Context 1-Way Communication

WAMC Programming WWDs

NSF RDE GrantChanged Broadcasting ContextNSF RDE Grant Funding Requirements

Introduced

Focus on WWDs in STEM A2A Advisory Committee Independent Evaluator

NSF & Federal Program Evaluator Media & Audience Research

WAMC added Disability & Business Technical Assistance Center (DBTAC) -Trainer/Consultant

Change Agents

Change Agent 1: A2A Advisory Committee No Advisory Committee-previous NSF

projects 10 Members–STEM, Education, Disabilities M/F - with/without Disabilities Scientists, Professors, Minority/Disability

Advocates Links-WWD community, programs,

resources

Change Agent 2:Disability & Business Training & Assistance Center (DBTAC)Disability Awareness Training/consultations Invaluable resource Helped eliminate stereotypes, inaccuracies Raised comfort level-navigating relationships Program - Balanced, accurate image of people

with disabilities to national audiences Evaluator - gather program evaluation data

Examples - Courtesies Visual

Don’t pet working dog/pet Identify self first when speaking When referring to graphic or physical

object, provide short oral description before talking about it

Hearing Talk directly to individual, not

assistant or interpreter

Change Agent 3: Program Evaluation Process Evaluator Proposed: A2A Program Logic Model

Focus on Outcomes of their program Formative – Focus Groups Summative- A2A’s impact on WWDs

Surveys Case studies – Control and Treatment

Participants’ Interactive Context

Women with Disabilities

Action ResearchWAMC A2A Team

Advisory CommitteeDBTAC

Implications of Responding to Contextual FactorsTo achieve goal- Effective radio programming To change WWDs’ interest in STEM field

We first had to change ourselves

Context #1: Evaluation Design

Worked within WAMC’s media context NSF’s education/program goals –

increase STEM pool Changed Evaluation Design Multi-Theory

Communication Theory Social Change Model A2A Program Evaluation Logic Model –

focused on Program’s Outcomes

Multiple Theories:Communication TheoryIterative 2-Way Communication

Message/Program

AudienceFocus Groups

Broadcaster

Multiple Theories:Social Change Model

Behavior

Attitudes/Motivation“I can’t” to “I can”

Information/Knowledge/Learning

Multiple Theories:A2A Project Logic Model

Inputs Intervention Outputs Outcomes/Impacts

Context #2Broadcast Staff Context Audience research-historical concerns Focus groups Ultimately accepted/added to quality:

Provided direction to optimize Structure Content Sequence

Built confidence Assured positive impact and outcomes

Context #3WWDs’ Context:Influenced Program Content & Design DBTAC Training FGs with WWDs Findings–Verbatim Evidence –

Recommendations A2A Broadcast Team – very

responsive Changed both programs Recs – addressed in Annual Report

Context and Changes

FGs on stories revealed A2A was “Attention-getting, informative,

enjoyable, inspiring” Encouraged WWDs’ interest in

STEM careers Effective in interesting educators,

counselors, parents

Context #4Psychological Needs WWDs’ Context – “Discouraged” Needed to address psychological needs

Only I can put limits on myself. I earned my degree and I deserve to be here.

Build self-confidence Effective self-advocacy Provide powerful WWD role models Human interest stories

Context #5Human interest Universal audience appeal +

WWDs’ interests Used a “layered approach” to build

“picture”

Context #5Human interest “Person First Approach”

Introduced personal aspects first Personal interests–Ex:

Sports/Activities Charity work Career

Problem-solving Disability a side issue

Context #5Human interest “I’d have to remind myself that she

couldn’t see! She doesn’t let anything stand in her way!”

Not typical story format on TV/radio

Context #6Informative Intros Ineffective Written vs. Audio formats–different

contexts! Written Script – Intro re: STEM program Audio – Nothing recalled Audience recalled facts only after

interviewee began to talk for herself Audience needed a mental “picture“ of

interviewee to start building a framework to understand programs and assistive devices, etc.

Context #7Mentors Lay public-confused different

types-“mentors” Lacked understanding of importance of

professional scientist mentor vs. other mentors

Advisory Committee & experienced evaluator understood importance

A2A Team reworked issue Made into an on-going program theme Much clearer

Lessons Learned MANY interesting compelling

stories about WWDs’ STEM achievement Opportunities in STEM

Lessons Learned Emerging issue: High school

counselors appear to be frequently redirecting WWDs away from STEM careers

Emerging issue: Interesting relationship between gender vs. disability self-identities – changes with age

Thank you!

Kris Juffer, Ph.D.Action Research & Associates, Inc.

P.O. Box 494 Ellicott City, MD 21041-0494

410-465-1299drkjuffer@actionresearchinc.com