Uncovering gender stereotypes in controversial science discourse: evidence from computational text and visual analyses across digital platforms

Abstract

This study examines how gender stereotypes are reflected in discourses around controversial science issues across two platforms, YouTube and TikTok. Utilizing the Social Identity Model of Deindividuation Effects, we developed hypotheses and research questions about how content creators might use gender-related stereotypes to engage audiences. Our analyses of climate change and vaccination videos, considering various modalities such as captions and thumbnails, revealed that themes related to children and health often appeared in videos mentioning women, while science misinformation was more common in videos mentioning men. We observed cross-platform differences in portraying gender stereotypes. YouTube’s video descriptions often highlighted women-associated moral language, whereas TikTok emphasized men-associated moral language. YouTube’s thumbnails frequently featured climate activists or women with nature, while TikTok’s thumbnails showed women in Vlog-style selfies and with feminine gestures. These findings advance understanding about gender and science through a cross-platform, multi-modal approach and offer potential intervention strategies.