Comunicación Estratégica de la Ciencia con Youtube: El Papel del Comunicador/científico

Translated title of the contribution: Strategic Communication of Science with Youtube: The Role of the Communicator/Scientist

Andrea De Santis, Raquel Victoria Jara Cobos

Research output: Chapter in Book/Report/Conference proceedingChapter


In the knowledge society, people need science to understand and adapt to a constantly developing environment and, in many parts of the world, the Internet is the preferred medium for accessing scientific information. Despite the still limited participation of scientists in the new communicative dynamics involving social media and networks, there is a consensus in recognizing YouTube as the online video platform most used by this community. This chapter analyzes YouTube as a means of scientific communication, highlighting its characteristics as a tool to promote the dissemination and understanding of scientific knowledge. The reflection points to the role played by academics and researchers in this process and the use they make of YouTube for their communication, particularly those who research in the field of Advertising and Public Relations. Their presence and participation is still scarce, limited to isolated initiatives, and there are still few who expose themselves outside the canons and traditional platforms of scientific communication, thus losing the opportunity to increase the visibility and impact of their work. It is concluded that the use of YouTube as a strategic communication tool can be particularly useful for associative and institutional realities such as groups, cores, research centers and institutes.
Translated title of the contributionStrategic Communication of Science with Youtube: The Role of the Communicator/Scientist
Original languageSpanish (Ecuador)
Title of host publicationYouTube y la comunicación del siglo XXI
PublisherCentro Internacional de Estudios Superiores de Comunicación para América Latina (CIESPAL)
Number of pages20
ISBN (Print)978-9978-55-196-7
StatePublished - 31 Jul 2020


  • Scientific communication
  • Social media
  • Strategic communication
  • Web presence
  • Youtube

CACES Knowledge Areas

  • 123A Journalism and Communication


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