The WGBH Educational Foundation together with the Association of Computing Machinery (ACM) and dozens of partners, proposes a major new initiative to reshape the image of computing among college-bound high school students, with a special focus on Latina girls and African-American boys. Image is seen as an important factor in the lack of interest in computing majors among high school and college students, who often see computer scientists as geeks and nerds with boring jobs and equally boring lives. Latina girls and African-American boys--among the most underrepresented groups in computing--represent particularly important and challenging audiences. The New Image for Computing project will research and design a "communications make-over"--a new set of messages that will accurately and positively portray the field and will be widely tested for their emotional appeal to and intellectual connection with the targeted audiences. Experienced marketing professionals will help create the messaging campaign using proven marketing and communications strategies. WGBH, a leading producer of programming for public television and non-broadcast educational media, is uniquely positioned to lead this initiative, as they have a current, similar project called Engineer Your Life that aims to encourage academically prepared high school girls to consider engineering as an attractive option for both post-secondary education and as a career choice.
The importance of reporting current science to the general public is more important now than ever before. The best way to ensure enthusiastic support for science is to engage the general public as directly as possible. Unlike schooling, learning in a museum is self-motivated, self-directed, and can be lifelong. The partnership between Columbia University's MRSEC (Materials Research Science and Engineering Center) and the New York Hall of Science will do this in an exciting manner by development of innovative 'rolling exhibits' (Discovery Carts) that are visually attractive, intellectually stimulating and demonstrate current research. This project will unite a dynamic University research faculty, dedicated graduate students, and high school teachers from one of the largest and best known teacher research experience programs in the country. NY Hall of Science, specialists in public science education, have developed exhibitions, over the past 20 years, for school and family group visitors in biology, chemistry and physics. Most recently, the Hall opened an 800-foot biochemistry discovery lab featuring ten experiments that teach visitors about the role of molecules in everyday life. The lab is facilitated by an explainer, and hundreds of families use the lab throughout the year. All exhibits and programs have rigorous science presented in an engaging manner in an educationally non-threatening environment. Columbia University is one of the premier research institutions in the country. Columbia's MRSEC is engaged in multi-faceted educational outreach activities in the New York metropolitan area, including a close working relationship with Columbia's 16 year old RET program. Together these institutions are well situated to involve the research community in public education activities that will inform the public about the current advances in science. Teachers and graduate students who have worked in MRSEC labs will assist in bringing new skills and ideas to the development of museum programming and exhibits. The teachers have experienced both the research projects first-hand and have had the experience in translating the research into meaningful classroom activities for their students. The graduate students have worked alongside the teachers, assisting them in making the research meaningful to high school students. Broader Impact: Highly skilled educators who can improve a young person's chances for success are like gold for the nation's schools, which are under pressure for tough accountability standards. Teachers will influence over a thousand students during the course of their careers. The Hall's Explainers are of high school and college age. These two groups will have positive impacts on our society for years to come. They will benefit from participation, and the tens of thousands of visitors to the museum will learn about cutting edge research.