Science Communication on YouTube: A Case Study of the Channels Átila Iamarino and Nerdologia
Keywords:
Science communication, Digital media, YouTube, Close readingAbstract
In recent years, digital media have become central to the dissemination of scientific knowledge to broader audiences. Among these platforms, YouTube plays a prominent role by enabling new science communication formats that combine accessibility, creativity, and engagement. However, little is known about how these audiovisual productions contribute to shaping public scientific culture. This article aims to analyze how two popular Brazilian YouTube channels — Átila Iamarino and Nerdologia — communicate scientific content to non-specialist audiences.
The study uses a qualitative approach, based on the close reading method, to examine selected episodes from both channels. The analysis is grounded in the theoretical framework of new media poetics and digital culture, focusing on language, narrative structure, audiovisual resources, and interaction strategies.
The findings show that both channels adopt a hybrid language that blends scientific accuracy with elements of entertainment, enhancing viewer comprehension and interest. Visual and sound elements are used strategically to support content and guide audience attention, while the narrative structure builds contextual bridges between complex concepts and everyday experiences.
In conclusion, the analysis demonstrates that these YouTube channels play a significant role in popularizing science and democratizing access to knowledge. Their strategies contribute to the formation of a more inclusive and participatory scientific culture in the digital environment.
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