THE JOURNAL OF ASTROSOCIOLOGY VOLUME 1

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vii. Twitter: SummaryOver the last five years, Yuri’s Night has clearly improved their Twitter-based socialmedia engagement. There is a trend each year toward more posts and increased engagement withthe Twitter community. This engagement comes through both the increasingly large array ofinformation being retweeted by the organization to bring content to their followers and the postsmentioning members of the Twitter community to communicate specialized messages.Engagement with Yuri’s Night is increasing as more users retweet their posts, especially originalcontent; a larger degree of their posts are seen by the organization’s followers as importantenough to share with other users.b. YouTubeYuri’s Night hoped to use YouTube to further emphasis the cultural and arts aspects ofthe organization’s mission and to appeal to younger consumers with a taste for multimediaexperiences though use of public personas and contests. 26 Examination of YouTube is somewhattricky as views are over the lifetime of the video and information is not available to know whenthe views took place. Therefore, it is prudent to consider comparing videos across the same yearas opposed to videos across time. While someone is unlikely to stumble upon an old Tweet orFacebook post and engage with it, a person can easily find and watch older YouTube videos.i. YouTube: 2009Yuri’s Night has made use of YouTube since January 22, 2009. 27 The first video theorganization posted was a space history music video that, to this date, has only generated 127views. However, the second video, posted immediately after the first, features the band Big HeadTodd and the Monsters. A montage of space videos appears in the background as they play theirsong “Blue Sky.” This second video has had more success with over 17,000 views to date.Discussions with Yuri’s Night Executive Director (and co-author) Jeffrey Alles suggests that theorganization’s collaborative arts/human interest videos always draw more interaction andintention. 28 The organization’s first post on Twitter clearly communicated its mission, and thesefirst videos on YouTube equally demonstrated its purpose. The higher number of views thesecond video received suggests that the use of celebrity endorsement, or at least usingpersonalities that the public recognizes readily, can boost overall awareness of Yuri’s Night andspace exploration.25 The Yuri’s Night Year is used here. For example, Yuri’s Night 2008 includes portions ofcalendar years 2007 and 2008, enumerated in the table for reader convenience. Yuri’s Night yearruns from June 1 – May 31st.26 Alles, Jeffrey W. (2014, March 1). Interview by author.27 Yuri’s Night (2009, January 22). Retrieved fromhttps://www.youtube.com/watch?v=8JkDXJCu0_8. For other videos, Yuri’s Night’s YouTubeaccount available at http://www.youtube.com/yurisnight.28 Alles, Jeffrey W. (2014, March 1). Interview with author.© 2015 Astrosociology Research Institute40
ii. YouTube: 2010In 2010, the organization’s use of YouTube greatly advanced, as the organization nowused the medium not to just promote the organization as a whole, but to provide viewers aglimpse of what happens at Yuri’s Night events. This included a video of Yuri’s Night SanFrancisco that included a party at the California Academy of Sciences, a video of Yuri’s NightBay Area’s Education Day event where over 3,000 kids came to learn about space and science,and a video of a Yuri’s Night event in Romania that showed children presenting a scienceproject. While none of the videos garnered more than a few hundred views, the video of the SanFrancisco party was the most popular.In 2010, Yuri’s Night also arranged for a series of 32 video podcasts; space and sciencepersonalities made short toasts in honor of Yuri’s Night. These videos were available to eventhosts to present via a free iTunes podcast to allow easy downloading. The organization releasedthem on YouTube after Yuri’s Night 2010. These videos received views ranging from a handfulto over 1600.The most popular video showed the toast by scientists at the South Pole. Twolessons are evident from this set of videos. The first is that a party-type atmosphere draws moreattention to a Yuri’s Night event. Second, the use of space and science personalities has onlymixed effects. Organization leaders took these lessons into consideration the following year. Theresults show that posting content directly to YouTube can allow better tracking of views whilemaking videos more easily searchable than a podcast.iii. YouTube: 2011The organization expanded its use of YouTube in 2011 as a media push to bring attentionto the 50th anniversary of human spaceflight with a video contest that offered a $500 cash prize.The public could create tribute videos for the 50th Anniversary of Human Spaceflight to share atYuri’s Night events around the world. The design of the OpenLuna Video Contest encouragedthe public to use an assortment of six new video interviews with space and science personalities,including Bill Nye the Science Guy, and a collection of astronaut videos from the Association ofSpace Explorers. The goal was for contestants to use them to create mash-up videos. An expertpanel voted on the videos, and took into consideration the number of views, the comments, andthe distribution rate.Two hundred to one thousand people viewed each of the six raw interview videos, evenwithout promotion. The most viewed Yuri’s Night video featured an interview with AstronautRon Garan, Jr. about the impact of spaceflight on society. This interview took place before hismission to the International Space Station (Expedition 27/28, from March 16 to September 16,2011). To date, the Garan video has received over 135,000 views. Additionally, a separate videoadvertised the contest itself using clips from all the interviews; it has logged about 3,000 views.The year 2011 culminated with a video uploaded on April 11 showing the International SpaceStation (ISS) crew sending their messages to the world and wishing everyone a Happy Yuri’sNight, with all the crewmembers wearing Yuri’s Night t-shirts. This video has received over22,000 views. Ron Garan, Jr., awarded the 2011 Spirit of Yuri’s Night Award, delivered hisacceptance speech from the ISS. The use of a space celebrity endorsement video style paid offfor Yuri’s Night in 2011.© 2015 Astrosociology Research Institute41
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Page 8 and 9: How is this possible? Consider that
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Page 14 and 15: demonstrate his strong support for
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Page 34 and 35: Grant, J. (2011). Denying Science:
Page 36 and 37: Peters, T., and Hewlett, M. (2003).
Page 38 and 39: celebration and exploration of the
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Page 44 and 45: iii. Twitter: 2010During the 2010 s
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is not a construction or a concept;
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(Pass & Harrison, 2007). Space must
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Nash, J. (2001). Mayan visions: The
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© 2015 Astrosociology Research Ins
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Board of AdvisorsLynn E. Baroff, M.
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Editorial ProceduresThe Editor-in-C
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Figure FormattingAn Author may incl
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© 2015 Astrosociology Research Ins
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• What are the various possible e
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study the third component of planet
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• Discuss the details of internat
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• Discuss studies covering social
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the Manuscript does not infringe up
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For the comprehensive list of sugge
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