Uses And Gratifications And The Success Of Youtube

Gratifications-sought, earshot Activities and the Displacement Effect of YouTube BY ZHANG YUE Graduation flip Presented to the efficiency of Graduate School of The Chinese University of Hong Kong in overtone fulfilment of Requirements for the Degree of Master of Science in raw(a) Media supervisor: Professor Louis Leung School of Journalism and Communication The Chinese University of Hong Kong May, 2008 Gratifications, Audience Activities, and YouTube / 1 Gratifications-sought, Audience Activities and the Displacement Effect of YouTube schema This exploratory research explores the human relationship between gratifications-sought and audience activities on a popular pic sharing website --YouTube.com. information were gathered from a convenient savor of 240 internet users, vulcanized mainly from 18 to 25 days old. Six motives, including diversion and relaxation, genial fundamental fundamental fundamental interaction, supplement, companion ship, pass time, and information seeking, were place as the gratificationssought from YouTube. Entertainment and relaxation, as well as social interaction possessed the strongest holloing force play. Besides, gratifications-sought, audience activities and demographics were linked to genres.

Information-seeking and social interaction motives can predict each of the genre preference; during-viewing activities could predict entertainment-oriented and learning and information-oriented use of YouTube. The new gratifications users seek on YouTube, i.e., supplement, showed spry predicting power both on audience acti vities and genres. Contrary to our expectati! on, no comprehend extirpation effect was found in this research. At last, the written report gives explanations to the findings and point out some drawbacks which would be helpful for afterlife studies. Word count: 161 Key nomenclature: YouTube, gratifications-sought, audience activities, genre, displacement effect Gratifications, Audience Activities, and YouTube / 2 inlet As the World Wide...If you want to get a full(a) essay, order it on our website: OrderCustomPaper.com

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