Uses And Gratifications And The Success Of Youtube

Gratifications-sought, earshot Activities and the Displacement Effect of YouTube BY ZHANG YUE Graduation get off Presented to the efficiency of Graduate School of The Chinese University of Hong Kong in uncomplete fulfilment of Requirements for the Degree of Master of Science in parvenue 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 pussyfoot This exploratory research explores the human relationship between gratifications-sought and auditory modality activities on a popular pic sharing website --YouTube.com. information were gathered from a convenient savor of 240 internet users, ripened mainly from 18 to 25 days old. Six motives, including fun and relaxation, genial fundamental fundamental interaction, supplement, companions hip, pass time, and information seeking, were place as the gratificationssought from YouTube. Entertainment and relaxation, as well as social interaction possessed the strongest portending 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 active agent predicting power both on audi ence activities and genres. Contrary to our ! expectation, 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 instauration As the World Wide...If you want to get a all-encompassing essay, order it on our website: OrderCustomPaper.com

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