Uses And Gratifications And The Success Of Youtube

Gratifications-sought, earshot Activities and the Displacement Effect of YouTube BY ZHANG YUE Graduation task Presented to the efficiency of Graduate School of The Chinese University of Hong Kong in partial tone fulfilment of Requirements for the Degree of Master of Science in youthful 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 tweet This exploratory research explores the human relationship between gratifications-sought and auditory modality activities on a popular pic sharing website --YouTube.com. data were gathered from a convenient savor of 240 internet users, old mainly from 18 to 25 days old. Six motives, including pastime and relaxation, genial fundamental interaction, supplement, companionship, pass time, and info rmation seeking, were place as the gratificationssought from YouTube. Entertainment and relaxation, as well as social interaction possessed the strongest harbingering 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 ready predicting power both on audience activities and genres. C ontrary 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 rowing: YouTube, gratifications-sought, audience activities, genre, displacement effect Gratifications, Audience Activities, and YouTube / 2 conception As the World Wide...If you want to get a wide of the mark essay, order it on our website: OrderCustomPaper.com

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