Uses And Gratifications And The Success Of Youtube

Gratifications-sought, earshot Activities and the Displacement impression of YouTube BY ZHANG YUE Graduation Project Presented to the faculty of Graduate School of The Chinese University of Hong Kong in Partial end of Requirements for the Degree of Master of science in New Media supervisor: Professor Louis Leung School of journalism and Communication The Chinese University of Hong Kong May, 2008 Gratifications, reference Activities, and YouTube / 1 Gratifications-sought, Audience Activities and the Displacement aftermath of YouTube Abstract This exploratory research explores the gay relationship between gratifications-sought and audition activities on a habitual pic sharing website --YouTube.com. selective information were gathered from a convenient savor of 240 internet users, gray mainly from 18 to 25 days old. Six motives, including recreation and relaxation, genial fundamental fundamental interaction, supplement, companionship, tend time, and information exploreing, were place as the gratificationssought from YouTube. Entertainment and relaxation, as healthful as social interaction possessed the strongest predicting force play. Besides, gratifications-sought, reference activities and demographics were linked to genres.

Information-seeking and social interaction motives can predict to each one of the genre preference; during-viewing activities could predict entertainment-oriented and acquirement and information-oriented use of YouTube. The new gratifications users seek on YouTube, i.e., supplement, showed active predicting originator both on earreach activities and genres. Contrary to our expectation, no overtake extirpation effect was constitute in this research. At last, the pen report gives explanations to the findings and point forth some drawbacks which would be implemental for afterlife studies. Word find out: 161 Key words: YouTube, gratifications-sought, listening activities, genre, displacement effect Gratifications, Audience Activities, and YouTube / 2 Introduction As the World Wide...If you want to take a full essay, hunting lodge it on our website: Orderessay

If you want to get a full information about our service, visit our page: How it works.