Smoking And Youtube Presentation


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Smoking And Youtube Presentation

  1. 1. Is “YouTube” Telling or Selling You Something?: Tobacco Content on the YouTube Video-sharing Website Becky Freeman, Simon Chapman
  2. 2. Background <ul><li>Because of governmental restrictions, tobacco companies sometimes employ covert means </li></ul><ul><li>YouTube is somewhat unregulated, creating a forum for “below-the-line” advertising </li></ul><ul><li>12-17 yr olds are most likely to visit YouTube </li></ul>
  3. 3. Methods <ul><li>Two searches conducted: </li></ul><ul><ul><li>First search: </li></ul></ul><ul><ul><ul><li>Entered the term “smoking” into search engine </li></ul></ul></ul><ul><ul><ul><li>Viewed the first 50 videos and classified the smoking imagery </li></ul></ul></ul><ul><ul><li>Second search: </li></ul></ul><ul><ul><ul><li>Viewed the top 50 most viewed videos on YouTube </li></ul></ul></ul><ul><ul><ul><li>Any smoking images were classified </li></ul></ul></ul>
  4. 4. Results <ul><li>First study: </li></ul><ul><ul><li>Out of the top 50 smoking videos: </li></ul></ul><ul><ul><ul><li>24 contained cigarettes </li></ul></ul></ul><ul><ul><ul><li>2 contained cigars </li></ul></ul></ul><ul><ul><ul><li>21 contained marijuana </li></ul></ul></ul><ul><li>Second Study </li></ul><ul><ul><li>Two videos contained smoking imagery </li></ul></ul><ul><li>Although there were more movies with pro-smoking imagery, the movies with anti-smoking imagery were more frequently watched </li></ul>
  5. 5. Discussion <ul><li>Any ad can be made into a YouTube video (out of top 50, 6 were actually ads) </li></ul><ul><li>Questions of authenticity on the web: ex. Lonelygirl15 </li></ul><ul><li>Current guidelines do not ban pro-smoking ads </li></ul><ul><li>Entertaining anti-smoking ads increase their popularity and effectiveness </li></ul>
  6. 6. Gospel Application <ul><li>Entering the term “Mormon” or “Mormons” into YouTube does not bring positive Mormon movies </li></ul><ul><li>An increase of attractive movies about Mormons on YouTube will help publish a true image of the Church </li></ul>
  7. 7. Reference <ul><li>Freeman, Becky and Simon Chapman. 2007. Is “YouTube” telling or selling something? Tobacco content on the YouTube video-sharing website . Tobacco Control. Retrieved from on 24 February 2010. </li></ul>
  8. 8. YouTube Traffic Characterization: A View From the Edge Phillipa Gill, Martin Arlitt, Zongpeng Li, Anirban Mahanti
  9. 9. Introduction <ul><li>YouTube </li></ul><ul><ul><li>100 million videos viewed per day </li></ul></ul><ul><ul><li>60% of videos watched on the Internet </li></ul></ul><ul><ul><li>Because YouTube is growing so rapidly, it is difficult to capture data </li></ul></ul>
  10. 10. Methods <ul><li>Used logs to keep track of YouTube use at local campus (University of Calgary) </li></ul><ul><li>Used top 100 viewed videos every day to keep track of global use </li></ul>
  11. 11. Local Results <ul><li>Most transactions were to retrieve movies, followed by posts, and finally to upload </li></ul><ul><li>Requests were highest mid-day </li></ul><ul><li>Requests were highest mid-week </li></ul>
  12. 12. Global Results <ul><li>Daily top 100 videos changed rapidly </li></ul><ul><li>Monthly top videos changed slowly </li></ul><ul><li>Long term popular videos are between 2.5 to 3.5 minutes </li></ul><ul><li>Bit rate finding indicate that popular videos are encoded </li></ul><ul><li>Daily most popular videos are under 3 days old </li></ul>
  13. 13. Global Results <ul><li>The most popular videos are centered around comedy, entertainment, and music </li></ul><ul><li>The least popular are Autos & Vehicles, How to & DIY, Pets & Animals and Travel & Place </li></ul>
  14. 14. Discussion <ul><li>“ The nature of these categories suggests users viewing videos on the YouTube Web site are looking for entertainment rather than reference information on specific topics. This is in contrast to other Web 2.0 Web sites such as Wikipedia where users are usually looking for information” (p. 24). </li></ul>
  15. 15. Gospel Application <ul><li>In order for a YouTube video about Mormons to become popular, it must: </li></ul><ul><ul><li>Attract a mid-day, mid-week audience </li></ul></ul><ul><ul><li>Be between 2-5 minutes and encoded </li></ul></ul><ul><ul><li>Be new every 3 days </li></ul></ul><ul><ul><li>Be funny, entertaining, and/or musical </li></ul></ul>
  16. 16. Reference <ul><li>Gill, Phillipa, Martin Arlitt, Zongpeng Li, Anirban Mahanti. 2007. YouTube traffic characterization; A view from the edge . Internet Measurement Conference. Retrieved from and on 24 February 2010. </li></ul>