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Can Practice Theories Inspire New Insights into YouTube Consumption Studies?   Jie Gu 8 October 2009 The Australian Nation...
Introduction What :  A practice approach to study new media consumption   Why : The rise of Web 2.0 sites and users’ new p...
Old Frameworks   New Challenges   ritualistic motivations instrumental motivations demographics Internet addiction … STRUC...
Old Frameworks New Challenges Weakness <ul><li>The gap between individual and structural  </li></ul><ul><li>The blankness ...
Practice Theories and Consumption Studies Theoretical Foundations <ul><li>Schatzki (1996) and Rouse (2007)’s normative und...
Activity Embedded in Practice   key elements Individual level practice level rule Intention understanding desire belief em...
Activity Embedded in Practice Preconditions of Using Practice Approach <ul><li>Warde: Use of specific goods or services (c...
Activity Embedded in Practice Advantages of Using Practice Approach <ul><li>Practice approach adds more explanatory parame...
Activity Embedded in Practice Research Task of Using Practice Approach <ul><li>Identify the key elements of YouTube broadc...
Spatially-Temporally Unfolded Practice Spatial Property of Practice   <ul><li>Different practices interact and interlace w...
Spatially-Temporally Unfolded Practice Research Implications and Tasks   individual  YouTubing practice  TV watching previ...
Spatially-Temporally Unfolded Practice Temporal Property of Practice   <ul><li>Practices are usually carried out in a rout...
Spatially-Temporally Unfolded Practice Research Implications and Tasks   <ul><li>Involve a dimension of time to look at ho...
key elements understandings objective conditions consumption patterns equipment  competence YouTube service   intention co...
Conclusion New media consumption studies benefit from the practice approach mainly in terms of:  <ul><li>An better underst...
Thank you for attention! Jie Gu Ph.D Candidate School of Humanities   Australian National University Canberra ACT 0200 [em...
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Can Practice Theories Inspire New Insights into YouTube Consumption Studies

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This is my recent presentation at IR10 Oct 7-10 in Milwaukee, US.

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Can Practice Theories Inspire New Insights into YouTube Consumption Studies

  1. 1. Can Practice Theories Inspire New Insights into YouTube Consumption Studies? Jie Gu 8 October 2009 The Australian National University
  2. 2. Introduction What : A practice approach to study new media consumption Why : The rise of Web 2.0 sites and users’ new participatory practices How : YouTube as a case A review of old Internet use studies Two main themes from practice theories A proposed model for YouTube consumption
  3. 3. Old Frameworks New Challenges ritualistic motivations instrumental motivations demographics Internet addiction … STRUCTURAL U&G TECHNOLOGY access availability web repertoire Internet structures … attitude perceived use of use perceptions technology expertise …
  4. 4. Old Frameworks New Challenges Weakness <ul><li>The gap between individual and structural </li></ul><ul><li>The blankness in ‘how to’ consume in subtleties </li></ul>Challenges <ul><li>New media practices in everyday life, blogging, photo and video sharing </li></ul><ul><li>Shifted research focus to a specific website </li></ul>CF. Cox et al. (2008)―Flickr user behaviours Yeo (forthcoming)―YouTube user behaviours
  5. 5. Practice Theories and Consumption Studies Theoretical Foundations <ul><li>Schatzki (1996) and Rouse (2007)’s normative understanding practice </li></ul><ul><li>frameworks </li></ul><ul><li>Warde (2005) and Couldry (2004)’s existing applications </li></ul>Two Main Themes <ul><li>Human activity embedded in the organization of practice </li></ul><ul><li>Practice as a spatially-temporally unfolded entity </li></ul>
  6. 6. Activity Embedded in Practice key elements Individual level practice level rule Intention understanding desire belief emotion people material equipment competence task&project understandings should do this practice correctly,acceptably, contradictorily,… objective conditions can do and have to do this practice depending on material availability, competence level, … activities
  7. 7. Activity Embedded in Practice Preconditions of Using Practice Approach <ul><li>Warde: Use of specific goods or services (cars) is a moment occurring </li></ul><ul><li>in a social practice (motoring practices) </li></ul><ul><li>I will add: only if the use of specific goods or services is not an optional </li></ul><ul><li>or marginal component of a practice but a starting point a practice deve- </li></ul><ul><li>-lops only from that and centres primarily round that. </li></ul>how to watch videos as media texts how to consume youtube as media services video broadcasting practice Shove and Pantzar (2005)―Use of Nordic walk sticks Nordic walking practices Watson and Shove (2008)―Craft consumption DIY practices
  8. 8. Activity Embedded in Practice Advantages of Using Practice Approach <ul><li>Practice approach adds more explanatory parameters particularly by </li></ul><ul><li>those key elements at the level of practice </li></ul>Nordic walking practices DIY practices competence, image and product competence, project and producer key elements at practice level knowledge of filming and editing videos media literacy (Hartley 2009) video equipment performance skill YouTube technologies and services, … video broadcasting
  9. 9. Activity Embedded in Practice Research Task of Using Practice Approach <ul><li>Identify the key elements of YouTube broadcasting practices </li></ul><ul><li>Explain the variance in consumption pattern with users’ understandings </li></ul><ul><li>and objective conditions of implementing video broadcasting practices </li></ul>consumption behaviours understandings of key elements exhibited in consumption behaviours objective conditions of implementing key elements
  10. 10. Spatially-Temporally Unfolded Practice Spatial Property of Practice <ul><li>Different practices interact and interlace with each other </li></ul><ul><li>An individual pursues plural practices </li></ul><ul><li>Participants interact with each other </li></ul>Existing Applications <ul><li>Couldry: inserts media consumption-based practices into other social </li></ul><ul><li>practices and then study the coordination </li></ul>Cornelio et al. (2007)―YouTubing Playful practices Roig et al. (2009)―Videogaming Playful practices Shove and Pantzar (2007)― film-based photographing practice Digital photographing Floorball practices Surrounding teaching practices
  11. 11. Spatially-Temporally Unfolded Practice Research Implications and Tasks individual YouTubing practice TV watching previous video making weblogging facebooking others? individual individual individual
  12. 12. Spatially-Temporally Unfolded Practice Temporal Property of Practice <ul><li>Practices are usually carried out in a routine style but also subject to </li></ul><ul><li>change due to some unpredictable internal and external factors </li></ul><ul><li>Routine: Habitus, ritualization, … </li></ul><ul><li>Change: New technologies or things </li></ul><ul><li>changing circumstances </li></ul><ul><li>new opportunities </li></ul><ul><li>personnel changes </li></ul><ul><li>new ideas </li></ul><ul><li>… </li></ul>
  13. 13. Spatially-Temporally Unfolded Practice Research Implications and Tasks <ul><li>Involve a dimension of time to look at how and why consumption patterns </li></ul><ul><li>evolve with the practice </li></ul><ul><li>Exploring the factors that might affect people’s entry into, development </li></ul><ul><li>with and even withdraw from the use of YouTube </li></ul>Advantages of Using Practice Approach <ul><li>Extend consumption to the flow and texture of everyday life </li></ul><ul><li>Stress the routine and recursive character of consumption and also justify </li></ul><ul><li>its evolving and changing patterns with a long-term perspective </li></ul>
  14. 14. key elements understandings objective conditions consumption patterns equipment competence YouTube service intention commitment understanding TV watching broadcasting practices Pre-youtube video making social media use general internet use user demographics technological innovation social and cultural change personal change
  15. 15. Conclusion New media consumption studies benefit from the practice approach mainly in terms of: <ul><li>An better understanding of the influences from users’ new participatory </li></ul><ul><li>practices </li></ul><ul><li>An integrated model including more explanatory factors while not falling </li></ul><ul><li>victim to individualism and wholism </li></ul>
  16. 16. Thank you for attention! Jie Gu Ph.D Candidate School of Humanities Australian National University Canberra ACT 0200 [email_address]

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