Can Practice Theories Inspire New Insights into YouTube Consumption Studies

Can Practice Theories Inspire New Insights into YouTube Consumption Studies? Jie Gu 8 October 2009 The Australian National University

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

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 …

Old Frameworks New Challenges Weakness ,[object Object],[object Object],Challenges ,[object Object],[object Object],CF. Cox et al. (2008)―Flickr user behaviours Yeo (forthcoming)―YouTube user behaviours

Practice Theories and Consumption Studies Theoretical Foundations ,[object Object],[object Object],[object Object],Two Main Themes ,[object Object],[object Object]

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

Activity Embedded in Practice Preconditions of Using Practice Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],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

Activity Embedded in Practice Advantages of Using Practice Approach ,[object Object],[object Object],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

Activity Embedded in Practice Research Task of Using Practice Approach ,[object Object],[object Object],[object Object],consumption behaviours understandings of key elements exhibited in consumption behaviours objective conditions of implementing key elements

Spatially-Temporally Unfolded Practice Spatial Property of Practice ,[object Object],[object Object],[object Object],Existing Applications ,[object Object],[object Object],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

Spatially-Temporally Unfolded Practice Research Implications and Tasks individual YouTubing practice TV watching previous video making weblogging facebooking others? individual individual individual

Spatially-Temporally Unfolded Practice Temporal Property of Practice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Spatially-Temporally Unfolded Practice Research Implications and Tasks ,[object Object],[object Object],[object Object],[object Object],Advantages of Using Practice Approach ,[object Object],[object Object],[object Object]

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

Conclusion New media consumption studies benefit from the practice approach mainly in terms of: ,[object Object],[object Object],[object Object],[object Object]

Thank you for attention! Jie Gu Ph.D Candidate School of Humanities Australian National University Canberra ACT 0200 [email_address]

Can Practice Theories Inspire New Insights into YouTube Consumption Studies

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