Dreaming of stardom and money - Micro-celebreties and Influencers on Live Streaming Services

1. Dreaming of Stardom and Money Micro-celebrities and Influencers on Live Streaming Services K a j a J . F i e t k i e w i c z , I s a b e l l e D o r s c h , K a t r i n S c h e i b e , F r a n z i s k a Z i m m e r & W o l f g a n g G . S t o c k D e p a r t m e n t o f I n f o r m a t i o n S c i e n c e H e i n r i c h H e i n e U n i v e r s i t y , G e r m a n y

2. HCII 2018 | Dreaming of Stardom and Money | Dorsch Change of Media and Celebrities 2

3. Micro-celebrities and Influencers HCII 2018 | Dreaming of Stardom and Money | Dorsch 3 Micro-celebrity Influencer With new forms of media micro-celebrities and social media influencers emerged.

4. Study Overview HCII 2018 | Dreaming of Stardom and Money | Dorsch 4 Investigation whether general SLSSs users indeed aspire to become micro-celebrities and/or to earn money with the help of SLSSs.

5. HCII 2018 | Dreaming of Stardom and Money | Dorsch 5 General SLSSs Periscope Ustream YouNow

6. RQ1: Which channels (Periscope, Ustream, YouNow) are preferred by users motivated by fame or financial gain? RQ2: Are there gender-dependent differences regarding the streaming motivation being fame or financial gain? RQ3: Are there origin-dependent differences (Germany, Japan, USA) regarding the streaming motivation being fame or financial gain? RQ4: Are there age-dependent differences regarding the streaming motivation being fame or financial gain? RQ5: What are the contents streamed by streamers whose motivation is fame or financial gain? HCII 2018 | Dreaming of Stardom and Money | Dorsch 6 Research Questions

11. HCII 2018 | Dreaming of Stardom and Money | Dorsch 7 Research Model

12. Observation of in total 7,667 different streams Time span of four weeks, from April 26 to May 24, 2016 HCII 2018 | Dreaming of Stardom and Money | Dorsch 8 Methods Overview Content Analysis: Development of a codebook Codebook categories: Motivation categories & content categories

13. HCII 2018 | Dreaming of Stardom and Money | Dorsch 9 Codebook Categories Entertainment: Boredom, fun, hobby Information: To reach a specific group, exchange of views Social interaction: Socializing, loneliness, relationship management, need to communicate, need to belong Self-presentation: Self-improvement, self-expression, sense of mission, to become a celebrity, to make money, trolling „No comment” 5 streaming motivation categories and their sub-categories

14. HCII 2018 | Dreaming of Stardom and Money | Dorsch 9 Codebook Categories Entertainment: Boredom, fun, hobby Information: To reach a specific group, exchange of views Social interaction: Socializing, loneliness, relationship management, need to communicate, need to belong Self-presentation: Self-improvement, self-expression, sense of mission, to become a celebrity, to make money, trolling „No comment” 5 streaming motivation categories and their sub-categories

15. Chatting HCII 2018 | Dreaming of Stardom and Money | Dorsch 10 Codebook Categories 21 streaming content categories Advertising Animals Business Information FitnessComedy Draw/Paint Picture Entertainment Media NatureFood Gaming Make Music Share Information News Nothing Politics STM (science, technology, medicine) Slice of Life Spirituality Sport Event 24/7

16. Observation of in total 7,667 different streams Time span of four weeks, from April 26 to May 24, 2016 HCII 2018 | Dreaming of Stardom and Money | Dorsch 11 Methods Overview Content Analysis: Development of a codebook Codebook categories: Motivation categories & content categories 10 minutes observation of each stream by 12 teams à two people

17. HCII 2018 | Dreaming of Stardom and Money | Dorsch 12 Results: RQ 1 Platform-dependent Differences Pearson Chi2 N = 2,960 N = 2,686 N = 2,021 1.32% 2.53% 12.92% 1.15% 4.60% 9.65% p<0.001 Making Money Becoming a Star Periscope Ustream YouNow Platform p<0.001

18. HCII 2018 | Dreaming of Stardom and Money | Dorsch 13 Results: RQ 2 Gender-dependent Differences Pearson Chi2 N = 1,766 N = 2,782 N = 1,082 2.49% 4.76% 4.82% 5.14% 7.49% 5.82% p<0.001 p=0.458 Making Money Becoming a StarGender

19. HCII 2018 | Dreaming of Stardom and Money | Dorsch 14 Results: RQ 3 Origin-dependent Differences Pearson Chi2 N = 2,604 N = 1,920 N = 3,143 5.91% 5.11% 4.74% 2.34% 7.45% 3.91% p<0.001 Making Money Becoming a StarOrigin p<0.001

20. HCII 2018 | Dreaming of Stardom and Money | Dorsch 15 Results: RQ 4 Age-dependent Differences Pearson Chi2 N = 1,839 N = 2,572 2.39% 8.21% 4.12% 4.35% p<0.001 p<0.001 Making Money Becoming a StarGeneration N = 493 N = 33 9.74% 2.64% 21.21% 0.00% Gen Z Gen Y Gen X Silver Surfers Born after 1998 1981 – 1998 1961 – 1980 1925 – 1960

21. HCII 2018 | Dreaming of Stardom and Money | Dorsch 16 Results: RQ 5 Differences in Streamed Content Content category Pearson Chi2 Content category Pearson Chi2 Entertainment Media 40.29% p<0.001 Chatting 67.77% p<0.001 Chatting 21.50% p<0.001 Make Music 42.86% p<0.001 Share Information 20.88% p<0.05 Share Information 19.93% p=0.196 24/7 19.00% p<0.05 Entertainment Media 13.29% p=0.394 Make Music 12.94% p<0.05 Slice of Life 7.31% p<0.001 Advertising 11.90% p<0.001 Advertising 6.31% p<0.001 News 11.27% p<0.001 Comedy 5.65% p<0.001 Sport Event 8.77% p<0.001 Nothing 4.98% p<0.001 Slice of Life 6.05% p<0.001 Sport Event 2.99% p=0.394 Business Information 5.64% p<0.001 Fitness 2.33% p=0.185 Top 10 Motivated by making money (N = 479) Motivated by becoming a star (N = 301)

22.  Qualitative interviews  Long-term study  Investigation of established micro-celebrities and influencer HCII 2018 | Dreaming of Stardom and Money | Dorsch 17 Discussion Ustream (RQ1) YouNow (RQ1) Older generations: Gen X, Silver Surfers (RQ 4) Gen Z (RQ 4) Gender (RQ 2) Origin (RQ 3)Entertainment Media (RQ 5) Chatting, Make Music (RQ 5)

29.  Qualitative interviews  Long-term study  Investigation of micro-celebrities and influencers that became famous and rich HCII 2018 | Dreaming of Stardom and Money | Dorsch 17 Discussion Ustream (RQ1) YouNow (RQ1) Older generations: Gen X, Silver Surfers (RQ 4) Gen Z (RQ 4) Gender (RQ 2) Origin (RQ 3)Entertainment Media (RQ 5) Chatting, Make Music (RQ 5)

30. T h a n k y o u f o r y o u r a t t e n t i o n ! HCI International 2018, Las Vegas, USA K a j a . F i e t k i e w i c z | I s a b e l l e . D o r s c h | K a t r i n . S c h e i b e | F r a n z i s k a . Z i m m e r @ h h u . d e & s t o c k @ p h i l . h h u . d e

31. Slides 2, 4, 16 from: https://pixabay.com Slides 3, 11 from: https://www.iconfinder.com/iconsets/user-avatars-1 author website: https://usersinsights.com/ Slide 15: from https://www.iconfinder.com/iconsets/business-collection-2027 ´ Slides 7, 8, 9 from: https://www.iconfinder.com/iconsets/streamline-icon-set-free-pack author website: http://www.webalys.com/minicons/ Slide 10 from: https://www.periscope.tv/press https://ustvstaticcdn1-a.akamaihd.net//v5/images/brand-guidelines/assets/U_logo_blue-white.png?201205251501 https://is3-ssl.mzstatic.com/image/thumb/Purple128/v4/ac/9e/16/ac9e1634-286c-9d4c-cdc5- 2d7e8cb94d97/mzl.mwindqqr.png/246x0w.jpg Slide 12 from: https://upload.wikimedia.org/wikipedia/commons/thumb/b/ba/Flag_of_Germany.svg/2000px-Flag_of_Germany.svg.png https://upload.wikimedia.org/wikipedia/commons/thumb/9/9e/Flag_of_Japan.svg/2000px-Flag_of_Japan.svg.png https://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Flag_of_the_United_States.svg/1235px- Flag_of_the_United_States.svg.png HCII 2018 | Dreaming of Stardom and Money | Dorsch 19 Picture Credits

Dreaming of stardom and money - Micro-celebreties and Influencers on Live Streaming Services

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