YouTube: sharing AV content as a collective effort

YouTube: sharing AV content as a collective effort Courtois, Cédric Ostyn, Valerie Mechant, Peter MICT-IBBT-Ghent Univeristy

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

However, very low seeder-leecher ratio: 90% of the video clips shared by 6% of its subscribers. What motivates users to upload content?

Social loafing: ‘ the reduction in motivation and effort when individuals work collectively compared with when they work individually or coactively’ (Karau & Williams, 1993, p. 681)

Historically a major topic in social psychology ,[object Object],[object Object],[object Object],[object Object],[object Object],From Kravitz & Matin (1986)

The Collective Effort Model Adapted from Karau & Williams (1993) ,[object Object],[object Object]

Does the CEM apply to YouTube? ,[object Object],[object Object],Methodology ,[object Object],[object Object],[object Object]

Finding 1: Double articulation of the collective effort model ,[object Object],[object Object],Recorded and uploaded by Sarah (22), a gymnastics coach Recorded and uploaded by Patrick (25), a boy scout

Finding 2: Group perception in the collective effort of uploading is multidimensional ,[object Object],[object Object],[object Object],E.g. When a clip is uploaded to share it with the people directly involved: Patrick’s (25) fellow scouts

Finding 2: Group perception in the collective effort of uploading is multidimensional ,[object Object],[object Object],[object Object],E.g. Tyler (18) uploads recordings of him guitar, aiming at other musicians

Finding 2: Group perception in the collective effort of uploading is multidimensional ,[object Object],[object Object],[object Object],E.g. Judy (20) posts vlogs sponsored by Google ads, benefiting directly from a large audience

Finding 3: Prefered feedback corresponds with groups concepts Quantitative feedback: rates, views Qualitative feedback: comments Identified offline group: prefers qualitative Identified online group: appreciates both qualitative/quantitative Unidentified online group: mostly prefers quantitative

Conclusion: ,[object Object],[object Object],[object Object]

Limitations and implications: ,[object Object],[object Object],[object Object]

Contact: [email_address] Thank you for listening… Any questions?

Kwalitatieve analyse ,[object Object],[object Object]

Kwalitatieve analyse: praktisch ,[object Object],[object Object],[object Object],+ =

Kwalitatieve analyse: praktisch ,[object Object],[object Object]

Kwalitatieve analyse: praktisch ,[object Object],[object Object],[object Object]

Kwalitatieve analyse: praktisch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Zelf aan de slag? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

YouTube: sharing AV content as a collective effort

Recommended

Recommended

More Related Content

Similar to YouTube: sharing AV content as a collective effort

Similar to YouTube: sharing AV content as a collective effort (20)

Recently uploaded

Recently uploaded (20)

YouTube: sharing AV content as a collective effort