Social interaction and co-viewing with youtube: blending mass communication reception and social connection.(Report): An article from: Journal of Broadcasting & Electronic Media

This digital document is an article from Journal of Broadcasting & Electronic Media, published by Broadcast Education Association on June 1, 2009. The length of the article is 8452 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available immediately after purchase. You can view it with any web browser.

From the author: This study examined whether motives and individual differences (social activity, interpersonal interaction, locus of control, sensation-seeking, innovativeness and YouTube affinity) predicted viewing videos on YouTube and sharing videos with others. Consistent with uses and gratifications assumptions, motives and individual differences differentially predicted viewing and sharing behaviors. Participants viewed videos for information seeking, and viewed and shared videos for entertainment, co-viewing and social interaction. Results suggest that while people watch videos on YouTube for some of the same reasons identified in studies of television viewing, there is a distinctly social aspect to YouTube use that reflects its social networking characteristics.

Citation Details
Title: Social interaction and co-viewing with youtube: blending mass communication reception and social connection.(Report)
Author: Paul Haridakis
Publication:Journal of Broadcasting & Electronic Media (Magazine/Journal)
Date: June 1, 2009
Publisher: Broadcast Education Association
Volume: 53 Issue: 2 Page: 317(19)

Article Type: Report

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