Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content Creators
Drawing on the classic media theory of uses and gratifications, this paper comparatively analyzes the uses of YouTube and the rewards obtained by consumers and content of this video sharing platform. The aim of this research is two-fold: 1. to identify the main uses and gratifications that determin...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
National University of Political Studies and Public Administration (SNSPA), College of Communication and Public Relations, Bucharest
2020-07-01
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| Series: | Romanian Journal of Communications and Public Relations |
| Subjects: | |
| Online Access: | https://journalofcommunication.ro/index.php/journalofcommunication/article/view/301 |
| _version_ | 1797383053003194368 |
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| author | Diana-Maria Buf Oana Ștefăniță |
| author_facet | Diana-Maria Buf Oana Ștefăniță |
| author_sort | Diana-Maria Buf |
| collection | DOAJ |
| description |
Drawing on the classic media theory of uses and gratifications, this paper comparatively analyzes the uses of YouTube and the rewards obtained by consumers and content of this video sharing platform. The aim of this research is two-fold: 1. to identify the main uses and gratifications that determine consumers and content creators to use YouTube, and 2) to examine the reasons behind the decision to become a content creator on YouTube. Based on a qualitative research method, the paper highlights how YouTube is used from the perspective of consumers and content creators and the types of needs it gratifies. The research consists of 20 in-depth interviews with YouTube consumers and content creators from Romania. While for content consumers YouTube is mainly a means of relaxation and information, for content creators this platform becomes a source of recognition and social validation. The study also indicates that vlogging can provide job-specific gratifications. Moreover, the research reveals essential aspects behind the decision to become a content creator.
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| first_indexed | 2024-03-08T21:14:13Z |
| format | Article |
| id | doaj.art-4ca3b969acb5402ab92e4893fda171b6 |
| institution | Directory Open Access Journal |
| issn | 1454-8100 2344-5440 |
| language | English |
| last_indexed | 2024-03-08T21:14:13Z |
| publishDate | 2020-07-01 |
| publisher | National University of Political Studies and Public Administration (SNSPA), College of Communication and Public Relations, Bucharest |
| record_format | Article |
| series | Romanian Journal of Communications and Public Relations |
| spelling | doaj.art-4ca3b969acb5402ab92e4893fda171b62023-12-22T01:02:30ZengNational University of Political Studies and Public Administration (SNSPA), College of Communication and Public Relations, BucharestRomanian Journal of Communications and Public Relations1454-81002344-54402020-07-0122210.21018/rjcpr.2020.2.301301Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content CreatorsDiana-Maria Buf0Oana Ștefăniță1College of Communication and Public Relations, NUPSPACollege of Communication and Public Relations, NUPSPA Drawing on the classic media theory of uses and gratifications, this paper comparatively analyzes the uses of YouTube and the rewards obtained by consumers and content of this video sharing platform. The aim of this research is two-fold: 1. to identify the main uses and gratifications that determine consumers and content creators to use YouTube, and 2) to examine the reasons behind the decision to become a content creator on YouTube. Based on a qualitative research method, the paper highlights how YouTube is used from the perspective of consumers and content creators and the types of needs it gratifies. The research consists of 20 in-depth interviews with YouTube consumers and content creators from Romania. While for content consumers YouTube is mainly a means of relaxation and information, for content creators this platform becomes a source of recognition and social validation. The study also indicates that vlogging can provide job-specific gratifications. Moreover, the research reveals essential aspects behind the decision to become a content creator. https://journalofcommunication.ro/index.php/journalofcommunication/article/view/301uses and gratificationsYouTubeuser-generated contentcontent creators |
| spellingShingle | Diana-Maria Buf Oana Ștefăniță Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content Creators Romanian Journal of Communications and Public Relations uses and gratifications YouTube user-generated content content creators |
| title | Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content Creators |
| title_full | Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content Creators |
| title_fullStr | Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content Creators |
| title_full_unstemmed | Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content Creators |
| title_short | Uses and Gratifications of YouTube: A Comparative Analysis of Users and Content Creators |
| title_sort | uses and gratifications of youtube a comparative analysis of users and content creators |
| topic | uses and gratifications YouTube user-generated content content creators |
| url | https://journalofcommunication.ro/index.php/journalofcommunication/article/view/301 |
| work_keys_str_mv | AT dianamariabuf usesandgratificationsofyoutubeacomparativeanalysisofusersandcontentcreators AT oanastefanita usesandgratificationsofyoutubeacomparativeanalysisofusersandcontentcreators |