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An examination of the uses and gratifications of YouTube

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Description: This research examines the uses and gratifications of YouTube as a new media and compares the uses and gratifications to those of television. Respondents to a survey indicate the reasons they watch television and YouTube. A factor analysis of the responses identifies four uses and gratifications for YouTube and six for television. While some of the uses and gratifications overlap, YouTube is not consumed for the same reasons as television. The factor results for television viewing are clear and consistent with prior studies. The results for YouTube are less clear and require future inquiry to better understand uses and gratifications for YouTube. Factors associated with interactivity emerge as uses and gratifications for both television and YouTube.
Language: English
Format: Degree Work