Uses And Gratifications And The Success Of Youtube

Gratifications-sought, earshot Activities and the Displacement Effect of YouTube

BY

ZHANG YUE

Graduation Project Presented to the efficiency of Graduate School of The Chinese University of Hong Kong in Partial fulfilment of Requirements for the Degree of

Master of Science in New Media

supervisor: Professor Louis Leung

School of Journalism and Communication The Chinese University of Hong Kong May, 2008

Gratifications, Audience Activities, and YouTube /

1

Gratifications-sought, Audience Activities and the Displacement Effect of YouTube
Abstract
This exploratory research explores the human relationship between gratifications-sought and audience activities on a popular pic sharing website --YouTube.com. Data were gathered from a convenient savor of 240 internet users, aged mainly from 18 to 25 days old. Six motives, including entertainment and relaxation, genial fundamental interaction, supplement,

companionship, pass time, and information seeking, were place as the gratificationssought from YouTube. Entertainment and relaxation, as well as social interaction possessed the strongest predicting force play. Besides, gratifications-sought, audience activities and demographics were linked to genres.



Information-seeking and social interaction motives can predict each of the genre preference; during-viewing activities could predict

entertainment-oriented and learning and information-oriented use of YouTube. The new gratifications users seek on YouTube, i.e., supplement, showed active predicting power both on audience activities and genres. Contrary to our expectation, no comprehend extirpation effect was found in this research. At last, the written report gives explanations to the findings and point out some drawbacks which would be helpful for afterlife studies.

Word count: 161 Key words: YouTube, gratifications-sought, audience activities, genre, displacement effect

Gratifications, Audience Activities, and YouTube /

2

Introduction
As the World Wide...If you want to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .