2007 Celebration of Scholarship

CCI Faculty Forum on Media Mindsets
Thursday, September 27, 2007
9 AM - 10:30 AM
KSC 313

Title: YouTube Users Watching and Sharing the News: A Uses and Gratifications Approach

Presenters: Paul Haridakis, Associate Professor, Communication Studies Gary Hanson, Associate Professor, Journalism and Mass Communications

Abstract: We will present results of an exploratory study which identifies some of the motives young adults have for viewing videos on YouTube and sharing them with others. In addition to motives, we considered the influence of several user background factors (e.g., social activity, interpersonal interaction), personality characteristics (e.g. locus of control, sensation seeking, innovativeness), demographics (age and gender), and media perceptions (affinity with YouTube) on viewing and sharing of YouTube content. We also will provide descriptive information pertaining to differences between YouTube users who create (upload) content and those who simply view and share content uploaded by others.