Communication Technology and New Media Commons^™

How Couples Youtube Channels Forge "Friendships" With Their Viewers: A Thematic Textual Analysis, Marisol Botello

Electronic Theses, Projects, and Dissertations

A “couples YouTube channel” is a YouTube channel where a real-life romantic couple posts videos about their relationship. On YouTube there are hundreds of such channels, and some are so popular that those couples actually make a living creating and sharing their stories. How do they do this? More specifically: what marketing techniques, specifically storytelling practices, do these YouTube couples use to resonate with audiences?

This exploratory, qualitative study seeks to answer this question through a thematic textual analysis of three couples YouTube channels. Using narrative theory and parasocial interaction as theoretical frameworks, the study interpretively analyzes a total of …

“Being Myself Paid Off:” Blackness, Feminized Labor, And Authenticity In Black Beauty And Lifestyle Content On Youtube, Melissa Monier

Theses and Dissertations

My thesis centers Black women in conversations of digital feminized and aspirational labor online, reframing prior scholarship that has generally identified digital content creators as young, white, female, cisgender, and upper class. I use an intersectional, Black cyberfeminist approach to better understand how race and gender impact digital feminized and aspirational labor. In a 2015 study of fashion bloggers, Brooke Duffy and Emily Hund identified three elements of entrepreneurial femininity: discourses of “the destiny of passionate work,” staging “the Glam Life,” and sharing “carefully curated” intimate details of one’s personal life on social media. My thesis applies these three elements …

The Influencer Experience: Identity Performance, Commodification, And Agency In Youtube Influencers, Aysha M. Vear

Electronic Theses and Dissertations

In recent years, the social media usage of young adults has seen exponential growth. This growth, both in numbers of users and time spent on various platforms, creates a greater opportunity to market lifestyles, goods, and behaviors to the masses. Corporations have taken to allocating more time and attention to reach those masses and utilize the quickest means to that end. One example of these means is the influencer, i.e., social media users who monetize their online performances through practices of self-branding, or developing a public image used for commercial and capital gain (Abidin, 2016). In this study, I focus …

Baby Mama – Baby Daddy Drama An Ethnography Of Communication On Black Co-Parenting Talk On Youtube, Rosalyn Whickum

Master of Arts in Media and Communication Plan II Graduate Projects

As co-parenting research continues to emerge, it is important that we include the experiences of Black families in the literature. This project attempts to explore co-parenting talk among Black mothers and fathers on YouTube through Ethnography of Communication (EOC). This EOC analyzed the genres, topics, purposes, settings, keys, participants, message form and content , and act sequences of 100 YouTube videos. From this analysis, a list of recommendations for optimal co-parenting were presented as well as four co-parenting communication roles; Aggressor, Cooperator, Supervisor, and Shifter. This project concludes with a discussion on some of the key observations made during the …

A Descriptive Analysis Of Health Influencer Videos On Youtube In The Ostomy Community, Sarah Irenke Sophia Bell

Theses and Dissertations--Communication

The expansion of YouTube into the mainstream media and its place as the second most-used website in the world makes it a prime place for health information seeking. However, content can be created and uploaded by anyone and thus, the threat of misinformation on YouTube is high. Medical researchers have established that videos created by health professionals on YouTube promote accurate information whereas videos by non-professionals promote generally inaccurate or misleading information. Yet, videos created by non-professionals have more views and higher relevance rankings on YouTube. To begin to understand this phenomenon, a descriptive study is used to lay a …

A Video Guide To Navigating The Challenges Of A High Tech Business In Montana, Julia Quigley

Graduate Theses & Non-Theses

High tech is Montana’s new frontier for entrepreneurs. Advances in technology is reducing geography as a barrier, and we are experiencing a new kind of economic growth. However, building a high tech business in Montana’s mostly rural environment presents an array of obstacles for entrepreneurs and business owners. This project addresses these challenges and offers advice from some of the state’s activists, like business advisors, state representatives, and venture capital firms. A miniseries distributed via YouTube highlights key information from several in-person interviews, and outlines why Montana is primed for a high tech boom.

Where’S The Fair Use? Participatory Culture, Creativity, And Copyright On Youtube, Joseph Daniel Barden

Theses and Dissertations

This thesis examines how citizens used YouTube to air concerns about copyright law and its influence on content creation. It studies the “Where’s the Fair Use?” (#WTFU) movement that was formed in February 2016 and used YouTube videos to oppose the site’s copyright systems. Using textual and discourse analysis, this thesis examines seven different videos and their respective comment sections. It analyzes how video is used to express dissent, it analyzes the movement’s discourse about fair use, and it examines how YouTube’s copyright systems influence participation. Among the findings, this thesis argues that videos are framed much like television news …

Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi

Communication Studies

Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience. Finally, …

The Effects Of Social Media On Music Sharing, Rachel Zucker

Senior Theses

Studying music and its evolution in a society can give researchers a clue about the culture of a group of people as a whole. I believe that studying the way that music is shared is an integral part of this. In my research, I explored the historical roots of the digitization of music, while simultaneously examining the evolution of social media networks and their role in music sharing. Through my research, I gained an understanding of the flow of music exchange in today’s society by identifying the current, dominant social media and music streaming platforms and examining how each platform …

What Is The Participant Learning Experience Like Using Youtube To Study A Foreign Language?, Yuan-Hsiang Lo

Graduate Theses and Dissertations

This research is to explore and understand participants' experience using YouTube to learn a foreign language. YouTube and learning has become more and more popular in the recent years. The finding of this research will be adding more understanding to the emerging body of knowledge of YouTube phenomenon. In this research, there are three interviews and two questionnaires. The interviews are conducted to find in-depth responses from participants; the questionnaires are used to inquire demographic and basic information about the participants. There are twelve themes found in this research. These themes reflect on the perceived experience using YouTube to learn …

The Death Of Music Videos?: An Analysis On The Effectiveness Of Music Videos As A Promotional Tool, Carmen Cheng

Business and Economics Honors Papers

This research explored whether or not music videos remained an effective marketing tool for the music industry after the diffusion of the Internet in American culture. As a result of the transitions in media through which music videos were distributed, this project asked the following research questions: 1. What impact has the airing of music videos on MTV had on music sales? 2. What was the impact of music videos on sales when music videos moved from airing on television to being distributed over the Internet?