Thesis advisor: Celeste Wells / This study examined the influence of a popular Youtuber in creating social discourse surrounding concepts of health, fitness, and beauty, employing a case study approach of the popular Youtube channel, Blogilates. Both visual and rhetorical analyses were conducted on the titles and thumbnail images of the top 50 most viewed Blogilates videos, and 10 videos were studied in depth. The findings established the concept of a unique power relationship between Youtubers and their viewers, which also explains the marked dissonance between the discourse posited by the channel’s marketing and the discourse posited in the actual video content. / Thesis (BA) — Boston College, 2017. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Departmental Honors. / Discipline: Communication.

Orientador(a): Maria do Rosário Gregolin / Banca: Israel de Sá / Banca: Luciane de Paula / Resumo: Pode-se afirmar que a prática de fala é um elemento da linguagem que sempre esteve presente dentro das problematizações do homem na sociedade, especialmente quando esta fala se trata sobre nós mesmos, A prática da fala de si e da vida, de ordem pública ou privada, não é uma exclusividade de nossa contemporaneidade. Essa prática de linguagem está presente ao longo da história e remonta, inclusive, ao convencionado berço de nossa civilização ocidental. Desde as longas falas pautadas em um trabalho minucioso da arte retórica às declarações na internet, fazendo com que este ambiente seja tensionado pela mescla mútua do público e privado. Para tanto, toma-se como corpus de pesquisa dois vídeos produzidos por dois canais brasileiros do YouTube, um produzido por Kéfera Buchmann e outro por Felipe Neto. Esses sujeitos se colocam diante das câmeras para mostrarem suas habilidades performáticas, retóricas e, sobretudo, para estetizarem suas vidas ao narrar fatos de seu cotidiano, ao contar "intimamente" suas lembranças e ao dar suas opiniões sobre temas diversos, principalmente temas referentes a si mesmos. Dessa maneira, localizados na área que compreende a Análise do Discurso de linha francesa, mais especificamente a se baseia nas reflexões de Michel Foucault e outros autores, pretende-se lançar um olhar discursivo atravessado sobre o sujeito falando com o intuito de compreender como os sujeitos podem construir subjetividades fazendo uso de práticas enunciativas de si nos meios digit... (Resumo completo, clicar acesso eletrônico abaixo) / Résumé: On peut affirmer que la pratique de la parole est un élément du langage toujours présent dans les problématiques de l'homme dans la société, spécialement quand la parole s'agit de nous-mêmes. La pratique de la parole de soi et de la vie, dans l'ordre publique ou privé, ne sont pas une exclusivité de notre contemporanéité. Cette pratique du langage est présente à travers de l'histoire qui peut remettre au berceau de la civilité occidentale. À partir des longues paroles travaillées minutieusement dans l'art rhétorique jusqu'aux déclarations sur l'internet, un lieu de tension où l'espace publique et l'espace privé se mélanges. De cette façon, on choisit comme corpus de recherche deux vidéos produits par deux chaînes brésiliennes de l'YouTube, une chaîne produite par Kéfera Buchmann et l'autre chaîne produite par Felipe Neto. Ces sujets se placent en face des caméras pour montrer leurs habilités de performance, rhétoriques et, surtout, pour devenir leurs vies plus esthétiques quand ils racontent les faits du quotidien quand ils parlent "intimement" leurs souvenirs, quand ils donnent leurs opinions sur les thèmes divers, principalement les thèmes liés à eux-mêmes. Ainsi, on part de l'Analyse du Discours française, plus spécifiquement celle basée sur les réflexions de Michel Foucault et les autres auteurs, on prétend observer le sujet en train de parler, pour comprendre comment les sujets peuvent construire les subjectivités en utilisant les pratiques énonciatives de soi sur l'inte... (Résumé complet accès életronique ci-dessous) / Mestre

There has been a digital transformation of the political public sphere. The political conversation is now taking place on multiple social media platforms and information is filtered through a new kind of gatekeeper, the influencer. The aim of this thesis is to describe how the public political conversation is framed in the Youtube-series Partitempen, and if deliberative discussion is taking place in the comment section. And whether the deliberative discussion is derived from the conversation in Partitempen or not. To answer the research questions two methods are used. A deductive qualiative tematic analysis, which applies the theory personlization of politics on the conversation between party leader and influencer in Partitempen. As well a content analysis based on the concept of deliberative discussion is used to research the comment section. To conclude, the conversation in Partitempen is framed around the themes in described in personalization of politics. New dimensions between themes appear by using the qualitative resarch approach. One of them is ’the role of the party leader’ which focuses on the change of private life when beeing a party leader. The other is that the ’private life is used as a benchmark for the party leaders’ own political stand. The result from the content analysis show that deliberative discussion is taking place in the comment section. The most common topic is substansive questions reagarding politics, and that those often derives from the conversation in Partitempen.

Introduction: Short-term medical missions (STMMs) are international service trips of short duration and typically involve teams traveling to provide medical service to low- and middle-income countries. The phenomenon of STMMs is neither well understood nor well defined in the literature. To date, the only published reviews of STMMs focus exclusively on the academic literature. However, these reviews do not capture the characteristics of medical missions conducted by visiting medical teams (VMTs) with no impetus to publish. YouTube, a video sharing platform which launched in 2005, is a novel information source for studying health-related issues. The goal of the present study is to understand the scope of STMMs. Specifically, we aim to characterize the STMMs described in publications listed in PubMed and videos posted to YouTube. We aim to subsequently compare findings from the literature and video review. Methods: We followed PRISMA guidelines to conduct a two pronged search of PubMed-indexed articles and videos posted to YouTube. We created a data extraction form to collect information about short-term medical mission characteristics, including sending and recipient country, sending organization, size of VMT, duration of medical mission, student involvement, and links to the local health system. Additional YouTube video-specific information was extracted including number of views, perspective, quality, operating location of the team, and distribution of medicines and vitamins. The free-text observations of the videos were thematically analyzed. Results: The majority of STMMs described in both PubMed (72%) and YouTube (93%) originate from the USA. The countries receiving the highest number of STMMs identified through literature publications were Haiti, Guatemala, Ethiopia and Peru; among videos, the countries with the highest number of STMMs were Philippines, Haiti, Honduras, and the Dominican Republic. Analysis based on income grouping shows the majority of missions go to lower-middle income countries. Analysis of recipient country based on health workforce density shows that most STMMs go to countries with a health workforce shortage, but this relationship is not linear. The majority of STMMs described in the literature (46%) were organized by secular non-profit organizations whereas the majority of STMMs described in the videos (45%) were organized by faith-based organizations. Out of 49% of articles that specified size, the median was eight members. In comparison, out of 33% videos that specified size, the median was 19 members. Whereas the median size of STMM reported in the literature was 9.5 days, the median duration in videos was 7 days. Student involvement was mentioned in 39% of articles and 18% videos. The majority (87.3%) of articles described a link to the local health system, whereas only 49.8% of videos described any link to the local health system. The median number of views of the videos was 315. Almost all videos (98.6%) were taken from the perspective of the VMT, and 82.2% were of amateur quality (non-professional). Although patients’ faces were shown in 96.1% of videos, only 0.7% of these videos stated that patient consent was obtained. Among the videos that specified the operating location of the STMM, 52.2% took place in a local healthcare facility, 21.5% in a school classroom, and 20.5% in a church. Over half (59%) of the videos portrayed the distribution of medications or vitamins. Of the videos that specified the type of service provided, 80% described STMMs that delivered medical (non-surgical) services. The provision of dental (36%), surgical (29%), and optometric (18%) services was also commonly described. Themes that emerged from the videos included patient privacy issues and long wait times. Discussion/Conclusion: The identified recipient countries of STMMs, when analyzed by income grouping and health workforce density, suggest inadequate distribution of STMMs. Furthermore, the videos highlight aspects of STMMs that have not been clearly explored in the literature including patient privacy, long wait times, and the distribution of medications and vitamins. Additionally, we found considerable variation between STMMs described in the academic literature and in grey data sources, specifically with respect to recipient country, sending organization, size of VMT, duration of STMM, and student involvement. Thus, we recommend caution in using only the academic literature to characterize the scope of medical missions. Future programmatic and policy directions should include improved pre-departure VMT training, rigorous evaluation of STMMs and the creation of a global registry.

Magister Artium - MA / The theory of multimodality (Kress 2010; Kress and van Leeuwen 2006) has impacted major research fields like Linguistics and Education by significantly extending our understanding of what is meant by communication through different modalities and media. More recently, scholars have been paying attention to multimodality in the world of advertising (Lick, 2015; Enli, 2014). Drawing on the work from multimodality scholars like Machin and Mayr (2012), Kress and van Leeuwen (2006) and others, this study explores the multimodal choices that were strategically made by a major multinational beverage company, Coca Cola. Specifically, these choices relate to its health-related television advertisements that were created in response to health-related criticisms of its products by consumers and health institutions over the years. The purpose of this study is to examine whether the beverage company is ‘spinning the truth’ in response to health-related criticisms by using certain multimodal strategies in its healthrelated television advertisements posted on the YouTube website. The study also critically reviews the reactions of consumers to these specific television advertisements on YouTube and the issues they raised in their on-line comments. The findings of this research study illustrate that Coca-Cola did not admit to its contribution to obesity in its health-related television advertisements and it did not address health-related criticisms in the comment sections on YouTube. Instead the brand’s common message and stance in all of the health-related television advertisements was that consumers need to lose the calories that they gain from consuming Coke by eating well, being active and exercising in order to avoid obesity and other health issues.

Orientadora: Larissa Maués Pelúcio Silva / Banca: Luís Antônio Francisco de Souza / Banca: Iara Aparecida Beleli / Resumo: As experiências subjetivas da contemporaneidade são compostas pela conexão contínua mediada pelas mídias digitais. Além da conexão, outro elemento tem se tornado cada vez mais expressivo na sociabilidade on-line: a conectividade. Pensando nesses aspectos, através de estudos de recepção e da etnografia on-line, a presente pesquisa objetiva analisar de que forma a cultura da conectividade tem se expressado nas plataformas de sociabilidade a partir do canal Põe na Roda. Através do estudo de recepção dos conteúdos do canal no YouTube, é possível perceber que transformações recentes alteraram a estrutura dessa plataforma, o que, por sua vez, se reflete na diluição de seu ideal participativo e em sua aproximação com a indústria do entretenimento. Nesse processo, subjetividades não-normativas passam a ser utilizadas como estratégia na arregimentação de negócios, sobretudo na área de comércio e serviços. A paródia e o riso midiatizado produzido pelo Põe na Roda apresentam-se como a alma do negócio, uma vez que são responsáveis por seduzir inúmerxs seguidorxs/consumidorxs, ao mesmo tempo que insere a transgressão não autorizada na ordem do discurso, contribuindo, assim, para a normatização da conexão nas mídias digitais. Entretanto, embora as plataformas estejam se projetando cada vez mais para o estímulo à conectividade, xs usuárixs não se colocam como meros figurantes desse processo. Na etnografia on-line realizada a partir do grupo Ajuda, Põe na Roda alojado no Facebook, a conexão ... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: The subjective experiences of contemporaneity are composed of the continuous connection mediated by digital media. In addition to the connection, another element has become increasingly expressive in on-line sociability: the connectivity. Thinking about these aspects, through reception studies and on-line ethnography, the present research aims to analyze how the culture of connectivity has been expressed in sociability platforms from the Põe na Roda channel. Through the channel content reception study on YouTube, it is possible to see that recent transformations have altered the structure of this platform, which, in turn, is reflected in the dilution of its participatory ideal and its approach to the entertainment industry. In this process, non-normative subjectivities are used as a strategy in the regimentation of business, especially in the area of commerce and services. The parody and the mediatized laughter produced by Põe na Roda present themselves as the soul of the business, since they are responsible for seducing countless followers / consumers, while at the same time inserting unauthorized transgression into the order of discourse, thus contributing to normalizing the connection in digital media. However, while the platforms are increasingly projecting themselves toward the stimulation of connectivity, users do not stand as mere extras in this process. In the on-line ethnography held from the Ajuda, Põe na Roda group hosted on Facebook, the connection is shown as an ... (Complete abstract click electronic access below) / Mestre

本論文旨在探討YouTube上的博客怎樣演繹他們線上的身份。本文重點探討三個在視頻上用語言表達的方法，分別是說話、字幕和註解。YouTube是一個網上流行的視頻分享網站，但也可以視為進行社交的一個平台。是次研究採用三個語言學的層面探討問題，分別是言語行為、觀點和反諷。在多媒體研究的層面下，言語行為在研究中被重新定義為溝通行為。本研究旨在了解博客如何用多媒體的溝通表達方法表達言語行為、觀點和反諷，以至如何演繹他們線上的身份。 / 是次研究探討六個常博客，結合了定量和質量的分析方法。視頻在語言表達方法的框架下被輯錄，然後用兩個層面去分析。本研究首先詳細探討每一個表達方法有什麼不同的用處，然後在探討這些方法結合後怎樣表達語言。 / 本研究採用社會學的方法，目的在探討先前題過的方法怎樣表達出博客的身份，重點在博客如何以反諷表達。是次研究結果亦指出博客如何學會在YouTube上講和寫，以達到他們想有更多影片觀看者的動力。 / 本論文表現出一個傳統的言語行為理論怎樣在線上多媒體的研究上發揮作用。言語行為能被重新定義為多個小事件的結合。研究亦發現了新的言語行為種類，而這些種類是多媒體溝通才能遇見得到的。本研究解釋了反諷如何在線上多媒體進行表現和內涵的語言是並存的。本研究亦討論了博客線上和線下的身份如何取得平衡。 / 本論文提出了本研究採用的方法與傳統研究的方法有什麼抵觸，尤其是在資料收集方法和研究倫理的層面上。本論文提出機密度和匿名度如何在線上研究收到對待。 / This thesis is an investigation into the identity performance of YouTube vloggers (videobloggers), with emphasis on how that is achieved linguistically by three modes of communication available in a video: speech, subtitle, and annotation. YouTube is a popular video-sharing site that is also seen as a platform for social networking. The study looks into three aspects of linguistic analysis: speech act analysis, stancetaking, and verbal irony. Speech acts in this study are redefined as communicative acts to suit the multimodal nature of YouTube vlogs. This study aims to understand vloggers’ identity performance by investigating the use of communicative modes to perform communicative acts, stances, and irony. / Six vloggers participated in the study, which adopted a mixed method approach to data collection and analysis, alchemizing quantitative counting analysis with qualitative interview methods. Vlogs from the informants were transcribed with respect to the three modes of communication of interest, and analyzed in two ways. First, the modes were analyzed separately, revealing how vloggers use these modes differently. Next, the modes were investigated as a whole, looking into the essence of multimodal communication: how cross-modal interactions (mode-mixing and mode-switching) are performed. / A socialistic approach to discourse was adopted to investigate how the aforementioned performance of communicative acts informs vloggers’ identity performance. More specifically, this study looked at how irony is realized by communicative acts and alternations of stances, and how the performance of irony is related to the vloggers’ online identity performance. Findings also revealed vloggers’ learning of how to speak and write in order to become popular and attract more viewers, which is one of their motivations of vlogging. / This thesis demonstrates that the traditional linguistic model of speech acts can be adapted to the context of online multimodal communication with adjustments in definition: by seeing acts as a combination of microevents which interact to make meaning. The study also reports on newly identified categories of communicative acts made possible by multimodal discourse. The investigation reveals how irony is realized in multimodal communication, in which the surface and intended meaning are both present. The study discusses how these practices inform the performance of vloggers’ online identity, and how online and offline identities are maintained in balance. / The methods adopted in the study raise questions of how traditional conducts of research should be understood in the context of online research, particularly in the realm of data collection methods and research ethics. This thesis includes a thorough discussion of how confidentiality and anonymity are treated in this context. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Lien, Feng Pierre. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2013. / Includes bibliographical references (leaves 140-146). / Abstracts also in Chinese. / Abstract (English) --- p.ii / Abstract (Chinese) --- p.iv / Acknowledgements --- p.vi / Table of Contents --- p.viii / List of Figures and Tables --- p.xii / Transcription Conventions --- p.xv / Chapter Chapter 1 --- Introduction --- p.1 / Chapter 1.1. --- Overview --- p.1 / Chapter 1.2. --- The Advent of Web 2.0, YouTube, and Social Networking: An Auto-ethnographic Account --- p.1 / Chapter 1.3. --- YouTube: An Overview --- p.4 / Chapter 1.3.1. --- The Mechanics of YouTube --- p.5 / Chapter 1.3.2. --- From an Epistemic to an Affective Site: Social Networking on YouTube --- p.9 / Chapter 1.3.3. --- Identity Construction on YouTube --- p.12 / Chapter 1.4. --- From Experience to Theory: Perspectives Taken in this Study --- p.14 / Chapter 1.5. --- Research Aims and Research Questions --- p.16 / Chapter 1.6. --- Organization of the Thesis --- p.17 / Chapter Chapter 2 --- Literature Review --- p.19 / Chapter 2.1. --- Introduction --- p.19 / Chapter 2.2. --- Orality and Literacy --- p.20 / Chapter 2.3. --- Computer-Mediated Communication (CMC) --- p.22 / Chapter 2.3.1. --- Past Studies of CMC and Computer-Mediated Discourse (CMD) --- p.23 / Chapter 2.3.2. --- Cyberdiscursivity: When Orality and Literacy are not enough --- p.26 / Chapter 2.3.3. --- YouTube as a CMCMD --- p.28 / Chapter 2.4. --- Linguistic Discourse and Multimodality --- p.30 / Chapter 2.4.1. --- Cross-modal interaction: Mode-switching and Mode-mixing --- p.32 / Chapter 2.5. --- Language and Identity in CMC --- p.34 / Chapter 2.5.1. --- Identity Performance in CMC --- p.35 / Chapter 2.5.2. --- Multimodal Identities in CMC --- p.39 / Chapter 2.5.3. --- Identity and Stancetaking in CMD --- p.40 / Chapter 2.6. --- Language as Performatives: Speech Acts and Communicative Acts --- p.42 / Chapter 2.6.1. --- Speech Acts in CMC: Expanding the Framework --- p.45 / Chapter 2.6.2. --- Identity and Playfulness in CMC --- p.46 / Chapter 2.6.2.1. --- Humor and Irony in CMC --- p.47 / Chapter 2.6.2.2. --- Irony and Communicative Acts --- p.50 / Chapter 2.7. --- Summary --- p.51 / Chapter Chapter 3 --- Methodology --- p.53 / Chapter 3.1. --- Introduction --- p.53 / Chapter 3.2. --- Reprise of Research Aims and Research Questions --- p.53 / Chapter 3.3. --- Multiple-Case Study --- p.54 / Chapter 3.3.1. --- Informants --- p.55 / Chapter 3.4. --- Data Collection --- p.57 / Chapter 3.4.1. --- Vlog linguistic transcriptions --- p.57 / Chapter 3.4.2. --- Interview Data --- p.61 / Chapter 3.5. --- Procedure --- p.63 / Chapter 3.6. --- Pilot Study with Lindsey --- p.65 / Chapter 3.7. --- Challenges and Insights in Online Methodological Design --- p.68 / Chapter 3.7.1. --- Online Interviews --- p.68 / Chapter 3.7.2. --- Ethics of Online Research --- p.70 / Chapter 3.8. --- Summary --- p.73 / Chapter Chapter 4 --- Communicative Acts and Irony on Vlogs --- p.75 / Chapter 4.1. --- Introduction --- p.75 / Chapter 4.2. --- Overview of Vloggers and Their Vlogs --- p.75 / Chapter 4.3. --- Communicative Act Analyses --- p.76 / Chapter 4.3.1. --- Intra-semiotic Analysis --- p.77 / Chapter 4.3.2. --- Inter-semiotic Analysis --- p.82 / Chapter 4.5. --- Summary --- p.91 / Chapter Chapter 5 --- The Case of Lindsey --- p.93 / Chapter 5.1. --- Introduction --- p.93 / Chapter 5.2. --- Profile of Lindsey --- p.93 / Chapter 5.3. --- Learning to Write on Vlogs: Establishing Identity through Idioms of Practice . --- p.95 / Chapter 5.4. --- Subtitling a Vlog: Stancetaking, Contradiction, and Irony --- p.101 / Chapter 5.5. --- Identity on and off YouTube --- p.110 / Chapter 5.6. --- Summary --- p.113 / Chapter Chapter 6 --- The Case of Ron --- p.114 / Chapter 6.1. --- Introduction --- p.114 / Chapter 6.2. --- Profiling Ron --- p.114 / Chapter 6.3. --- Blending in: Becoming a Part of the YouTube Community --- p.115 / Chapter 6.4. --- Question of the Week: Expansion of Idioms of Practice and Playfulness --- p.117 / Chapter 6.5. --- Ron’s Identity Performance --- p.122 / Chapter 6.5.1. --- Ron’s Writer and Speaker Identities --- p.122 / Chapter 6.5.2. --- ‘I don’t need to be real’: Online and Offline Identities --- p.126 / Chapter 6.6. --- Summary --- p.128 / Chapter Chapter 7 --- Conclusion --- p.130 / Chapter 7.1. --- Introduction --- p.130 / Chapter 7.2. --- Findings to Research Questions --- p.130 / Chapter 7.2.1. --- Findings to Research Question Set 1 --- p.131 / Chapter 7.2.2. --- Findings to Research Question Set 2 --- p.132 / Chapter 7.2.3. --- Other findings --- p.134 / Chapter 7.3. --- Implications of the Study --- p.135 / Chapter 7.4. --- Limitations and Directions for Future Research --- p.138

This dissertation study explored women's labor in the beauty industries of the YouTube vlogosphere, specifically beauty video production on the ICON network, the beauty and lifestyle channel of YouTube entrepreneur Michelle Phan. Via a case study of ICON's YouTube creators and their video production, this dissertation explored female digital labor by interrogating gender, ethnicity, bodies, and power to address two interconnected elements situated particularly in the YouTube vlogosphere: beauty and entrepreneurship. The study's key research questions asked: In the transnational world of digital employment, what are the material and ideological complexities of beauty YouTubers' experiences? And how do YouTubers interpret their technical production, their beauty ideologies, their power, their authenticity, and the material outcomes of their production for themselves and others? Following an analysis of ICON as a company, interviews with its management and video creators, and its video products, the case study's findings reveal that while ICON recruits beauty creators to market on behalf of its retail partners, the creators see themselves as entrepreneurs who negotiate their own stances regarding their beauty ideals, user-generated content, (post)feminisms, and online authenticity.

In this paper the author discusses different understandings of community and community inclusion as they are presented in a transcript of the YouTube video It Gets Better – Gay Orthodox Jews. This video, part of a much larger anti-bullying campaign, features the testimonies of five men. As their stories unfold in what could be described as a “coming out narrative”, the boundaries of the Orthodox and the LGBTQ communities are renegotiated, revealing a new space at their intersection. Furthermore, the analysis of the transcript suggests that embracing queerness is not tantamount to exclusion but rather the opposite. It is by affirming themselves both as Orthodox and queer that those men are able to reclaim their place in the community. Finally, the author argues that this case of community inclusion through self-fulfilment echoes and at the same time problematises theories of secularisation and individualisation in late modernity.

Abstract Title: HelpTube: A Study on the Motivation behind Crowdsourcing with STD & Motivation Functions for Volunteer Work as Explanatory Models. Level: Bachelor Thesis in Business Administration; C-level. Authors: Honey H. Shahraki & Linnea M. Pira Supervisor: Jonas Kågström Date: 2013- June Background: In recent years the trend and usage of social networking has increased significantly amongst individuals as well as businesses. YouTube is one example of the social environment in which the public has an opportunity to act as both consumer and supplier. Prior research in this field emphasizes the importance of understanding individuals’ incentive to share their knowledge. Thus, what are the underlying objectives behind individuals’ actions and willingness to contribute to the accumulated knowledge? Aim of the study: The aim of the study is to build on prior research in the field of Self-Determination Theory (Deci & Ryan, 2000) and Clary et als (1998) research on functional motivation for volunteering. Subsequently, we then approach these manners in a crowsourcing context by measuring why YouTube users want to contribute to cumulative knowledge through a social media network. Method: This study is based on a quantitative and deductive approach. Grounded on the indices of Self-Determination-Theory (Aspiration Index) and Functional Motivation Theory of Volunteering (Volunteer Function Inventory) we assembled six different categories. These constituted our online survey of a questionnaire containing 18 questions. The questionnaire was then designed in Google forms and sent out to YouTube users creating tutorials for various software programs. Further, the questionnaire responses were processed in the IV result and analysis chapter, where a statistical inquiry consisting of Factor analysis, Correlation analysis and Cluster analysis was made. Results & Analysis: The processing of the study’s result and analysis indicated that the YouTube-respondents were in line with both the Self-Determination Theory as well as Clary et al’s (1998) theory of the functional motivation for volunteering. The respondents valued each question in different degrees of esteem, for each set of categories that was formed in this study. The questions that the respondents tends to value the most were the following; to help people in need, to grow as a person and obtain different learning experiences, to have fun, to work towards the betterment of society, and to obtain new and different perspectives. The least valued questions for the respondents were the following; monetary rewards, to create tutorials because friends do it, and to escape bad feelings. Further, it can be concluded that the majority of questions in the categories, Personal Growth and Intrinsic Projection are valued most highly by the YouTube respondents. Conclusion: After the result and analysis process, a pattern was observed. The studied respondents exhibited an inclination towards internal motivators. Accordingly, we were able to indetify strong links between the categories; Instrinsic Projection, Personal Growth and Societal Values, and the respondents. This is consistent with the Self-Determination Theory as well as the Functional Motivation Theory for Volunteering. Additionally, we can comment that the studied group on YouTube also fulfills the criterias of the crowdsourcing concept. Future Research: In our opinion there is currently a knowledge gap that needs to be filled, in order to understand and utilize the phenomenon’s full capacity. Questions regarding the underlying motivation of individuals that participate, and engage their time and energy towards a further development of accumulated knowledge, is evidently scarce. Since this study primarily focuses on ascertaining the YouTube users' underlying motives, a proposal for further research can be to apply this model to a different type of network. An additional proposal could be for future researchers to develop or improve the study’s compiled model and thereby achieve more precise answers. Further, we hope that more scholars develop recognition of the Crowdsourcing phenomenon, hence attaining a greater knowledge and contributing organizations with practical tools that they can apply and make use of. Contribution: With the study’s gained knowledge about the participants underlying motivation factors, organizations using this phenomenon could increase the participation-levels and thereby extracting a more reliable source of information. This would help organizations to obtaining an additional channel to reach and enlist the help of consumers worldwide. Keywords: Self-Determination Theory, Functional Volunteer Motivation, Crowdsourcing, Motivation, YouTube, Tutorial.