Vi vill uppmärksamma en ny sorts marknadsföring som blivit möjlig tack vare YouTube och Internet. På YouTube har företagen en ny arena att marknadsföra sig på och vissa företag använder sig av YouTube för att lansera dolda marknadsföringskampanjer. De flesta videor på YouTube är hemmagjorda av ungdomar, filmade med handkamera eller mobilkamera och estetiken anpassas efter det amatörmässiga. Genom att efterlikna dessa videor försöker företagen dölja sitt verkliga syfte, vilket är att marknadsföra en produkt. Eftersom marknadsföring på YouTube är ett nytt fenomen tycker vi att det är viktigt att belysa detta så att Internetanvändare blir mer uppmärksamma på hur YouTube kan användas. Vi vill också uppmärksamma YouTube och viral marketing eftersom det är nya medier som på kort tid vuxit sig stora och förmodligen kommer att vara en helt naturlig, och viktig, del av vår vardag i framtiden. Det vi vill undersöka i uppsatsen är hur företagen strävar efter att skapa en trovärdig video, vilka filmiska grepp använder de sig av för att skapa n ”hemmagjord” känsla? Vi vill också se ifall vi kan hitta tecken på att klippet är regisserad. Vi kommer även att undersöka hur de som kommenterat reagerar på videorna; hur många är det som inser redan från början att videon är iscensatt, hur reagerar folk när de får reda på sanningen? Våra frågeställningar är följande: Vilka metoder används i videon för att dölja att det är en reklamfilm? Ser vi några tecken på att videon är regisserad, och i såna fall vilka? Hur reagerar tittarna på videon? För att svara på vår första och andra frågeställning kommer vi att använda oss av semiotisk bildanalys. Det uppstår diskussioner kring videorna, både på YouTubes eget kommentarsfält och i andra forum, exempelvis bloggar och communities. Genom att undersöka kommentarerna på YouTube vill vi svara på frågan om hur publiken reagerar.

Abstract Purpose The purpose of this thesis is to examine the Swedish students’ habits regarding videos on Youtube and create an understanding towards what makes them viral. The purpose is also to state how companies should make use of visble and hidden viral marketing to get their message out to the customers.MethodThe thesis uses both a qualitative and a quantitative method. At first there was a qualitative focus group with 6 Swedish students. The focus group generated valuable information which later was used to create surveys. The surveys collected quantitative information. Then the information was summarized and analyzed giving consideration to validity and reliability and compared to prior scientific research. The study was then reviewed to determine ways to replicate it with alternative methods.Result and conclusion The authors found that it was not a big difference in the spreading behavior of the consumers in terms of open versus hidden viral videos. The study shows that the companies should rather go with open viral videos because they will gain more brand exposure. If they use hidden videos they will have to be very careful when they construct the video, otherwise the customer might miss the connection between the plot and the brand or product. The study also concludes five important factors to make a Youtube-video go viral. Humor is the most important followed by unexpected events, exceptional talent, shocking events and excitement.Keywords: Viral marketing, Youtube, Product placement, Stealth marketing

En uppsats som reder ut vad en författare är och vilken roll denne intar i ett nytt medium som YouTube. Genom att undersöka forskning om författarens roll i äldre media och analyser av tre olika författarroller på YouTube utreder den här uppsatsen hur rollen ser ut i ett nyare media. Här analyseras en tydligt enskild uppladdare på YouTube, klipp skapade och uppladdade av ett produktionsbolag och ett fenomen där olika uppladdare använder samma ursprungsmaterial för att skapa nya kreationer. Både litteratur och filmforskningen har överlag fokuserat på den enskilda författarrollen men den här uppsatsen påvisar dock att kollektivt författarskap blir tydligare i ett medium som YouTube.

This thesis address the study of the recently popular Apple iOS platform, and its online application marketplace, called the ¡§App Store¡¨. The thesis examines the relation in Youtube videos and raking of the Apps. According to the research result, over 25% people use mobile device to watch the Apps videos. If marketer can manage the result of the searching and embedded the video in high traffic website, it can get more higher Apps ranking and Youtube video views. In addition, people/App player upload the video and share it with friends. It is just like the word and mouth marketing. Whenever people upload a lot of videos and get more video views, it can get higher App ranking. Furthermore, the video type is belonged to game trailer and walkthrough will has more views. In the other hand, the KUSO video will spread quickly in social network website and it brings more video views and Apps downloads potentially.

This research project sought to measure how students in large-classroom environments respond to supplemental, out-of-class learning options. Is their performance positively impacted by tutoring or by online, always-accessible lessons? Above and beyond demographics and skills, what motivates students to engage in use of supplemental learning options? Responding to theories of ?just-in-time? learning and the learner-centered philosophy of distributed learning, this study put three out-of-class tools in place during the course of a fall semester to allow the learner to decide what form of out-of-class aid he or she would rely upon. Those three options included tutoring services, streaming voice-over-PowerPoint lessons, and short YouTube.com-hosted videos featuring the instructor. Over the course of the fall 2008 semester, students responded to two surveys intended to (1) capture their motivational approach and preferred study strategies and learning styles; and (2) capture measures of their usage of these tools and their reported perception of the tools. In tests of data to determine what led to the most improvement in student scores and what led to students? highest reported levels of satisfaction and perceived value with the course, the short, lab instructor-created videos hosted on YouTube.com were the only significant predictor among all three supplemental learning options. This finding provides broad-based support for ?just-in-time? theories of learning, in which information and help are readily available just as students are seeking that information and extra guidance. Therefore, instructors seeking to improve student performance may serve their students well by preparing materials to facilitate any-time access to course content needed to complete major assignments or prepare for exams. But there is a caveat to simply making any form of content available online or available any-time, any-place. This study advances the theory of always-available resources and learner-centered environments by further refining what type of media stimulates the most improvement in performance. The answer, in part, seems to hinge on what is most appealing to students (video plus audio, shorter material, content geared toward assignment specifics rather than broad-based lectures), and warrants future study.

This essay has been conducted in order to increase a greater understanding and knowledge of young adults that interact and hang out on YouTube through the community Booktube. Booktube is a community where a broad mix of people talks about and share their greatest interests; books and reading. The study of this essay was conducted using semi-structured interviews with seven informants via Skype. The interview data was collected to answer questions about why these young adults activate themselves on Booktube, and also to understand how the Booktube community contributes to young adults identity development, both self-identity and social identity. Former studies and theories discussed in this essay to analyze and discuss the informants’ interview replies include: theories of identity development, social identity theory (SIT), social media and reading as an act contributing to a person’s identity development.

This thesis examines the cultural consumption of the Korean music video Gangnam Style in the broader context of the increasing popularity of Korean popular content, often called the Korean Wave, and of complex conditions of transnational consumption. Specifically, it investigates why the music video Gangnam Style gained popularity not only in East Asia but also over the world, how it is circulated, and what conditions contribute to its success. It focuses on the role of the networked audiences and the interactions between the networked audiences and mainstream media through a chronological analysis on the distribution and reproduction process of Gangnam Style on YouTube. Through the case study of Gangman Style, this thesis attempts to rethink the established globalization theories and to suggest new perspective of cultural circulation in the globalized and digitalized media environment.

The overall purpose of this essay is to come to a deeper understanding about videos in the Youtube beauty community by using a mixture of qualitative and quantitative methods. By answering the main questions of the essay which are; What quantitatively measurable components are there in the videos that can be seen as contributing factors leading to the fact that some generate more views that others?; Is there a set mold for success containing certain aspects that a video must have to stand out?; What correlations can be found between the two categories of analysis and how do these potential correlations affect the popularity of the video? and What effects do specific components on the level of popularity of the video?, we’ve been able to distinguish differences as well as similarities on both qualitative and quantitative levels. We have also seen that using the two methods together have enabled us to reach more profound results. The main result that we have found on a quantitative level is that there are obvious correlations between a high level of popularity and a good visual quality. What we have also concluded, on a qualitative level, is that it is not sufficient to simply provide this type of quality to reach a high level of popularity, the beauty guru also need a high level of commitment and a genuine desire to interact with the viewer in order to generate views. / Det övergripande syftet med uppsatsen är att genom såväl kvantitativ som kvalitativ innehållsanalys försöka skapa en djupare förståelse för vad det är i videor inom kategorin beauty community på Youtube som genererar visningar. Genom att besvara de frågeställningar som studien bottnar i; Vad finns det för kvantitativt mätbara komponenter i videorna som kan ses som bidragande faktorer till att vissa får fler visningarna än andra?; Finns det en mall för framgång där vissa komponenter måste ingå för att en video ska kunna sticka ut från mängden?; Vilka samband kan urskiljas mellan de två analyskategorierna och hur påverkar de eventuella sambanden populariteten? samt Hur kan specifika komponenter påverka populariteten?, har vi lyckats urskilja både skillnader och likheter på såväl kvantitativ som kvalitativ nivå. Vi har även sett att de två metoderna har kompletterat varandra väl och lett till ett mer djupgående resultat. Det övergripande resultat vi har kommit fram till på kvantitativ nivå är att det finns tydliga samband mellan popularitet och god visuell kvalitet i videorna. Vidare har vi även, på kvalitativ nivå, kunnat konstatera att det inte enbart är tillräckligt med denna typ av kvalitet utan det krävs att den är kombinerad med hög engagemangsnivå och en önskan att interagera med tittaren från beauty guruns sida för att videon ska generera visningar.

This qualitative study explores microaggressions in the online natural hair community. Using a thematic analysis, it specifically analyzes conversations about natural hair texture discrimination and /or biases, also known as curlism, in natural hair online spaces such as blogs and YouTube videos. This study concludes that hair texture biases and the ways in which Black women with natural hair experience difference in hair texture is multifaceted; therefore, natural hair companies, women in the natural hair community, and the natural hair community are not individually responsible. Each plays a different role in the perpetuation of hierarchy and difference within this community. The themes developed in this research are as follows: The Kink Vs. The Curl, Curlism as Colorism, Insurgence of Hair Texture Biases, and Empowerment of the Natural Hair Community.

Submitted by Mônica de Sá Dantas Paz (monicapazz@gmail.com) on 2017-04-03T17:01:29Z No. of bitstreams: 1 dissertação_MonicaPaz_2010_UFBA.pdf: 1311646 bytes, checksum: 5c792fa3f2e452c9645114b55bca5728 (MD5) / Approved for entry into archive by Uillis de Assis Santos (uillis.assis@ufba.br) on 2017-07-12T18:06:54Z (GMT) No. of bitstreams: 1 dissertação_MonicaPaz_2010_UFBA.pdf: 1311646 bytes, checksum: 5c792fa3f2e452c9645114b55bca5728 (MD5) / Made available in DSpace on 2017-07-12T18:06:54Z (GMT). No. of bitstreams: 1 dissertação_MonicaPaz_2010_UFBA.pdf: 1311646 bytes, checksum: 5c792fa3f2e452c9645114b55bca5728 (MD5) / Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq) / A atual expansão do uso de ferramentas online de compartilhamento de conteúdos produzidos pelos usuários é representada pela posição que ocupam dentre os sites mais visitados da web. Tais sites estão dentre as aplicações que se convencionou chamar de Web 2.0 e que reúnem aspectos: (i) tecnológicos, que possibilitaram maior exploração da web; (ii) sociais, devido a atuação participante dos usuários; e (iii) comerciais. Pode-se, então, notar o fomento, por parte dessas aplicações, de um ambiente para a produção colaborativa e para a interatividade do seu público, que gera, dessa forma, um acervo coletivo e imaterial (commons), através de processos comunicativos e informacionais à luz da cibercultura e das leis que a gerem. Portanto, escolheu-se o YouTube como objeto de um estudo de caso que teve como finalidade discutir a comunicação na Web 2.0 em processos colaborativos e suas apropriações, visto que constitui um dos maiores e mais acessados acervos de vídeos do ciberespaço. Este estudo de caso analisou o YouTube de acordo com categorias que expressam funções pós-massivas das aplicações das novas mídias digitais: (i) interface, navegabilidade e customização; (ii) interatividade e organização social em rede; (iii) geração e compartilhamento de conteúdo; (iv) classificação, folksonomia ou tagging; (v) notificações e estatísticas; e (vi) mobilidade e integração. Com isso, construiu-se uma compreensão do YouTube, em concordância com o modelo de negócios das chamadas aplicações Web 2.0, e se evidenciou uma aproximação das práticas desse ambiente com o uso da colaboração (característica de projetos técnicos, sociais e ideológicos na internet) dos usuários para com a plataforma, na formação de um commons digital. Para tal, foram utilizados dados de estudos anteriores, análises e dados coletados, além de exemplos de uso do YouTube. / The current expansion of the use of online tools for sharing user-generated content is represented by the position they occupy among the most visited sites on the web. Such sites are among the applications that are referred to as Web 2.0 and bring together aspects (i) technology, which allowed greater exploitation of the web, (ii) social, because the performance of the participating users, and (iii) commercial. One can then note the promotion, by such applications, of an environment for collaborative production and interactivity of your audience, generating thus a collective and immaterial heap (commons), through informational and communicative processes will light of cyberculture and the laws that manage it. Thus, we chose YouTube as the subject of a case study with the purpose to discuss communication in Web 2.0 in collaborative processes and their appropriation, since it constitutes one of the largest and most accessible collections of video of cyberspace. This case study has examined YouTube according to categories that express functions after massive of application of new digital media: (i) interface, navigation and customization, (ii) interactivity and social networking organization, (iii) generation and sharing content, (iv) classification, folksonomy or tagging, (v) notifications and statistics and (vi) mobility and integration. As a result, built up an understanding of YouTube, in agreement with the business model of so-called Web 2.0 applications, and showed a practical approximation of that environment with the use of collaboration users (characteristic of technical, social and ideological projects in web) to the platform, the formation of a digital commons. To this end, we used data from previous studies, analysis and data collected, and examples of use of YouTube.