Audiences perform as a key factor driving social media nowadays, and there would not be any point to create video content on Youtube if there was nobody to watch it. It is therefore important to study audiences and their behavior in order to find out viewers' preferences and to understand what makes them follow Youtube channels.The purpose of this research is to find out what is audience's behavior on Youtube and its attitude towards lifestyle content on the video platform. Additionally, in the theoretical part of my research I will take a look at the phenomena of fandom and the relationship between advertising and audiences. I will apply social cognitive theory and cultivation theory in order to support my findings from reading materials. Using the method of semi-structured interviews, I will explore users' activity and their watching preferences on Youtube. In the analytical part I will combine both theoretical and practical approaches and figure out the answer to my research statement.To conclude my research, I will discuss my findings together with perspectives for the future studies within selected area.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-21639 |
| Date | January 2016 |
| Creators | Mironova, Ellina |
| Publisher | Malmö högskola, Fakulteten för kultur och samhälle (KS), Malmö högskola/Kultur och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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