An Anthropological Introduction to YouTube by Michael Wesch

Scobie, Willow

doi:10.1111/j.1548-1433.2011.01386.x

Cited by 2 publications

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“…As I mentioned in previous sections, anthropological works (Aporta, 2001(Aporta, , 2004(Aporta, , 2005(Aporta, , 2009Aporta and Higgs, 2005) (Wilson and Stewart, 2008;Ginsburg, 1994Ginsburg, , 2008Budka, 2009aBudka, , 2009bDyson and Underwood, 2006;Dyson et al, 2007;Landzelius, 2001Landzelius, , 2003bLandzelius, , 2006Nathan, 2000;Prins, 2000;Gearhard, 2005;Alexander et al, 2010;Scobie andWachowich, 2010, 2014). As observed empirically, Inuit youth feel that it is a great way to be in touch with distant family through the multimedia tools it provides -fundamentally through online chat -and to access Internet sites such as YouTube or Facebook.…”

Section: Conclusion: From the Land To The Virtualmentioning

confidence: 97%

Inuit Identity and Technology: An Exploration of the Use of Facebook by Inuit Youth

Castleton¹

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This thesis engages in a broad discussion of technology, communications, identity, and cultural change in the Canadian Arctic. Using an ethnographic methodological strategy, it looks at how a group of Inuit college students in Iqaluit use the online social network Facebook. It was found that Inuit youth are intensive users of Facebook, basically using it to communicate with their communities of origin, to maintain friends and family ties across a vast territory, to access cultural referents on Facebook groups, discuss issues, shape their identity, ask questions, access pictures of the land and recall traditions. In these Facebook groups, there is a cultural memory and remembrance of the past collectively established through the hypertext of Facebook which further shows how technology is incorporated and adapted to a culture rather than being undermined by that technology's incorporation. In this sense, Inuit youth "travel" through Facebook using it for their own purposes such as accessing cultural referents of the land in a multimedia interface. This research also argues, from an actor-network perspective, that Inuit youth are immersed in a culture of connectivity (van Dijck, 2013) through which social life and experiences are increasingly mediated by social network sites. 2 groups 1 (Scobie and Rodgers, 2013). The site is extensively used and has acquired a special presence in the media-scape, and plays an important role in defining Inuit presence on the Internet.Previous literature on how indigenous peoples have used media and communication technologies tended to looked at this relation positively

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Section: Conclusion: From the Land To The Virtualmentioning

confidence: 97%

Inuit Identity and Technology: An Exploration of the Use of Facebook by Inuit Youth

Castleton¹

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“…Though some may perceive it to be a platform for just publishing videos, some see it as competition for broadcast television (Kim, 2012). Wesch (2008) reported that the users create more content in six months than sixty continuous years of broadcasting by three largest networks in the United States of America has done combined. Moving on from the traditional broadcasting methods, YouTube distinguished itself from an archive of videos by providing a user-to-user social experience which categorizes it as a social media and gaining high popularity (Susarla, Oh, & Tan, 2012).…”

Section: Youtubementioning

confidence: 99%

Factors influencing consumers purchaseintention towards products endorsed by Korean boy bands on Youtube

Tiwari

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The objective of the study is the understand the factors that influence consumer purchase intention of products endorsed by Korean boy bands on YouTube and identify the weight of the attitude towards source characteristics, YouTube engagement, product involvement level and YouTube advertisement formats amongst each other and with purchase intention. The study was conducted in a quantitative approach from 408 respondents who have been exposed to YouTube ads in 2022. The results are as followed: (1) attractiveness was the highest scored sub-variable of source characteristics, along with clicking like for engagement, product placement for advertisement formats and low involvement product types in relation to the sample having moderate intention to purchase. (2) In regard to the correlation between source characteristics and engagement, a negligible positive association was found. (3) Thirdly, it was found that Korean boy bands' attractiveness had a higher influence on the purchase intention of the sample group.�(4) Lastly, the results showed that advertising format, namely product placement (B= 0.267), and online�engagement on YouTube (B = 0.108) of the ads have a positive influence on the purchase intention of the Thai audience. Multiple regression shows a positive influence from the product placement variable on purchase intention. The finding of suggests the endorsement of Korean boy bands is efficient for low-involvement products to young Thai female students with a bachelor's degree and are fans of Got 7.

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An Anthropological Introduction to YouTube by Michael Wesch

Cited by 2 publications

References 1 publication

Inuit Identity and Technology: An Exploration of the Use of Facebook by Inuit Youth

Inuit Identity and Technology: An Exploration of the Use of Facebook by Inuit Youth

Factors influencing consumers purchaseintention towards products endorsed by Korean boy bands on Youtube

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An Anthropological Introduction to YouTube by Michael Wesch

Cited by 2 publications

References 1 publication

Inuit Identity and Technology: An Exploration of the Use of Facebook by Inuit Youth

Inuit Identity and Technology: An Exploration of the Use of Facebook by Inuit Youth

Factors influencing consumers purchaseintention towards products endorsed by Korean boy bands on Youtube

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Factors influencing consumers purchaseintention towards products endorsed by Korean boy bands on Youtube