L14.p1 - National Research Council Canada Institute for...

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National Research Council Canada Institute for Information Technology Conseil national de recherches Canada Institut de technologie de l'information Exploring the Gender Divide on YouTube: An Analysis of the Creation and Reception of Vlogs * Molyneaux, H., O’Donnell, S., Gibson, K., Singer, J. June 2008 * published in the American Communication Journal. Volume 10, Number 2. Summer 2008. NRC 50360. Copyright 2008 by National Research Council of Canada Permission is granted to quote short excerpts and to reproduce figures and tables from this report, provided that the source of such material is fully acknowledged.
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1 American Communication Journal Vol. 10, No. 2 , Summer 2008 Exploring the Gender Divide on YouTube: An Analysis of the Creation and Reception of Vlogs Heather Molyneaux, Susan O’Donnell, Kerri Gibson and Janice Singer Keywords : YouTube, vlog, internet, user, content, visual, reception, production, audience, gender, video This study analyzes short vlogs posted to YouTube in order to investigate how women and men communicate using vlogs and react as viewers to vlogs. Vlogs are visual texts that are user- generated. Analyzing online videos presents a new challenge for researchers: traditionally, analysis of visual media and communication focused on either the production or the reception of the material. Our vlog study uses a dual analytical approach to analyze both production and reception, while conducting content, visual and audience analysis, thus making a contribution to the field of new visual media and communication. ______________________________________________________________________________ Heather Molyneaux is an analyst in the People-Centred Technologies group at the National Research Council Institute for Information Technology. Correspondence to: NRC Institute for Information Technology, 46 Dineen Drive, Fredericton, NB, Canada E3B 9W4. Email: [email protected] Susan O’Donnell, PhD is a senior researcher at the National Research Council Institute for Information Technology and an Adjunct Professor in Sociology at the University of New Brunswick. Email: [email protected] .Kerri Gibson is an analyst at the National Research Council Institute for Information Technology and a PhD student in Clinical Psychology at the University of New Brunswick. Email [email protected] Janice Singer, PhD is a senior researcher at the National Research Council Institute for Information Technology. Email: [email protected]
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2 Producing and sharing user-generated video, known as "video blogging," has recently become popular with millions of people. Video blogs, also known as "vlogs," are blogs created in video rather than textual form. Vlogs are a form of online publishing, allowing everyone with web access and simple video production tools – such as a computer and a webcam or a cell phone with video capabilities – to create and post content. Most vlogs are authored by individuals and focus on personal themes (Nardi, 2004; Schiano, 2004). Like blogs, vlogs are a
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This note was uploaded on 03/01/2011 for the course 1MD 001 taught by Professor Erikborälv during the Spring '09 term at Uppsala.

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L14.p1 - National Research Council Canada Institute for...

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