A104. Bondad-Brown,
B. A., Rice, R. E. & Pearce, K. E.
(2012). Understanding the role of motivations, audience activity,
generation, and contextual age in online video use and recommendations.
Journal
of Broadcasting and
Electronic Media, 56(4), 471-493.
People are
increasingly viewing, providing, and recommending
video content through the Internet.
Applying the uses and gratifications
framework, along with contextual age and generational theory, this
study
identifies and compares motivations for, and their influence on,
traditional TV
viewing and online user-shared video use among a US sample of adult
Internet
users. Further, this study explores the
form and role of audience activity through online user-shared video
recommendations (type, channel, and social relation). Overall, the
basic U&G
motivations also apply to the new online media world, but differ in
levels and
influence.
Click
here for PDF copy of publication or click
here for publishers's online copy.