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Original Research Examining YouTube Users' (YouTubers') Attitudes, Beliefs, and Behaviors: The Bronx Pilot Study
Abstract
YouTube offers a wealth of combined, creative, and surprisingly expert-vetted knowledge on a variety of topics across ethnicities and culture. Even though it appears that YouTube focuses on kittens, pandas, and exploding bottles of soda, it actually provides knowledge across a wide spectrum, from how to play piano or iron a shirt to learning about hegemony from Noam Chomsky on YouTube (TheEthanwashere, 2012). Partly through its design (ease of use), purpose, and worldwide ubiquity, YouTube has also become a depository for enormous amounts of what many people think is useless dreck. This chapter and the next chapter provide a historical snapshot of two important YouTube research studies. The Bronx Pilot Study, described in detail here, provided the foundation and research design for a more robust and complex study several years later: the New Jersey YouTube Experience Study. To date, most scholarly research about YouTube has tended to focus on YouTube content (i.e., types of videos created and/or shared), the marketing and commercial aspects of YouTube, specific groups in YouTube and their political activities, and of course the unusual videos that “go viral” and end up on Late Night With Jimmy Fallon or Tosh 2.0. Each research study reported in this book employs a Uses and Gratifications (UG) framework grounded in Cultural Studies (CS). Each study analyzed YouTubers' attitudes, beliefs, and behaviors in relation to YouTube. As a reminder, a “YouTuber” is anyone who uses YouTube to post a comment, watch videos, or upload or download videos. While not experimental, the Bronx Study provides insight and direction for further Social Sciences-based YouTube research.
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