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TABLE OF CONTENTS Introduction......................................................................................................................... 1 Literature Review ............................................................................................................... 3 What is YouTube?.......................................................................................................... 3 YouTube Original Programming vs. Broadcast Media.................................................. 4 The YouTube Original Programming Ecosystem .......................................................... 7 Participation in Online Communities ............................................................................. 9 Online Communities on YouTube ............................................................................... 12 YouTube Comments as a Form of Participation.......................................................... 13 Research Questions........................................................................................................... 16 Methods ............................................................................................................................ 17 Data .............................................................................................................................. 17 Coding .......................................................................................................................... 19 Results............................................................................................................................... 23 Research Question 1:.................................................................................................... 23 Research Question 2:.................................................................................................... 26 Research Question 3:.................................................................................................... 32 Discussion ......................................................................................................................... 40 YouTube Original Programming.................................................................................. 40 Comments on YouTube................................................................................................ 41 Relationship Building and Audience Development on YouTube................................ 42 Conclusion ........................................................................................................................ 45 Implications .................................................................................................................. 45 Limitations & Future Research .................................................................................... 46 Appendix A: Code Book................................................................................................... 49 Appendix B: YouTube Original Programming Channels................................................. 52 References......................................................................................................................... 55 ivPDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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