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and Jenkins, to study many different aspects of the platform-- including the content, user relationships, and website features. However, given the massive amount of videos being uploaded to YouTube and the speed at which the platform is developing, further research is required to better understand how audiences are consuming and interacting with content in this medium. More broadly, YouTube’s variety of functionality is supported by previous communication theory research. The Uses and Gratification Theory (UGT) posits that distinctive forms of media can be used and interpreted differently based on the audience. Specifically, the internet is highly “mutable” with a wide range of different communication opportunities. From a methodological perspective, UGT claims “the way that individuals choose to use media differs accordingly with their position in the social structure” (Ruggiero, 2000). As such, this study will focus particularly on the interactive nature of YouTube and how audiences respond to a particular programming format, rather than the video distribution technology as a whole. YouTube Original Programming vs. Broadcast Media Much of the historical literature on YouTube focuses on the wide variety of content available on the website. The openness of the platform has allowed professionally filmed, broadcast quality content to appear side by side an amateur home video. Since its creation, YouTube has been “imagined as a space where these two categories co-exist and collide, but do not really converge” (Burgess and Green, 2009). However, broadcast organizations were originally skeptical of displaying their professionally generated content (PGC) in the same ecosystem as unfiltered user generated content (UGC). Yet, after a few viral marketing successes, television networks began posting episodes and 4PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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