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this study will try to understand what distinct qualities in YouTube original videos encourage people to discuss and respond to content. The YouTube Original Programming Ecosystem Early studies of user generated content on YouTube focus particularly on vlogging. Vlogging is a “distinctly original” form of communication that is emblematic of the amateur videos found on YouTube (Tolson, 2010). Typically, vlogs are short “video blogs” that contain a person sharing a story, thought or expertise to an online audience. In the 1930s, our media landscape began to shift away from extended monologues. Instead, talk radio began to prefer more dialogical formats, like round table discussions. As the media industry transitioned to television, monologues became even less frequent because content programmers were concerned with keeping viewer attention and presenting an objective report (Tolson, 2010). Furthermore, due to the linear nature of television, programming is typically designed to fit into thirty minute or hour long blocks. On YouTube, there are currently no time restrictions, allowing for amateurs to create videos on a specific topic, regardless of the length. The directness of the vlogging format has allowed for the “rediscovery of authenticity” (Tolson, 2010). YouTube creators are broadcasting their personal experience to “anybody and everybody, or possibly nobody” (Wesch, 2009). Tolson highlights the uniqueness of vlogging compared to other media formats by conducting a linguistics case study on a prominent beauty vlogger’s YouTube channel. After watching Lauren Luke review beauty products and conduct make up tutorials on YouTube, Tolson notes that Luke often speaks directly to her audience by referring to them as a plural “you” and filming her videos in a direct to camera format. Her videos often include 7PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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