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online” (2010). Inherent to YouTube’s format is the ability for creators to welcome an audience into their living room and share their thoughts in an unmediated manner. As such, YouTube communities are functionally different than other forms of online participation. The visual and personal nature of YouTube warrants further research. This study will analyze how video elements—like a creator directly addressing the audience— influences participation and audience development. Strangelove’s research also focuses on how YouTube creators interact with each other to help develop a new form of media. He explains, “there is no one authoritative YouTube identity, but there is one dominant YouTube community-- the community of amateur videographers.” According to his research, at least ten percent of popular original programming videos reference the YouTube community and the platform. Creators, he comments, are highly reflexive and view the platform as “a creative alternative to television”. Since Strangelove’s initial research, YouTube original programming has exponentially grown in size and reputation. No longer a form of fringe media, YouTube creators have entered the mainstream lexicon. One of the goals of this study is to understand how creators and commenters interact with and reference YouTube. YouTube Comments as a Form of Participation In terms of participation, Burgess and Green write “for YouTube, participatory culture is not a gimmick or a sideshow; it is absolute core business”. To Jenkins, YouTube “not only lowers the barriers to participation but also creates strong social incentives to produce and share what one produces with others”. Television programming was designed to be viewed in a passive manner without feedback or participation from 13PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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