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the audience. Jenkins explains, “The online audience is active in a fundamentally different way from twentieth-century conceptions of the active audience... the audience can no longer be seen as merely inhabiting the restricted domain of privatized consumption” (2009). In the case of YouTube, the commenting system has allowed for viewers to engage in vibrant discussions or community dialogue. Madden, Ruthven and McMenemy believe that the commenting system plays a crucial role in establishing YouTube’s democratic nature. They note that the active commenting system is an effective means of communication and self-expression (Madden, Ruthven and McMenemy, 2015). Others have questioned the efficacy of the comments in establishing an open and thoughtful community. For example, Lev Grossman writes “some of the comments on YouTube make you weep for the future of humanity just for the spelling alone, never mind the obscenity and the naked hatred” (Time, 2006). This study will first seek to gain a better understanding of the types of comments that people are writing and sharing on the platform. From that starting point, our next goal is to better understand how the commenting system influences the nature of relationships on YouTube. YouTube comments present a particularly difficult form of participation online. Madden, Ruthven and McMenemy note, “YouTube comments have, thus far, been comparatively understudied in relation to other aspects of the site, because the sheer number of comments, lack of structured organization, and the variable quality in terms of spelling, grammar and expression, have presented considerable difficulties for conducting analyses.” Another challenge in terms of researching online communities has been how dynamic user relationships can be, but Iriberri and Leroy found that the “most commonly 14PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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