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employed metrics are the volume of the contributions and the quality of the relations among members” (Madden, Ruthven and McMenemy, 2015). To combat these challenges, Madden, Ruthven and McMenemy developed a coding system to classify unstructured YouTube comments and participation. The scheme was developed after they watched 60 videos on the platform and analyzed over 66,637 comments. In total, their scheme had ten broad categories and over 58 sub-categories of comments. This research heavily influenced how we structured out comment content analysis, particularly in relation to YouTube original programming. 15PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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