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provided instructions for the content analysis and can be found in Appendix A. The video portion of the content analysis was largely derived from previous research on YouTube original programming. Specifically, information related to user generated content and programming format was derived from Burgess and Green. The portions of the content analysis that revolved around critical discourse analysis and communication theory were influenced by Tolson’s research. Each video in the random sample was blindly coded for video format variables (content style, subject matter, characters present, camera angle) and relationship building tactics (language, call to actions, audience participation requests). I also pulled relevant metadata from YouTube the videos (view count, social engagements, number of comments). The comments were coded for the presence or absence of specific content attributions. This content classification scheme was largely adapted from previous work by Madden, Ruthven and McMenemy. To increase retention of the content, researchers were asked code the comments immediately after watching the video. The variables were defined as outlined here and also contained sub-variables: • Information- Information comments are those that request or provide factual information (objective facts) about something in the video content, video context or a completely unrelated topic. Request for Information/ Question o o Additional Information • Advice- Advice comments are those in which people request or give assistance or suggestions on what to do in a particular situation. Request for Advice o o Offering Advice • Opinion/Expression of personal feelings- Opinion comments are those in which commenters request or give their points-of-view on a video, person, object or topic. They contain explicit and subjective value judgments, but are not encouraging actions. Request for Opinion o o Positive Opinion 20PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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