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• Negative Opinion o o Opinion with No Judgment o First Reaction o Offensive Content General Conversation - This category encompasses a range of comment types that fulfill particular purposes in initiating and maintaining conversations. Generic Conversation o o Personal Story o Creator/ Channel Community Conversation o YouTube Community Conversation Site Process - These comments make reference to anything related to YouTube as • a platform. o Video o Comments o Subscribe • Video Content Description- These comments can either contain direct quotation of words and phrases used in the video, or paraphrased descriptions of the visual or audio content. Summary (Paraphrase) o o Summary (Direct) The full coding scheme with descriptions and examples can be found in Appendix A. One challenge when coding comments was understanding the user’s intent. For example, a user might have intended a comment to be a joke-- which would therefore be classified as General Conversation-- but the coder misinterpreted the comment given the subjective nature of humor. Another example of this was the use of images. The text of the comment might have indicated an opinion with no judgment, but the addition of an emjoi would lead the coder to conclude that the commenter actually had a positive opinion on a specific issue. In this case, reliability coding was deployed to ensure that coders were objectively interpreting comments and that results could be replicated in the future. Before coding all 50 videos and 500 comments, I randomly selected 5 videos and their associated 50 comments to be part of reliability coding. After my second coder and I independently watched the videos and read the comments, I used Krippendorff’s Alpha 21PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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