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Comment Category Advice General Conversation Personal Story YouTube Community Table 15: Comment Category by Language Direct Address Presence Language Direct Address Present 9% 51% 21% 6% Video Process Lastly, videos that asked a question to their audience were significantly more Language Direct Address Not Present 7% 30% 7% 2% Significance .326 .000* Information 9% 12% .425 Opinion 64% 61% .527 Conversation/ Joke 5% 11% .005* .000* .037* Creator Community 24% 13% .002* Site Process 14% 17% .246 8% 12% .175 likely to result in opinion comments (p=.000). When a creator asked a question to their community, the audience responded with 78% of the comments falling under the opinion category compared to 60% of the comments when no question was asked. Within the sub-comment categories, requests for opinion, positive and negative opinions, and offensive opinions were found not to be significantly different depending on whether an audience question was present. However, comments that expressed an opinion with no judgment were significantly more likely to appear when a question was asked (p=.000). This indicates that commenters were reacting to the question with a fairly balanced and nuanced answer. All of the other broad comment categories did not significantly differ depending on the presence or absence of an audience question in the video. 38PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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