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Implications Conclusion This quantitative content analysis study revealed that YouTube original programming is highly personality and community driven. Creators and viewers are free to form communities around niche interests or individual people. While online communities have often been criticized for their anonymity and sterile nature, YouTube creators have truly established programming that interacts with the viewer and builds a meaningful relationship. This is consistent with the research that previous academics have published about YouTube’s participatory culture (Strangelove, 2010 & Burgess & Green, 2009). A majority of the YouTube original programming demonstrated relationship building characteristics, like a visual direct address or language direct address, that are traditionally not found in television programming. These video characteristics are significant because they help form the foundation of the community. For instance, videos that contained language that directly addressed the audience were more likely to receive comments that acknowledged a personal story or conversation about the creator’s community. As such, the programming establishes the nature of the community and sets the tone for how the audience interacts. While YouTube is only a decade old, the creators and communities that are forming are sure to change the future of media. The comments were overwhelmingly positive and thoughtful. A very small percentage of the comments that were popular were offensive and a significantly larger portion of the comments expressed positive emotions. This finding is in contrast to the popular assumptions about YouTube comments and online communities in general. Instead of being filling with vitriol and hatred, YouTube 45PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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