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The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers’ gratification. (Katz, E., Blumler, J. G., & Gurevitch, M. 1974). 2.7 YouTube “Our mission is to give everyone a voice and show them the world “. - YouTube, 2017 Chad Hurley can be proud of what he has achieved in recent years. With his former PayPal colleagues, he founded YouTube three years ago. Since then, the site has been acquired by Google to become the most visited online video site on the Web by far. Time magazine did not get the wrong when it named YouTube the best invention of 2006. (Anner & Jacques 2009, 330.) YouTube gives an opportunity to big and small businesses promote their videos to peo- ple who might be interested in them, also trough YouTube Analytics is possible to get your target customers by demographics, topics or interests, etc. The 23PDF Image | YouTube as an advertising platform
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