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“I Am a Youtuber” a Netnographic Approach to Profiling Teen Use of Youtube

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“I am a YouTuber” A netnographic approach to profiling teen use of YouTube by Sun Hee Jang B.Comp(IS); GradCertEd(TESOL); MEd Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy University of Tasmania Australia November 2015 DECLARATION OF ORIGINALITY I, Sun Hee Jang, am the author of the thesis entitled “I am a YouTuber: a netnographic approach to profiling teen use of YouTube”, submitted for the degree of Doctor of Philosophy. I declare that the material is original, and to the best of my knowledge and belief, contains no material previously published or written by another person, except where due acknowledgement is made in the text of the thesis, nor does the thesis contain any material that infringes copyright. The thesis contains no material which has been accepted for a degree or diploma by the University or any other institution. Sun Hee Jang Date: 16 November 2015 i STATEMENT OF AUTHORITY OF ACCESS I, Sun Hee Jang, author of the thesis entitled “I am a YouTuber: a netnographic approach to profiling teen use of YouTube”, submitted for the degree of Doctor of Philosophy, agree that this thesis may be made available for loan and limited copying and communication in accordance with the Copyright Act 1968. Sun Hee Jang Date: 16 November 2015 ii STATEMENT REGARDING PUBLISHED WORK CONTAINED IN THESIS The Publishers of the paper comprising Chapter 1 and 3 hold the copyright for that content, and access to the material should be sought from the respective publisher. The remaining non published content of the thesis may be made available for loan and limited copying and communication in accordance with the Copyright Act 1968. Sun Hee Jang Date: 16 November 2015 iii LIST OF PUBLICATIONS Jang, S. H., & Callingham, R. (2013). Internet-mediated ethnography: Issues and challenges in social science research discourse. In T. Le & Q. Lê (Eds.), Conducting research in a changing and challenging world (pp. 57-68). New York, NY: Nova Science Publishers. Jang, S. H., & Lê. T. (2013). A participant recruitment video: An innovative multimedia tool to involve teen YouTube users in online ethnographic research. In T. Le & Q. Lê (Eds.), Conducting research in a changing and challenging world (pp. 231-243). New York, NY: Nova Science Publishers. Jang, S. H., Terry, D., & Lê, T. (2013) Conducting research in social media discourse: Ethical challenges. In T. Le & Q. Lê (Eds.), Conducting research in a changing and challenging world (pp. 173-185). New York, NY: Nova Science Publishers. Jang, S. H. (2011, November). YouTube as an innovative resource for social science research. Presented at the Australian Association for Research in Education Conference, 1-16, Hobart, Australia. Jang, S. H., & Callingham, R. (2011, June). Connecting youth roles, identities and meanings on YouTube with a wider community. Proceedings of the International Journal of Arts and Sciences (IJAS) Conference, Harvard University, Boston, the US. Jang, S. H., & Callingham, R. (2011, May). Navigating ethical issues and challenges in Web 2.0 research. Paper presented at the International Conference Innovative Research in a Changing World, Phuket, Thailand. iv STATEMENT OF ETHICAL CONDUCT The research associated with this thesis abides by the international and Australian codes on human and animal experimentation, as approved by the Human Research Ethics Committee (Tasmania) Network – Social Science, Ethics Reference No. H0012075. Sun Hee Jang Date: 16 November 2015 v ABSTRACT In the context of new media, teenagers are considered as active consumers and producers of digital information because in their use of new technology, teenagers make their own meanings, develop their own understandings, and interact within online communities. The impact and social implications of new media in teens’ everyday life raises important questions regarding teens’ social development, social learning, identity creation and purposeful creativity. Although ethnographic work has documented youth participation in various online spaces, teen YouTubers’ ongoing participation in sharing videos on YouTube has not received great attention. This study was initiated in response to the prevailing lack of research evidence of teens’ use of YouTube. The research problem in this study addressed teens’ participation on YouTube, and understanding the impact of YouTube on teenagers, in particular the ways in which they construct and present different identities. This study centred on three research questions that identified common video categories uploaded by teenagers; recognised motivating factors behind ongoing teen participation in video sharing; and, examined the ways teenagers constructed and presented their identity in their video design, production and distribution through YouTube. A netnographic approach was used to probe teen experiences through their participation in YouTube video sharing. The significant factors for teen YouTubers’ ongoing video sharing included personal, social learning, and community factors. These results show how specific categories of video are associated with teens’ time use, interest, motivation and identity. In addition, the videos showed the context of social e-learning, teen creativity and productivity, elements of new media participatory culture, and reinforcement of teens’ claimed affinity spaces. The overall findings of this study highlighted that when teen YouTube engagement is interest-driven, teens’ participation in sharing videos on YouTube becomes more meaningful and purposeful, and teen YouTuber identity is constructed and presented. vi ACKNOWLEDGEMENTS This research journey would never been possible and be tirelessly joyful without the involvement of many people, to whom my heartfelt acknowledgements are extended. First and foremost, I would like to express my deep and sincere gratitude to my supervisors, Associate Professor Rosemary Callingham, Associate Professor Sharon Fraser, and Dr Megan Short, for their invaluable support, critical appraisal, and intellectual mentorship throughout my research journey. I would like to express special thanks to Dr Robert V. Kozinets (Netnography founder), and Patricia G. Lange (YouTube anthropologist). They have offered timely advance on dealing with ethical challenges online and sensibly conducting online research on YouTube. My next special thanks go to all teenagers who were willing to participate in my research. They have shared their meaningful experiences and ideas, upon which my thesis was based. Without their willingness and participation in this study, I would never possibly have embarked on my research journey. I am greatly indebted to many friends and colleagues, especially Dr Hoang Nguyen and Drs Elkana Ngwenya, who have shown me treasurable friendship and support, and shared moments and memories together that will last a lifetime. Finally, I would like to say ‘I am blessed because of you’ to my most important people in my life: my dearly beloved husband, Dr Yang Yang, who has been a critical friend while sharing all my joy and tears, and my adorable baby son, Steven Han-Cheng Yang, who was in and with me at the last stages of my research journey. vii TABLE OF CONTENTS 1 Contents DECLARATION OF ORIGINALITY ....................................................................................... I STATEMENT OF AUTHORITY OF ACCESS ...................................................................... II STATEMENT REGARDING PUBLISHED WORK CONTAINED IN THESIS .................. III LIST OF PUBLICATIONS ..................................................................................................... IV STATEMENT OF ETHICAL CONDUCT ............................................................................... V ABSTRACT ............................................................................................................................ VI ACKNOWLEDGEMENTS ....................................................................................................VII TABLE OF CONTENTS ......................................................................................................VIII LIST OF FIGURES .............................................................................................................. XV LIST OF TABLES ................................................................................................................ XIX 1 INTRODUCTION ................................................................................................................ 1 1.1 INTRODUCTION ...................................................................................................................... 1 1.2 BACKGROUND AND MOTIVATION .............................................................................................. 1 1.2.1 Teens and the Internet ............................................................................................ 2 1.2.2 Adolescence, Teenager, Youth and Young People ................................................... 2 1.2.3 Purpose of the Study ................................................................................................ 3 1.3 IMPETUS FOR THE RESEARCH .................................................................................................... 4 1.4 JUSTIFICATION OF THE STUDY ................................................................................................... 5 1.5 RESEARCH AIM AND QUESTIONS ............................................................................................... 6 1.5.1 Research Aim
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