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http://dx.doi.org/10.14400/JDC.2020.18.5.411

Effect of YouTube Usage on the Audience's Attitude and Perception of Importance of Issue  

Park, Dug-Chun (Dept. of Media Communication of Dongseo University)
Publication Information
Journal of Digital Convergence / v.18, no.5, 2020 , pp. 411-416 More about this Journal
Abstract
This study is an empirical study to see if the existing media effects have an effect on the perception of the audience in the media such as newspapers, TV, movies, etc., and whether the viewing of YouTube, an internet-based new media without gatekeeper, can affect the perception of the audience. For this study, 76 university students were divided into two groups, one group was asked to watch YouTube videos about no-buy campaign of Japanese products, and the other group was asked to watch short films for four weeks each, and then the perception and attitude of the issue were measured and analyzed through a survey. The results of the analysis showed that the audience who watched YouTube videos thought that no-buy campaign was more important than the audience who did not watch YouTube videos, and that they would participate more actively in no-buy campaign. The results of this study can be meaningful in that it confirmed the effects of the agenda setting effect and the priming effect of YouTube. It is expected that the theory of the media effect of YouTube will be established as the study on the audience effect in various fields such as politics, economy, society, culture of YouTube continues.
Keywords
YouTube; agenda setting effect; priming effect; involvement; no-buy campaign;
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