• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.224-237
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• 2020

This study is about motivations of using YouTube channels related to politics and its effects on political socialization. Information acquisition from the political channels of YouTube was analyzed from the perspective of uses and gratifications theory. Then, the effects of the variable factors which can influence the perception-attitude-action of political socializations were reviewed. To understand aforesaid aspects, online survey was conducted targeting male and female adults between 20 to 50-year-old. There were four factors observed for the motivations of using YouTube channels of politics, which were 'entertainment of political satire', 'mental stability', 'convenience of the media', and 'pursuit of information'. The impacts on political socialization were verified with path analysis. Among the various motivations of using YouTube channels, 'convenience of the media' and 'pursuit of information' were the factors that positively affected the acquirement of political knowledges. Political knowledges had meaningful influences on increasing people's interest in politics, and their sense of political efficacy. Increased interest in politics led to higher level of sensing political efficacy, then higher political efficacy positively motivated people to participate in politics. The theoretical and practical implications of the study were also discussed based on the findings.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.411-416
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• 2020

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.