The low interaction of viewers of video clips on the internet The case study of YouTube Spain
Social sciences (General)
Communication. Mass media
Language and Literature
DOAJ:Media and communication
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AbstractThis research study demonstrates that viewers of video clips on the Internet adopt a viewing attitude that is as passive as the one adopted when watching unidirectional and traditional media. Research on the attitude of the viewer of video clips on the Internet is almost non-existent. The authors dispute the widespread myths and the few studies that suggest that most Internet users exercise the interactive potentiality of this medium. The article focuses on Youtube Spain as the main referent of video consumption over the Internet, and demonstrates the initial hypothesis with quantitative data. Their methodology studies the behaviour of Internet users by analysing 278 videos and 650,884,405 visits registered until the end of 2009. These results shed light on many questions, and open other interesting lines of research.