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Communicating creativity on YouTube: what and for whom?
Cédric Courtois1, Peter Mechant, Lieven De Marez
1Department of Communication Sciences, IBBT-MICT-Ghent University, Ghent, Belgium. cedric.courtois@ugent.be
Cyberpsychology, Behavior and Social Networking
|February 7, 2012
Summary
Everyday creativity on YouTube shows that self-made videos with skills target close connections, while pop culture content reaches broad audiences. Observers can predict uploader creativity based on personality traits.
Area of Science:
- Digital Media Studies
- Psychology
- Sociology
Background:
- YouTube facilitates nonprofessional users' everyday creativity through video production and sharing.
- Making videos involves connecting with audiences on various levels, blending materials and ideas.
Purpose of the Study:
- To explore patterns in video elements and their target audiences.
- To investigate if self-made videos reflect uploaders' creative personality traits.
Main Methods:
- Analysis of video content patterns and audience targeting.
- Observer-based assessment of uploader personality traits, specifically openness to experience.
Main Results:
- Videos showcasing skills primarily target close social circles (friends, family).
- Videos incorporating popular culture appeal to a wider audience.
- Independent observers accurately predicted uploaders' openness to experience, a key creativity trait.
Conclusions:
- Uploaders demonstrate tacit knowledge of audience engagement strategies.
- Despite democratized video creation, viewers can discern personality traits linked to creativity.
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