Haunting Messages: Online Videos and Public Belief in Paranormal Phenomena

Despite broad skepticism within the scientific community regarding paranormal phenomena such as ghosts and unidentified flying objects (UFOs), many members of the public believe in these phenomena. Previous studies have argued that viewing paranormal-themed television-including documentary, reality, and news programming-can cultivate such beliefs. In addition, recent research suggests that the online video-sharing platform YouTube may serve as an important source of messages about fringe phenomena. With that in mind, this study builds on theoretical accounts of genre-specific cultivation and social media affordances to examine how YouTube videos present paranormal topics and whether YouTube use predicts belief in the paranormal. A content analysis of 50 highly viewed YouTube videos about paranormal topics (25 about hauntings and 25 about UFOs) showed that a large majority of these videos featured paranormal claims and that a majority included purported footage of paranormal phenomena. Scientific sources appeared in only a quarter of UFO videos and almost no haunting videos, while government sources appeared in most UFO videos, but few haunting videos. An analysis of data from a survey of the U.S. public (n = 1,035), in turn, found that paranormal documentary or reality television viewing, paranormal news use, and YouTube use predicted belief in hauntings, controlling for a range of other media use variables and background factors. These results highlight the potential for video-sharing platforms such as YouTube to reinforce paranormal beliefs among the public.