Category: Effects of Social Media

The Hong Kong protest, being presented world wide threw various types of social media such as twitter, facebook, and several others. Social media impacted this severe violent act from the protestors side. The Hong Kong protest all began in June of 2019 when Taiwan went against plans to allow Hong Kong’s extradition from a runaway murderer. Although the protest went viral on every type of popular sources of media, it hit twitter a lot and caused a lot of hate towards the Chinese government or towards the Hong Kong protests There were many acts presented in the news sources having connection with many different worldwide used applications and events. After news broke out, several pro Hong Kong movements appeared worldwide.

Blizzard, a well known company known for the creation of games had held a tournament some time around the month of october. As a standard, the winner receives prize money and presents a speech towards many fans watching him live or from behind a screen, and just as he was ending his speech, ended his remarks by reciting the popular Hong Kong protest slogan, “Liberate Hong Kong, revolution of our times”, while wearing a gas mask and dark goggles, the gear that the protesters wear during their street protests. And with China being Blizzard’s top country supporter, Blizzard banned the player from competitions for 12 months and took away his winnings. This resulted in a backlash since fans of the player and Blizzard came at the with hate on twitter. The fans were so passionate about the player that they convinced Blizzard to return the player his winnings and reduced his ban by 6 months just by the tweets they made to the company. Which automatically turned the fans to pro Hong Kong supporters due to the respect they have for the player.

Another related topic is NBA. NBA stands for National Basketball Association. Just a few days after the Blizzard one took place, on the 19th of October, NBA fans joined the anti China display during a match that occured in New York. And footage of the protest and many comments went viral on twitter. This isn’t exactly the first time this had taken place, other games earlier in the month between American teams and Chinese teams had similar demonstrations as well. As this protest keeps occuring, several of the Chinese firms suspended their sponsorship and telecast deals with the NBA which caused the NBA to lose lots of money. Unlike Blizzard NBA didn’t do anything and thought of the situation as free speech, which although impacted them financially it helped the NBA grow more supporters too and more protests against China

Overall, it is visible about how social media, twitter, has impacted the Hong Kong protest by growing the support for liberating Hong Kong. The NBA and Blizzard Tournament events are both benefactors towards the start of people worldwide taking initiative to support pro Hong Kong. It may take a while for the Hong Kong protests to end but if helped internationally it will be solved quickly.

In our situation now, many of us rely on social media pages and websites like Facebook, YouTube, Twitter, and many more to connect with our family and friends and also to find something that we can do while staying at home. Many people are looking for the companionship of others online, looking for someone to support them, and finding platforms in social media to post and express their selves. Technologies and social media are evolving too quickly nowadays. This is used by all individuals around the world for entertainment, for fun, and even for communication. For all people, it is very common to use social media, particularly for those people who only stay at home. It is unfortunate to say so many people are so hooked and obsessed with using social websites. They do not understand that it has many drastic effects on their growth and lives.

Using social network in a good way can give us positive and good benefits, but if we use it in the wrong way, it can lead us to have more serious problems. There are some people who are using it finds comfort and joy, boost their self-worth, and release them from depression, stress and anxiety because they are connected to their families and friends, but so sad to say that there are some people also finds stress and depression in using social media because they’ve experienced bullying, bashing, or receiving negative comments about them. Meaning, this online platform can affect the mental and emotional health of an individual.

Like what I have said in the first part of this essay, many of us are using social networks for us to be connected with other people and have a social life even in an online way, but we need also to remember that online community should never replace the real-life connection of people. Even people are connected to their relatives and friends thru social media, it doesn’t mean that we need to forget to be connected with others by in-person contact. Actually, social media can make people feel more alone and isolated that can cause depression and anxiety.

Social media has significant extreme effects, such as poor health, no social life, no physical activity, poor study habits, poor communication, anxiety, or depression. Social media can give many negatives effects on an individual, especially on the mental and emotional health of the person. Spending a lot of time on social media pushes an individual to experience disappointments, frustrations, sadness, or loneliness that can affect his life. Spending your whole day on social media is obviously not healthy. It can cause serious eye problems, it can cause headaches, it can change the mood, emotionally the person will not be fine and it can also make him/her to become more addicted to social media. Spending too much time on social media sites can affect our mood harmfully, and we are more likely to have poor mental health because of this. Many young people use social media in our time now as a medium for them to be welcomed, to be famous and to find love from their followers, or even to be updated in the life of someone. They have not understood that social media causes them to be nervous and frustrated because they are really concerned with it. Social media should not be used for a long time or hours, and we can only spend half an hour per day, if possible. So, moderation is all about it. Using it in mild can help avoid and prevent depression and anxiety from getting them.

Another negative effect of it is an increased risk of having suicidal thoughts because of depression and anxiety that an individual got from using social media. It can also promote negative experiences, such as manipulation about how a person should feel insecure about how he looks and about what he has in his life. By seeing the posted and shared photos of other people’s promotions, outing, travel and many more makes a person feel dissatisfaction. In social media, many people are experiencing the fear of missing out. They don’t want to not be updated about what is trending in social media. This fear can be experienced by having their social media engagement and addiction. The more they are using social media networks, the more they are to see that someone is having more fun than they are right now, and that is exactly what causes the fear of missing out.

Social media provides a higher standard of the appearance of an individual. Body image is also an issue for many people. Many people who are engaged in social media want to make their image based on what people’s standards in social media. We’ll find people who love to show that they wear designer clothes and show that they have perfect bodies if we look at these famous networks. Seeing such stunning pictures on social media, of course, makes them mindful of how they ought to look at their shared images differently. It’s sad to see that they are already worried about their body image in the younger age of those social media users, and they thought it was good and might help them, but they never realize that social media just gives and motivates them to have a negative body image.

Social networking sites are designed to draw our attention, hold us online, and have our screen checked for updates repeatedly. But social media use may trigger psychological cravings, just like a gambling compulsion or an addiction to nicotine, alcohol, or narcotics. It’s how businesses make profits.

It is possible to characterize social media as being more addictive than vices such as cigarettes and alcohol. That’s why one of the best things we can do for ourselves is to minimize our time using social media. We can still use social media, but not to the extent that we will be addicted to it. Social media can still help us to find something that can help us to grow as an individual, but it can also lead us to have a life that is full of stress and problems.

Have you or your friends, siblings, parents, or anyone you know ever been so dominated by your own online life that you no longer want to interact with the outside world because all you want is right then and there in front of you? The answer is probably yes because everyone has experienced this at least once in their lives, but have you thought about the consequences this brings in the long term, such as in your maturation?

In the essay ‘Screen Time’ by Mark Bauerlein, he discusses the consequences that arise from young generations’ obsession with online life, specifically in their maturity. This obsession causes the young generations to be “wrapped up in a generational cocoon” and “when the gifts only lead to social joys, not intellectual labor, the minds of the young plateau at age 18”. Young people tend to enjoy their online life way too much so that they are no longer gaining knowledge and developing their mental capacity, causing them to get ‘trapped’ or ‘stuck’ in their own generation. Maturity is prevented by online life because it encourages more horizontal modeling, where youth are not looking up to others who are older and more experienced than them, but rather looking ‘up’ to those who are in the same position as them, a wise generation. According to Mark Bauerlein, this causes them to be in a “…a reflexive surrounding…a ‘Daily Me’”, where “the screen becomes not a vein of truth but a mirror of desire”. On their screens, young generations see what they have planned to show themselves, whether it be a certain type of news, games, posts, music, etc., not what is shown to them by default. The consequence of this is that their reality is personalized, where their horizon ends with their friends, music, TV shows, games, and virtual contacts. They put reality and the real world on ‘hold’, such as world news, and only see what is convenient to them, what they enjoy and like the most. In the long run, all of this ends with younger generations being intellectually handicapped, where the rewards are immediate and the intellectual and social barriers are low, youth become trapped in their screens and their generations, so that they can no longer expand their mental capacity or horizon. All of these reasons are what Bauerlein speaks about in terms of online life preventing younger generations’ maturity.

As Bauerlein convincingly states, I believe that the younger generations’ obsession with online life prevents maturity because this obsession causes them to not want to confront the real world beyond their concern and intellect.

To begin, I agree with Bauerlein that this obsession with online life prevents maturity because young generations don’t learn how to celebrate the joy of others since they instead turn to envy or criticism. By being too much time online and on social media, young generations are able to see the accomplishments of others in school, work, etc. One example was in high school during the time of college applications and acceptances. This time was very hectic and chaotic because everyone worried about where they would get accepted and rejected. Some students in my school decided to turn to social media to post their successes of getting into the college they had dreamed of or one of their top choices. In one class, I once heard a girl say, “She thinks she’s all that just because she got accepted to that college”. This girl immediately turned to judge and criticize rather than saying “congratulations” and celebrating the other person’s success. Having too much time online on social media and seeing what other people were posting about their accomplishments was not contributing to her maturity because instead of celebrating others, she was learning to envy and criticize. She was not learning how to encourage others and bring others up because since this accomplishment wasn’t hers, it didn’t matter. Her attitude toward others and their successes was selfish because she wasn’t learning to recognize that she was not the only person in the world who accomplished things. Too much online life causes young generations to not mature since they don’t learn how to let go of that selfishness and instead be supportive of others.

Furthermore, I also agree with Bauerlein’s claims because due to the exorbitant amount of time online, young generations essentially personalize their reality so that they are no longer aware of other perspectives, “…adult realities of history, politics… can wait”. One example is one of my friends who, because of the superfluous amount of time online, was beginning to not be attentive in terms of politics because that was of no importance in her world. On her phone there would be no type of news at all because that was not in her reality, causing her to not be aware of what was going on in the political world. Of course, she knew who the president was, but she wasn’t aware of what was being said in terms of immigration, climate change, education, etc. She didn’t know what the president was saying about immigration and immigrants, which was something that would directly affect her and her family, and she would have never even heard about it because that wasn’t on her screen. Since she wasn’t aware of other perspectives like the presidents, she couldn’t recognize that everyone has different opinions that she wouldn’t always agree on. She wouldn’t be able to learn how to respect other perspectives and not judge or insist that she is correct all the time since she wasn’t even listening to anything different, just herself. She didn’t learn about different opinions that existed because only her opinions were in her world and online life. Because of this, she was also not learning that at one point she would have to stand up for others and even herself. At one point in politics, possibly the elections, she would have to vote and stand up for justice, even if it wasn’t directly affecting her or it wouldn’t benefit her. Not being aware of other perspectives through online life prevents maturity, as young generations don’t learn to respect other people’s opinions and the fact that they themselves are not always correct. This doesn’t allow them to learn that at one point they will have to think about others rather than themselves by fighting for justice and working together, even if it is not directly affecting them.

Additionally, I agree with Bauerlien’s claims about online life preventing maturity because, through horizontal modeling that it encourages, young generations don’t receive vertical modeling, causing them not to learn important values in a ‘correct’ way. I have seen responsibility being portrayed differently through vertical and horizontal modeling, affecting my maturity since they offer totally different guidance. One specific aspect of responsibility I was able to learn through vertical modeling is being on time. Through vertical modeling, being on time was taught to me by my mom. Since she was someone who was older than me and had mature views and interests, she was able to teach me that being on time didn’t just revolve around me. Through her, I was able to learn that I would have to prioritize others before myself because I would have to take into consideration their time and schedules. I learned to recognize the fact that whether I was on time or late, would really mess up someone’s entire day because they already had their plans. When planning my schedule, I now have to think about others and their time, not mine. By learning to be responsible through vertical modeling with my mom, she was able to teach me that it’s important to be on time because it revolves around prioritizing others rather than yourself. In horizontal modeling, however, responsibility and being on time are portrayed in a totally different way. Through social media platforms, young generations are observed getting to class late, skipping class, or even ditching. By posting this on social media, young generations influence each other to not be on time because it is ‘fun’ or ‘cool’. Being too much time online causes young generations to want to experience this being late to and skipping class because they see their peers having ‘fun’ and acting ‘cool’. This then prevents them from maturing because the horizontal modeling that they are being ‘taught’ by doesn’t teach them the importance of taking others’ time into consideration. Horizontal modeling encouraged by online life prevents maturity because young generations don’t learn that it’s important to prioritize others before themselves since all they see is their peers being late and not caring about others’ time.

Overall, maturity consists of many characteristics, mainly recognizing the fact that sometimes you have to put others before yourself, even if it doesn’t benefit you. Also, that everything is not just revolved around yourself, and that others exist as well. Through online life, young generations don’t learn to think about others because everything is personalized so they only see what they want and like. Due to the obsession young generations hold with their online life, this development of maturity is hard to carry out since these young ones only see what is in their interest. In this case, there is no one to blame, not parents, not the young generations, not even technology itself, because we are the ones who are making use of it, not it making use of us, which is what it seems like. Like anything too much is bad and has its consequences. Young generations, maturity, and this online life that impedes their maturity should seriously be balanced out because no one wants their kids, siblings, or even oneself to be captivated by this powerful thing called technology and in the end become intellectually handicapped.

Social media has become an integral aspect of individuals’ lives including young adults. With the rise in the use of technology, young adults have been noted to use a form of a. social media while performing a cognitive task which is known as media multitasking. This can be seen as college students listen to music while they study or have a social media website open on their laptops during class. Lack of attention retainability, susceptibility to errors, and memory distortions are the negative aspects associated with media multitasking. The positive aspects of media multitasking include increased multisensory integration and ability to focus and think quickly in loud environments. Listening to music, a form of media multitasking, also showed positive results in regard to anxiety levels. Media multitasking can also beneficially affect an individual in their professional field as exemplified by teachers and their creativity. Through research, the positive and negative effects of media multitasking on young adults in relation to how it affects their brains will be discussed.

The world is constantly evolving with the advancement of technology and social media. Social media websites such as Facebook, Twitter, and Instagram are dominating an individual’s life and leads to media multitasking. Multitasking is a general term used to describe when a person does two tasks at the same time or frequently switches tasks. Media multitasking, specifically, is practiced by young people and refers to the usage of medias of communication and interaction while completing academic or professional work. While media multitasking may be recognized as a trivial matter, it is important to analyze the positive and negative effects media multitasking has on an individual’s mind in order to determine how it affects an individual’s daily life.

Background Information

With the rise of social media, media multitasking is practiced by young adults from the ages 18-28 in modern day. Examples of media multitasking include listening to music while studying, watching television while doing homework, or texting while finishing an assignment. According to a study conducted by the University of Nebraska-Lincoln, around 97% of undergraduate and graduate students use digital devices during class for non-academic purposes. The study went on to discuss that using digital devices has unfortunately become a trend found in universities as students get distracted by social media, text messages, and email notifications during class time. An estimated 70% of students check a form of social media and 40% surf the internet on irrelevant material during the time spend in lecture classes. In most cases, the behavior of a student within a classroom is parallel to their work ethic outside class which explains why media multitasking has become an integral aspect of students’ lives (McCoy, 2013).

Young adults, who attend undergraduate or graduate school, in particular are prone to media multitasking due to the extensive amount of time spend in lecture classes or studying. Unfortunately, students check social media due to the boredom that is faced while learning material that is uninteresting to them. Dr. Scott Campbell, an associate professor at the University of Michigan, states that “Young people turn to digital media as an immediate way to relieve boredom and, sadly, the classroom is one of the environments in which they most commonly experience boredom,” in an effort to explain why media multitasking is frequently present in young adults (McCoy, 2013, p. 4). In addition, checking social media has become a habit for most students that some even do it unconsciously and unintentionally.

Negative Aspects of Media Multitasking

A common myth is that people can attend to more than one task at a time. Research indicates, however, that people can only attend to one cognitive task at a time with the exception of a physical task. More mistakes are made with multitasking due to certain parts in the brain being overused. For example, the prefrontal cortex is involved in shifting and focusing attention while the posterior lobe follows the guidelines for each task and the anterior cingulate gyrus identifies errors. However, when more than one task is conducted at the same time, certain parts of the brain are not as efficient and not able to quickly identify and correct mistakes (Ralph et al., 2014). Media multitasking is no exception to this rule. Reduction of task performance can be explained by the wide attention scope found in heavy media multitasking individuals. A wide attention scope results in goal relevant and goal irrelevant stimuli competing for the same amount of attention and thus lowered performance on goal driven task (Uncapher et al., 2016). Given that academic work and social media demand the same amount of attention from an individual’s brain, individuals are more prone to making errors in academic work while practicing media multitasking.

Media multitasking has been associated with lack of complete attention and susceptibility to distractions. A positive correlation was identified between individuals with high levels of media multitasking and their levels of mind wandering, lack of attention, and the amount of attention deficit derived errors. High multitasking subjects scored low on tests such as MAAS-LO and ARCES which were designed to test attention retainability (Ralph et al., 2014). Heavy media multitaskers were observed to adopt a split visuospatial attention mode in which their focus was redirected to several other stimuli. Low media multitaskers were able to focus on one task and utilized a unitary attention mode in regard to how their attention was allocated (Uncapher et al., 2016).

There was lack of correlation between minimal media multitasking users and memory failure. Minimal media multitaskers limit and rarely use social media while completing a cognitive task (Ralph et al., 2014). In a study conducted amongst Stanford University students, heavy media multitaskers (HMM) were shown to have memory distortion and reduced integration levels of new material. Though all material related to the cognitive task was sensed and processed by the brain at one point, the memories could not be clearly retrieved shortly after. Regardless of whether an external distraction was present or not, HMM performed lower on working memory tasks which tested an individual’s ability to comprehend and process new information. The HMM’s lowered performance is explained by the wide attention scope they present. The transformation of a short-term memory into a long-term memory was observed to be interrupted and disrupted by irrelevant stimuli. As a result, there were improper encoding of the long-term memory which led to difficulty recalling information accurately based of the long-term memory (Uncapher et al., 2016).

Positive Aspects of Media Multitasking

Media multitasking also pertains positive qualities despite the various negative qualities that it is observed to carry. Media multitaskers were observed to possesses the ability to focus under loud and unusual circumstances compared to non-multitaskers. For example, students who studied while listening to a form of music, were noted to be able to focus better on the primary cognitive task under loud background noise compared to a student who needs complete silence to study. The constant presence of background sound has caused media multitaskers to adapt to unusual environments which is beneficial (Lui & Wong, 2012).

The motivation behind media multitasking should not be generalized for all practices. Studies have indicated that students listen to music while they study in order to cope with the anxiety that may come with learning difficult material. In a study where students were asked to conduct an oral presentation, individuals who prepared for the presentation while playing sedative music showed decreased levels of stress indicators. Furthermore, listening to music was shown to be not as detrimental, when comparing the amount of cognitive errors caused, compared to other medias of communication (Knight & Rickard, 2001).

Media multitasking correlated with levels of multisensory integration indicating that heavy media multitaskers were more aware of their surroundings. Heavy media multitaskers excelled in multisensory integration task, a type of cognitive task, due to their ability to integrate information from different sources. Heavy media multitaskers used different types of senses such as sound and sight to complete a task. The performance of heavy media multitaskers on the multisensory integration tasks indicates that they are not at a full disadvantage for all cognitive tasks and their experience can benefit them in certain tasks and situations (Lui & Wong, 2012).

Students who practiced media multitasking as undergraduate and graduate students possessed beneficial traits as they started working in their field of employment. For example, multitasking students who grew up to be teachers positively contributed to the classroom with their enhanced levels of multisensory integration, ability to integrate technology in an enjoyable manner for their students, and increased creativity levels. The teachers were able to think quick on their feet regardless of the situation and focus under deafening situations. Given that boredom is most often the reason for the practice of most media multitasking, the HMM teachers took initiative in assigning creative projects. As an effort to prevent themselves from getting bored, the teachers came up with stimulating activities which the students and teachers enjoyed. The various activities benefitted the students academically as students surpassed the passing score for tests in the subject that was taught interactively. As expected, technology was incorporated into classroom in an effort to enhance the learning process. Technology was viewed as a “catalyst for restructuring and redesigning the classroom to create an environment that promotes and encourages the development the higher-order skill evaluation” (Eisenwine & Hadley, 2011, p.8 ).

Conclusion

Media multitasking has changed the work behavior and cognitive abilities of an individual. Advances in technology has led to the increased use of social media amongst young adults even while they are doing academic work. The negative effects of media multitasking include inefficiency in cognitive tasks and attention impulsivity. Chronic media multitasking can lead to memory distortion and difficulty retrieving long term memories in an accurate manner. Media multitasking is an inevitable practice most young adults face, as a result of being constantly surrounded by technology. During the COVID-19 crisis, college students are facing the challenging of learning and studying for their classes at their homes. The change in environment and resources may affect an individual’s decision to media multitask whether it be due to stress or boredom of being home all day. However, it is important to note that media multitasking is not fully harmful to an individual and has positive qualities such as enhanced multisensory integration and ability to focus under loud circumstances along with thinking quickly. Additionally, studies have pointed that listening to music helps reduce stress levels. Media multitasking can be beneficial to individuals based on the field of employment they are in, as seen with teachers who were interactive with their students through creative assignments and the use of technology in classrooms. Thus, media multitasking should not be fully viewed as a detriment or helpful aid. The decision to media multitask should depend on the preference of the individual.

Introduction

Social media has undoubtedly revolutionized the way we communicate, connect, and consume information. While its benefits are evident, it is essential to critically examine the impact of social media on various aspects of our lives. This essay explores the critical implications of social media on individuals, relationships, society, and our overall well-being.

Body

Influence on Individual Behavior

Social media platforms are designed to capture and hold our attention, often leading to addictive behaviors. The constant scrolling, notifications, and fear of missing out (FOMO) can create a compulsive need to stay connected, resulting in reduced productivity and increased distraction. Additionally, the carefully curated and filtered content can create a distorted perception of reality, leading to feelings of inadequacy and low self-esteem.

Shaping Relationships

While social media provides opportunities for connection, it can also impact the quality and depth of relationships. Online interactions often lack the nuances of face-to-face communication, leading to misinterpretations and misunderstandings. The emphasis on presenting a polished image can lead to superficial relationships, where quantity is prioritized over quality. Moreover, excessive social media use can diminish real-life interactions and intimacy, affecting the development of genuine connections.

Spread of Misinformation

One of the significant concerns surrounding social media is the rampant spread of misinformation. The ease with which information can be shared and disseminated has led to the proliferation of fake news, conspiracy theories, and propaganda. This not only undermines the integrity of information but also poses significant challenges to democratic processes, public health initiatives, and social cohesion. The viral nature of false information can have real-world consequences, influencing public opinion and behavior.

Privacy and Security Concerns

The vast amount of personal information shared on social media platforms raises concerns about privacy and data security. Users often unknowingly surrender their personal data, which can be exploited for targeted advertising, surveillance, or even identity theft. The Cambridge Analytica scandal serves as a stark reminder of the potential misuse of personal data and the erosion of privacy rights in the digital age.

Impact on Mental Health

Research suggests a correlation between social media use and mental health issues such as depression, anxiety, and loneliness. The constant comparison to others, cyberbullying, and the pressure to present an idealized version of oneself can contribute to poor mental well-being. Social media can also disrupt sleep patterns and negatively affect body image, particularly among vulnerable populations such as adolescents.

Societal Implications

Social media has transformed the dynamics of society, influencing public discourse, activism, and social movements. While it has provided a platform for marginalized voices to be heard and for important issues to gain traction, it has also given rise to echo chambers and filter bubbles, where individuals are exposed only to like-minded opinions. This polarization can hinder constructive dialogue and reinforce existing biases, exacerbating societal divisions.

Conclusion

The impact of social media is multifaceted and deserves critical examination. While it has undoubtedly brought about positive changes in how we connect and access information, its negative consequences cannot be ignored. It is crucial to approach social media use with a critical mindset, actively managing its influence on our behavior, relationships, and mental well-being. Moreover, policymakers, technology companies, and individuals must collectively work towards addressing the privacy, security, and ethical challenges posed by social media. By acknowledging the critical implications and striving for responsible use, we can harness the potential of social media for positive change while mitigating its negative impact.

To conduct this research, a wide variety of approaches were used. The study used a total of 10 cumulative steps that were determinant of the result. The first three approaches were based on the factor of time allocated by individuals while using the Internet, as well as the diminishing marginal returns that followed, listed by equations on nodes [1], [2], and [3] (Zhang et al. 3-4). To retrieve the necessary information, the research “focus[ed] on only two types of sites, e-commerce, and social networks, and two types of value ‘commodities’…informational value and entertainment value” (Zhang et al. 3), thus determining the maximum utility, as listed on node [1]. The study then considered the factor that “marginal returns… diminish[ed] with more time spent on the site” (Zhang et al. 3) and adjusted their calculation model, as listed on nodes [2] and [3]. This resulted in the “time spent on social networking sites [being] proportional to the ratio of contributions…produce[d]” (Zhang et al. 4).

With the above calculations, the study continues to “explain consumers’ buying behavior[s]” (Zhang et al. 4). While e-commerce sites expose viewers to their products or labels, social networks allow the same viewers to see “other consumers’ experiences [and] recommendations” (Zhang et al. 4). Due to these reasons, by expanding on an individual’s informational value, the penchant to purchase online would burgeon accordingly. However, these two commodities are similar to a double-edged sword as there is both a potential negative and positive correlation. In the short run, the negative correlation comes from the risk that “higher entertainment value found on social networking sites may decrease the attractiveness” (Zhang et al. 4) of e-commerce sites. However, in the long run, the positive correlation states that consistent usage of social networking sites will increase informational value as time passes.

After all previous considerations, empirical data is gathered under the headings of “online purchase records”, “web-browsing history” and “demographics and control variables”, listed on pages 5-9. From here, the equation for purchasing decisions is drawn to “examine the relationship of social network usage and engagement with purchase activity” (Zhang et al. 10), as listed in node [7]. Node [8] then acts as a control equation for errors, such as activity bias, as it controls for “unobserved individual-level heterogeneity and correlated unobservable…including individual-level random effects” (Zhang et al. 10).

To conclude the study, the report models the equation for the number of purchases and retailers purchased from in equation nodes [9] and [10]. Ultimately, the methodology process of the study takes into consideration “other potential endogeneity concerns, such as time-varying unobservable” (Zhang et al. 12) and incorporates the theorem into equation nodes [7]-[10].

Regarding the results of the study on the impact of social media on online shopping, it has been divided into two (2) subcategories labeled results for focal social network variables and other variables. The first subcategory explored how “social network activity is associated with consumers’ purchase decisions” (Zhang et al. 14). During the testing, there were two categories the subject could fall into which could be: social networking sites result in a decrease in the subjects purchasing activity, (Zhang et al. 14). Or, a positive correlation between cumulative social network usage and shopping activities. Upon investigation, the results from this test show a positive correlation between the length of time the subject spends on social media and the number of purchases made. The findings “point” that there is an immediate, short-term negative relationship correlated with social networking and online shopping which “suggests a substitution effect”. The results indicate a “cumulative, longer-term positive relationship” in terms of the subject’s engagement with social networking and increased purchased activity.

In terms of other variables, another relationship was considered in terms of internet-related variables with purchase activity. Short-term effects were controlled during this study in terms of seeing a correlation with immediate purchase. It was discovered that search engines also have a positive correlation with the probability of purchase meaning that search activity is interrelated with the subject’s purchasing activity (Zhang et al. 14).

In conclusion, the study displayed a prominent correlation between social media usage and online sales. Despite IBM indicating social media platforms are ineffective in driving e-commerce sales, the study suggests the expected positive payoff may be more of a longer-term effect. The use of social media to promote a product or a service’s information is highly effective when it comes to exposing a brand. The engagement a firm displays on social networks with its potential customers is related to the impulse of the customers to shop (Zhang et al. 16)

Managers should recognize the importance of the relationship between social networking and e-commerce. According to the findings of the conducted research, managers should consider cumulative consumer interaction with their brands on social media. Consistent and cumulative interaction translates positively to shopping activity. The focus on consumer interaction contributes to marginal values gained which are outlined in the research; people allocate their time accordingly. This positive relationship is stated to be stronger with products and services that are more likely to be shared online. Therefore, managers should advertise on specific product categories; like chocolates.

As social network use continues to extend, a crucial question for marketers is whether or not consumers’ online-looking activities are associated with their use of social networks and, if so, what the character of this relationship is. To test the link between social network use and online booking, the authors leverage a novel shopper panel knowledge set that tracks people’s browsing of looking and social network websites and their online buying activities over one year. Although companies are progressively victimization social networks in their promoting methods, analysis by IBM suggests that social media has very little impact on e-commerce, with only .34% of online sales referred by social media websites. Despite the growing body of selling literature on social networks, researchers have paid very little attention to the interaction between social network usage and e-commerce activity.

On the one hand, victimization on social networks might be related to buying as a result of shoppers on social networks are oftentimes exposed to data regarding merchandise and consumption-related activities, starting from product ads by brands to friends’ conversations and opinions regarding recent looking experiences (e.g., Chevalier and Mayzlin 2006; Moe and Trusov 2011; writer and Galak 2012). The people and the companies use social networks to share data that may be generally represented as “consumption connected.” for instance, on their social network accounts, shoppers typically post photos of recent purchases, share stories regarding looking experiences, and describe merchandise that they require to buy within the future. 

As the health care issues become more complex having nurses that are prepared with the necessary knowledge and training is vital. Technology is making huge advancements especially in health care, thus having nurses well informed and able to engage and work with new and modern systems can provide better care (Beldarrin, 2006). The future relies on educators of the past. Therefore having new innovative ideas and abilities to engage future nurses into a more enriched learning environment via different types of social media, will create an opportunity to facilitate collaboration, communication and problem solving for the future of health care (Rosenfeld, 2007).

In today’s society You Tube is one of the most sought after social media network. Bruke and Snyder in 2008 stated that utilizing YouTube as part of the teaching strategy offers innovation (Burke & Snyder, 2008). You Tube can offer a more user-friendly and efficient course of teaching and learning. Agazio and Buckely in 2008 added that You Tube can be a good accessory that educators can utilize as part of their curriculum and it would aide them in ways the never thought before (Agazio & Buckley, 2008). The use of technology is highly encouraged in nursing education, planning and participating in patient case scenarios through virtual reality; gaming and stimulation provide a safe teaching area for the student and the patient (Pardue & Morgan, 2008)

You Tube is an easy accessible social media website, anyone anywhere on any device can access You Tube, the majority of millennial students are highly familiar with You Tube and they do not know a day in their life where You Tube was not present. Traditional learning is being run down by the continuous use of smartphones, smartwatches’ tablets and others. Thus utilizing You Tube in the classroom can enhance learning with visual sources while capturing the student’s attention. The visual component aides students during those times where the clinical settings are not available or when there is an evident problem that students are finding it hard during their clinical practices. Visual aids in critical thinking, which is important for nursing students when they are in a clinical setting. Having the opportunity during classroom to acquire the necessary tools and skills for critical thinking through You Tube is a valuable objective that educators should thrive for. Engaging students in discussion both in the classroom or via online blogs

The educator has a role to guide their students to which videos are highly informative and essential to watch. In creating an active discussion between students and educator about which are the ideal keywords that can be utilized while searching. Although You Tube is quite user friendly, students still might find it difficult to choose those videos that are reliable.

The short-timed You Tube videos make it easier to include as much as possible in a teaching session. You Tube content vary and is quite vast in the range thus educators have a greater selection on what to show the class. A variation of animations videos with humour or music are often the go to in governmental health advertisements or disease prevention to capture attention as fast as possible and to make people talk about it. The educator will have to lead the discussion and make student realize and establish and connection between the video given and the framework of learning. In the initial steps of the learning process students can have a visualisation of what happens in the human body as a side effect of certain medical conditions and also start to get an idea of what the patient goes through which will help in empathy. Nurses are not being trained only for clinical skills but also need to know the background of nursing the theories and how they developed to make nursing what it is today. Thus You Tube can be an essential tool in exploring videos of the lives of theorists or view conferences in order to continue develop professionally. Through searching, analyzing what is valuable and what is reliable can help the student to organize their thoughts, opinions and plan of action this will prove important when they try to make decisions during their day to day duties.

There are only few studies that actually focused on what is the relationship between You Tube and nursing education. Instead researchers focused on how students relate to You Tube. Snyder and Burke in 2008 established that 89% of the students claimed that You Tube enhanced their learning and wish that You Tube could be used on a frequent basis in class (Snyder & Burke, 2008). Another study done by Jaffar in 2012 studied the use of You Tube in learning about anatomy and he established that 92% of the students approved that You Tube helped them in learning anatomy (Jaffar, 2012). This establishes that the student’s perception on the use of You Tube for education is agreeable but it does not establish the actual relationship between You Tube and its impact on achievements. This is defined through a study done by Martin in 2009 were results clearly showed no correlation between grades and YouTube . A definite affirmation cannot be made whether YouTube is beneficial or not. Through an evaluation of advantages and disadvantages in the next chapter, one can have a better guidance on how You Tube can be made a better learning platform for future nurses.

Introduction

The three narratives that Joshua Meyrowitz illustrates each answer the question “What do media do to us or for us?” (Meyrowitz 2008 p644). Each answer is generally true, but each is still lacking information found in the other two narratives. To gain a full understanding of YouTube one must look at a number of different viewpoints. The three narratives have remained separate in media studies. Along with Meyrowitz, only a few other theorists have linked the narratives together, such as Katz, Grosswiler and Carey (Meyrowitz 2008 pp643- 644).

In this essay I will examine how each narrative pertains to YouTube by exploring the website’s features along with historical events that apply to each narrative. I will conclude by offering a synthesis of the three competing narratives as they relate to the comprehension of YouTube.

YouTube

YouTube was launched in June 2005 by Chad Hurley, Steve Chen and Jawed Karim. The original aim of the website was to easily allow users to upload and share their videos and watch videos made by others. In October 2006, Google purchased YouTube for $1.65 billion (Burgess & Green 2009 p1). Since then, YouTube has only grown in popularity due to the implementation of new features and the addition of professionally produced content alongside user-created content.

Power Narrative

What is the Power Narrative?

The power narrative, also known as ‘critical and cultural studies’ is based on conflict for resources. Throughout history there has been constant conflict between people. Domination is desired in order to control the mass population. The ruling power uses a system of punishments and rewards to subjugate the weak. People of a lower status accept their position as lesser in society because ongoing rebellion efforts are difficult to win against such a strong ruling force. The system relies on inequality and unequal benefit. The rulers use the masses to extract resources and these resources are used to gain even more control of the society (Meyrowitz 2008 pp645-646).

The Power Narrative in Media Studies

When examining the power narrative in media studies, media institutions are viewed as “weapons in and sites of conflict” (Meyrowitz 2008 p646). Media sites are battling for the attention of the largest audience so they may imprint their ideals on them and gain monetarily from them. Meyrowitz (2008) credits Karl Marx and Friedrich Engels with the foundation work on the power narrative with their creation of the base-superstructure model. Those who control the means of material resource production also control all other aspects of society with their ideology (Meyrowitz 2008 p646). High budget media institutions that have a wide reach inscribe their ideology on audiences. The ownership and financing structure of media institutions determines the content produced. The sites will be unlikely to promote messages that are in conflict with their money-making agenda (Meyrowitz 2008 p647). Some theorists believe that audiences can interpret hidden messages in media by “decoding” them (Meyrowitz 2008 p647) and withstand oppressive powers of the media institutions. Media companies are fighting for our attention in an ever increasingly globalized media market (Meyrowitz 2008 p647). All in all, the power narrative attempts to raise awareness about the power of the media, enhance our lives and develop an equal world (Meyrowitz 2008 p648).

Our Data

YouTube is first and foremost a business and needs to make money to survive. The main way they make money is through advertising. Even though the site may appear that its main aim is to build communities and give a platform to anyone who wants it (Burgess & Green 2009 p76). Google bought YouTube to take advantage of the people who use YouTube and to increase content on their search engine results (Van Dijck 2009 p42). YouTube is classed as an independent subsidiary of Google, allowing it to operate as its own business but Google takes ownership of all user data and information. This personal information and digital behaviour can be exploited by YouTube for their benefit (Van Dijck 2009 p48). Using a complex algorithm, YouTube points viewers towards particular videos that it believes the viewer will enjoy in order to maximise time spent on the website. Users contribute to this algorithm with their viewing history, preferences, ratings and comments. The users make content and decide what they and other users will watch (Van Dijck 2009 p45).

Advertising

The data that users generate about themselves is used for advertising purposes. In the age of the internet, niche marketing has become much easier. Through YouTube, companies can target people with specific interests to serve ads to (Van Dijck 2009 p47). Questions of labour also arise when examining YouTube’s almighty control. Users make content and YouTube profits by placing ads on the videos. Originally, YouTube did not pay users for content. Google introduced paid uploads which allowed users to watch certain videos by paying a fee. The current payment system sees video creators paid a percentage of the advertising revenue made from their video. YouTube also decides how and where to display the content determining how many views it will get, thereby determining how much the creator will get paid (Van Dijck 2009 p52). Throughout the evolution of YouTube, a power shift has taken place from users to the owners. In the early years of YouTube, users moderated content on the site by flagging inappropriate comments and videos. Yet now YouTube pays their employees to moderate the website. Work previously done for free is now getting paid (Van Dijck 2009 p52). And issues of moderation arise because YouTube themselves hired the moderators, so they have the power to remove any content that portrays YouTube negatively.

YouTube is Being Controlled

Disputes on the website reveal the truth about power relations between the public and the company. In 2007 Oprah Winfrey launched her YouTube channel. At the time videos on YouTube’s home page were manually selected to showcase the best the site had to offer. Most of the home page videos were changed to positive videos about Oprah in the days surrounding the launch of her channel. This sparked mass controversy across the platform. The invasion of so called “big media” was ruining YouTube according to the users. If large media corporations had the power to control YouTube, who else had enough influence? (Burgess & Green 2009 pp91-92). It is difficult to get a true sense of how YouTube or any other powerful media institution is run because most studies and research into media theory are funded by the owners of these institutions. They will find out what they want to find out (Meyrowitz 1985 p20).

The scariest thing about these power issues is that users willingly agree to all of these rules. All users that create a Google account to use YouTube must agree to the ‘Terms of Use.’ We are clearly being told what will happen to our data, but we willingly choose to ignore it. In critical and cultural studies, a lot of focus is placed on how the ownership and structure of an organisation affects the content they produce. In the case of YouTube this does not really apply as users generate the content. Few theorists have examined the differences in the control of different types of media and the crucial question of how media can shape politics? (Meyrowitz 1985 p15).

Pleasure Narrative

What is the Pleasure Narrative?

The pleasure narrative, also known as ‘uses and gratifications,’ views humans as active users of resources. We utilize resources to fulfil our wants and needs. People work on their own or together, if needed, and pick the best option to satisfy their desires (Meyrowitz 2008 p649).

The Pleasure Narrative in Media Studies

In media studies, audiences are seen as carefully selecting what media to consume. And if there is no media option available to meet their needs then they will look elsewhere. Early work on the pleasure narrative built on Maslow’s ‘Hierarchy of Needs.’ Many theorists developed on Maslow’s findings including Herta Herzog (1941), Elihu Katz (1959, 1974) and Michael Gurevitch (1973, 1974). They categorised different types of wants and needs that people had, discovered people’s different gratifications from the same media and found unexpected consequences that media have on people (Meyrowitz 2008 p650). Media institutions are still businesses and so they are forced to compete with each other to please as many people as possible in order to survive (Meyrowitz 2008 p651). Meyrowitz expertly describes the media as “servants of the public” because they must adapt to social changes to appease the public.

Viewers Getting Pleasure

YouTube provides high levels of pleasure to its viewers. Viewers can fulfil their particular desires with videos on almost every subtopic imaginable (Burgess & Green 2009 p7). In addition to just watching videos to be satisfied, users can interact with others who share the same interests in video content. Traditionally a community refers to a real-life group of people. Whereas an online community has a shared preference for popular culture and interact digitally. The term “taste community” can be applied to online communities. This term is commonly used to refer to a group targeted with advertising as they share the same tastes and as I mentioned in the power narrative above, these users will likely see similar ads before videos. Some larger YouTubers hold physical meetups with their fans to physically see their community. It can be a chance for members of the community to interact in real life (Van Dijck 2009 p45).

Creators Getting Pleasure

Just like in the power narrative, questions of labour relations also arise in the pleasure narrative. Video creators willingly contribute their videos onto YouTube meaning that making videos is considered play, not work. And while creators may enjoy the video making process, high quality content can cost a lot which may not be made back in advertising revenue (Van Dijck 2009 p51). Studies in ‘uses and gratifications’ focus on the message being transmitted. Why do people choose to communicate specific messages and what are the functions of those messages? (Meyrowitz 1985 p14). Internal arguments between YouTubers, often coined “YouTube drama,” are often staged in order to benefit both parties involved in the argument. Viewers will want to hear all sides of the story and will watch videos from anyone involved in the dispute. The creators view count will increase as will their income from advertising revenue (Burgess & Green 2009 p97). Even creators not directly involved in the drama can benefit. Some YouTubers’ channels are entirely based on making videos reporting controversies on the site to gain views from outsiders wanting to understand the current situation (Burgess & Green 2009 p94). Other channels capitalise on popular and current trends online to earn views and money. They produce videos quickly to gain as much exposure before the trend dies off. The videos may not be of the highest quality but as long as viewers click on the video, the creator will be earning money.

The main aim for video creators on YouTube is to get more views and subscribers which will result in more income. Viewers, on the other hand, want to watch videos that will accomplish a certain want or need, be it to laugh, to relax or to learn.

Patterns Narrative

What is the Patterns Narrative?

The patterns narrative can also be called medium theory. This narrative is based on the perspective that human life is shaped by the surrounding environment, both natural and man-made. This environment creates possibilities but also sets limits. Some actions are encouraged by our surroundings while other actions are discouraged. These patterns become habitual in our lives (Meyrowitz 2008 p651).

The Patterns Narrative in Media Studies

Mediums of communication are also a part of our environment therefore enabling some behaviours while deterring other behaviours (Meyrowitz 2008 p652). Marshall McLuhan (1964) asserted that complex thought processes that developed from print media were being overtaken cause-and-effect thinking due to electronic media. Different ways of thinking came from different media forms (Meyrowitz 2008 p654). Media can be difficult for certain people to access depending on the characteristics of the medium when compared to the same content in other media (Meyrowitz 2008 p653). Online news may be easier for an 18-year-old to access than an 80-year-old because the internet developed while the 18- year-old was impressionable and learning. Medium theory also studies the means in which media interacts with each other. The same content communicated in different media forms can have different influences on people (Meyrowitz 2008 p654). A light technological determinism view is taken of the patterns narrative. Technology makes new things possible, but humans ultimately decide how to use the technology (Meyrowitz 2008 pp654-655).

Professional Content vs Amateur Content

Increased access to cheap technologies e.g. smartphones, and the expanding market of user generated content sites e.g. YouTube, has led to more users participating in media rather than just consuming it (Van Dijck 2009 pp43-44). YouTube provides 15 general categories for users to classify their videos under e.g. music, sports, gaming. This broad list allows a wide range of videos to be made and does not force creators into a corner to make what YouTube wants (Burgess & Green 2009 p8). In 2007 when Oprah joined YouTube, although most people were angered about the invasion of “big media,” some users praised the move as it would attract new users to the site who would then stay and enjoy user created content (Burgess & Green 2009 p94). The combination of professionally produced content and user created videos keeps viewers on the site. YouTube is unique in that it blends professional and amateur content together (Van Dijck 2009 p51).

New Technologies

The introduction of new technologies does not make older technologies obsolete, but it does decrease the frequency of use of them (Meyrowitz 1985 p19). When Google bought YouTube it already operated a video hosting platform called ‘Google Video.’ Yet because of a bigger diversity of content, higher quality videos and a larger network of supported devices, YouTube wildly surpassed Google Video in popularity. People switched to YouTube because of a better user experience. And presently YouTube’s huge size and almost monopoly of online video jeopardizes other online video sites (Burgess & Green 2009 p75).

The evolution of YouTube and introduction of new features has brought more people to the website. YouTube provides a medium for creative content production and a medium for the consumption of an assortment of eclectic videos.

Conclusion

Before these narratives were established, the traditional school of thought was the stimulus response model. This type of study was abandoned as it focused too much on the message unlike the narratives which look at how the message is delivered (Meyrowitz 1985 pp13-14). Each narrative is unfinished and requires elements from the others to tell the whole story. While they also contradict one another at the same time. It can be helpful to observe each narrative as if it were lens. It reveals some things while obscuring others. Some media situations clearly lead to one narrative, but most media interactions lend themselves to use all three narratives (Meyrowitz 2008 p659).

Synthesis

Judging by my word count alone, the power narrative is dominant when it comes to dissecting YouTube. YouTube needs to keep users on the website for as long as possible so they can gather more and more data from them and show them ads. Viewers stay on the website because they believe that their needs are being satisfied for free. Professional video producers rope in new viewers and introduce them to amateur content. Creators stay on the website due to the possibility of getting more subscribers and earning more money. All of these elements maintain YouTube’s spot as the primary player in online video.

Reference List

1. Burgess, J and Green, J (2009) YouTube: Online Video and Participatory Culture Cambridge Polity Press
2. Meyrowitz, J (1985) No Sense of Place: The Impact of Electronic Media on Social Behaviour New York Oxford University Press
3. Meyrowitz, J (2008) ‘Power, Pleasure, Patterns: Intersecting Narratives of Media Influence’ in Journal of Communication Vol. 58 Issue 4 pp641-661
4. Van Dijck, J (2009) ‘Users like you? Theorizing agency in user-generated content’ in Media, Culture & Society Vol. 31 Issue 1 pp41-58

YouTube is a great tool that can help people to get information, knowledge, and entertainment on the same media platform. YouTube content can create high social and mental influence on users. Most of the content being uploaded is by individuals like vloggers and only some of it is by corporations. So, the content available has many issues and viewers approach it in both a negative and positive manner. Viewers and bloggers claim that YouTube contains inappropriate content, and this becomes harmful when viewers use the content to spread their extremist ideology and terrorism. But as every coin has two sides, YouTube’s more affirmative because it is the cheapest source of media streaming and has one billion hours of video content being watched every day. It can be considered as a source of employment and its technology attracts audiences to use it and has several features including reporting content uploaded. Modern technology and websites like YouTube can be treated as a boon or curse.

There are several descriptive features of YouTube that make it bad to use. YouTube’s default auto-play feature provides uploads constantly and this makes people hooked. YouTube’s recommendation algorithm keeps providing viewers with videos that are random and could have been uploaded by anyone. Guillaume Chaslot, (an Engineer who worked building the algorithm), speaking at the DisinfoLab Conference in Brussels, “But the problem is that the AI isn’t built to help you get what you want — it’s built to get you addicted to YouTube. Recommendations were designed to waste your time” (Maack). A user search about a topic and YouTube’s algorithm will provide millions of videos related to it. Once a person clicks on one video, it keeps providing a series of videos that are similar to the search criteria and engaging stuff. Everyone can spend hours watching random YouTube videos that are interesting and entertaining, but one of the issues is that it becomes highly addictive for users. Some recommended videos can include content that teaches people how to make bombs and learn to use a gun and these obnoxious videos are extreme and may have abusive content which can be harmful to the mental health of viewers. The algorithm and features have led to a bad social influence on viewers’ mental health and can become one of the factors that help to spread more violence in the world.

One of the major issues with YouTube was that it was being used as a source for the recruitment of prospective terrorists. Many people create vlogs that represent their extremist thoughts and ideas. And these videos are available for everyone to watch and comment on it. These extremist videos have a high influence on the subscribers and can trigger their emotions to commit crimes or terrorize them. “Extremist groups including ISIS use video on YouTube to recruit and radicalize future terrorists” (Snider). ISIS can spread its message to a broader community and promote its ideas. One of the probable ways to generate funds by terrorist organizations for their missions can be done through YouTube. Extremist videos have been proven to be the reason for many terrorist activities that occurred in the world. Access to the content had limited restrictions. Before YouTube Kids, children watched video content the same as adults did. YouTube had millions of inappropriate videos like disturbing cartoon uploads and child abuse uploads which can have a bad influence on kids’ psychological understanding. Kids watching radical content can have a bad influence and may become one of the reasons for school shootings and gun violence in the United States. To prevent controversies about the problem, YouTube created parental control features and manual control to recommendation features. But should set up an algorithm that is more human-operated.

The idea of YouTube came from the founders Steve Chen, Chad Hurley, and Jawed Karim, who originally designed a video version of a dating app and later added more features and developed YouTube. Currently, it is a great video hosting website and leading streaming service with approximately a billion users. YouTube has added many features such as mark flag and it is a free app and website, easy to use, and accessible anytime anywhere on any internet device. YouTube has technological advances which result where users can report inappropriate content that they watch, and YouTube can remove those videos from media. Compared to its competitors, YouTube is one of the few websites that share its private user content or policy with U.S. law enforcement. Parents can also control what content their kids can watch on YouTube. To avoid children watching age-inappropriate content, YouTube created a version called YouTube Kids for their experience optimization, where only kids’ age-appropriate videos are uploaded. YouTube has many uploads where I can find a recipe for a dish that I want to learn to cook, maybe need help with fixing the tire of a car and to research and gain information about a topic. People creating videos find it helpful for getting more views and shares by the video quality control feature, live streaming, and sound speed feature on YouTube. These enhancements in technology expand the audience’s watch time making it a user-friendly app and has increased the popularity of YouTube worldwide. But operating such a popular website is hectic and often has issues like delays with streaming and slow uploading speed.

With billions of users, YouTube is having a highly successful business model. It has a high operating cost and generating revenues becomes necessary. YouTube charges a huge amount to let ads from different companies play on its streaming service. YouTube earns its advertising revenue by Google AdSense. These ads are acceptable to viewers but are problematic because there are multiple ads shown while watching videos which becomes a hindrance faced by users. Other positives of YouTube include the YouTube premium service which is a paid service that eliminates all the ads uploaded and user to stream without interference and this strategy helps to generate revenues. YouTube is a great source for advertising and marketing. Many vloggers get paid to represent and promote certain brands and showcase how useful those products are. People can earn a living by uploading videos and gaining subscribers on their channels. By creating a YouTube channel and uploading videos of one’s ideas and life representing themselves and sharing their uploading interesting content can make people famous. Many people can become famous when their videos go viral. Vloggers on YouTube and influencers are popular among the Gen Z generation because of their high social influence. “A YouTube influencer’s assertion about a brand or product could be carefully scrutinized by the viewers who use their abundant experience or knowledge about the brand/product to help them evaluate the credibility of the information. Similarly, to issue involvement, the impact of consumer’s knowledge on one’s evaluation of information credibility is dependent on the quality of the information delivered by the YouTube influencer” (Xiao, Wang, and Olmsted,10). People on YouTube get paid when their uploaded videos have a certain number of views and subscribers on their channel. Influencers and vloggers are considered credible sources and their videos get many views these become a way people generate income from social media platforms. Overall, YouTube is a boon to mankind but the technology has to be used correctly.

Social media platforms are nowadays supporting employment and resulting in the development of society. YouTube solves many modern world problems because it is the best source for face-to-face communication, video streaming has a direct influence on the audience resulting in engaging more viewers to learn about news and current affairs, a source of income for the vlogger community, and an informant for brand advertising. Some illegal content uploads and copyright issues have been unsurpassed problems with the website. But these issues are being reported and solved by the copyright holders. YouTube is a success in creating awareness about ongoing debates and provides uploads of credible critiques on those debates. It a foolproof and is being relished by people of all age groups.

Works Cited

1. Pros and Cons of YouTube, https://www.prosancons.com/media/pros-and-cons-of-youtube/, Posted on 30 March 2019. Accessed Date 19 November 2019.
2. Netsanity, “The dangers of YouTube and YouTube Kids”. https://netsanity.net/the-dangers-of-youtube-and-youtube-kids/, Posted in April 2019, accessed 19 November 2019.
3. CANCEL Oremus Will, “YouTube Is Realizing It May Be Bad For All of Us”, SLATE. https://slate.com/technology/2018/03/youtube-is-only-just-realizing-that-it-might-be-bad-for-all-of-us.html, published 14 March 2018. Accessed 18 November, 2019.
4. Snider Mike, “YouTube redirects ISIS recruits to anti-terrorist videos”. https://www.usatoday.com/story/tech/talkingtech/2017/07/20/youtube-redirects-isis-recruitment-searches-anti-terrorist-videos/497392001/, Published 20 July 2017. Date Accessed 19 November 2019.
5. Xiao Min, Wang Rang & Chan-Olmsted Sylvia, “Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model”. (Linked full text)-https://www.tandfonline.com/doi/pdf/10.1080/16522354.2018.1501146, published 30 July 2018. Date accessed 20 November 2019.
6. Maack Masson Mark, “‘YouTube recommendations are toxic,’ says dev who worked on the algorithm”. https://thenextweb.com/google/2019/06/14/youtube-recommendations-toxic-algorithm-google-ai/, August 2019. Date accessed 10 December 2019.

Introduction

This literature review is going to investigate the current state of YouTube and how it has changed over the years. The literature review will then narrow down its research to focus on how the platform has affected businesses positively and negatively and how they utilize the platform from a marketing aspect and future potential for the platform.

YouTube is a multimedia platform that allows users to create an account for free and upload videos that they have created. YouTube has become one of the most successful websites providing a new generation a video-sharing plaform since its establishment in 2005. Over the years YouTube has had certain aspects on their website that have attracted different types of users who use the platform for different reasons. They have attracted a lot of different types of audiences that require the platform for not just uploading videos but for reasons that can impacts businesses on a larger scale.

Due to the vast size of the platform, it is important to find out how YouTube is impacting marketing strategies. Social media marketing is on the rise and is becoming popular amongst businesses big and small. It is a topic that needs to be discussed due to the potential impacts it can have on a business positive or negative.

This literature review will first start by providing background information about the multimedia platform and how it all began providing examples of influencers who started off and have now grown and become celebrities attracting millions of subscribers and how they are utilized by businesses for their own fain.

This paper will also touch on how the increase in revenue on the platform has businesses incorporating social media marketing within their marketing strategies and why it is important. As YouTube continues to grow this will result in more and more money being pumped into the platform by advertisers. The future of YouTube is an important topic because the platform has not shown any signs of slowing down and there are endless benefits the platform can bring to businesses which also can have negative effects.

How has YouTube grown and changed

YouTube was founded in 2005. The platform has grown significantly over the past decade. People used to use the platform to upload self-created videos for fun and a hobby. Today YouTube has become a platform so big that content creators have become part of people’s households who watch them religiously. (Cayari,2011,p2) states ‘Since its creation in February 2005, YouTube saw rapid growth; sixteen months after its creation, 100 million clips were being viewed per day” Canary shows how significantly the platform rose since its introduction with these figures, how millions of people have joined the website and are uploading videos which are also viewed by millions. Hristo Genov (2017) then claims, “YouTube is the second most popular and most visited site in the world.” This shows just how significantly the website has grown to this day by and it’s only getting bigger. However, this claim is broad with no statistics provided to back the claim up

The scale at which success on YouTube is measured has changed considerably within the past 10 years and the trends and types of videos that make you successful have changed. Redinnick, (2019) tells us “Ten years ago, vlogs were barely a thing and the measure of a successful YouTuber was reaching 10k subscribers” Redninick provides comparable insights to how the platform has changed in terms of how success is defined. If you compare this to how successful YouTubers are today it really puts the platform into perspective and how big it is, having 10k subscribers 10 years ago was a big thing and looked highly upon, today influencers have accumulated millions of subscribers. To really put this into perspective Redninick provides an example of some influencers, Redninick, (2019) explains “Five years ago, Troye Sivan was just a YouTuber from Perth and Zoella had only recently launched her beauty line. Now, YouTubers are selling out stadiums and regularly film videos with A-list celebrities” Redninick has provided examples of how YouTube has impacted the lives of two individuals, the growth of the platform has enabled them to reach a huge audience and has changed their lives. His points indicate that the platform has opened doors for them however doesn’t indicate the hard work it has taken for them to reach the point that they are at.

The growth of YouTube within the past decade has allowed YouTubers to generate revenue streams from uploading videos. However, Redninick, (2019) suggests “It may seem like all the big-name YouTubers are rolling in money, and they are, but they’re in the exclusive top three percent. 96.5 percent of people trying to be YouTubers won’t make enough on that sole income alone” This point indicates that not all YouTubers generate the income that can change their lives solely on YouTube, stating currently only 3% of YouTubers are doing this. This indicates that revenue streams could be coming from elsewhere and not just YouTube. Redninick, (2019) furthers his point by saying “An increase in sponsored videos and branded merch means these YouTubers have more of a guaranteed income and are earning bigger bucks” This indicates big-name YouTubers are gaining sponsored videos by 3rd party sources in order to generate revenue for themselves. This statement suggests due to the outreach these people have it seems like an attractive proposition for 3rd party sources to pay them for videos.

To conclude his point Redninick, (2019) points out that “YouTube has changed over the past 10 years, it’s almost impossible to deny it, but we have to remember that we’ve changed too. While we may not enjoy having three ads in a 15-minute video, it’s still a lot better than the number of ads crammed into traditional television, Although we’re all aware of YouTubers extending their videos times for monetary reasons” Redninick seems to be indicating that the increase of people on the website has caused change on the platform over the years. Due to the growth of the platform in terms of people visiting the site, this alters the demand for the types of videos because people want to see different things. Redninick also states that the duration of videos has increased due to longer ads being placed on the website which is the result of the way the platform has grown.

Edmondson, B, (2019) in his article states “the video-sharing/social media site YouTube has become an indispensable advertising and marketing tool” this is a broad claim however he’s gone on further to state a few facts as to why the platform has become a marketing tool.

• 1.3 billion people use YouTube.
• 300 hours of video are uploaded every minute.
• 5 billion videos are watched every day.
• 80 percent of people aged 18–49 watch YouTube.

These statistics provided by Edmondson indicate why YouTube is being used as a marketing tool stating Edmondson, B, (2019) “Its reach is vast and global” Edmondson is implying that the number of people operating on the website and how many times videos are watched are an attractable proposition to anyone requiring the platform for marketing purposes.

Why businesses use YouTube as a marketing tool

YouTube is a free platform. Any type of business, small, medium, or large can utilize and take advantage of its marketing needs. (Edmondson, B, 2019) “The reason so many businesses use YouTube marketing is that it’s so effective. Not only is it a way to reach an extremely large audience but it’s also one of the most cost-effective online marketing channels” Edmondson’s then goes on to say (Edmondson, B, 2019) “YouTube videos are easy to search for by keywords—both on YouTube itself and through Google, its parent company. And related videos appear whenever somebody watches a video—that means you reach your niche audience easily.” This point by Edmondson isn’t clear but it seems to suggest users can target what they want by searching specific videos or trends meaning businesses can reach their target audience as users themselves will input the correct keywords to narrow down their results.

Businesses using YouTube as part of their marketing strategy have its benefits. (Jeff, P, 2018) “Your video marketing content has the potential to reach billions of viewers. Of course, that is highly unlikely, but the promise of generating high traffic is plausible. Jeff has made the point about the potential outreach the videos can have however it is not always guaranteed but the potential is always there. Comparing YouTube to other different platforms (Jeff, P, 2018) points out ‘ Not only does YouTube provide a cost-effective dissemination strategy, but its reach is far more comprehensive than regular television and cable stations.” This is a good point made by Jeff. Regular television requires funding to market your business however YouTube is a free-to-use platform that has the outreach of millions and can compare to other platforms.

Due to advertisements that will be run on the videos Edmondson, B, (2019) states “No control over the type of ads that will run with your content” this is a simple claim but this means businesses that upload videos to the platform could have advertisements that could potentially clash with there business and indirectly promote something that could harm themselves.

Businesses can opt to sponsor videos from larger influencers to promote what they do. This is a quick and effective way to market your business and expose yourself to a huge audience however it is not cheap. Barker, S, (2019) talks about the importance of product placement “if your goal is to generate leads and increase sales, you can ask your influencers to create honest product review videos” he then goes on to provide more benefits Barker, S, (2019) “ Coming from a trusted influencer, such a review is likely to foster brand awareness, add credibility to your product or service, and inspire your target audience to purchase it” Barker is making a good point in regards to the exposure an influencer can have for a business however has made broad claims about the positive impact it can have without any examples or statistics.

Not only will the businesses receive exposure from the influencer but Barker, S, (2019) claims “if your target audience likes the video, they are likely to share it on their social media profiles. As a result, your content will reach a far wider audience. While this may not drive direct conversions, it is extremely effective in generating brand awareness and customer engagement” Barker states in his work that influencers can also have a knock-on effect as once videos are viewed they can potentially go viral if shared by them, this can only be a positive as the aim is for the content to be seen by as many people as possible. These benefits will have an overall effect on a business’s profits as they are receiving clicks from potential buyers as they are being promoted by influencers.

Conclusion

In conclusion for this literature review, YouTube has changed drastically over the years. Millions of people have joined the platform to view or upload their own videos. Today the website is the second most viewed platform on the internet which shows just how big it has become after being purchased by Google in 2005.

This literature review has shown how YouTube has evolved over years since its introduction and why the multimedia platform has become an attractive platform for businesses and has become a part of their marketing strategies. YouTube is a cost-effective option for businesses to promote their brand or product by uploading videos for free. There are different options a business can take if they decide to use YouTube as a marketing tool. They can either produce their own videos to upload to the platform and build their own loyal viewer base or they can fund a promotional video for an already established influencer on the platform.

The positives of this approach outweigh the negatives heavily but the downsides to this approach can render the positives useless. A business can pay an influencer with thousands of subscribers to post a promotional video however if the influencer and subscriber base view that YouTube channel doesn’t correlate with the type of business that the video relates to then the impact and benefits can be significantly reduced and not effective.

If a business takes the route of paying for product placements in the videos of influencers it won’t be cheap due to the potential return, they could get from it so influencers are likely to increase rates based on what they can bring to the table.

The future of YouTube currently looks as if the platform is going to continue to go, there are no signs of it slowing down with millions of people continuing to sign up to the website. As the platform grows further this will attract even more businesses to adopt this marketing strategy.