A104. Bondad-Brown, B.A., Rice, R.E. & Pearce, K.E. (2012). Understanding the role of motivations, audience activity, generation, and contextual age in online video use and recommendations. Journal of Broadcasting and Electronic Media, 56(4), 471-493.

People are increasingly viewing, providing, and recommending video content through the Internet.  Applying the uses and gratifications framework, along with contextual age and generational theory, this study identifies and compares motivations for, and their influence on, traditional TV viewing and online user-shared video use among a US sample of adult Internet users.  Further, this study explores the form and role of audience activity through online user-shared video recommendations (type, channel, and social relation). Overall, the basic U&G motivations also apply to the new online media world, but differ in levels and influence.

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