Understanding Urban Millennial Consumer Gratification for Branded Indian Web Series

2018 ◽  
pp. 158-175
Author(s):  
Hansa Nigam
Keyword(s):  
Millennial Generation ◽  
Deep Understanding ◽  
Online Video ◽  
Motivating Factors ◽  
Video Content ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Web Series ◽  
Recent Addition ◽  
The Web

The Indian millennial generation is increasingly demanding and consuming online video contents which form a considerable percentage of digital content. The current chapter sheds light on the factors which play a key role in the growing popularity of the Indian web series, a recent addition to the online video content, among the millennial generation. A study of the past literature draws a picture of the millennial generation, their inclination towards the Internet and their preferred form of content including the web series. It also, elaborates on the nine clusters identified by Rubin as a part of uses and gratification theory to understand the factors which draw the millennial to these web series. By the end of the chapter, the readers will have a deep understanding of the following - the gratification received by the millennial generation under the nine clusters identified by Rubin in reference to the Indian web series and the top four motivating factors behind the consumption of the Indian web series.

scholarly journals Can Watching Online Videos Be Addictive? A Qualitative Exploration of Online Video Watching among Chinese Young Adults

2021 ◽  
Vol 18 (14) ◽  
pp. 7247
Author(s):  
Zeyang Yang ◽  
Mark Griffiths ◽  
Zhihao Yan ◽  
Wenting Xu
Keyword(s):  
Social Interaction ◽  
Short Form ◽  
Leisure Activity ◽  
Online Video ◽  
Video Content ◽  
Structured Interviews ◽  
Negative Effects ◽  
Online Videos ◽  
Chinese Young Adults ◽  
Qualitative Exploration

Watching online videos (including short-form videos) has become the most popular leisure activity in China. However, a few studies have reported the potential negative effects of online video watching behaviors (including the potential for ‘addiction’) among a minority of individuals. The present study investigated online video watching behaviors, motivational factors for watching online videos, and potentially addictive indicators of watching online videos. Semi-structured interviews were conducted among 20 young Chinese adults. Qualitative data were analyzed using thematic analysis. Eight themes were identified comprising: (i) content is key; (ii) types of online video watching; (iii) platform function hooks; (iv) personal interests; (v) watching becoming habitual; (vi) social interaction needs; (vii) reassurance needs; and (viii) addiction-like symptoms. Specific video content (e.g., mukbang, pornography), platform-driven continuous watching, and short-form videos were perceived by some participants as being potentially addictive. Specific features or content on Chinese online video platforms (e.g., ‘Danmu’ scrolling comments) need further investigation. Future studies should explore users’ addictive-like behaviors in relation to specific types of online video content and their social interaction on these platforms.

scholarly journals The Impact of Watching Television Sports Channels in Promotion of Sports Activities among the Students of University of Sargodha

2019 ◽  
Vol IV (I) ◽  
pp. 95-107
Author(s):  
Sajjad Ali ◽  
Muhammad Saqib Ilmas ◽  
Shajee Hassan
Keyword(s):  
Statistical Tests ◽  
Sampling Technique ◽  
Chi Square ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Chi Square Test ◽  
Set Up ◽  
The University ◽  
The Impact ◽  
Sports Activities

This study analyzes the impact of watching television sports channels on the promotion of sports activities among the students of the University of Sargodha. The aim of the study is to explore the impact of sports channels on students. Previous researches are used to set up the concepts of the present study. In this research, a survey technique is used to collect the data. The population of the study consists of male and female students of the University of Sargodha. In this research, the Stratified and Purposive sampling technique is used, through which specification characteristics of the respondent's demographics. The study explores the impact of sports channels in the view of Uses and Gratification Theory. The data for this study is collected through the use of a well-designed questionnaire. Chi-square test and other statistical tests like ANOVA and t-Test are applied to test the hypothesis. The finding shows that more the exposure to TV sports channels more the information level of students of the University of Sargodha.

Russian web series: Mastering the new format

2021 ◽  
Vol 12 (1) ◽  
pp. 25-37 ◽  
Author(s):  
Artem Prokhorov
Keyword(s):  
The Internet ◽  
Foreign Experience ◽  
The Past ◽  
Web Series ◽  
The Web

The article studies how domestic screenwriters and directors are exploring the web series format that started actively developing in Russia only five years ago. Both series produced for major internet platforms and indie projects created by independent studios in the past five years are reviewed. The article analyses how Russian authors understand and take into account in their work the specifics of the new field, as well as the format-forming features of web series that have developed abroad. Such aspects as the lack of censorship, freedom from severe restrictions on story genres and heroes’ types have a significant impact on the dramaturgy of native web series. Those are the things that determine the attractiveness of this new format for experienced Russian authors moving to the internet from related fields: cinema and television. The results of the study show that Russian dramatists and directors rely on foreign experience of creating web series, but at the same time they try to modify certain features of this format and sometimes manage to find their own unique solutions.

The Yin and Yang of smartphones: an interview study of smartphone use and its effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naresh Kumar Agarwal ◽  
Wenqing Lu
Keyword(s):  
Negative Effects ◽  
Content Type ◽  
The Real ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Frequency Of Use ◽  
Yin Yang ◽  
Yin And Yang ◽  
Pros And Cons ◽  
Smartphone Use

Purpose The purpose of this paper is to study smartphone use and its positive and negative effects and to provide recommendations for balanced use. Design/methodology/approach To study phone use, this paper applies the uses and gratification theory and gathered interview data from 24 participants on the participants’ frequency of use, mode of communication, people contacted and the reasons for using their phones. This paper analyzes the pros and cons of using smartphones using the Yin-Yang worldview. Findings This paper finds that people use their smartphones for communication, entertainment and other specific functions. Ease of communication and multitasking are the key benefits, and overuse and disconnect from the real world are the detriments in smartphone use. Research limitations/implications The findings can enable future researchers and practitioners to view smartphones and their effects more holistically, rather than seeing it only from the negative or the positive lens. Practical implications The proposed framework can help the reader to consider their daily use of smartphones and their ways of balancing their presence in the virtual and the real worlds. Originality/value This paper proposes the Yin-Yang framework of smartphone use and provides recommendations for effective usage.

The Presence of the Uncanny Valley Between Animation and Cinema

2020 ◽  
pp. 97-118 ◽  
Author(s):  
Rodrigo Assaf ◽  
Sahra Kunz ◽  
Luís Teixeira
Keyword(s):  
Computer Graphics ◽  
Human Perception ◽  
Genre Theory ◽  
Technological Evolution ◽  
Uncanny Valley ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Psychological Theories ◽  
The Uncanny ◽  
Technological Advances

Despite all the technological advances in the field of computer graphics, the uncanny valley effect is still an observed phenomenon affecting not only how animated digital characters are developed but also the audience's reaction during a film session. With the emergence of computer-generated images being used in films, this chapter aims at presenting a multidisciplinary approach concerning the uncanny valley topic. This phenomenon is mainly explained by several psychological theories based on human perception; however, this chapter contributes to the discussion presenting a communication perspective based on the uses and gratification theory connected to the genre theory proposed by Daniel Chandler. In addition, the authors discuss how the technological evolution in rendering is helping out artists to cross the valley, which ends up being unveiled only by motion. As a result of this technical evolution, it is proposed a new animation art style category defined as quasi-real.

Web Observatory Insights

2019 ◽  
Vol 15 (4) ◽  
pp. 52-68 ◽  
Author(s):  
Naif Radi Aljohani ◽  
Rabeeh Ayaz Abbasi ◽  
Fahad Mohammed Bawakid ◽  
Farrukh Saleem ◽  
Zahid Ullah ◽  
...  
Keyword(s):  
Big Data ◽  
Comparative Analysis ◽  
Deep Understanding ◽  
User Generated Content ◽  
Future Research ◽  
Privacy And Security ◽  
Common Practices ◽  
The Status ◽  
The Common ◽  
The Web

In the present era of Big Data, with continuously increasing amounts of user-generated content, it is becoming a challenge to understand the relation between the content that is available on the Web and the users who are generating that content. Researchers have come up with many ways to understand today's Web better. One of the recently introduced concepts is a Web observatory (WO). This article provides a deep understanding about web observatories. It discusses the status of existing WO systems. The article investigates and gathers the common practices of WOs. This research has implications for researchers and communities in the adoption of the WO concept. The article highlights the challenges of WOs, such as data crawling, privacy and security. It also provides future research and development directions. The article provides a comparative analysis of existing WOs. It discusses the architecture of WOs. It presents components of a WO in a coherent manner and finally provides insights into challenges and limitations of WOs.

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