THE ‘YOU’ IN YOUTUBE: A PLATFORM ANALYSIS ON ABS-CBN ENTERTAINMENT’S YOUTUBE CHANNEL AS A VENUE FOR PARTICIPATORY CULTURE

Abstract Carlos, I. A. L. (2019). The You In YouTube: A Platform Analysis on ABS-CBN Entertainment’s YouTube Channel as a Venue for Participatory Culture, Unpublished undergraduate thesis, University of the Philippines Diliman College of Mass Communication.

YouTube has been seen as a significant innovation within the media industry in the recent years. As a platform, it has made its mark in media and society in changing the ways audiences have been used to consuming media, and producers in producing media. When a television network that is used to traditional media practices chooses to venture into a platform such as YouTube, how much does the platform affect its relationship with its audience? Based on the theories of participatory culture and media convergence, I search for present themes on ABS-CBN Entertainment’s YouTube channel which indicated whether or not there were opportunities for participation on the platform.

The study found that participatory culture is able to manifest on the platform through several opportunities which allowed for it, but with set limitations in terms of the extent and forms of participation that could be exhibited. The themes found from the conducted platform analysis discuss how features and activities on the platform coincide or contradict the points in the manifestation of participatory culture.

Keywords: YouTube, online video, ABS-CBN Entertainment, participatory culture


View Thesis