视频流应用中的注意力经济:YouTube视频内容货币化中的化身交互

Reno Dalu Maharso, I. Irwansyah
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引用次数: 1

摘要

本文将以YouTube为例,揭示在线视频流应用中注意力经济框架下的化身互动,以及它如何使内容创作者从其频道的内容中获利。注意力经济理论的提出是为了解释视频流应用中的这些虚拟角色交互如何被视为一种交易模式,通过将注意力作为通用货币来使用。本文运用社会信息处理理论,通过计算机媒介传播过程中线索的应用来识别内容创造者的虚拟形象可信度。为了丰富可信性的概念和方法论,本文还提出了突出解释理论。本研究采用的方法是定性内容分析,通过检查五个货币化的印尼YouTube频道。在编码阶段,确定了频道的几个要素,如频道年龄、关注人数、视频数量等。然后从每个频道中挑选浏览量最大的视频,并检查这些视频中出现的广告类型。观察发现,按订阅者数量计算,印尼最大的5个YouTube频道已将其视频货币化。他们的视频在播放时要么是覆盖的,要么是不可停止的视频广告内容。这表明,观看和参与的数量是由内容创作者和访问者的虚拟形象之间的互动产生的。注意力指标是注意力经济框架中的指标,这反过来又有助于货币化——这使得YouTube频道被标准化以满足广告商的要求成为可能。
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Attention Economy in Video Streaming Application: Avatar Interaction in YouTube Video Content Monetization
This article would like to unveil avatar interactions under the attention economy framework in online video streaming applications, taking YouTube as example, and how it benefits content creators to monetize their channels’ contents. T he theory of attention economy is proposed to explain how these avatar interactions in video streaming applications are perceived as a mode of transaction by using attention as universal currency. This article is elaborated using the social information processing theory to identify content creators’ avatar credibility through the application of cues during computer-mediated communication. To enrich the concept of credibility and methodology, the prominence-interpretation theory is also proposed . The method applied to this study is qualitative content analysis by examining five monetized Indonesian YouTube channels. In coding stage, several elements of the channels were identified , such as channel age, number of followers, and number of videos. Then from each channel, the video with the biggest number of views was picked and the types of advertisement showing up in such videos were examined . The observation found that five biggest YouTube channels in Indonesia in terms of number of subscribers had monetized their videos. Their videos had either overlay or non-stoppable video ad content during playback . This showed that number of views and engagements were generated from interactions between the content creators’ and visitors’ avatars. Attention metrics served as metrics in the attention economy framework, which in turn contribute to monetization — m aking it possible to see that YouTube channel s were standardized to meet advertisers’ requirements.
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