Communications Question

Assignment RubricPossible
Criteria
Points
Part 1: Sources
30
Seven total sources
10
Three scholarly or peer-reviewed
10
Progress toward final paper
10
Part 2: Quality of sources
35
Source 1
5
Source 2
5
Source 3
5
Source 4
5
Source 5
5
Source 6
5
Source 7
5
APA References
35
Source 1
5
Source 2
5
Source 3
5
Source 4
5
Source 5
5
Source 6
5
Source 7
5
Total Points
100
Earned
Name
College
Class
Assignment
Due
References
Briñol, P., Petty, R., Valle, C., Rucker, D, & Becerra, A. (2007). The effects of message recipients’ power
before and after persuasion: A Self-Validation Analysis. Journal of Personality and Social
Psychology, 93(6), 1040. Retrieved July 15, 2008, from Research Library Core database.
Cesario, J.& Higgins, E. (2008). Making message recipients “feel right”: How nonverbal cues can increase
persuasion. Psychological Science, 19(5), 415-420. Retrieved July 20, 2008, from Psychology
Module database.
Clark, L., Visser, P. (2008). The impact of the social context on resistance to persuasion: Effortful versus
effortless responses to counter-attitudinal information. Journal of Experimental Social
Psychology, 44(3), 640. Retrieved July 3, 2008, from Psychology Module database. (Document
ID: 1468028651).
Clark, J., Wegener, D., & Fabrigar, L. (2008). Attitudinal ambivalence and message-based persuasion:
Motivated processing of proattitudinal information and avoidance of counterattitudinal
information. Personality and Social Psychology Bulletin, 34(4), 565. Retrieved July 15, 2008,
from Research Library Core database.
Glover, J. & Witham, D. (1987, April). Recapturing commitment. Training and Development
Journal, 41(4), 42. Retrieved July 15, 2008, from Research Library Core database.
Nohria, N., Groysberg, B., & Lee, L. (2008). Employee motivation: A powerful new model. Harvard
Business Review, 86(7,8), 78-84. Retrieved July 8, 2008, from Research Library Core database.
Zimbardo, P. G., & Leippe, M. R. (1991). The psychology of attitude and change and social influence.
Boston, MA: McGraw-Hill.
1
YouTube
Name
College
Class
YouTube
Date
2
YouTube is an American organization that provides individuals with a platform to share
videos online. The company was launched in February 2005 on Valentine’s Day and was later
sold to Google Inc (Lazar, 2022). At the onset, the organization struggled to get traffic but, over
time, gained traction among consumers. The organization grew extensively with the ownership
change to Google Inc. For the most part, the company makes revenue through advertisements
placed on the platform. They appear when users are watching videos they like. It works in the
same way as television commercials but has fewer restrictions and a monopoly in the market.
As stated, advertising generates the primary revenue, enabling businesses to tap into the
right audiences and grow their respective businesses and brands. Creators that form part of the
YouTube partner program share in the advertising revenue with the organization. Another source
of revenue for the company is its product YouTube Premium (Lazar, 2022). Here, members pay
a subscription fee to enjoy videos on the platform without having ads and, at the same time,
support creators. The subscription fee revenue earned by YouTube is distributed to creators,
which is tied to the amount of content members watch.
I chose YouTube because it has revolutionized the video-watching space and advertising
to a large extent. It is among the most significant entertainment and social media advancements.
YouTube has become a crucial point of content, replacing television viewing or traditional
methods of watching videos. Moreover, the advent of influencers and content creation has
enabled individuals to have a source of income or livelihood that sustains them. It has equally
been a significant driver of consumerism, a fact that continuously gains negative press owing to
its adverse impact on sustainability.
YouTube targets individuals that use the internet. A study conducted on the platform
showed that 82% of individuals that use the platform are adults, and 18% are eighteen years and
3
below. Of YouTube viewers that have discovered products on the platform, 56% are Gen Z, 54%
are Millennials, 48% are Gen X, and 26% are boomers (Yang et al., 2022). However, regarding
population views, the platform is primarily used in the United States, India, and Japan. The
platform has been hard-pressed to ensure that it is PG-rated and that users respect the rights of
others on the platform, and as such, the advent of alternatives such as YouTube Kids for
children, among others.
By large, YouTube rarely sends messages to consumers. It does so most of the time on
aspects touching on privacy and any changes made to it. The platform is largely driven by the
consumer through content creation, that is, uploading videos (Lazar, 2022). Users typically use
the platform to find information, entertainment which is largely enjoy videos in comedy, movies,
music, documentaries among others. Its biggest competitor is TikTok and Instagram in that
videos are allowed on the said platform.
YouTube thrives on content creators and influencers for interaction with consumers.
Additionally, companies are creating their own content and having YouTube pages to showcase
their products and services over time. Doing so has enabled consumers to have a one-stop shop
to view content on products and services and decide whether or not they will purchase them.
Other than engaging in marketing with consumers, YouTube frequently notifies users of the
various changes on the platform as and when they happen. The company can do more on this
front and not solely depend on videos created to engage its users. The enterprise has made it
more focused on content creators and influencer focus than consumers who love watching videos
on the platform. Consumers require continuous engagement (Grant & Meadows, 2018). There
needs to be more connections that the company should explore and exploit to generate additional
revenue.
4
References
Grant, A. E., & Meadows, J. H. (Eds.). (2018). Communication technology update and
fundamentals (16th ed.). Routledge.
Lazar, T. (2022). Organizational scandal on social media: Workers whistleblowing on YouTube
and Facebook. Information and Organization, 32(1), 100390.
Yang, X., Xue, X., Shi, Z., Nan, S., Lian, C., Ji, Z., … & Liu, X. (2022). The reliability,
functional quality, understandability, and actionability of fall prevention content in
YouTube: an observational study. BMC geriatrics, 22(1), 654.
Assignment
You will submit an APA-formatted list of sources that you are likely to use in your final paper.
Include whatever sources you found during first assignment and get the actual APA reference,
not just the link to the website. Remember, you need seven sources—including three scholarly or
peer-reviewed articles—for the final paper. You should aim for those numbers on this
assignment. Note that chapters from your textbook are formatted like this:
Grant, A. E. (2016). The structure of communication industries. In A. E. Grant & J. H. Meadows
(Eds.), Communication technology update and fundamentals (15th ed., pp. 37–48). New
York, NY: Routledge.
Finding Scholarly Sources
Do Not Use Wikipedia as a Source
Now that you have identified your audience and know a bit about the technologies, you need to
put them into the larger context of society or culture and decide how you will propose using
them to deliver your messages. What have academic researchers found when studying how
people use information technologies?
The types of questions you might ask about your topic so that your paper achieves the learning
objectives for this class likely fit into the following categories:
•
What behaviors do users of the technologies you chose exhibit?
•
What motivates users of these technologies to seek this content?
•
Do these technologies solve a problem or enhance society in any way?
•
How do these technologies affect users or society generally?
•
How have these technologies changed their users or society generally?
•
What is the social significance (if any) of the technologies you chose?
•
What is the cultural significance (if any) of the technologies you chose?
Another great idea (or two)…
The chapters in your textbook provide detailed information by very qualified scholars. You are
welcome to use a chapter (or two), but please also use at least one scholarly or peer-reviewed
article.