USC Change in Video Content Consumption and Marketing through YouTube Paper

OutlineYou will develop your thesis statement and a detailed outline for your research paper. The goal
is to get organized and pull all of your ideas together. Fill it in with as much detail as you can.
If you’ve already created an outline, you can use it as a starting point BUT as you can see
from the assignment sample, it must be a DETAILED outline with a lot more information
added to make it thorough enough.
Notice from the example assignment that it shows information on what each particular
paragraph will be about AND what source material will be used, along with the formal
citation.
Developing your thesis statement
The answer to the following questions is most likely your thesis statement. Just make sure you
can support that thesis with the information you found in your research:
• 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?
Introduction and conclusion
The introduction and conclusion are closely tied together. In the introduction, you will tell the
readers what the general topic of the paper is and what specific point—the thesis statement—you
will make about that general topic. The conclusion summarizes the points you made in the body
of the paper and tells the reader how you supported your thesis. Give the readers some
background on the general topic that helps them understand why you have this bold thesis.
The body of the paper
Each body paragraph builds support for the thesis statement and they are organized so that one
idea logically flows into the next. It is a good strategy to focus each paragraph on one topic that
you introduce in the first sentence. Then exhaust the topic by presenting all the relevant
information in several more sentences.
Conclusion
Go back to the body of your paper and identify the point you made in each paragraph. Write a
short sentence about it and cite any outside sources you used to develop that point. Do that for
every paragraph in the paper. Assemble those sentences into a paragraph and you should see a
very concise version of your entire paper and the support for your thesis should be obvious. Now
write one last sentence that reminds your readers that your thesis is valid.
Note: Your paper will have more than three paragraphs, but this gives
you a general picture of how all the elements in your paper connect and
make sense to the reader.
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YouTube
Name
Institution
Course
Professor
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 valentines 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
Did you mean “fact” or “facet?”
been a significant driver of consumerism, a facet that continuously gains negative press owing to
its adverse impact on sustainability.
3
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
Spell check carefully!
below. Of Youtube viewers that have discovered products on the platform, 56% are Gen Z, 54%
are Millenials, 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
These movies,
are two different platforms.
the platform to find information, entertainment which is largely enjoy videos in comedy,
This should be plural.
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
4
needs to be more connections that the company should explore and exploit to generate additional
revenue.
5
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.
References
Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate
Communication, 1-336.
Djerf-Pierre, M., Lindgren, M., & Budinski, M. A. (2019). The role of journalism on YouTube:
audience engagement with” Superbug” reporting. Media and Communication, 7(1), 235247.
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness,
brand image and purchase intention in the millennial generation. Cogent Business &
Management, 7(1), 1787733.
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.
12–35). New York, NY: Routledge.
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence:
The roles of homophily, emotional attachment, and expertise. Journal of Retailing and
Consumer Services, 54, 102027.
Lazar, T. (2022). Organizational scandal on social media: Workers whistleblowing on YouTube
and Facebook. Information and Organization, 32(1), 100390.
Sng, K., Au, T. Y., & Pang, A. (2019). Social media influencers as a crisis risk in strategic
communication: Impact of indiscretions on professional endorsements. International
journal of Strategic Communication, 13(4), 301-320.
Yang, X., Xue, X., Shi, Z., Nan, S., Lian, C., Ji, Z., Xie, Y., & Liu, X. (2022). The reliability,
functional quality, understandability, and actionability of fall prevention content in
YouTube: an observational study. BMC geriatrics, 22(1), 654.
Sample 1
SAMPLE PAPER OUTLINE
Introduction
(Start with thesis statement)
Tinder has changed the way society views intimate relationships by utilizing advanced
and innovative technology software and a fully digital platform for users to cultivate new
relationships
• General topic
The topic of this paper is Tinder’s influence and contributions to the attitudes and
behaviors of millennials and their relationship to dating
• Narrowed Topic
Tinder has made dating less serious and has been a pioneer in changing societies
views of cultural normalcies relating to dating, sex, and romance
•
Tell the reader what you are going to do. (Thesis statement or research question.)
•
In this research paper I will discuss the ways in which the dating application
Tinder has monopolized, gamified and changed the way we seek intimacy in the
digital age
Paragraph 1
•
Tinder was the first fully digital dating application marketed to millennials and
Gen Z
• Introduce argument/source
Dating Disruption — How Tinder Gamified an Industry. (2020). MIT Sloan Management
Review.
Tinder introduced a completely new interface that made dating an easier more
user-friendly process than ever before eventually contributing to screen addiction
and a different view of what was previously adopted as the standard for dating
practices
Sample 2
Paragraph 2
•
Tinder has drastically changed theythe way millennials value dating, sex and
romance
“Marketing Research Guide (BADM 370): Demographic and Psychographic
•
Research.” Karl Mundt Library, library.dsu.edu/c.php?g=22486&p=133124.
Paragraph 3
•
Tinder has had a positive effect in today’s culture by making it eat easier than
ever to connect with others
•
Sumter, S. R., Vandenbosch, L., & Ligtenberg, L. (2017). Love me Tinder: Untangling
emerging adults’ motivations for using the dating application Tinder. Telematics
and Informatics, 34(1), 67–78. https://doi.org/10.1016/j.tele.2016.04.009
•
Paragraph 4
•
Tinder has posed safety risks and disruption to many people’s lives while
perpetuating a negative stereotype around hookup culture
•
Timmermans, E., De Caluwé, E., & Alexopoulos, C. (2018). Why are you cheating on
tinder? Exploring users’ motives and (dark) personality traits. Computers in
Human Behavior, 89, 129–139. https://doi.org/10.1016/j.chb.2018.07.040
Conclusion
•
Tinder has transformed societal beliefs about dating in positive and negative
ways, mostly negative it is determined that the negative implications of Tinder
outweigh its benefits and have ultimately made things harder for the millennial
and Gen Z demographic to find authentic connections