New Visual Media and Gender: A Content, Visual, and Audience Analysis of YouTube Vlogs

Abstract

This study analyzes short vlogs posted to YouTube in order to investigate how and why people communicate using vlogs, and how viewers react to vlogs. Vlogs are of particular interest because they are visual texts that are user-generated. Vloggers engage with videos on several levels - they are both the encoders and the decoders, both the producers and audience of videos. In particular, we examine gender differences in creating vlogs, viewing vlogs and using YouTube. Our study interprets the dominant messages conveyed by the visual elements of vlogs. Analyzing online videos presents a new challenge for researchers: traditionally, analysis of visual media and communication focused on either the production or the reception of the material. Our vlog study uses a dual analytical approach to analyze both production and reception, while conducting content visual and audience analysis, thus making a useful contribution to the field of new visual media and communication.

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