What makes a non-professional video go viral: a case study of “I’m farming and I grow it”
| dc.contributor.author | Elliott, Lindsey | |
| dc.date.accessioned | 2013-05-10T19:17:14Z | |
| dc.date.available | 2013-05-10T19:17:14Z | |
| dc.date.graduationmonth | August | |
| dc.date.issued | 2013-05-10 | |
| dc.date.published | 2013 | |
| dc.description.abstract | In 2013, creating a 57-second video can lead to more than $150,000 in profit for the creator and the creator can be anyone. This money-making opportunity comes from a recent popular trend known as a “viral video,” defined as a phenomenon of a video becoming highly popular through rapid, user-led distribution via the internet. However, research has not determined a clear model for creating a non-professional viral video. Interviews and YouTube analytics revealed how the video “I’m Farming and I Grow It,” a non-professional video created by three Kansas boys, was spread. Using the theories Uses and Gratifications and Two-Step Flow, this case study then analyzed the comments posted on the viral video and a content analysis of the comments identified the key factors mentioned by users, which contributed to the videos’ millions of views. The results conclude the key components for making a non-professional video go viral are “opinion leaders” spreading the message and video content that elicits positive feelings such as joy, humor, or praise. This study also provides a model to help a non-professional video go viral based on previous research and this case study. | |
| dc.description.advisor | Louise Benjamin | |
| dc.description.degree | Master of Science | |
| dc.description.department | Department of Journalism and Mass Communications | |
| dc.description.level | Masters | |
| dc.identifier.uri | http://hdl.handle.net/2097/15780 | |
| dc.language.iso | en_US | |
| dc.publisher | Kansas State University | |
| dc.rights | © the author. This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). | |
| dc.rights.uri | http://rightsstatements.org/vocab/InC/1.0/ | |
| dc.subject | Viral video | |
| dc.subject | Uses and gratifications theory | |
| dc.subject | Two-step flow theory | |
| dc.subject | YouTube | |
| dc.subject | Media | |
| dc.subject.umi | Journalism (0391) | |
| dc.title | What makes a non-professional video go viral: a case study of “I’m farming and I grow it” | |
| dc.type | Thesis |
