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 | en_US |
dc.date.issued | 2013-05-10 | |
dc.date.published | 2013 | en_US |
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. | en_US |
dc.description.advisor | Louise Benjamin | en_US |
dc.description.degree | Master of Science | en_US |
dc.description.department | Department of Journalism and Mass Communications | en_US |
dc.description.level | Masters | en_US |
dc.identifier.uri | http://hdl.handle.net/2097/15780 | |
dc.language.iso | en_US | en_US |
dc.publisher | Kansas State University | en |
dc.subject | Viral video | en_US |
dc.subject | Uses and gratifications theory | en_US |
dc.subject | Two-step flow theory | en_US |
dc.subject | YouTube | en_US |
dc.subject | Media | en_US |
dc.subject.umi | Journalism (0391) | en_US |
dc.title | What makes a non-professional video go viral: a case study of “I’m farming and I grow it” | en_US |
dc.type | Thesis | en_US |