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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Wednesday, May 4 • 11:10am - 11:30am
Proposed Methodology for Analysing the “Youtuber Phenomenon” in Spain

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We propose a methodology for analysing how the “Youtuber phenomenon” may imply a new audio-visual paradigm or could indicate – i.e. future trends – what television or audio-visual entertainment might be like in upcoming decades. The appearance of YouTube content creators, who generate earnings on their businesses based on content views, and new audiences that have migrated from classic media, is beginning to revolutionise the viewing of audio-visual contents on the Internet. YouTube has given rise to a new market comprised of a worker-producer who creates contents, an audience or public (in some cases more interactive and “prosumer” than passive consumer), advertisers which purchase advertising space with different formats and monetary flows linked to that advertising. In order to research these changes several working hypotheses, some avenues of investigation and a methodology enabling us to tackle the above-described topic are proposed: using mixed and cross-disciplinary techniques and carrying out both qualitative and quantitative research.

Authors
avatar for José Alvarez-Monzoncillo

José Alvarez-Monzoncillo

Professor, Universidad Rey Juan Carlos
GD

Guillermo de Haro

Universidad Rey Juan Carlos
JL

Javier López-Villanueva

Universidad Rey Juan Carlos
MS

Marina Santin

Universidad Rey Juan Carlos

Moderators
avatar for Hans van Kranenburg

Hans van Kranenburg

Radboud University Nijmegen
Prof. Dr. H.L. (Hans) van Kranenburg is full professor of Corporate Strategy at Radboud University Nijmegen, Nijmegen School of Management, the Netherlands. He is head of the Strategy group at the department of Business Administration. He was a visiting scholar at University of Oxford (UK), Media Management and Transformation Center at Jönköping International Business School (Sweden), University of Navarra (Spain) and the University... Read More →


Wednesday May 4, 2016 11:10am - 11:30am
Costantino B Law School
  • Manuscript # 1034
  • Session # B13

Attendees (11)