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The Phenomenon of One-Person Media: What Do Users Look for and What Matters?
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Qualitative Research
Social Media
Abstract
The current study investigates the user motivations driving the growth of one-person media (OPM). Given the lack of systemic understanding specific to OPM in the extant literature, we take an exploratory approach using the grounded theory method. The data was collected via in-depth interviews with 33 OPM consumers aged between 18 and 27. The results indicate that vicarious experience, self-development, instant and real-time gratification, social engagement are critical user motivations for consuming OPM. We also find that credibility, intimacy and similarity, morality and consciousness of other viewers, and non-commercial motives are important criteria when evaluating OPM broadcasters. Creativity and uniqueness, frequency of posting, running time, and the visual designs of content presentations are the factors influencing content evaluations. In addition, the variety of contents offered by a site and its social perception have been found to be key platform-related considerations when consuming OPM.
First & Corresponding Author
Song-Hyae Ju, Seoul Business School, aSSIST
Authors in the order to be printed.
Song-Haye Ju; Erin Cho