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Making YouTube and Facebook videos: Gender differences in online video creation among first-year undergraduate students attending a highly selective research university
DISSERTATION

, University of Pennsylvania, United States

University of Pennsylvania . Awarded

Abstract

Online video creation for YouTube and Facebook is a newly popular activity for college students. Creating online videos has been made easier by development of small cameras, video compression, high-speed Internet and online storage. Women have explored social networking technologies at about the same level as men, but have expressed less interest in computer programming and multimedia design. Online video creation includes aspects of both social networking and programming / multimedia design; it provides an interesting hybrid forum for examining gender-related differences. This mixed methods study uses questionnaire data from 31% of the population of first-year students attending a highly selective research university. The study explores how online video creation varies by gender after incorporating theoretical concepts of confidence, self-efficacy, attitudes toward computers, perceived ease of use, perceived usefulness, social influence and demographic variables such as socioeconomic status, ethnicity, immigrant status and high school size. The theories of self-efficacy (Bandura), stereotype threat (Steele) and learned helplessness (Abramson) and the Technology Acceptance Model (TAM) inform the conceptual framework. The study examines whether gender affects the relationship between computer confidence and online video creation. The study uses descriptive (e.g., analysis of variance) and multivariate (e.g., regression) analyses as well as qualitative inquiry using focus groups and interviews.

The study finds significant gender differences in creation of online videos and roles played with video editing. Men report more participation in video creation and editing. Men report more participation in creating videos for required school projects, a finding of concern for policymakers and practitioners. Attitudes toward computers and TAM explain observed gender differences. The Mac computer platform is associated with greater likelihood of video creation. Qualitative inquiry suggests that humorous videos are primarily viewed as created by men and women are less willing to spend available leisure time on video creation. Study results inform academic support interventions to promote media literacy, computer confidence and consistent perceptions of ease of use of video technologies for all students.

Citation

Vedantham, A. Making YouTube and Facebook videos: Gender differences in online video creation among first-year undergraduate students attending a highly selective research university. Ph.D. thesis, University of Pennsylvania. Retrieved September 29, 2020 from .

This record was imported from ProQuest on October 23, 2013. [Original Record]

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