Innovative communication for learning beauty on youtube
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2019
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2562
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eng
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application/pdf
No. of Pages/File Size
220 leaves
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b211044
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ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
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National Institute of Development Administration. Library and Information Center
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Pimnara Banjong (2019). Innovative communication for learning beauty on youtube. Retrieved from: https://repository.nida.ac.th/handle/662723737/6382.
Title
Innovative communication for learning beauty on youtube
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Abstract
The research aims to study the roles of YouTube in determining the perception of Thai women’s beauty nowadays through learning from beauty programs on YouTube, viewers’ exposure to and reception of learning messages on beauty from beauty programs on YouTube, and the content negotiation for learning the beauty between viewers and beauty gurus on YouTube. The research uses qualitative research methods by content analysis of 100 episodes of beauty programs on YouTube from 5 channels: Momay with You, Pearypie, Erk-Erk, missPimpaka, and Yaeuunws, in-depth interviews with 2 beauty gurus, and a focus group interview with 30 viewers who subscribe to at least 2 sample channels. From the study, it is found that communication for learning the beauty on YouTube brings about the knowledge of the makeup process, beauty-product information, thinking patterns and decision-making process related to beauty, and beauty trends. The finding reflects Thai women’s beauty in two parts: the physical appearance that can be adjusted according to time and place, and inner beauty or the attitude and analytical ability. The image of Thai women’s beauty is jointly defined by two parties: beauty gurus and viewers. For beauty gurus, the definition of beauty is influenced by beauty experts’ factors, sponsors, and viewers, and the content is determined by beauty experts’ knowledge and skills. For viewers, they determine the image of beauty through the way they selectively exposed to a program based on their viewing behaviors and attitude towards the content and beauty gurus, and their content needs, and the application of content. For communication for learning the beauty, beauty gurus convey the image of the beauty by specifying a beauty program’s goal, setting activities following the desired development, i.e. lectures, demonstrations, and conversation, including communicating a program’s content through YouTube’s features, e.g. thumbnails, titles, description, category, and annotation. Viewers are divided into two groups. Lowly-active viewers are those who expose to a program by the automatic search results system of YouTube and while doing other activities, and highly-active viewers are those exposed to a program for applying the content for use through three kinds of exposure: exposure by timeline sequences, periodic exposure, and pause-and-see exposure. Viewers may expose by all three kinds for one-time viewing and can have a repeated exposure as wished. From viewing a beauty program, viewers have a positive attitude towards the knowledge and behavioral domains of learning; however, the learned knowledge and behaviors are not necessarily related. Concerning content negotiation, there are three parts. The first part is the content negotiation between beauty gurus and sponsors, including other beauty gurus. While sponsors focus on the goal of providing positive images of their products, beauty gurus aim to build viewers’ assurance and loyalty so they must use their communication skills in presenting negative messages to look neutral or objective. For other beauty gurus, they are an additional source of information, especially for viewers with beauty expertise. The second part is the content negotiation between beauty gurus and viewers who negotiate the content, following the steps of their exposure. Namely, they expose to a program through YouTube’s features set by beauty gurus, to a program with high quality of content and videos that are negotiated through viewers’ control of the flow of the messages, and to a program that viewers can apply its content for use. Viewers with beauty knowledge and skills and being able to synthesize the content from several sources can have higher negotiation power than those adopting parts or all learned content for an imitation, who are the group of viewers having the least negotiation power. Although the interaction with and the subscription to a program or a channel are viewers’ behaviors, such behaviors affect the negotiation power of beauty gurus. The last part of the content negotiation is the negotiation with technologies in three parts: technology and production, technology and broadcasting, and technology and maintenance of quality level.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2019