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VOLUME 04 ISSUE 09 SEPTEMBER 2021

Uses Gratification Theory and Village Cooking YouTube Channel- A Discourse
P John Britto
Madurai kamaraj university India.
DOI : https://doi.org/10.47191/ijmra/v4-i9-18

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ABSTRACT:

Viewers of youtube channel, choose the content freely to satisfy their needs. They like a video or dislike a video based on their likes and dislikes, thus empowering audience over media to give their feedback. More than this audience can give their comments over the content of the video. This paves for active participation of audience as Uses Gratification Theory (UGT) postulates. The audience also has the power to share the video to other platforms to show how their physical, psychological and social needs were satisfied and so others could get satisfied. Village Cooking YouTube channel has been taken for experiment to evaluate the concepts of UGT.

Keywords:

Uses gratification theory - YouTube - Village Cooking Channel - Needs satisfaction

REFERENCES

1) Uses and gratifications theory retrieved from https://en.wikipedia.org/wiki/Uses_and_gratifications_theory as on 16.09.2021

2) Gusfield, Joseph R. (1994). The reflexivity of social movements: Collective behavior and mass society theory revisited (1 ed.). Philadelphia: Temple University Press. p. 60. ISBN 978-1566391870.

3) Katz, Elihu, Jay G. Blumler, and Michael Gurevitch. "Uses and Gratifications Research." Public Opinion Quarterly 4th ser. 37 (1973–1974): 509-23. JSTOR. Web. 14 Oct. 2011. .

4) McQuail, Denis (2010). Mass communication theory: an introduction. London: SAGE Publications. pp. 420-430. ISBN 978-1849202923.

5) West, Richard L., and Lynn H. Turner. "Uses and Gratifications Theory." Introducing Communication Theory: Analysis and Application. Boston: McGraw-Hill, 2010. 392-409. Print

6) Stafford, Thomas F.; Marla Royne Stafford; Lawrence L. Schkade (Spring 2004). "Determining Uses and Gratifications for the Internet". Decision Sciences. 35 (2): 259–288. doi:10.1111/j.00117315.2004.02524.x.

7) Leung, Louis (2013). "Generational Differences in Content Generation in Social Media: The Roles of the Gratifications Sought and of Narcissism". Computers in Human Behavior. 29 (3): 997–1006. doi:10.1016/j.chb.2012.12.028.

8) Nainar, Nahla (2020). This YouTube channel by Indian farmer-chefs features feasts from the village and beyond. The Hindu. Retrieved from https://www.thehindu.com/life-and-style/food/online-cookery-show-by-a-team-of-indian-farmer-chefs-is-a-big-hit/article31415819.ece as on 17.09.2021

9) Muralidharan, Kavitha. (2021). Tamil Nadu’s YouTube masterchefs: Village Cooking Channel’s dream journey. The NEWS Minute. Retrieved from https://www.thenewsminute.com/article/tamil-nadus-youtube-masterchefs-village-cooking-channels-dream-journey-151894 as on 17.09.2021

10) https://socialblade.com/youtube/c/villagecookingchannel retrieved on 17.09.2021

11) https//www.youtube.com/watch?v=-YCQk_mFTSI retrieved on 17.09.2021

12) https://www.simplypsychology.org/maslow.html retrieved on 19.09.2021

13) https://www.youtube.com/intl/en-GB/yt/about/press/ as retrieved on 19.09.2021

14) https://en.wikipedia.org/wiki/YouTube as retrieved on 19.09.2021

15) http://www.journalrepository.org/media/journals/BJAST_5/2015/Apr/Ensour832014BJAST11956.pdf as retrieved on 19.09.2021

16) https://www.semrush.com/blog/youtube-stats/retrieved on 19.09.202

VOLUME 04 ISSUE 09 SEPTEMBER 2021

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