creative diy on youtube: communicating creativity through online video
TRANSCRIPT
Cédric Courtois and Peter MechantIBBT-MICT-Ghent University
Creative DIY on YouTube:
Communicating creativity through online video
Web platforms: little-c creativity is all around…
Creativity is all about connecting things(Gauntlett, 2011)
What? ‘… the interaction among aptitude, process and environment by which an individual or group produces a perceptible product that is both novel and useful as defined within a social context’
(Plucker, Beghetto & Dow, 2004)
• Creativity as combining elements: materials and ideas
Creative building blocks on the level of contents (self-made or adopted) and form (editing)… yet, what patterns of building blocks are present? (RQ 1)
• Social connection through creativity
With YouTube’s networked public… but what subtypes are expected? (RQ 2)
Identified-Offline (family, friends), Identified-Online (online in-group) and Unidentified-Online (remainder of YouTube community) (Courtois et al., 2011 and in press)
• Means to communicate creativity
Is our creativity recognized in terms of personality traits? (RQ 3)
Openness as major subtrate; also extraversion and conscientiousness
Method study one
•219 uploaders, recruited via ‘latest videos’ RSS feed
• Online questionnaire about…
• Latest video: self-made images and/or sound, self-edited, uploader in it?
• Video’s expected public: three subtypes, measure from earlier research
• Video downloaded and content-analyzed for creative building blocks
• Examples: creative activity, extracts popular culture, third-party performances
• Two coders, initial agreement: Kramer’s V .85-.92
• Personal Creativity (46%):
• Mostly self-edited, self-made sounds and images
• Highest chances of demonstrating creativity
• Remix Creativity (32%):• A lot of self-made video (not sound), incorporates extracts from pop culture (more sound than video)
• Borrowed Creativity (22%):• Very high chances to contain sound and images of third-party creativity (e.g. artistic performance)
Structures of creative combinations: latent class modeling of disclosed video characteristics and variables from content analysis
Mixed model ANOVA:
• Networked Public types (within-subjects): F(2,432) = 5.23, p < .05
• Networked Public types * Creativity Structures (between-subjects): F(4,432) = 4.44, p < .05
Method study two
• Random sample of (N =) 70 videos from study one
• Big Five measures of uploaders ideal and actual O, C, E in survey study one
• Team of 24 external raters rated uploaders’ O, C, E by their latest video
• Videos randomly assigned to raters, ratings on dedicated web page
• Five independent assessments per video
Criteria for external assessment of personality traits:
C O EConsistency
α Self-report uploaders’ actual self .78 .79 .83
α Self-report uploaders’ ideal self .83 .82 .82
α External assessment uploaders’ actual self .90 .87 .79Agreement
Intra-class correlation (2,1) .
43***
.39*** .
12***Accuracy
β Ideal Self .13 .11 .06
β Actual Self .02 .30* .01
(* p < .05, *** p < .001)
Conclusions
• Discourse on Web 2.0: mostly positive nature, despite critical sounds…
(e.g. Keen’s Cult of the Amateur, 2007)
• Flood of poorly made videos, available for the mass! However…
• ‘Uninteresting content’: aimed at small, yet closely connected audience
• Content for the broader public: contains extracts of pop culture
• Too easy to make and distribute content… everyone’s doing it. We can’t see the wood for the trees! However…
• Independent raters are able to infer uploaders’ actual openness, a personality trait known as the substrate of creative behaviour
Conclusions
• Discourse on Web 2.0: mostly positive nature, despite critical sounds…
(e.g. Keen’s Cult of the Amateur, 2007)
• Flood of poorly made videos, available for the mass! However…
• ‘Uninteresting content’: aimed at small, yet closely connected audience
• Content for the broader public: contains extracts of pop culture
• Too easy to make and distribute content… everyone’s doing it. We can’t see the wood for the trees! However…
• Independent raters are able to infer uploaders’ actual openness, a personality trait known as the substrate of creative behaviour
Thank you for listening…Any questions?
[email protected] http://www.mict.be