한국 10대 청소년 유튜버(YouTuber) : 제작자로서의 능동적 이용자 개념 연구

다국어 초록 (Multilingual Abstract)

As the media environment in the digital age has changed rapidly, the meaning of ‘active media use’ has evolved to include participation in production and distribution activities beyond the level of active decoding of media content. In particular, teenagers have embraced such production-based active media use more enthusiastically than any other age groups. Youtube is one of the most important media platforms that Korean teenagers use to experience such active media use.
The purpose of this study is to understand the motivations and expected outcomes of video production activities on YouTube among Korean teenage Youtubers. The current study is generally based on a uses and gratifications theory perspective. In particular, this study attempts to redefine the concept of ‘active use of media’ or ‘active media user’ by focusing on individual Youtuber’s participation in media production and distribution activities. To achieve these research goals, we interviewed 30 adolescent YouTubers in summer of 2019. The interview questions consisted of (1) motivations for video production and YouTube activities, (2) YouTubers’ perceptions of helpers and barriers for their Youtube activities, and (3) perceived or expected outcomes of Youtube activities.
We found that the most important Youtube activity motivations among teenagers included recognition motivation, self-expression motivation, ‘career development motivation’, communication motivation, ‘entertainment motivation, and profit-making motivation. Among these six motivations, we found that ‘recognition motivation’ was the most common and most important motivation for teenage Youtubers to start, maintain, and reinforce their Youtube activities.
Regarding Youtuber’s perceptions of helpers and barriers for their Youtube activities, we found that the most frequently mentioned ‘help factor’ for the adolescent Youtubers was ‘positive response from audience’, while the most frequently addressed ‘barrier factor’ was the ‘lack of time to catch up with schoolwork’. Parents’ roles were ambivalent as both helpers and barriers. Parents’ support and positive feedback were critical help factors for many teenage YouTubers while parents’ negative comments were the most critical barriers for the teen’s Youtube activities.
In terms of expected outcomes, we found that most teenage YouTubers felt that there were more positive outcomes from YouTube activities than negative ones. What they expected as positive outcomes include ‘self-promotion outcomes’ such as self-confidence, self-efficacy, and self-expression competence and ‘relational outcomes’ such as increased quality of friendships and social relationships.
This study provides a new theoretical framework to understand active media uses of teenagers in the changing media environment. In particular, the results of this study will contribute to future research that would focus on further developing the concept of production and consumption-based active media use. Practically, what we learned from this study can be used to develop media literacy education programs for teenagers in the newly emerging media environment.

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