Date of Award

1-1-2013

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. John Caputo

Abstract

This thesis explores self-promotion on YouTube. YouTube is a popular video sharing website specifically tailored for easy use and global connection. If a video is posted with the right combination of elements, it can become an instant phenomenon overnight. The ability to reach millions of people worldwide so quickly makes YouTube an advertising powerhouse. The most advantageous component of the video sharing site is that it is free to use. Anyone from any income level or background with video making capabilities can produce and post videos. In this day and age with built-in cameras on laptops and desktops, most members of society have producer potential. All skill sets from professional to novice are in contention with each other for the next smash hit. The question is, once the video is uploaded, how can it become an instant hit on YouTube? The cybernetic tradition is a theory that offers insight into how to manipulate systems for optimal use. This thesis used cybernetics to identify one element of the YouTube video uploading process to understand how to better manage the site for self-promotion. There are several components that factor into a successful video. However, this research isolated one variable, the thumbnail, to study as a possible influence for increasing the number of video views.

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