Video Content Consumers and Creators: Reaching Czech Generation Z Through Youtube
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F71226401%3A_____%2F18%3AN0100192" target="_blank" >RIV/71226401:_____/18:N0100192 - isvavai.cz</a>
Result on the web
<a href="http://emijournal.cz/wp-content/uploads/2019/01/06-VIDEO-CONTENT-CONSUMERS-AND-CREATORS-REACHING-CZECH-GENERATION-Z-THROUGH-YOUTUBE.pdf" target="_blank" >http://emijournal.cz/wp-content/uploads/2019/01/06-VIDEO-CONTENT-CONSUMERS-AND-CREATORS-REACHING-CZECH-GENERATION-Z-THROUGH-YOUTUBE.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Video Content Consumers and Creators: Reaching Czech Generation Z Through Youtube
Original language description
Youtube, the biggest internet server for video sharing, is becoming the fastest growing media within the last ten years. Since the most common viewers of Youtube are representatives of so-called generation Z, who uses the traditional media such as TV, radio or classic newspapers very little, Youtube also becomes a kind of mainstream medium. This paper aims to present generation Z’s relationship to the old and new media, as well as to present most highlighting cases of new media authors, respectively Youtube content creators. In an effort to meet the paper objectives, quantitative research (survey) aiming at representatives of the generation Z was conducted (n=455). Also, two case studies were taken into account in order to have a better understanding of the sender-receiver environment in sense of marketing communication possibilities. The first case study is a channel of a boy, a member of the Z generation, who has built his reputation mainly on hate videos. The second case study uncovers the progress of the channel ViralBrothers that shot prank videos with target advertisement and now is transforming to new channels with different content.
Czech name
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Czech description
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Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Ekonomika Management Inovace
ISSN
1804-1299
e-ISSN
1805-353X
Volume of the periodical
10
Issue of the periodical within the volume
3
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
8
Pages from-to
79-86
UT code for WoS article
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EID of the result in the Scopus database
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