The Impacts of Youtuber' Characteristics towards Audiences

Yeow, Qing Qing (2020) The Impacts of Youtuber' Characteristics towards Audiences. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

Text RBC - Yeow Qing Qing.pdf Restricted to Registered users only Download (5MB)

Abstract

Nowadays, new media is a necessity for people. Among all media platforms, YouTube is one of the popular platforms that people widely use, especially the young generation. This research has been conducted on generation Y and Z to study what are the impacts of YouTubers’ characteristics towards the younger audiences. The purpose of this study is to know what personality of a youtuber that is highly admired by the audiences and how the characteristics of youtubers bring impacts to audiences. The findings and conclusion of this study affirmed that the YouTubers’ characteristics do have created impacts towards audiences on generation Y and Z, especially generation Z because of their immature thoughts and ability to distinguish. The impacts of YouTubers’ characteristics have thus extended to shape a different culture in our society. This is because audiences who watch YouTube and learn the words and actions by observing their admired YouTubers, as a part of society, people learn and influence each other, and that action creates a pop culture in society.