YouTube as a New Form of Mediatization

• الحاوية / القاعدة: Вісник Київського національного університету культури і мистецтв. Серія: Аудіовізуальне мистецтво і виробництво
• المؤلفون الرئيسيون: Kostiantyn Hrubych, Yelyzaveta Burkhan
• التنسيق: مقال
• اللغة: الإنجليزية
• منشور في: Kyiv National University of Culture and Arts Publishing Center 2020-12-01
• الموضوعات: youtube; internet-platform; mediatization; media space; communication channel
• الوصول للمادة أونلاين: http://audiovisual-art.knukim.edu.ua/article/view/217642

The purpose of this research is to analyze and generalize the features and techniques of the YouTube platform as a new form of mediatization. Research Methodology. To research the features and techniques the following methods were applied, a namely: analysis and synthesis (analyzed the peculiarities and principles of the YouTube platform), comparative method (studied the process of work of the internetplatform and contemporary television), generalization method (generalized major aspects which disclose YouTube from various sides) and systematization method. Scientific novelty. It is for the first time when YouTube is disclosed and analyzed from the side of a new form of mediatization, highlighted new characteristics that differentiate YouTube from modern television, the factors regulating media space were researched. Conclusions. During the research of YouTube as a new form of mediatization, we analyzed the works of media scientists of the studied phenomenon. By the results, we established new features and techniques of the YouTube platform; analyzed the development stages of YouTube; studied the problems and positive factors of impact of YouTube, as a communication channel. YouTube displaces the television from the first place and takes a big share of rating, and this, in its turn, makes a new form of mediatization as a factor of regulation of contemporary media space.