La baja interacción del espectador de vídeos en Internet: caso Youtube España

Jorge  Gallardo Camacho; Ana Jorge-Alonso Jorge-Alonso

doi:10.4185/rlcs-2010-1091

Authors

Jorge Gallardo Camacho University of Málaga
Ana Jorge-Alonso Jorge-Alonso University of Málaga

DOI:

https://doi.org/10.4185/rlcs-2010-1091

Keywords:

Internet, television, interactivity, videos, viewer, Youtube, web 2.0

Abstract

This research project demonstrates that Internet users who watch videos on-line have adopted the passive attitude that is inherent in the behaviour of viewers of unidirectional and traditional media. Until now hardly any research has been conducted into the attitude of Internet video viewers. The authors have departed from what little analysis there is, and dispute the myth that suggests that Internet is potentially an interactive form of media. Their methodology studies the behaviour of users by analysing 278 videos and 650,884,405 visits before the end of 2009. The article focuses on Youtube España as an example of Internet video viewing, and demonstrates the initial hypothesis with quantitative data. These results shed light on many as yet unexplained factors, and create possibilities for further research.

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Author Biographies

Jorge Gallardo Camacho, University of Málaga

Jorge Gallardo holds a Ph.D. in Communication Sciences from the University of Málaga, and an MBA in Business in TV Companies from the University of Salamanca. He won the Spanish National Award for Outstanding Graduate in Audiovisual Communication.

His research focuses on the Internet. His doctoral thesis focused on the YouTube phenomenon and its relationship to traditional television. He published the book La televisión tradicional quiere gobernar Internet (Traditional television wants to govern the Internet). He has also published articles in academic journals, for instance “El redactor-traductor en los grandes medios de comunicación: caso CNN” (The editor-translator in the large media: the case of CNN), in Zer.

He founded a research group on new technologies called “Labcom” at the University of Málaga in 2002. He continued being part of this research group until 2010 when he joined another research group called “Comunicación y Poder” (Communication and Power), also part of the same university. He became the youngest professor teaching at an MBA degree in Spain, at the school Santillana Formación. He is currently the director of dissertation projects at the San Jorge University of Zaragoza.

He is part of the production team of Antena 3’s magazine show “3D”. His professional career began in Atlanta at CNN’s headquarters where he covered the 9/11 attacks. He then returned to Spain where he finished his bachelor’s degree and worked at Radio Nacional de España and Cadena SER in Malaga. His first work in television was presenting and directing the local news programmes of Localia Televisión in the city of Jaén, Andalucía. Simultaneously, he also worked as newspaper writer for Diario Jaén, and as a host in a radio gossip show. He also worked in Aragón Televisión, where he directed and implemented the show Aragón en Abierto (Aragon Live), consolidated the morning magazine show “Sin ir más lejos” (Without going any further), and directed special programmes such as the closing ceremony of Expo de Zaragoza, which had record braking audience level. He became one of youngest TV programme directors in Spain.

Ana Jorge-Alonso Jorge-Alonso, University of Málaga

Ana Jorge Alonso holds a B.A. in History of Art from the University of Seville, and a Ph.D. in Audiovisual Communication from the University of Málaga. She is the Director of the Department of Audiovisual Communication and Advertising, and professor at the Faculty of Communication Sciences of the University of Málaga. She has coordinated during several years the Ph.D. programme in Communication and Power.

Her research work revolves around communication for social change or for development environment, focusing especially on the so-called women’s studies. In line with this school of thought in communication, she has coordinated and participated in several projects funded by the AECID (the Spanish Agency for International Development Cooperation) and other Spanish agencies for Development Cooperation.

In 2004, the publisher Icaria published her book Mujeres en dos Medios, Mujeres de los Medios (Women in two Media, Women of the Media). In 2006, she participated in the writing and editing of the book Las Dimensiones Social y Política del Cómic (The social and political dimensions of the comic), published by UNICAJA Comunicación y Poder. She also coordinates the editing of the collective book Reflexiones para el cambio social (Ideas for social change), which is a product of the homonymous Ph.D. programme. She is editor of the magazine of the website Redes.com.

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