Collective behavior in YouTube: a case study of 'Bus Uncle' online videos

摘要

The study reported herein aimed to identify and discuss the nature and pattern of the uses of new media through a notable YouTube phenomenon. It analyzed 132 online videos centered on 'Bus Uncle,' a YouTube celebrity who rose into fame in Hong Kong during April 2006. Most of the videos drew references from local popular culture texts. They were mostly playful and sarcastic in their undertones. The collective behaviors in YouTube suggest that this hugely popular video-sharing site takes on the roles as public space, a playground and a cultural public sphere.