Spontaneous reactions to an anti-piracy initiative: A Youtube clip micro analysis

Nelhans, Gustaf; Maurin Söderholm, Hanna; Nolin, Jan; Klang, Mathias; Lassi, Monica

Permalink

https://hdl.handle.net/2142/41278 Copy

Description

Title

Spontaneous reactions to an anti-piracy initiative: A Youtube clip micro analysis

Author(s)

• Nelhans, Gustaf
• Maurin Söderholm, Hanna
• Nolin, Jan
• Klang, Mathias
• Lassi, Monica

Issue Date

2013-02

Keyword(s)

• internet-based culture consumption
• spontaneous reactions
• anti-piracy
• internet
• cultural informatics
• information policy
• social and community informatics

Abstract

In this case study we analyzed the traces of spontaneous reactions of Youtube users when confronted with the short clip ’You wouldn’t Steal a Car’, that was used by the Motion Picture Association of America (MPAA) to influence people not to download copyrighted material from the Internet. This film has become an important cultural icon, which to a certain degree has shaped a whole generation of film viewers. The aim of this study was to provide an example of how anti piracy initiatives are received and understood by the receivers of the message. This was performed by collecting and analyzing the users spontaneous reactions as entered as comments on the Youtube page for the clip by qualitatively categorizing the contents using a bottom up approach. The results suggest that people practicing Internet-based culture consumption (IBCC) do this in more nuanced ways than is assumed in the film, where they are polarized as either “common thieves” or “good citizens”.

Publisher

iSchools

Type of Resource

text

Language

en

Permalink

http://hdl.handle.net/2142/41278

DOI

https://doi.org/10.9776/13507

Copyright and License Information

Copyright © 2013 is held by the authors. Copyright permissions, when appropriate, must be obtained directly from the authors.

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