Motivations and stake management in producing YouTube 'bro-science' videos for baldness treatment Online publication date: Wed, 06-Jun-2018
by Andrew McNeill; Elizabeth Sillence
International Journal of Web Based Communities (IJWBC), Vol. 14, No. 2, 2018
Abstract: User-generated health videos are prevalent on video-sharing sites. Recently, 'bro-science' has emerged as a sub-genre in which users test products on themselves, produce evidence and seek to persuade others of their efficacy. But what are the motivations of the producers of these videos? Using the issue of baldness, we explore the motivations of posters. Seventy-two 'bro-science' videos were taken from YouTube and analysed to see the motivations identified by posters. These included a sense of external compulsion, the desire to communicate product benefits, wanting to share careful research and wanting to share experiences. We also discuss how these motives function rhetorically. The 'bro-science' genre thus functions to incorporate the viewer into the poster's experience so that the viewers become part of a community of people who not only share problems, but solutions. This paper points to the distinctiveness and influence of 'bro-science' videos in the context of user-generated health videos.
Online publication date: Wed, 06-Jun-2018
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Based Communities (IJWBC):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.If you still need assistance, please email firstname.lastname@example.org