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dc.contributor.authorThelwall, Michael
dc.date.accessioned2018-10-03T14:53:12Z
dc.date.available2018-10-03T14:53:12Z
dc.date.issued2018-08-31
dc.identifier.citationThelwall, M. (2018), "Can museums find male or female audiences online with YouTube?", Aslib Journal of Information Management, Vol. 70 No. 5, pp. 481-497. https://doi.org/10.1108/AJIM-06-2018-0146
dc.identifier.doi10.1108/AJIM-06-2018-0146
dc.identifier.urihttp://hdl.handle.net/2436/621751
dc.descriptionThis is an accepted manuscript of an article published by Emerald Publishing Limited in Aslib Journal of Information Management on 31/08/2018, available online: https://doi.org/10.1108/AJIM-06-2018-0146 The accepted version of the publication may differ from the final published version.
dc.description.abstractPurpose: This article investigates if and why audience gender ratios vary between museum YouTube channels, including for museums of the same type. Design/methodology/approach: Gender ratios were examined for public comments on YouTube videos from 50 popular museums in English-speaking nations. Terms that were more frequently used by males or females in comments were also examined for gender differences. Findings: The ratio of female to male YouTube commenters varies almost a hundredfold between museums. Some of the difference could be explained by gendered interests in museum themes (e.g., military, art) but others were due to the topics chosen for online content and could address a gender minority audience. Practical implications: Museums can attract new audiences online with YouTube videos that target outside their expected demographics. Originality/value: This is the first analysis of YouTube audience gender for museums.en_US
dc.formatapplication/PDFen_US
dc.language.isoenen_US
dc.publisherEmerald Publishing Limiteden_US
dc.relation.urlhttps://www.emeraldinsight.com/doi/abs/10.1108/AJIM-06-2018-0146?journalCode=ajimen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subjectYouTubeen_US
dc.subjectgenderen_US
dc.subjectmuseumsen_US
dc.subjectart galleriesen_US
dc.subjectsocial weben_US
dc.subjectaudiencesen_US
dc.titleCan museums find male or female audiences online with YouTube?en_US
dc.typeJournal article
dc.identifier.journalAslib Journal of Information Managementen_US
dc.date.accepted2018-08-27
rioxxterms.funderUniversity of Wolverhamptonen_US
rioxxterms.identifier.projectUOW18092018MTen_US
rioxxterms.versionAMen_US
rioxxterms.licenseref.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/en_US
rioxxterms.licenseref.startdate2018-10-03en_US
dc.source.volume70
dc.source.issue5
dc.source.beginpage481
dc.source.endpage497
refterms.dateFCD2018-09-18T11:12:58Z
refterms.versionFCDAM
refterms.dateFOA2018-11-01T14:15:02Z


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Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 United States