http://www.revistalatinacs.org/10/art3/910_Malaga/32_GallardoEN.html
DOI: 10.4185/RLCS-65-2010-910-421-435-EN

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="The low interaction of viewers in Internet videos. Case study: Spanish Youtube”/>
<meta name="DC.creator.personalName" content="Dr. Jorge Gallardo-Camacho"/>
<meta name="DC.creator.address" content="jagallardo@uma.es"/>
<meta name="DC.contributor.editor" content="Dr. José Manuel de-Pablos-Coello"/>
<meta name="DC.contributor.address" content="jpablos@ull.es"/>
<meta name="DC.Date.availableated"lang="en" scheme="iso8601" content="2010"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="rating" content="General"/>
<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-65-2010-910-421-435-EN"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008.”/>
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<meta name="DC.contributor.referee I" content="The article addresses an original and interesting subject. The methodological approach is correct and far-reaching. The results empiricallycertify something that sometimes those who study the new technologies forget: that the supply is not the same as the demand when talking about participation. In other words,that the potentiality of interactivity offered by atechnologydoes not imply nor guarantee that its user will want to participate or, actually will participate.Moreover, the article is well structured and the writing style fits the expository purpose of the text—Professor Susana Herrera-Damas, Ph.D. - Carlos III University of Madrid."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee II" content="There is no doubt that this is a research that comes to deepen a line of research that was open and unresolved in Gallardo’s 2009 doctoral thesis La influencia de la televisióngeneralista en España en el consumo de vídeospor Internet: el fenómenoYoutube (The influence of Spanish mainstream television on the consumption of Internet videos: The Youtube phenomenon). The article invites the research community to resolve the relationship between the user and videos with some questions thrown in the air. Also, as the author(s) of this article affirm, the academic studies on the attitude of the viewer of online videos are almost non-existent. The study breaks with some prefixedconventions like the idea that viewers interact online simply because they have the possibility of doing so. The article initially questions whether the public has a passive role in the process of consumption of audiovisual content on the internet and finally demonstrates this hypothesis. To reach this conclusion, the author(s) empirically analysedthe behaviour of Internet users using a quantitative methodology complemented with other qualitative tools based on observation and interview (in this regard, it seems a little pretentious to consider the exchange of emails with the Department of communication of Google as an interview). This research has successfully resolved one of the problems that it seemed to face: how to analyse and quantify the degree of interaction between Internet users when consuming audiovisual content on the Internet.
The methodology includes the elimination of some videos from the sample. And while it is understood the reason why they were eliminated, this is never explained. This should be corrected. Moreover, the choice of YouTube is also justified by stating that it is the "leader video provider on the Internet in a large number of countries, including Spain”. However, the article does not indicate the source of this claim, and this needs to be explained. It is also important to take into account the final design of the tables (because the titles are too long). Finally, it is important to note that this study opens other important lines of research. -ProfessorKoldoMeso, Ph.D. - University of the Basque Country."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.description.abstract" content="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."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="Keywords: Internet; television; interactivity; videos; viewer; Youtube; web 2.0."/>
<meta name="DC.identifier" LANG="es" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.date.issued" content="2010"/>
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<meta name="DC.identifier content="http://www.revistalatinacs.org/10/art3/910_Malaga/32_GallardoEN.html"/>
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<meta name="DC.identifier" content="http://www.revistalatinacs.org/10/art3/910_Malaga/RLCS_art910EN.pdf"/>
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<meta name="DC.language" content="en"/>
<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="Gallardo-Camacho, J. and Jorge-Alonso, A (2010): " The low interaction of viewers in Internet videos. Case study: Spanish Youtube", at Revista Latina de Comunicación Social, 65, pages 421 to 435. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
http://www.revistalatinacs.org/10/art3/910_Malaga/32_GallardoEN.html
DOI: 10.4185/RLCS-65-2010-910-421-435-EN"/>