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Can museums find male or female audiences online with YouTube?

Can museums find male or female audiences online with YouTube? The purpose of this paper is to investigates if and why audience gender ratios vary between museum YouTube channels, including for museums of the same type.Design/methodology/approachGender 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.FindingsThe 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 implicationsMuseums can attract new audiences online with YouTube videos that target outside their expected demographics.Originality/valueThis is the first analysis of YouTube audience gender for museums. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Aslib Journal of Information Management Emerald Publishing

Can museums find male or female audiences online with YouTube?

Aslib Journal of Information Management , Volume 70 (5): 17 – Oct 11, 2018

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2050-3806
DOI
10.1108/ajim-06-2018-0146
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to investigates if and why audience gender ratios vary between museum YouTube channels, including for museums of the same type.Design/methodology/approachGender 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.FindingsThe 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 implicationsMuseums can attract new audiences online with YouTube videos that target outside their expected demographics.Originality/valueThis is the first analysis of YouTube audience gender for museums.

Journal

Aslib Journal of Information ManagementEmerald Publishing

Published: Oct 11, 2018

Keywords: Art galleries; Gender; Audiences; Museums; YouTube; Social web

References