Week 4: Watch Online Video Case Studies

Finally, you can discover how to engage the YouTube community by watching online video case studies.

Although YouTube's slogan, “Broadcast Yourself,” makes it sound like a television network, YouTube calls itself “the largest worldwide video-sharing community.”

The mass media model sees an audience as a large number of isolated individuals. The social media model sees “community” as a communication network of interconnected individuals who are linked by patterned flows of information. Although there are unplanned aspects of the communication process in both models, the key to understanding how communication flows through these interpersonal networks, according to Rogers, is analyzing “who relays messages to whom.”