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Abstract
This paper draws upon Karau and Williams’ (1993) Collective Effort Model (CEM) to qualitatively explore the motivations of YouTube users for uploading movie clips. Through the analysis of 20 semi-structured in-depth interviews on the social process of creating and sharing video clips on YouTube, we composed an adaptation of the CEM to fit this particular case. Firstly, our research shows that the original CEM does not account for differing concepts of collectivity: we distinguish three, non-exclusive forms of collectivity: an identified offline group, an identified online group and an unidentified online group. Secondly the seeding of collectively produced content on YouTube embodies a two-staged collective effort.

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Chicago
Courtois, Cédric, Valerie Ostyn, and Peter Mechant. 2009. “YouTube: Sharing AV Content as a Collective Effort.” In CMI International Conference on Social Networking and Communities, Proceedings, ed. Lene Sørensen. Copenhagen, Denmark: CMI Aalborg University.
APA
Courtois, C., Ostyn, V., & Mechant, P. (2009). YouTube: sharing AV content as a collective effort. In L. Sørensen (Ed.), CMI International conference on Social Networking and Communities, Proceedings. Presented at the CMI International conference on Social Networking and Communities : From the big to the small screen, Copenhagen, Denmark: CMI Aalborg University.
Vancouver
1.
Courtois C, Ostyn V, Mechant P. YouTube: sharing AV content as a collective effort. In: Sørensen L, editor. CMI International conference on Social Networking and Communities, Proceedings. Copenhagen, Denmark: CMI Aalborg University; 2009.
MLA
Courtois, Cédric, Valerie Ostyn, and Peter Mechant. “YouTube: Sharing AV Content as a Collective Effort.” CMI International Conference on Social Networking and Communities, Proceedings. Ed. Lene Sørensen. Copenhagen, Denmark: CMI Aalborg University, 2009. Print.
@inproceedings{790434,
  abstract     = {This paper draws upon Karau and Williams{\textquoteright} (1993) Collective Effort Model (CEM) to qualitatively explore the motivations of YouTube users for uploading movie clips. Through the analysis of 20 semi-structured in-depth interviews on the social process of creating and sharing video clips on YouTube, we composed an adaptation of the CEM to fit this particular case. Firstly, our research shows that the original CEM does not account for differing concepts of collectivity: we distinguish three, non-exclusive forms of collectivity: an identified offline group, an identified online group and an unidentified online group. Secondly the seeding of collectively produced content on YouTube embodies a two-staged collective effort.},
  author       = {Courtois, C{\'e}dric and Ostyn, Valerie and Mechant, Peter},
  booktitle    = {CMI International conference on Social Networking and Communities, Proceedings},
  editor       = {S{\o}rensen, Lene},
  isbn         = {9788789183039},
  language     = {eng},
  location     = {Copenhagen, Denmark},
  pages        = {14},
  publisher    = {CMI Aalborg University},
  title        = {YouTube: sharing AV content as a collective effort},
  year         = {2009},
}