An investigation into the proliferation of online video news consumption in Cape Town, South Africa

Abstract

In the past few years society has seen an exponential growth in the use of online media. This research paper specifically looks at the growth of online news videos and the extent to which consumers are embracing this new story telling format in comparison to traditional news mediums. Through the use of Linkert style surveys, this research paper aims to understand the prevalence and acceptance of online news videos from the consumer’s perspective. This research paper seeks to understand the roll that online video news plays in society and decipher whether or not online video news is simply an addition to the digital media landscape in South Africa or a driver of change in news production and consumption. This research papers also aims to understand the roll of social media, and thus the influence of off-site platforms on branding. The answers to these questions will provide broadcasters vital information for future production and brand building initiatives. It will be shown in this research paper that there is a high prevalence of news consumption through social media sites such as Facebook, YouTube and Twitter. It will also be shown that there is a high prevalence and interaction with online news videos but that the respondents did not find these videos to be significantly more compelling than text articles.