| dc.description.abstract | The media is an important medium for transmitting messages. Under the development of technology, the media channels for audience to watch videos are becoming more and more diversified, from TV culture, network culture, to the era of multi-screen and digital convergence. YouTube is a media that has attracted more attention from audience recently. In addition to the TV channels that originally produced videos, many individual users have also upload videos to audience through YouTube. “J.A.M.” makes Hakka-related videos by personal experience, especially the Hakka songs category is the most popular type, taking “J.A.M. Hakka songs” for an example to do an exploratory study.
Discuss the following questions：
1.The impact and limitations of the changes in media format on the text?
2.The feature of YouTube and the difference between “J.A.M.” and “Hakka TV” channels, business strategy and effectiveness.
3.Textual analysis of the “J.A.M. Hakka songs” videos. Analyze the Hakka cultural image.
4.What kind of relationship does Hakka-related text created by YouTubers have with ethnic media, Hakka communication, and audience? What impact will it has on communicating or inheriting Hakka language and culture?
Take “J.A.M. Hakka songs” for an example to do an exploratory study. Use text analysis, supplemented by cyber ethnography and other qualitative research methods, discuss the Hakka songs video texts, and collect feedbacks of audience, then analyze the image related to Hakka contained in the film, and the reaction of the audience to the Hakka songs. At the same time, by tracking YouTube′s data, compare the effectiveness of the channels of ＂J.A.M.＂ and “Hakka TV”, and then use YouTube′s business strategy to discuss channel evaluation. In addition to analyzing the text and the information provided by the channel, it also uses the method of focus group interview to know the feelings of audience about the text and their views on Hakka communication.
The results of the study are that the changing media and texts are different from the past ethnic media or Hakka communication. ＂J.A.M.＂ spreads Hakka culture through alternative and mixed rap styles. If different Hakka communication cooperate to spread Hakka culture may improve the effectiveness. Feedbacks from audience also suggested that this type of text makes Hakka daily life as usual, breaking through the media framework of Hakka communication. Through more and more YouTube channels produced videos related to Hakka, not only contacting Hakka culture from Hakka communication channels, but also receiving diverse Hakka culture from different media. | en_US |