“She can do it. So, I can do it”: the motivations behind watching StudyTube

Thesis

StudyTubers are students who produce videos on social media to share their experiences at university. StudyTube is a growing phenomenon on social media. However, there is limited literature exploring StudyTube and even less literature on why people watch it. Thus, this dissertation addresses the gap in the literature, exploring the motivations behind watching StudyTube. Using a qualitative research method, the data from 21 interviews was thematically analysed, producing the themes of motivation, relatability, and advice. A questionnaire was distributed to collect the participants’ demographics and characteristics. The findings show participants watch StudyTube: (a) to motivate themselves, (b) because they relate to the StudyTubers, and (c) to obtain information. These findings are important because StudyTube can be used by students to motivate themselves to study or apply to prestigious universities. Moreover, StudyTubers can help participants feel less alone when studying virtually with them. Additionally, prospective university students can use StudyTube to learn information about universities, including the application process.

Authors: Gilburt, S

• DOI: 10.5287/ora-jnq1b4kqp
• Type of award: MSc taught course
• Level of award: Masters
• Awarding institution: University of Oxford
• Language: English
• Keywords: HE2024; relatability; HE; qualitative research method; studytuber; university; advice; why people watch studytube; motivation; interviews; higher education
• Subjects: Qualitative research; Education (Higher); Motivation in education; Interviews; Education