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Male or female gender‐polarized YouTube videos are less viewed

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  • Mike Thelwall
  • David Foster

Abstract

As one of the world's most visited websites, YouTube is potentially influential for learning gendered attitudes. Nevertheless, despite evidence of gender influences within the site for some topics, the extent to which YouTube reflects or promotes male/female or other gender divides is unknown. This article analyses 10,211 YouTube videos published in 12 months from 2014 to 2015 using commenter‐portrayed genders (inferred from usernames) and view counts from the end of 2019. Nonbinary genders are omitted for methodological reasons. Although there were highly male and female topics or themes (e.g., vehicles or beauty) and male or female gendering is the norm, videos with topics attracting both males and females tended to have more viewers (after approximately 5 years) than videos in male or female gendered topics. Similarly, within each topic, videos with gender balanced sets of commenters tend to attract more viewers. Thus, YouTube does not seem to be driving male–female gender differences.

Suggested Citation

  • Mike Thelwall & David Foster, 2021. "Male or female gender‐polarized YouTube videos are less viewed," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(12), pages 1545-1557, December.
    • Handle: RePEc:bla:jinfst:v:72:y:2021:i:12:p:1545-1557
    DOI: 10.1002/asi.24529
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    References listed on IDEAS

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    1. Mike Thelwall & Pardeep Sud & Farida Vis, 2012. "Commenting on YouTube videos: From guatemalan rock to El Big Bang," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 63(3), pages 616-629, March.
    2. Cordelia Fine & Emma Rush, 2018. "“Why Does all the Girls have to Buy Pink Stuff?” The Ethics and Science of the Gendered Toy Marketing Debate," Journal of Business Ethics, Springer, vol. 149(4), pages 769-784, June.
    3. Mike Thelwall & Pardeep Sud & Farida Vis, 2012. "Commenting on YouTube videos: From guatemalan rock to El Big Bang," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 63(3), pages 616-629, March.
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