For further development of technologies but also for the implementation in real life contexts, it is important to understand users' perspectives on the anticipated use of innovative technologies in an early development phase. In addition, it is also important to get a better understanding of the explanation of this behavior towards technology use in later stages. Although Head Mounted Displays (HMDs) are not really new anymore, the uptake has been slow so far and people showed some extreme reactions. The objective of this study was to analyze the content of YouTube comments on videos of HMDs, in order to get a better understanding of relevant factors in this early phase of potential acceptance of HMDs. We analyzed 379 YouTube comments on HMDs using content analysis. Comments were divided into three groups: HMD, video, and miscellaneous. Comments about HMDs n=24 were further analyzed. Most of the commenters showed a positive attitude to HMDs. Within the positive attitude, the most expressed themes were comments about the type of use (gaming), positive evaluations (emotions, coolness) and perceived need for an HMD. Within the negative attitudes, negative evaluations (judgments, emotions) were showed most and negative comparisons to other products were made. In neutral attitudes, the main theme was the type of use (gaming). The results specify a couple of user needs and social norms and values which people attach in this early phase to HMDs. In this early phase of acceptance, some early adoption observations were found as in when someone talks about the type of use (felt needs) and positive judgments (social norms). Early signs of rejection were found by negative judgments (social norms) and comparisons with other products (previous practice).
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In 2017, BBC released a video revealing that Jodie Whittaker would be the actor to play the thirteenth Doctor in the 2018 season of Doctor Who (1963–), the popular BBC television series. The “reveal” that a woman had been cast in the role of the Doctor prompted an overwhelming backlash and fierce online discussion. The same period saw a number of popular films and series cast women as leads. The intense discussion that the reveal generated indicates that televisual representations of gender continue to matter greatly to viewers. The question is how? Fan comments posted below the reveal video on YouTube suggest that viewing publics are less engaged in a controversy over feminism than bewildered by gender categories becoming unstable. Notably, once the series aired, discussion about the Doctor’s gender died down. Seeing the Doctor addressed as “Ma’am,” it turned out, was not what upset viewers.
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In this paper we discuss the general approach and choices we made in developing a prototype of a social media monitor. The main goal of the museum monitor is to offer museum professionals and researchers better insight in the effects of their own social media usage and compare this with other actors in the cultural heritage sector. It gives researchers the opportunity to consider communication within the sector as whole. In the research project “Museum Compass” we have developed a prototype of a social media monitor, which contains data of current and historic online activities on Facebook, Twitter, YouTube, Foursquare and Flickr of all registered Dutch museums. We discuss – mostly in a practical sense – our approach for developing the monitor and give a few examples as a result of its usage.
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