초록

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Abstract ▼ AI-Helper

This study contends that social capital building characterized by social networking and trust facilitation is a primary motivation for people to produce and use UCC. The study employed a focus group interview of 13 people who had experience of UCC production and/or usage. The results show that motiv...

This study contends that social capital building characterized by social networking and trust facilitation is a primary motivation for people to produce and use UCC. The study employed a focus group interview of 13 people who had experience of UCC production and/or usage. The results show that motivation to produce and use UCC is closely related to desire to build social networks. The interviewees responded that the activities either producing or using UCC lead them to share social information and encourage civic participation, building social networks in both online and offline communities. Meanwhile, concerning social trust, the focus group interview revealed that, whereas people desire to promote it by actively engaging in UCC production, it decreased as a result of using UCC due to frequent encounters with commercial advertisements. This study draws scholarly attention to social capital attributes reflected in the activities of UCC production and usage from the perspective of communication rather than industrial aspects.

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