摘要：The current study investigates the phenomenon of museum communication through online video hostings, either by using YouTube or a cust omized platform. The videos uploaded by museums present a combination of educational and entertaining content depending on their objectives, attracting users to watch art content online. While the literature on uses and gratification is highly represented in media studies, few studies exist about the specific user motivations and gratifications of new media platforms in a museum context. Three types of users were identified in this study. The first type – art - oriented users – display extrinsic motivation to wards art exploration and seek for videos with educational content. The second type and the most widespread on these spaces – entertainment - oriented users – are intrinsically motivated and concentrate on the entertaining content of museum videos. Users of the last type are averse to exploring art content online, unless they are defined as non - art related. Overall, this paper argues that as art becomes a cultural product to be consumed online, popular video portals such as YouTube serve as an important platf orm to facilitate this democratizing effect, with varied implications for the art world.
关键词：YouTube; art; edutainment; gratifications; museums; online videos; user ; motivations; Web 2.0
