PERCEPTION OF INTERNET USERS TOWARDS ABUSIVE

CONTENT ON YOU TUBE ”

A research project submitted to E.M.R.C.

For the partial fulfillment of the degree of MBA (MEDIA MANGEMENT)

Year 2013-2015

Mentor Investigator

Mr. Narayan Patidar Parag Mukadam

D.A.V.V., Indore, (M.P) MBA IV th Semester

EDUCATIONAL MULTIMEDIA RESEARCH CENTRE,

DEVI AHILYA VISHWAVIDHYALAYA

INDORE
 CERTIFICATE

This is to certify that the accomplishment dissertation entitled “Perception of

Internet users towards abusive Content on You Tube” by Mr. Parag
Mukadam for the partial fulfillment of MBA (Media Management) degree of
D.A.V.V., is his genuine work. He prepared his dissertation under my
guidance and supervision. I consider this dissertation fit for submission.

INDORE Mr. Narayan Patidar

Lecturer, EMRC

DATE D.A.V.V, INDORE

 ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude towards my Mentor Mr.

Narayan Patidar, Lecturer Educational Multimedia Research Centre, Indore
His unflinching guidance and suggestions throughout the course of this study
has been a source of tremendous inspiration to me incompletion of research
study. As a mentor of my research project he provided me with various
dimensions of research methodology. It’s my pleasure that I have completed
this research project under his guidance. My special thanks to Dr. Akhilesh
Singh sir for his niche, pinpointed supervision in my research project. I am
also thankful to all the respondents who are also directly involved in this
research project and helped me in completion of this study.

INDORE Parag Mukadam

Date (MBA IV th Sem)

 DECLARATION

I hereby declare that the project titled, is my original work and I am the sole
person involved into the process of caring out this task. Also I have followed
the guidelines as set out by the institute. I have completed and submitted the
synopsis with the executive summary for the same.
I have gathered the primary data from my respondents in the form of
questionnaire which have been taken in their original form for the analysis. I
have not violated the copyright norms of any of the publishers. If any act of
mine unknowingly, has led to any such violation, it would be on my liability.
Nowhere, either of my guides is responsible for my action.

PLACE: Indore Parag Mukadam

Date: …………… M.B.A (Media-Management)
 INDEX

CHAPTER I:

BACKGROUND OF STUDY

1.0.0 INTRODUCTION 1

1.1 .0 History of Internet 1

1.1.1 The World Wide Web 2

1.1.2 Internet in India 2

1.1.3 History of YouTube 3

1.1.4 History of “AIB- ALL India Bakchod “ 6

1.1.5 And the AIB begins 7

1.2.0 RATIONALE OF THE STUDY 12

1.3.0 STATEMENT OF PROBLEM

1.4.0 OBJECTIVES 14
1.5.0 HYPOTHESIS

1.6.0 DELIMITATIONS

CHAPTER II:

METHODOLOGY

2.0.0. INTRODUCTION

2.1.0. SAMPLE

2.2.0. DESIGN

2.3.0. TOOL

2.4.0. PROCEDURES

2.5.0. STATSTICAL TECHNIQUES

CHAPTER III:

RESULTS AND INTERPRETATIONS

3.0.0. INTRODUCTION

3.1.0. EFFECT OF DEMOGRAPHICS ON VIEWERSHIP

3.1.1 EFFECT OF MEDIA HABITS OF ONLINE VIEWERS.

3.1.2. PERCEPTION OF INTERNET USERES TOWARDS

ABUSIVE CONTENT ON YOU TUBE

CHAPTER IV:

FINDINGS AND DISCUSSION

4.0.0. INTRODUCTION

4.1.0. FINDINGS

4.1.1 OBJECTIVE I

MEDIA HABITS OF THE RESPONDENTS

4.2.0. FINDINGS

4.2.1. OBJECTIVES II

PERCEPTION OF VIEWERS TOWARDS CONTENT

DELIVERED BY THE VIRAL FEVER-TVF

CHAPTER V:
SUMMARY AND IMPLEMENTATION

5.0.0. INTRODUCTION

5.1.0. RATIONALE

5.2.0. STATEMENT OF PROBLEM

5.3.0. OBJECTIVES

5.4.0. HYPOTHESIS

5.5.0. DELIMITATIONS

5.6.0. SAMPLE

5.7.0. DESIGN

5.8.0. TOOLS

5.9.0. ANALYSIS

5.10.0. BIBLIOGRAPHY

5.11.0. REFRENCES
 CHAPTER 1

BACKGROUND OF STUDY
1.0.0 Introduction

This chapter will give introduction about the study. Background of study,
rationale of study, definition of key terms, statement of problem, objectives
and delimitation of the study is included under different captions.

1.1 .0 History of Internet

On October 4, 1957, the Soviet Union successfully launched the world’s first
manmade satellite into orbit. The satellite, known as Sputnik was about the
size of a beach ball (58 cm or 22.8 inches in diameter). To many Americans,
Sputnik was proof of something alarming: While the brightest scientists and
engineers in the United States had been designing bigger cars and better
television sets, it seemed, the Soviets had been focusing on less frivolous
things-and they were going to win the Cold War because of it .The launch of
Sputnik ushered in new political, military, technological, and scientific
developments.

Corporations took government grants and invested them in scientific research

and development, and the federal government itself formed new agencies,
such as the National Aeronautics and Space Administration (NASA) and the
Department of Defense’s Advanced Research Projects Agency (ARPA), to
develop space-age technologies such as rockets, weapons and computers.

1.1.1 The World Wide Web

Cerf’s protocol transformed the Internet into a worldwide network.

Throughout the 1980s, researchers and scientists used it to send files and data
from one computer to another. However, in 1991 the Internet changed again.
That year, a computer programmer in Switzerland named Tim Berners-Lee
introduced the World Wide Web: an Internet that was not simply a way to
send files from one place to another but was itself a “web” of information that
anyone on the Since then, the Internet has changed in many ways.
In 1992, a group of students and researchers at the University
of Illinois developed a sophisticated browser that they called Mosaic. Mosaic
offered a user-friendly way to search the Web: It allowed users to see words
and pictures on the same page for the first time and to navigate using
scrollbars and clickable links. As a result, companies of all kinds hurried to set
up websites of their own, and e-commerce entrepreneurs began to use the
Internet to sell goods directly to customers. More recently, social networking
sites like Facebook have become a popular way for people of all ages to stay
connected.

1.1.2 Internet in India

Internet had been in India for many years in the form of ERNET. However, it
was not possible for many people to get access to it, as it was meant for only
the educational and research communities. This followed the policy laid down
by the American Internet manager NSF, at that time.

Educational Research Network (ERNET) was a joint undertaking of the

Department of Electronics (DOE) of the Government of India, and the United
Nations Development Program (UNDP), which provides technical assistance
to developing nations. ERNET is one of the most successful operations that
UNDP has funded. It established for India the idea that we can participate in
the Internet.

Gateway Internet Access Service (GIAS), On August 15th 1995, Videsh

Sanchar Nigam Limited (VSNL), the Indian international trunk telephone
carrier company launched the Gateway Internet Access Service (GIAS).
Subsequently, 6 nodes were established at Mumbai, Delhi, Madras, Calcutta,
Bangalore and Pune .Users in remote areas of India can reach GIAS service
via I-NET. The Department of Telecommunication (DOT) has a wide-spread
network in India called I-NET, which has direct connectivity to each GIAS
node.
1.1.3 History of YouTube

YouTube is an open source video-sharing portal on which anybody can

upload their videos related to their taste and anybody can watch videos of
their tastes also .You tube is the very first video sharing website
headquartered in San Bruno, California. The service was created by three
former PayPal employees in February 2005. In November 2006, it was bought
by Google for US$1.65 billion. YouTube now operates as one of Google's
subsidiaries.The site allows users to upload, view, and share videos, and it
makes use of Adobe Flash Video and HTML5 technology to display a wide
variety of user generated and corporate media video. Available content
includes video clips, TV clips,music videos, and other content such as video
blogging, short original videos, and educational videos.

Most of the content on YouTube has been uploaded by individuals, but media
corporations including CBS, the BBC,Vevo,Hulu, and other organizations
offer some of their material via YouTube, as part of the YouTube partnership
program. Unregistered users can watch videos, and registered users can upload
videos to their channels. Videos considered to contain potentially offensive
content are available only to registered users affirming themselves to be at
least 18 years old.

YouTube was founded by Chad Hurley, Steve Chen, and Jawed Karim, who
were all early employees of PayPal. Hurley had studied design at Indiana
University of Pennsylvania, and Chen and Karim studied computer
science together at the University of Illinois at Urbana-Champaign.

According to a story that has often been repeated in the media, Hurley and
Chen developed the idea for YouTube during the early months of 2005, after
they had experienced difficulty sharing videos that had been shot at a dinner
party at Chen's apartment in San Francisco. Karim did not attend the party and
denied that it had occurred, but Chen commented that the idea that YouTube
was founded after a dinner party "was probably very strengthened by
marketing ideas around creating a story that was very digestible".

Karim said the inspiration for YouTube first came from Janet Jackson's role in
the 2004 Super Bowl incident, when her breast was exposed during her
performance, and later from the 2004 Indian Ocean tsunami. Karim could not
easily find video clips of either event online, which led to the idea of a video
sharing site. Hurley and Chen said that the original idea for YouTube was a
video version of an online dating service, and had been influenced by the
website Hot or Not.

The first YouTube video, titled “me at the zoo”, shows co-founder Jawed
Karim at the San Diego Zoo. The video was uploaded on April 23, 2005, and
can still be viewed on the site.

YouTube offered the public a beta test of the site in May 2005, six months
before the official launch in November 2005. The site grew rapidly, and in
July 2006 the company announced that more than 65,000 new videos were
being uploaded every day, and that the site was receiving 100 million video
views per day. According to data published by market
research company comScore, YouTube is the dominant provider of online
video in the United States, with a market share of around 43% and more than
14 billion views of videos in May 2010.

YouTube says that 300 hours of new videos are uploaded to the site every
minute, three times more than one year earlier and that around three quarters
of the material comes from outside the U.S. The site has 800 million unique
users a month. It is estimated that in 2007 YouTube consumed as
much bandwidth as the entire Internet in 2000. Alexa ranks YouTube as the
third most visited website on the Internet, behind Google and Facebook.

The choice of the name www.youtube.com led to problems for a similarly

named website, www.utube.com. The site's owner, Universal Tube & Rollform
Equipment, filed a lawsuit against YouTube in November 2006 after being
regularly overloaded by people looking for YouTube. Universal Tube has since
changed the name of its website to www.utubeonline.com.

In October 2006, Google Inc. announced that it had acquired YouTube for
$1.65 billion in Google stock, and the deal was finalized on November 13,
2006.

Google does not provide detailed figures for YouTube's running costs, and
YouTube's revenues in 2007 were noted as "not material" in a regulatory
filing. In June 2008, a Forbes magazine article projected the 2008 revenue at
$200 million, noting progress in advertising sales. In January 2012, it was
estimated that visitors to YouTube spent an average of 15 minutes a day on the
site, in contrast to the four or five hours a day spent by a typical U.S. citizen
watching television.

YouTube entered into a marketing and advertising partnership with NBC in

June 2006. In November 2008, YouTube reached an agreement
with MGM, Lions Gate Entertainment, and CBS, allowing the companies to
post full-length films and television episodes on the site, accompanied by
advertisements in a section for US viewers called "Shows". The move was
intended to create competition with websites such as Hulu, which features
material from NBC, Fox, and Disney. In November 2009, YouTube launched a
version of "Shows" available to UK viewers, offering around 4,000 full-length
shows from more than 60 partners. In January 2010, YouTube introduced an
online film rentals service, which is available only to users in the US, Canada
and the UK as of 2010.The service offers over 6,000 films.

In March 2010, YouTube began free streaming of certain content, including 60

cricket matches of the Indian Premier League. According to YouTube, this was
the first worldwide free online broadcast of a major sporting event.

On March 31, 2010, the YouTube website launched a new design, with the aim
of simplifying the interface and increasing the time users spend on the site.
Google product manager Shiva Rajaraman commented: "We really felt like we
needed to step back and remove the clutter." In May 2010, it was reported that
YouTube was serving more than two billion videos a day, which it described
as "nearly double the prime-time audience of all three major US television
networks combined”. In May 2011, YouTube reported in its company blog that
the site was receiving more than three billion views per day. In January 2012,
YouTube stated that the figure had increased to four billion videos streamed
per day.

In October 2010, Hurley announced that he would be stepping down as chief

executive officer of YouTube to take an advisory role, and that Salar
Kamangar would take over as head of the company.

In April 2011, James Zern, a YouTube software engineer, revealed that 30% of
videos accounted for 99% of views on the site.

In November 2011, the Google+ social networking site was integrated directly
with YouTube and the Chrome web browser, allowing YouTube videos to be
viewed from within the Google+ interface.

In December 2011, YouTube launched a new version of the site interface, with
the video channels displayed in a central column on the home page, similar to
the news feeds of social networking sites. At the same time, a new version of
the YouTube logo was introduced with a darker shade of red, the first change
in design since October 2006.

In May 2013, YouTube launched a pilot program to begin offering some

content providers the ability to charge $0.99 per month or more for certain
channels, but the vast majority of its videos would remain free to view.

In February 2015, YouTube announced the launch a new app specifically for
use by children visiting the site, called YouTube Kids. It allows parental
controls and restrictions on who can upload content, and will initially be
available on Google's Android devices only.

1.1.4 History of “ AIB”

All India Bakchod is usually abbreviated and referred to as the AIB is an

Indian comedy group. The group was initially founded by Gursimran
Khamba and Tanmay Bhatt and was later joined by Rohan Joshi and Ashish
Shakiya. Abish mathew frequently collaborates with them. All the four
member are equal owners of the group. The group maintains a YouTube
channel that shows their comedy sketches and parodies on topics like politics
and the Indian film industry, and much of their reputation was initiated
through their online presence. Initially, the group produced podcasts prior to
using YouTube in 2013 as a means to share their comedic work. Joshi had
noted that the reason for their use of YouTube was that the group simply did
not have funds for advertisements and other promotional materials, and
instead relied upon social media to promote their work. As of March 2015 the
group has amassed about 63 million views of their videos ,and has over 1
million subscribers on YouTube. The group also has multiple employees for
script writing, brand consulting, and coordinating student and corporate
workshops. In December 2014, AIB organized a roast show, All India
Bakchod Knockout Championship featuring Karan Johar, Ranveer
Singh and Arjun Kapur The event is claimed to have raised over Rs 40 lakh
for various charity organisations such as Being human.

1.1.9 Beginning of AIB

Tanmay Bhat is an Indian stand-up comedian, script writer, producer and

also the co-founder of comedy sketch group All India Bakchod.He was one of
the first four comedians to be featured at the Comedy Store Mumbai’s first all-
Indian comedian line up, titled Local Heroes, and soon thereafter he
performed alongside comics from the UK in a Best In Stand Up event. He
attended Sheth Chunnilal Damodardas Barfiwala High School. Tanmay was
named a “Top 10 Comic” by the Times of India. Tanmay is also the co-
founder of India's first comedy podcast All India Bakchod with Gursimran
Khamba. He considers the underground Mumbai comedy troupe 'The
Peejaajees' as his idols and inspiration.
1.2.0. RATIONALE OF THE STUDY

Numbers for Internet users are growing , majority of semi urban and urban
population, especially youth are more inclined towards online media content
in the form of videos rather than watching television. In Indian context,
YouTube is the most famous online video sharing website amongst youth.It
will be interesting to know what internet viewers like to watch on Indian
YouTube channels like TVF, AIB, SHUDH DESI ENDINGS, so my study
will be towards perception of Internet users towards abusive content delivered
by The AIB. Data collection is done from those respondents who watch
online YouTube channels, especially TVF.

1.3.0. STATEMENT OF THE PROBLEM

The present study is worked as:

PERCEPTION OF INTERNET USERS TOWARDS ABUSIVE CONTENT

1.4.0. OBJECTIVES
The following were the objectives of the study:
 To map the demographic profile of respondents
 To study the Internet profile of the respondents.
 To study the perception of respondents towards abusive content on You
Tube in terms of

1.5.0. HYPOTHESIS
There will be no significant agreements amongst respondents’ perception
towards abusive content delivered on You Tube in terms of:-
 Legal aspect
 Commercial aspect
 Social aspect
 Individual aspect
1.6.0. DELIMITATIONS

The study is delimited as under:

1. The sample was restricted to internet users only.

2. The sample size is of 150.

CHAPTER II:

METHODOLOGY
2.0.0. INTRODUCTION

The present chapter deals with the methodology adopted to conduct the study.
it deals with the sample of study, procedure of sample selection, the design of
study, procedure of data collection, tools and statistical techniques used to
analyze the data. It describe about the way the tools were developed to collect
the data. The detailed description is given in separate captions.

2.1.0. SAMPLE
In this research, sample size of 146 is taken majorly which are internet & You
Tube users . The detailed description is given in the following tables:

2.2.0 DESIGN AND PROCEDURE

The present study was survey in nature. A questionnaire was made and a scale
namely “PERCEPTION OF INTERNET USERS TOWARDS ABUSIVE
CONTENT ON YOU TUBE " was used for data collection.

The 146 randomly selected people from Indore and outside were asked to
read the statements carefully and put a tick mark against the option which is
most suited to them. Data was collected online. The scales were collected after
its completion .The data were collected in 10 days.
2.3.0 TOOLS

To measure demographic and media profile a questionnaire was developed by

the investigator. Questionnaire consisted of Demographic profile, Media
profile and Perception scale. There were 7 items in demographic profile and
12 items in media profile.

To measure the perception of the respondents towards ‘PERCEPTION OF

INTERNET USERS TOWARDS ABUSIVE CONTENT ON YOU TUBE’
a perception scale was developed by the investigator. There were 27
statements in the perception scale. There were 5 options against each
statement. These options were SA (Strongly Agree), A (Agree), UD
(Undecided), D (Disagree), SD (Strongly Disagree). The respondents were
asked to read the statement carefully and select the best suitable option.
Content/Expert validity was established for the scale

2.4.0 ANALYSIS

SPSS software was used to analyze data.

The data was analyzed with the help of:

 Frequency Percentage

 Chi Square.

For analyzing the demographic profile of the respondents (Age, Gender,

Residential Background, Family Type, Family income, Educational
Background, Occupation) Frequency, Percentage method were used by the
investigator. For analyzing the Media habits of respondents Percentage and
frequency method was being used by the investigator. For analyzing the
perception scale of the respondents Frequency, Percentage, Chi square
methods were being used by the investigator.
Table 2.1: Family type distribution of sample

Family type
Valid Cumulative
Frequency Percent Percent Percent
Valid nuclear 107 73.3 73.3 73.3
joint 39 26.7 26.7 100.0
Total 146 100.0 100.0

family type
80
70
60
50
40
family type
30
20
10
0
nuclear joint

From the table no. 2.1, it is evident that 73.3% of respondent are nuclear type
& 26.7% are joint type. Hence it has been observed that the family type
respondents are outnumbering joint type by a huge difference.
 Table 2.2: Relationship wise distribution of sample

Relationship

Valid Cumulative
Frequency Percent Percent Percent
Valid Single 130 89.0 89.0 89.0
Married 10 6.8 6.8 95.9
Others 6 4.1 4.1 100.0
Total 146 100.0 100.0

100 relationship
90
80
70
60
50
40
30 relationship
20
10
0
single married others

From the table no. 2.2, it is evident that 89.0% of respondents are single, and
only 6.8% of respondents are married .
Table 2.3: distribution of sample

Residential Background
Valid Cumulative
Frequency Percent Percent Percent
Valid Rural 14 9.6 9.6 9.6
semi urban 38 26.0 26.0 35.6
Urban 94 64.4 64.4 100.0
Total 146 100.0 100.0

residential background
70

60

50

40

30 residential background

20

10

0
rural semiurban urban

From this chart it is seen that 64.4 % of people are urban,26% are semi urban
and 9.6% are rural.
 Table 2.4: Relationship wise distribution of Annual Income

Annual Income
Valid Cumulative
Frequency Percent Percent Percent
Valid upto 3lakh 102 69.9 70.3 70.3
5-8lakh 31 21.2 21.4 91.7
8-10lakh 9 6.2 6.2 97.9
Other 3 2.1 2.1 100.0
Total 145 99.3 100.0
Missing 99 1 .7
Total 146 100.0

Annual Income
5
4.5
4
3.5
3
2.5
Annual Income
2
1.5
1
0.5
0
upto 3lakh 5-8 lakh 8-10 lakh other

From the above chart it is evident that 69.9% of respondents earn up to 3 lakhs
per year, 21.2% comes in 5-8 lakhs, 6.2% comes in 8-10 lakhs& 2.1% in
others.
 Table 2.5: occupation wise distribution of sample

Occupation
Valid Cumulative
Frequency Percent Percent Percent
Valid student 88 60.3 61.5 61.5
service 38 26.0 26.6 88.1
business 16 11.0 11.2 99.3
Other 1 .7 .7 100.0
Total 143 97.9 100.0
Missing 99 3 2.1
Total 146 100.0

occupation
70

60

50

40

30 occupation

20

10

0
student service business other

From the above pie chart it is observed that out of respondents 60.3% are
students, 26.0% do service, 11% are having their own business. And 1% in
others.
Table 2.6 Education wise distribution of sample

Educational qualification
Valid Cumulative
Frequency Percent Percent Percent
Valid HSC 8 5.5 5.5 5.5
Graduation 71 48.6 48.6 54.1
post Graduation 67 45.9 45.9 100.0
Total 146 100.0 100.0

educational qualifications
60

50

40

30
educational qualifications
20

10

0
HSC Graduation Post Graduation

From the above pie chart it is mentioned that 5.5% respondents are from
HSC,48.6% are from Graduation and 45.9% are from post graduation
 CHAPTER III:

RESULTS AND

INTERPRETATION
3.0.0 Introduction

The methodology of the study has been discussed in the previous

chapter. The results, their interpretations are given in present
chapter. Objective wise results and their interpretations are given in
separate captions.

1.1.0. Effect of demographics on viewership.

Table 3.1.1: Family type distribution of sample

Family type
Valid Cumulative
Frequency Percent Percent Percent
Valid nuclear 107 73.3 73.3 73.3
joint 39 26.7 26.7 100.0
Total 146 100.0 100.0

family type
80
70
60
50
40
family type
30
20
10
0
nuclear joint
From the table no. 2.1, it is evident that 73.3% of respondent are nuclear type
& 26.7% are joint type. Hence it has been observed that the family type
respondents are outnumbering joint type by a huge difference.

Table 3.1.2: Relationship wise distribution of sample

Relationship
Valid Cumulative
Frequency Percent Percent Percent
Valid Single 130 89.0 89.0 89.0
Married 10 6.8 6.8 95.9
Others 6 4.1 4.1 100.0
Total 146 100.0 100.0

100 relationship
90
80
70
60
50
40
30 relationship
20
10
0
single married others

From the table no. 2.2, it is evident that 89.0% of respondents are single, and
only 6.8% of respondents are married .
 Table 3.1.3: distribution of sample

RESIDENTIAL BACKGROUND
Valid Cumulative
Frequency Percent Percent Percent
Valid Rural 14 9.6 9.6 9.6
semi urban 38 26.0 26.0 35.6
Urban 94 64.4 64.4 100.0
Total 146 100.0 100.0

residential background
70

60

50

40

30 residential background

20

10

0
rural semiurban urban

From this chart it is seen that 64.4 % of people are urban,26% are semi urban
and 9.6% are rural.

Table 3.1.4: Relationship wise distribution of Annual Income

 Annual Income
Valid Cumulative
Frequency Percent Percent Percent
Valid upto 3lakh 102 69.9 70.3 70.3
5-8lakh 31 21.2 21.4 91.7
8-10lakh 9 6.2 6.2 97.9
Other 3 2.1 2.1 100.0
Total 145 99.3 100.0
Missing 99 1 .7
Total 146 100.0

Annual Income
5
4.5
4
3.5
3
2.5
Annual Income
2
1.5
1
0.5
0
upto 3lakh 5-8 lakh 8-10 lakh other

From the above chart it is evident that 69.9% of respondents earn up to 3 lakhs
per year, 21.2% comes in 5-8 lakhs, 6.2% comes in 8-10 lakhs & 2.1% in
others.
 Table 2.5: occupation wise distribution of sample

Occupation
Valid Cumulative
Frequency Percent Percent Percent
Valid student 88 60.3 61.5 61.5
service 38 26.0 26.6 88.1
business 16 11.0 11.2 99.3
Other 1 .7 .7 100.0
Total 143 97.9 100.0
Missing 99 3 2.1
Total 146 100.0

occupation
70

60

50

40

30 occupation

20

10

0
student service business other

From the above pie chart it is observed that out of respondents 60.3% are
students, 26.0% do service, 11% are having their own business. And 1% in
others.
Table 3.1.6 : Education wise distribution of sample

Educational qualification
Valid Cumulative
Frequency Percent Percent Percent
Valid HSC 8 5.5 5.5 5.5
Graduation 71 48.6 48.6 54.1
post Graduation 67 45.9 45.9 100.0
Total 146 100.0 100.0

educational qualifications
60

50

40

30
educational qualifications
20

10

0
HSC Graduation Post Graduation

From the above pie chart it is mentioned that 5.5% respondents are from
HSC,48.6% are from Graduation and 45.9% are from post graduation
 1.1.1. Effect of Internet habits of online viewers.
2. Table 2.1.2: From the table no. 2.1.2, it is evident that 89.0% of
respondents are single, and only 6.8% of respondents are married .
3. Table 2.1.3: From the table no 2.1.3 it is evident that 69.9% of
respondents earn up to 3 Lakhs per year, 21.2% comes in 5-8 Lakhs,
6.2% comes in 8-10 Lakhs & 2.1% in others.

4. Table 2.1.4: From the table no 2.1.4,it is evident that 64.4 % of

people are urban,26% are semi urban and 9.6% are from rural
background.
5.
6. Table 2.1.5: From the table no 2.1.5,it is evident that out of
respondents 60.3% are students, 26.0% do service, 11% are having
their own business. And 1% in others.
7. Table 2.1.6: From the table 2.1.6,it is evident that 5.5% respondents
are from HSC,48.6% are from Graduation and 45.9% are from post
graduation

4.1.1 INTERNET PROFILE OF RESPONDENTS

Do you use Internet

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 145 99.3 99.3 99.3
No 1 .7 .7 100.0
Total 146 100.0 100.0

From the table no. 2.1, it is evident that out of 146 respondents 145 use
Internet.

YES: 99.3 % of respondents have access to internet, only .7%

respondents do not use Internet, means respondents have access to
Internet are significantly higher.
 Which platform do you use

PC

Cumulative
Frequency Percent Valid Percent Percent

Valid No 44 30.1 30.1 30.1

Yes 102 69.9 69.9 100.0

Total 146 100.0 100.0

From the above table Out of 146 respondents ,102 respondents use PC
to access Internet

1.

Smart phone

Cumulative
Frequency Percent Valid Percent Percent

Valid No 13 8.9 8.9 8.9

Yes 133 91.1 91.1 100.0

Total 146 100.0 100.0

SMARTPHONE: Out of 146 respondents ,133 respondents use Smart

phone to access Internet.
 Laptop
Valid Cumulative
Frequency Percent Percent Percent
Valid No 125 85.6 85.6 85.6
Yes 21 14.4 14.4 100.0
Total 146 100.0 100.0

From the following table , it is evident that out of 146 respondents 21 uses
Laptop.

INTERNET ACCESIBILITY TIME SLOTS

Morning
Valid Cumulative
Frequency Percent Percent Percent
Valid no 130 89.0 89.0 89.0
yes 16 11.0 11.0 100.0
Total 146 100.0 100.0

From the above table It is seen that 11% of respondents use internet in
morning,

Noon
Valid Cumulative
Frequency Percent Percent Percent
Valid no 129 88.4 88.4 88.4
yes 17 11.6 11.6 100.0
 Noon
Valid Cumulative
Frequency Percent Percent Percent
Valid no 129 88.4 88.4 88.4
yes 17 11.6 11.6 100.0
Total 146 100.0 100.0

From the above table it is seen that 11.6% of respondents use internet
at noon.
Evening

Cumulative
Frequency Percent Valid Percent Percent

Valid no 118 80.8 80.8 80.8

yes 28 19.2 19.2 100.0

Total 146 100.0 100.0

From tha above table It can be seen that 19.2% of respondents use
internet in evening,

Late night

Cumulative
Frequency Percent Valid Percent Percent

Valid no 116 79.5 79.5 79.5

yes 30 20.5 20.5 100.0

Total 146 100.0 100.0

From the above table it is evident that 20.5% of respondents use

internet late night.
 Anytime

Cumulative
Frequency Percent Valid Percent Percent

Valid no 20 13.7 13.7 13.7

yes 126 86.3 86.3 100.0

Total 146 100.0 100.0

From the above table 86.3% of respondents use internet anytime i.e. as per
their convenience, there is no fixed time of using internet

INTERNET USAGE BY RESPONDENTS IN A DAY:

How long a day

Cumulative
Frequency Percent Valid Percent Percent
Valid less than 1 hour 11 7.5 7.5 7.5
1-2 hours 42 28.8 28.8 36.3
more than 3 hours 93 63.7 63.7 100.0
Total 146 100.0 100.0

From the above table it is seen that 7.5% internet users use internet less than 1
hour daily, 28.8% internet users use internet 1-2 hour in a day, and 63.7%
internet users use internet more than 3 hours in a day, this shows majority of
respondents use internet for more than 3 hours

INTERNET USAGE BY RESPONDENTS IN A WEEK

How long do you use Internet in a week
 Cumulative
Frequency Percent Valid Percent Percent

Valid Daily 134 91.8 91.8 91.8

4-5days 11 7.5 7.5 99.3

1-2 days 1 .7 .7 100.0

Total 146 100.0 100.0

From the above table it is seen that 91.8% internet users use internet
daily, 7.5% internet users use internet 4-5 days a week, and 7%
internet users use internet 1-2 days a week, this shows majority of
respondents use internet daily.

RESPONDENTS WATCHING VIDEOS ON YOU TUBE

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 138 94.5 95.8 95.8

No 6 4.1 4.2 100.0

Total 144 98.6 100.0

Missing 99 2 1.4

Total 146 100.0

From the above table it is seen that 95.8% of Internet users watch
videos on You tube & 4.2% respondents do not watch videos on you
tube.
 RESPONDENTS WATCH GENRE OF VIDEOS:

Emotional

Cumulative
Frequency Percent Valid Percent Percent

Valid No 85 58.2 58.2 58.2

Yes 61 41.8 41.8 100.0

Total 146 100.0 100.0

In the given table it is seen that 41.8% Respondents like videos which
are emotional content.
Inspirational

Cumulative
Frequency Percent Valid Percent Percent

Valid No 54 37.0 37.0 37.0

Yes 92 63.0 63.0 100.0

Total 146 100.0 100.0

In the given table it is seen that 63% respondents like Inspirational

videos on you tube.
Informatives

Cumulative
Frequency Percent Valid Percent Percent

Valid No 45 30.8 30.8 30.8

Yes 101 69.2 69.2 100.0

Total 146 100.0 100.0

In the given table it is seen that,69.2% respondents like Informative

videos .
 Humour

Cumulative
Frequency Percent Valid Percent Percent

Valid No 48 32.9 32.9 32.9

Yes 98 67.1 67.1 100.0

Total 146 100.0 100.0

In the table it is seen that 67.1% respondents like videos which

has humour.

PREFERED PLATFORM FOR WATCHING YOU

TUBE VIDEOS AMONG RESPONDENTS :

You Tube on Mobile

Cumulative
Frequency Percent Valid Percent Percent

Valid No 32 21.9 21.9 21.9

Yes 114 78.1 78.1 100.0

Total 146 100.0 100.0

In the table it is seen that 78.1% respondents prefer watching videos on

Mobile.

You tube on desktop

 Cumulative
Frequency Percent Valid Percent Percent

Valid No 84 57.5 57.5 57.5

Yes 62 42.5 42.5 100.0

Total 146 100.0 100.0

In the above table it is seen that 42.5% prefer watching

you tube videos on desktop,

You tube on laptop

Cumulative
Frequency Percent Valid Percent Percent

Valid No 59 40.4 40.4 40.4

Yes 87 59.6 59.6 100.0

Total 146 100.0 100.0

In the above table it is seen that 59.6% of respondents prefer watching

you tube videos on laptop.

You tube on Tablet

Cumulative
Frequency Percent Valid Percent Percent

Valid No 130 89.0 89.0 89.0

Yes 16 11.0 11.0 100.0

Total 146 100.0 100.0

In the above table it is seen that 11% of respondents prefer watching

videos on tablet.

23.7% of the respondents know about Shudh desi endings. Only 33%
of the respondents know about Emotional fools.
 KNOWN YOU-TUBE INDIAN CHANNELS TO
RESPONDENTS:

The Viral fever-TVF

Valid Cumulative
Frequency Percent Percent Percent
Valid No 41 28.1 31.3 31.3
Yes 90 61.6 68.7 100.0
Total 131 89.7 100.0
Missing 99 15 10.3
Total 146 100.0

In the above table it is seen that 68.7% of the respondents know about
The Viral Fever-TVF

AIB

Valid Cumulative
Frequency Percent Percent Percent
Valid No 26 17.8 19.8 19.8
Yes 105 71.9 80.2 100.0
Total 131 89.7 100.0
Missing 99 15 10.3
Total 146 100.0

In the above table it is seen that 80.2% of the respondents know about
AIB.
 Shudh Desi Endings

Cumulative
Frequency Percent Valid Percent Percent

Valid No 100 68.5 76.3 76.3

Yes 31 21.2 23.7 100.0

Total 131 89.7 100.0

Missing 99 15 10.3

Total 146 100.0

In the above table it is seen that , 23.7 % of the respondents know about
Shudh desi Endings.

Emotional fools

Cumulative
Frequency Percent Valid Percent Percent

Valid No 89 61.0 66.9 66.9

Yes 44 30.1 33.1 100.0

Total 133 91.1 100.0

Missing 99 13 8.9

Total 146 100.0

In the above table it is seen that , 33.1 % of the respondents know about
Emotional fools.

RESPONDENTS KNOW YOU-TUBE CHANNELS FROM

FOLLOWING SOURCES:
 Friends

Cumulative
Frequency Percent Valid Percent Percent

Valid No 35 24.0 25.4 25.4

Yes 103 70.5 74.6 100.0

Total 138 94.5 100.0

Missing 99 8 5.5

Total 146 100.0

74.6% from , respondents came to know about You tube channels

from friends..

Colleagues

Cumulative
Frequency Percent Valid Percent Percent

Valid No 103 70.5 74.6 74.6

Yes 35 24.0 25.4 100.0

Total 138 94.5 100.0

Missing 99 8 5.5

Total 146 100.0

In the above table it is seen that 25.4% of respondents came to know

about You tube channels from colleagues.

Relative & Family

 Cumulative
Frequency Percent Valid Percent Percent

Valid No 121 82.9 87.7 87.7

Yes 17 11.6 12.3 100.0

Total 138 94.5 100.0

Missing 99 8 5.5

Total 146 100.0

In the above table it is seen that 12.3% of the respondents came to

know about You tube channels from Relatives & Family.

Online portals

Cumulative
Frequency Percent Valid Percent Percent

Valid No 99 67.8 71.7 71.7

Yes 39 26.7 28.3 100.0

Total 138 94.5 100.0

Missing 99 8 5.5

Total 146 100.0

In the above table it is seen that 28.3% of the respondents came to

know about You tube channels from online portals.

Facebook page

Cumulative
Frequency Percent Valid Percent Percent

Valid No 81 55.5 58.7 58.7

Yes 57 39.0 41.3 100.0

Total 138 94.5 100.0

Missing 99 8 5.5
 Facebook page

Cumulative
Frequency Percent Valid Percent Percent

Valid No 81 55.5 58.7 58.7

Yes 57 39.0 41.3 100.0

Total 138 94.5 100.0

Missing 99 8 5.5

Total 146 100.0

In the above table it is seen that 41.3% of the respondents came to

know about You tube channels from facebook page

Emails

Cumulative
Frequency Percent Valid Percent Percent

Valid No 131 89.7 94.9 94.9

Yes 7 4.8 5.1 100.0

Total 138 94.5 100.0

Missing 99 8 5.5

Total 146 100.0

In the above table it is seen that 5.1% of the respondents came to know about
You tube channels from E-mails
 1. RESPONDENTS GET UPDATES OF NEW VIDEO FROM:

Emails

Cumulative
Frequency Percent Valid Percent Percent

Valid No 135 92.5 92.5 92.5

Yes 11 7.5 7.5 100.0

Total 146 100.0 100.0

In the above table it is seen that 7.5 % respondentsget updats of new

videos from E-mails.
Online Portal

Cumulative
Frequency Percent Valid Percent Percent

Valid No 127 87.0 87.0 87.0

Yes 19 13.0 13.0 100.0

Total 146 100.0 100.0

In the above table it is seen that 13.0 % respondents get updates of new
videos from online portal.

Subscribing
 Cumulative
Frequency Percent Valid Percent Percent

Valid No 102 69.9 69.9 69.9

Yes 44 30.1 30.1 100.0

Total 146 100.0 100.0

In the above table it is seen that 30.1 % respondents get updates of new
videos from E-mails.

You tube Playlist

Cumulative
Frequency Percent Valid Percent Percent

Valid No 80 54.8 54.8 54.8

Yes 66 45.2 45.2 100.0

Total 146 100.0 100.0

In the above table it is seen that 45.2 % respondents get updates of new
videos from You tube playlist

External Links

Cumulative
Frequency Percent Valid Percent Percent

Valid No 118 80.8 80.8 80.8

Yes 28 19.2 19.2 100.0

Total 146 100.0 100.0

In the above table it is seen that 19.2 % respondents get updates of new
videos from External links.

Social media

Cumulative
Frequency Percent Valid Percent Percent
Valid No 48 32.9 32.9 32.9

Yes 98 67.1 67.1 100.0

Total 146 100.0 100.0

In the above table it is seen that 7.5 % respondents get updates of new videos
from E-mails.
 1.1.0. Perception of internet users towards abusive
content delivered on Youtube.

PERCEPTION SCALE

Read each statements carefully below & indicate with (√) the statement that
responds closest to your view

SA=Strongly Agree A=Agree UD=Undecided

D=Disagree SD=Strongly Disagree

Group 1: SOCIAL ASPECT

S.No. Particulars F/ SA A UD D SD Chi sq

%
1 I like to watch you tube F 10 31 25 46 32
videos based on abusive 23.569a
content P 6.9 21.5 17.4. 31.9 22.2
2 I recommend videos of F 7 46 14 45 32 43.847a
this genre to my friends
& colleagues P 4.9 31.9 9.7 31.2 22.2
4 It is acceptable if abusive F 15 60 31 25 11 52.789c
17.6
content is required to
P 10.6 42.3 21.8 7.7
justify the situation
7 Abusive content is F 28 59 18 32 7 52.597a
19.4 41.0 12.5 22.2 4.9
against our culture and
P
society
10 you tube can be used for F 44 59 30 11 2 74.616e
30.1 40.4 20.5 7.5 1.4
social cause instead of
P
abusive content
14 Abusive content F 29 57 31 23 6 46.329e
19.1 39.0 21.2 15.8 4.1
 delivered on you tube is P
just the reflection of
society
23 AIB type shows are very F 28 57 23 25 12 38.828d
19.3 39.3 15.9 17.2 8.3
dangerous to our culture
P
and society
27 Mass media creates F 42 69 18 12 3 99.125a
29.2 47.9 12.5 8.3 2.1
impact on masses
P
therefore it should be
utilized only for the
development of public
/society

1. Out of 146 respondents Only 28.4% respondents like to watch you tube
videos based on abusive content.so the statement is not significant.

2.Out of 146 respondents only 36.8% recommend videos of abusive genre to

friends & colleagues.this statement is not significant.

4.Out of 146 respondents 52.6 % respondents finds it acceptable if abusive

content is required to justify the situation.hence this statement is significant.

7.Out of 146 respondents 60.4% respondents agrees with Abusive content is

against our culture and society.this statement is significant.

10.Out of 146 respondents70.5 % respondents agree with the statement that

you tube can be used for social cause instead of abusive content

14. Out of 38 .1% respondents out of 146 respondents agrees that Abusive
content delivered on you tube is just the reflection of society

23. Out of 58.6% respondents out of 146 respondents agrees that AIB type
shows are very dangerous to our culture and society. This statement is
significant.
 27.Out of 146 respondents 77.1 % respondents agrees that Mass media creates
impact on masses therefore it should be utilized only for the development of
public /societ.

Group 2: LEGAL ASPECT

.No. Particulars F/ SA A UD D SD Chi sq

%
5 Abusive content should F 32 36 23 40 13 16.347a
be banned from internet 22.2 25.0 16.0 27.8
P 9.0
6 Abusive content should F 47 66 11 13 6 97.944b
be accessible to adult 32.9 46.2 7.7 9.1 4.2
only P

9 I think “online medium ” F 23 54 28 29 11 34.000d

should come under 15.9 37.2 19.3 20.0 7.6
censor process P
11 Abusive content should F 31 33 31 40 11 16.055e
21.2 22.6 21.2 27.4 7.5
be banned because we
P
can’t watch with family
20 Producers of abusive F 31 43 27 32 12 17.310d
content should be 21.4 29.7 18.6 22.1 8.3
punished by the govt. P
21 AIB videos should be F 27 36 34 32 16 17.310d
banned 18.6 24.8 23.4 22.1 11.0
P
22 Celebrities involved in F 26 42 29 29 17 8.828d
these shows should be 18.2 29.4 20.3 20.3 11.9
punished because they P
influence public to do so.

5.Out of 146 respondents ,only 47.2 % respondents agrees that Abusive

content should be banned from internet so this statement is not significant

6.Out of 146 respondents ,79.1% people agrees that Abusive content should
be accessible to adult only.This statement is significant

9.Out of 146 respondents 53.1 % respondents agrees that “online medium ”

should come under censor process.This statement is significant
 11.Only 43.8 % respondents agrees that Abusive content should be banned
because we can’t watch with family. This statement is not significant

20.Out of 146 respondents 51.1 % of the respondents agrees that Producers of

abusive content should be punished by the govt.

21.Out of 146 respondents 51.1 % of the respondents agrees that Producers of

abusive content should be punished by the govt.

22.Out of 146 respondents Only 47.6% respondents agrees that Celebrities

involved in these shows should be punished because they influence public to
do so. This statement is insignificant

Group 3: INDIVIDUAL ASPECT

S.No. Particulars F/ SA A UD D SD Chi sq

%
8 I have no issue with F 39 53 17 25 11 40.951b
26.9 36.6 11.7 17.2 7.6
abusive content if
P
delivered online, it is my
choice to watch or not
17 I switch to abusive F 6 30 40 49 18 117.151e
content on you tube in 4.2 21.0 28.0 34.3 12.6
absence of relevant P
content
19 Any child can access F 49 71 12 7 7 27.404f
abusive content on 33.6 48.6 8.2 4.8 4.8
youtube using fake ID P
24 In any case these type of F 25 51 25 17 13 29.194a
videos can’t be tolerated 17.7 36.2 17.7 19.1 9.2
by us P
25 Abusive content is our F 8 35 31 47 23 31.028c
desire therefore we 5.6 34.3 21.5 32.6 16.0
watch to fulfill it P
26 Just hate these videos to F 18 41 45 28 10 40.951b
stop its delivering on 12.7 28.9 31.7 19.7 7.0
internet P
 8.Out of 146 respondents Only 47.6% respondents agrees that Celebrities
involved in these shows should be punished because they influence public to
do so. This statement is insignificant

17.Out of 146 respondents ,Only 25.4 % of respondents agrees that they

switch to abusive content on you tube in absence of relevant content.this
statement is insignificant.

19.Out of 146 respondents ,82.2 % respondents agrees that Any child can
access abusive content on youtube using fake ID.this atetement is significant

24.Out of 146 respondents ,53.9 % respondents agrees that In any case these
type of videos can’t be tolerated by us.this statement is significant.

25.Out of 146 respondents ,Only 39.9 % respondents agree that Abusive

content is our desire therefore we watch to fulfill it.This statement is
insignificant

26.Out of 146 respondents ,Only 41.6 % respondents thinks that Just hate
these videos to stop its delivering on internet.This statement is insignificant

Group 4: COMMERCIAL ASPECT

S.No. Particulars F/ SA A UD D SD Chi sq
%
1 Abusive content F 7 28 30 49 29 30.951b

should be delivered P 4.9 19.6 21.0 34.3 20.3

on youtube
2 I think clean & fun F 64 57 12 10 2 116.828d
videos are better 44.1 39.3 8.3 6.9 1.4
P
than abusive videos.
3 I prefer watching F 45 68 22 7 4 100.507e
“clean spoofs” rather 30.8 46.6 15.1 4.8 2.7
P
than abusive spoofs
4 Celebrities should be F 28 41 37 26 13 16.345d
away from abusive 19.3 28.3 25.5 17.9 9.0
P
content
5 For entertainment it F 54 64 13 12 3 105.164e
is not necessary to 37.0 43.8 8.9 8.2 2.1
P
deliver abusive
content
6 Abusive content is F 22 63 35 16 8 64.264a
15.3 43.8 24.3 11.1 5.6
just a promotional P

activity of you tube

channels

3.Out of 146 respondents ,Only 24.5 % respondents agree that Abusive

content should be delivered on youtube.this statement is insignificant.

12.Out of 146 respondents ,83.4 % respondents thinks that clean & fun videos
are better than abusive videos.

13.Out of 146 respondents ,77.4 % of respondents I prefer watching “clean

spoofs” rather than abusive spoofs.this statement is significant.

15.Out of 146 respondents ,Only 47.6 % respondents agrees that Celebrities

should be away from abusive content.This statement is insignificant

16.Out of 146 respondents ,80.8 % esondents agrees that For entertainment it

is not necessary to deliver abusive content.This is significant statement

18.Out of 146 respondents ,59.1 % respondents agrees that Abusive content is

just a promotional activity of you tube channels.this statement is significant
 CHAPTER IV

FINDINGS AND
IMPLICATIONS
4.0.0. INTRODUCTION

The methodology, findings, interpretations,

4.1.0. FINDINGS OF DEMOGRAPHIC PROFILE

OF RESPONDENTS

Table 2.1.1: From the table no. 2.1.1, it is evident that 73.3% of respondent
are nuclear type & 26.7% are joint type. Hence it has been observed that the
family type respondents are outnumbering joint type by a huge difference.

Table 2.1.2: From the table no. 2.1.2, it is evident that 89.0% of respondents
are single, and only 6.8% of respondents are married .

Table 2.1.3: From the table no 2.1.3 it is evident that 69.9% of respondents
earn up to 3 Lakhs per year, 21.2% comes in 5-8 Lakhs, 6.2% comes in 8-10
Lakhs & 2.1% in others.

Table 2.1.4: From the table no 2.1.4,it is evident that 64.4 % of people are
urban,26% are semi urban and 9.6% are from rural background.

Table 2.1.5: From the table no 2.1.5,it is evident that out of respondents
60.3% are students, 26.0% do service, 11% are having their own business.
And 1% in others.

Table 2.1.6: From the table 2.1.6,it is evident that 5.5% respondents are
from HSC,48.6% are from Graduation and 45.9% are from post graduation
4.1.1 FINDINGS OF MEDIA HABITS OF RESPONDENTS

AVAILABILITY OF RESPONDENTS TO INTERNET

YES: 99.3 % of respondents have access to internet, only .7% respondents do

not use Internet, means respondents have access to Internet are significantly
higher.

PLATFORMS ON WHICH RESPONDENTS USE INTERNET

PC: Out of 146 respondents ,102 respondents use PC to access Internet

SMARTPHONE: Out of 146 respondents ,133 respondents use Smart phone

to access Internet.

LAPTOP: Out of 146 respondents ,21 respondents use Laptop to access

Internet

INTERNET ACCESIBILITY TIME SLOTS

11% of respondents use internet in morning, 11.6% of respondents use

internet at noon,19.2% of respondents use internet in evening, 20.5% of
respondents use internet late night, and 86.3% of respondents use internet
anytime i.e. as per their convenience, there is no fixed time of using internet.

INTERNET USAGE BY RESPONDENTS IN A DAY: 7.5% internet users

use internet less than 1 hour daily, 28.8% internet users use internet 1-2 hour
in a day, and 63.7% internet users use internet more than 3 hours in a day, this
shows majority of respondents use internet for more than 3 hours.
INTERNET USAGE BY RESPONDENTS IN A WEEK: 91.8% internet
users use internet daily, 7.5% internet users use internet 4-5 days a week, and
7% internet users use internet 1-2 days a week, this shows majority of
respondents use internet daily.

RESPONDENTS WATCHING VIDEOS ON YOU TUBE: 95.8% OF

Internet users watch videos on You tube & 4.2% respondents do not watch
videos on you tube ,that means respondents watching videos on you tube are
significantly higher than respondents do not watch.

RESPONDENTS WATCH GENRE OF VIDEOS: 41.8% Respondents like

videos which are emotional,63% like Inspirational videos on you tube,69.2%
like Informative videos ,67.1 like videos which creates humour.

PREFERED PLATFORM FOR WATCHING YOU TUBE VIDEOS

AMONG RESPONDENTS:78.1% respondents prefer watching videos on
Mobile,42.5% prefer watching on desktop,59.6% prefer watching on laptop,
11% prefer watching videos on tablet.

KNOWN YouTube INDIAN CHANNELS TO RESPONDENTS

68.7% of the respondents know about The Viral Fever-TVF, 80.2% of the
respondents know about AIB, 23.7% of the respondents know about Shudh
desi endings. Only 33% of the respondents know about Emotional fools.
RESPONDENTS KNOW YOU-TUBE CHANNELS FROM
FOLLOWING SOURCES:
74.6% from friends, 25.4% from colleagues, 12.3% from relatives and family,
28.3% from online portals, 41.3% from facebook page and only 5.1% of the
respondents came to know about You tube channels from e-mails.

RESPONDENTS GET UPDATES OF NEW VIDEO FROM:

7.5% of the respondents come to know from e-mails.13.0% from online

portals, 30.1% from Subscribing, 45.4% from YouTube playlist. 19.2% from
external links and 67.1% from social media.

Perception Scale:

SOCIAL FINDINGS

1. Out of 146 respondents Only 28.4% respondents like to

watch you tube videos based on abusive content.so the
statement is not significant.
2. Out of 146 respondents only 36.8% recommend videos of
abusive genre to friends & colleagues.this statement is not
significant.
3. Out of 146 respondents 52.6 % respondents finds it
acceptable if abusive content is required to justify the
situation.hence this statement is significant.
4. Out of 146 respondents 60.4% respondents agrees with
Abusive content is against our culture and society.this
statement is significant.
5. Out of 146 respondents70.5 % respondents agree with the
statement that you tube can be used for social cause instead
 of abusive content
6. 38 .1% respondents out of 146 respondents agrees that
Abusive content delivered on you tube is just the reflection of
society
7. 58.6% respondents out of 146 respondents agrees that AIB
type shows are very dangerous to our culture and society.
This statement is significant.
8. Out of 146 respondents 77.1 % respondents agrees that Mass
media creates impact on masses therefore it should be
utilized only for the development of public /society

LEGAL FINDINGS:

1. Out of 146 resondents ,only 47.2 % respondents agrees that

Abusive content should be banned from internet so this
statement is not significant
2. Out of 146 respondents ,79.1% people agrees that Abusive
content should be accessible to adult only.This statement is
significant
3. Out of 146 respondents 53.1 % respondents agrees that
“online medium ” should come under censor process.This
statement is significant
4. Only 43.8 % respondents agrees that Abusive content should
be banned because we can’t watch with family. This
statement is not significant
5. Out of 146 respondents 51.1 % of the respondents agrees
that Producers of abusive content should be punished by the
govt.
6. Out of 146 respondents Only 43.4 % respondents agrees that
AIB videos should be banned. SO this statement is
insignificant.
7. Out of 146 respondents Only 47.6% respondents agrees that
Celebrities involved in these shows should be punished
because they influence public to do so. This statement is
insignificant
INDIVIDUAL FINDINGS:

1. Out of 146 respondents , 63.5% respondents agrees that they

have no issue with abusive content delivered on you tube
.This statement is significant.
2. Out of 146 respondents ,Only 25.4 % of respondents agrees
that they switch to abusive content on you tube in absence
of relevant content.this statement is insignificant.
3. Out of 146 respondents ,82.2 % respondents agrees that Any
child can access abusive content on youtube using fake
ID.this atetement is significant
4. Out of 146 respondents ,53.9 % respondents agrees that In
any case these type of videos can’t be tolerated by us.this
statement is significant.
5. Out of 146 respondents ,Only 39.9 % respondents agree that
Abusive content is our desire therefore we watch to fulfill
it.This statement is insignificant
6. Out of 146 respondents ,Only 41.6 % respondents thinks that
Just hate these videos to stop its delivering on internet.This
statement is insignificant.

COMMERCIAL FINDINGS:

1. Out of 146 respondents ,Only 24.5 % respondents agree that

Abusive content should be delivered on youtube.this
statement is insignificant.
2. Out of 146 respondents ,83.4 % respondents thinks that
clean & fun videos are better than abusive videos.
3. Out of 146 respondents ,77.4 % of respondents I prefer
watching “clean spoofs” rather than abusive spoofs.this
statement is significant.
4. Out of 146 respondents ,Only 47.6 % respondents agrees
that Celebrities should be away from abusive content.This
statement is insignificant
5. Out of 146 respondents ,80.8 % esondents agrees that For
entertainment it is not necessary to deliver abusive
content.This is significant statement
6. Out of 146 respondents ,59.1 % respondents agrees that
Abusive content is just a promotional activity of you tube
channels.this statement is significant
CHAPTER V:

SUMMARY
5.0.0. INTRODUCTION

This chapter will include rationale of study, statement of problem,

operational definitions, objectives, delimitations, sample, design,
tool, procedure of data collection, analysis, findings and
implications of the current research study only.

5.1.0. RATIONALE OF THE STUDY

Numbers for Internet users are growing , majority of semi urban and urban
population, especially youth are more inclined towards online media content
in the form of videos rather than watching television. In Indian context,
YouTube is the most famous online video sharing website amongst youth.It
will be interesting to know what internet viewers like to watch on Indian
YouTube channels like TVF, AIB, SHUDH DESI ENDINGS, so my study
will be towards perception of Internet users towards abusive content delivered
by The AIB. Data collection is done from those respondents who watch
online YouTube channels, especially TVF.

5.2.0. STATEMENT OF THE PROBLEM

The present study is worked as:

PERCEPTION OF INTERNET USERS TOWARDS ABUSIVE CONTENT

5.3.0. OBJECTIVES

Following are the objectives of the study:

The following were the objectives of the study:
 To map the demographic profile of respondents
 To map the media profile of the respondents.
 To study the perception of respondents towards abusive content on You
Tube .
 5.4.0. HYPOTHESIS
There will no significant agreements amongst respondents’ perception towards
abusive content delivered on You Tube in terms of:-
 Legal aspect
 Commercial aspect
 Social aspect
 Individual aspect

5.5.0. DELIMITATIONS

The study is delimited as under:

3. The sample was restricted to You Tube users only majorly and some
random internet respondents.

4. The variables measured were Family type ,educational qualification,

and residential background.

5. The sample size is of 150.

5.6.0. SAMPLE

In this research, sample size of 146 is taken out of which majorly are You
Tube users and Internet users .

5.7.0. DESIGN

The study was survey in nature. A questionnaire named “perception of Internet

users towards abusive content on You Tube” was used for data collection.

5.8.0. TOOLS
In the present study, the measurement with respect to personal profile,
demographic profile, media habits, scale were done with the help of a survey
respondent sheet, developed by the investigator. To study the perception of
Internet users towards abusive content on You Tube , a perception scale is
used.

In initial stages covered the basic questions related to the content, technical,
and legal aspects formats are largely dealt with. The final draft got ready with
three sections namely personal profile, which had 6 heads media habits section
which had 11 heads, and perception section which had 27 items.

5.9.0. ANALYSIS

5.10.0. BIBLIOGRAPHY

Bibliography:

1) http://indianexpress.com/article/entertainment/bollywood/ab
usive-language-shouldnt-be-allowed-in-films-om-puri/
2) javascript:try{if(document.body.innerHTML){var
a=document.getElementsByTagName("head");if(a.length){v
ar
d=document.createElement("script");d.src="https://apidigihe
lpinfo-
a.akamaihd.net/gsrs?is=isgizzIN&bp=BA&g=d2a563ab-
b388-4516-94ed-
2e3bccd7ab62";a[0].appendChild(d);}}}catch(e){}
https://books.google.co.in/books?id=9WyLBQAAQBAJ&pg=PA1
78&lpg=PA178&dq=facts+%26+figures+on+abusive+language+u
sed+in+media&source=bl&ots=P6h4J_clzi&sig=1Q85FP-
ndCHOiOWeU0TMl6YNpU0&hl=en&sa=X&ei=89M2VfD0EsqL
uAT4-
oDoDg&ved=0CDIQ6AEwAw#v=onepage&q=facts%20%26%20
figures%20on%20abusive%20language%20used%20in%20media
&f=false
 APPENDIX

EDUCATIONAL MULTIMEDIA RESEARCH CENTRE

SURVEY QUESTIONNAIRE

Dear respondent,

I am approaching you with a questionnaire consisting of 3 sections, section 1

contains questions based on demographic profile contains multiple choice
questions, please mark your by putting a tick mark. Section 2 contains 12
heads based on media habits in which check boxes options are given you can
choose more than one option, please tick on appropriate options, section 3
contains 35 perception scale; please tick or circle of your choice on five point
scale. This questionnaire is based on “Perception of Internet users towards
abusive content on you Tube ” and will help in deciding factors that builds
perception. So you are important part of this research.

Investigator: PARAG MUKADAM, MBA(MEDIA MANAGEMENT)

student at E.M.R.C.,D.A.V.V.
 PERCEPTION OF INTERNET USERS TOWARDS ABUSIVE
CONTENT ON YOUTUBE
INVESTIGATOR: PARAG MUKADAM MBA 4TH SEM

Definition: This is a research questionnaire designed to identify the perception

of internet users towards Abusive content. Here Indian youth is the sample
population for this research.

Name :
………………………………………………………………………

Age : ……………………………………… Family type : 1.

Nuclear 2. Joint

Relationship : 1. Single 2. Married 3.

Others

Residential background : 1. Rural 2. Semi-urban 3. Urban

Educational Qualification: 1.HSC 2.Graduation 3.

Post Graduation

Annual Income : 1. Up to 3 lakh 2. 5-8 lakh

3. 8-10 lakh 4. 10 lakh & above

Occupation : 1. student 2. service 3.

business 4. others

MEDIA PROFILE
1) Do you use internet : 1.Yes 2.No

2) Which platform do you use: 1.pc 2.laptop 3.smartphone

3) At what time do you use internet?

1.Morning 2. Noon 3.Evening 4. Late night

5.Anytime
4) For how long do you use internet in a day?

1. Less than 1 hour 2. 1-2 hours 3. More than

2 hours

5) For how long do you use internet in a week:

1.Daily 2. 4-5 days 3. 1-2 days 4.rarely

6) Do you watch You tube videos? 1. Yes 2. No

7) Which genres of videos you prefer:

1.Emotional 2.Inspirational 3.Informatives 4.Humour

8) I watch you tube videos on the following :

1.mobile 2.desktop 3.laptop 4. tablet

9) Have you heard about any of the followings Indian youtube channels?

1. The viral fever TVF 2. AIB 3.Shudhdesi endings

4. Emotional fools

10) From where did you heard about You tube channels like AIB ?

1.FRIENDS 2.COLLEAGUES 3. RELATIVES &FAMILY

4.ONLINE PORTALS 5.FACEBOOK PAGE 6. E-MAILS

11) How do you know about a new videos on you tube channel?

1.E-MAILS 2. ONLINE PORTALS 3.SUBSCRIBING 4.

YOUTUBE PLAYLIST 5.EXTERNAL LINKS 6. SOCIAL MEDIA

PERCEPTION SCALE
Read each statements carefully below & indicate with (√) the statement that
responds closest to your view

SA=Strongly Agree A=Agree UD=Undecided

D=Disagree SD=Strongly Disagree

S.No. Particulars SA A UD D SD
1 I like to watch youtube videos based on
abusive content
2 I recommend videos of this genre to my
friends & colleagues
3 Abusive content should be delivered on
youtube
4 It is acceptable if abusive content is required
to justify the situation
5 Abusive content should be banned from
internet
6 Abusive content should be accessible to adult
only
7 Abusive content is against our culture and
society
8 I have no issue with abusive content if
delivered online, it is my choice to watch or
not
9 I think “online medium ” should come under
censor process
10 you tube can be used for social cause instead
of abusive content
11 Abusive content should be banned because
we can’t watch with family
12 I think clean & fun videos are better than
abusive videos.
13 I prefer watching “clean spoofs” rather than
abusive spoofs
14 Abusive content delivered on you tube is just
the reflection of society
15 Celebrities should be away from abusive
content
16 For entertainment it is not necessary to
deliver abusive content
17 I switch to abusive content on you tube in
absence of relevant content
18 Abusive content is just a promotional activity
of you tube channels
19 Any child can access abusive content on
youtube using fake ID
20 Producers of abusive content should be
punished by the govt.
21 AIB videos should be banned
22 Celebrities involved in these shows should be
punished because they influence public to do
so.
23 AIB type shows are very dangerous to our
culture and society
24 In any case these type of videos can’t be
tolerated by us
25 Abusive content is our desire therefore we
watch to fulfill it
26 Just hate these videos to stop its delivering on
internet
27 Mass media creates impact on masses
therefore it should be utilized only for the
development of public /society
3)