Motivations, Difficulties and Coping Strategies in the Process of Becoming a YouTuber in Taiwan

Abstract

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In the era of the internet and social media, more and more individuals are seeking to gain recognition, popularity, and achievements by growing their social media presence and maximizing their internet exposure. This study aims to explore the process of becoming a YouTuber in Taiwan via semi-structured interview, document review, and observation with a focus on understanding YouTuber’s motivations, challenges, and coping strategies. Data was collected from 24 participants. This research generated three notable findings. Firstly, throughout the process of adaptation in becoming a prominent YouTuber, the participants experienced a change in their objectives of managing a YouTube channel, in which they altered from a simple life documenting purpose to profit oriented. Secondly, most of the participants experienced culture shock which was depicted by the U-curve of cross-cultural adjustment theory. And more than half of them suffered or were suffering the plight of giving up the management of their YouTube channel due to the hardship and uncertainty embraced during the adaptation process. Lastly, albeit the experience of adaptation into the career role of YouTuber was distinct and differed across individuals, the participants shared strikingly similar difficulties and coping solutions. These findings provided noteworthy implications for the novice in this industry about what to expect and potential coping strategies. These findings can assist them during their exploration in the journey of managing a YouTube channel or administering cross-media platform as a key opinion leader.