The Effectiveness of Using Youtube as Learning Method

“YOUTUBE AS AN ALTERNATIVE LEARNING METHOD TOWARDS STUDENT UNDERSTANDING”

2013

CHAPTER 1

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

New media has transformed the way we interact in the global community nowadays.

According Wisegeek, 2011 new media technology is a type of application meant to transfer

information via digital techniques, computerized systems or data networks. Most the forms of

this technology are interactive and contain compressed data designed to be accessed in a variety

of markets. The most effective examples of new media technologies include Internet-based

concepts like websites or digital mediums such as CD-ROMs and DVDs.

Social networking sites like Facebook, Twitter, and YouTube connect people and ideas

instantaneously across big distances is one of the example of this new media. Cell phone

cameras, video hosting sites, and blogs allow people on the front lines of conflict to share the

realities of their struggle with the outside world. New media has put a greatest impact on

community which is through the television, radio, internet, newspapers, magazines, and books.

The internet has become much more important than the television because it offers a range of

facts on different areas of interest (Norris, 2000). It has been one of the important means to reach

out to the masses and influence their thinking and decision making, only to the positive media

cannot attract attention of the masses, and to gain viewer ship, negative media has to be

incorporated to balance out and attract the masses, but a line has to be drawn between the

positive and the negative media in the interest of the community (Lovett,2010).

Several studies have been done regarding social networking and grades. Whittemore

School of Business and Economics recently conducted a survey of over 1,000 students. They

asked questions regarding which social network sites were used, how much time they spent on a

site, what their grade point average (GPA) was, and what they were going to school for. It was

concluded that there is no correlation between how much time is spent on a social networking

site and grades. (Martin, 2009)

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One of the sites that attract community in terms of social media sites is YouTube.

YouTube is a video sharing site but it is also considered as a social networking site because it is

well known as the most popular video-sharing site. Visitors can search and find any virtual

media or any type of video on this comprehensive video library site (Rudolph,2009). Its content

is entirely user-generated, so it's important to be attentive to each video's source. Parents will

want to monitor their kids because any inappropriate content can be searched. Videos here run

from commercial to educational to music videos to homemade clips, but for those seeking

educational or instructional content, there's plenty to peruse and some helpful information to use.

We can also easily access YouTube videos through Google search, YouTube video search, or the

recommendation sections of the YouTube homepage. It has become an essential component of

the Internet and even people’s daily life (Arrington, M,2009). With the emerging of social

networks and smart mobile devices, the popularity and impact of YouTube will be boosted

significantly. Thanks to the embedded links, YouTube video can be found almost everywhere,

such as Facebook, blog, and other major websites (Cheng,2010).

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1.2 PROBLEM STATEMENT

Social media, like Twitter, YouTube, and Facebook has changed the way people interact

with each other during past decades. Because people is human, their interactions online always

show social activities, forming different groups according to their preferences, hobbies,

education levels. Over the last two decades technology has grown at a tremendously fast rate and

continues to progress rapidly. Today's children are presented with technology at a young age.

They essentially do not know a world that is not electronically connected or without digital

gadgets..

While technology has offered many benefits to society, it is hard to deny that there have

been some negative consequences as well. Teenagers have been affected by the technologies as it

is likely hard for them to through a day without having cell phones, iPods, iPads, cable TV,

Internet, video game consoles or any other 'on-demand' technology. For example, they have no

limitation to access any kind of information from the internet. Therefore, the result of internet

abusive often reflects the teenagers nowadays. It is important for parents to monitor their

children in terms.

According to Dr. Larry Rosen ( 2011), daily overuse of media and technology has a

negative effect on the health of all children, preteens and teenagers by making them more prone

to anxiety, depression, and other psychological disorders, as well as by making them more

susceptible to future health problems of accessing the internet especially YouTube.

YouTube offers information or knowledge with an image that gives a movement to

understand or so called ‘video’. An example of a certain information are easily understand with

any kind of movement or action rather than letting the imagination replace the understanding

situation in terms of receiving the information. The young mind is easy to be influence and

shaped due to their exposure and external factors.

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1.3 RESEARCH QUESTION

RQ 1 What are the factor that attract students to use YouTube as an alternative learning

method?

RQ 2 What are the type of content in the video that most prefer to use by students as an

alternative learning method?

RQ 3 What are the impact of YouTube as an alternative learning method towards student

understanding?

1.4 RESEARCH OBJECTIVE

RO 1 To determine what are the factor that attract students to use YouTube as an alternative

learning method

RO 2 To identify the type of content in the video that most preferred to use by students as an

alternative learning method

RO 3 To find out what are the impact of YouTube as an alternative learning method towards

student understanding

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RATIONALE AND SCOPE OF STUDY

The rationale of this study is to make readers and society realizes that Youtube is now are

the medium that can easy to access by the society. This study is about the effectiveness of using

Youtube as an alternative learning method. We must seen that knowledge is not only important

to the student, but also to every each people in society that tend to get information that can lead

them to become more educated. They are many viewer that watch Youtube channel to get an

information, they attract more to put they eyes on the video their watch because of the content

that can give advantages to themselves.

In terms of education nowadays, in university or school for example are using video from

Youtube in teaching or lectured so it can be easy to understanding by the students. Its a real life

education to brainstorm the idea and shared opinion with each other. People will become more

creative in learning, because everything that seen as something that can give knowledge is an

education. When we are learn, we are being in a process of learning and educated.

People and technology of new media (Youtube) need to collaborate with each other,

(visual and people ) to get better idea and solution in learning. For example, we can discuss

about global issue in class and develop the idea to increase the success of student in the future.

Perhaps it will become a topic that asking in their examination

The target audience for this research are students of UiTM Shah Alam who are using the

YouTube as an alternative learning method. So this research will determine how the student

response to the YouTube and accept this new media especially YouTube as an alternative

learning method towards student understanding.

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SIGNIFICANCE OF THE STUDY

Policy

The study may contribute to the body of knowledge in several ways. Firstly, it can be

used as one of the very limited numbers of study that focused on the new media communication.

This study will help The Ministry of Education Malaysia (MOE), that establish on 1956 will gain

benefit in increasing student that has creative idea to develop malaysian education. (MOE) also

can enhance the subject of communication as a important subject that must be taken for studies.

For example, information technology. While Ministry of Higher Education (MOHE) on 2004

will gain benefit to turn Malaysia into a center of excellence for higher education too.

Multimedia Super Corridor (MSC), will also gain information with this research to help

them in promoting new media as virtual technology that sharing information online as a routine

part of their professional and personal lives. (MSC) can develop more high technology tool that

spread Youtube as one of medium education.

YouTube's Asia Pacific, also gain benefit from this research as it can become a platform

to provide the content that fill in the video for the society. Youtube is one of the most important

alternative medium for disseminating information in a video. Basically they can get an income

by put an advertisement in their video. For example, Youtube Malaysia now launching in The

Zebra Square, Kuala Lumpur, Malaysia on March 2012.

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Practice

This study will also helps in gaining knowledge especially public such as university and

school students who always watching Youtube to get an information of what their needs. Besides

that, there is much information which can be a benefit to people in many ways. They can learn

many educational channel in Youtube for example, Oh My English Tv, AstroTVIQ, National

Geographic Channel etc.

Academician such as teacher and lecturer can gain new information from this report since

this topic can be use as a medium to put Youtube as a learning method in their silibus while

teaching in class. Therefore they also can upload video that they record through Youtube so it

will become more easier for student to learn what they talking about. As they can see that tool

( people ) and technology need to collaborate with each other.

YouTube Partner Program user can mostly benefit this research. They can implement the

information from this report finding in their video making such as editing and content which

related to the video blogging activities. This way, they can be more creative in video blogging to

attract the society to learning.

Malaysian users can uses this finding for better understanding on the current issues

involving Youtube in terms of education activities that has become a trend in the recent years. . It

can make us more positive thinking of the technology that has been given to ease our life in

education. The society will get better in improve their skills, build larger audiences, and earn

more money. Its a effectiveness global community that includes ranging member easy and quick.

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CHAPTER 2

LITERATURE REVIEW

Introduction

The use of the Internet to access learning materials; to interact with the content,

instructor, and other learners; and to obtain support during the learning process, in order to

acquire knowledge, to construct personal meaning, and to grow from the learning experience.

(Ally, 2004)

One of the fastest growing uses of technology is for online education. Student

enrollment in online university degree programs has increased in recent years, but more

interesting is the increase in kindergarten to grade 12 (K-12) students who are foregoing recess

and pep rallies to study in virtual classrooms. K-12 is the largest provider of accredited online

learning for grades K-12. It offers tuition-free and private supplemental learning, blended online

and offline programs, and full-time online programs in the United States and internationally. K12

allows students to learn at their own level and has a strong social community with regularly

sponsored events. (www.readwritered.com, 2009)

A key finding of the report is that students doing partial or all course work online

rank, on average, in the 59th percentile, meaning better than 59% of all those who were scored,

whereas students in traditional classrooms ranked in the 50th percentile. No doubt, we will see

online schools for K-12 pop up everywhere. (www.readwritered.com, 2009)

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Meanwhile, a systematic search of the research literature from 1996 through July 2008

identified more than a thousand empirical studies of online learning. Analysts screened the

studies to find those that, contrasted an online to a face-to-face condition, measured student-

learning outcomes, used a rigorous research design, and provided adequate information to

calculate an effect size. As a result of this screening, 51 independent effects were identified that

could be subjected to meta-analysis. The meta-analysis found that, in average, students in

online learning conditions performed better than those receiving face-to-face instruction.

(Garvey, 2009)

The incredible number of published web articles, institutional investments in e-

learning and uptake of Web-based education tools in both corporate and education sectors in the

past decade testifies that e-Learning practice has achieved an enormous momentum and will

make a tremendous impact positive or negative on future education. As highlighted by analyst

universities and other post-secondary institutions are far from being characterized by the

‘idealistic notion of operating outside the daily financial grind of revenues, expenses and

budgets’. With this in mind, many educators have turned to online e-Learning in hopes of

incorporating a more cost-effective means of education. (Kara, 2005)

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2.2 YOUTUBE BECOMES LEARNING TOOLS

The effectiveness of youtube because known as a teaching metaphors and economics

strategies in education. Basically , Youtuber using the simple and interesting words when their

talk in video. The words have a same meaning but the way they communicate with the other are

attractively like a abstract out of box thinking. Youtube learning is economical because we don’t

need to waste many cost to buy education material. All you need to do is an option by making

videos and upload it. If Youtube become a purpose of studies, one day it will definately give a

potential in education system. (Rachel Thomas, 2011)

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2.3 YOUTUBE AS AN ALTERNATIVE LEARNING TOOL

YouTube are being use for studies requirement since it has content that help to building

self-confidence. The advantages of YouTube that can connect to the real world, not just a fish-in-

a-bowl experience but also for the students to learn what is inside their class and applying it to

the outside world. People not only necessary need to read a print media such as book, magazine,

newspaper to guide them in studies. They also can share idea and opinion in real technology, a

two communication. People will become open-minded and think out of box to manage their

education. Therefore, people will get feedback easily and it will begin the learning time by

asking with each other. It is an easy access media tool that using by students regularly. (Ewana

Yusop, 2009)

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2.4 A COMMENT OF LEARNING : MEDIA LITERACY PRACTISES IN YOUTUBE

Youtube is literacy practices in significant ways in changing the way of learning

education terms. Its a information technology that can interept from a video into a text content. It

is focuses on more information seeking. ( Chung & Neumann, 2007)

Young generation make decision about the information ( how they select or reject

resources by their understanding of the video. They using video their watch with their own

intepretative to understanding. In addition, they is video definition of youtube has become a

literacy effectiveness education. It’s not only become an information sources but more on the

way the using Youtube is the context of effectiveness. (Buckingham, 2006)

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2.5 SOCIAL MEDIA TOOLS AS A LEARNING RESOURCES

Our student has been labeled as Digital Natives by Mark Presky ( 2001), student spent

their entire lives by using computer. For example, Youtube are one of digital tool of new media.

People easily bond with this technology because they used it everyday in their daily life. Before

it is using as educational purpose, at main point its already become a recreational tool such as

communication, an online space of express feeling and entertainment. (Crook, 2008)

This phenomena has become a purpose of education, because nowadays student use this

new media wisely, and it will become literacy item in teaching. Everything that share as

opinion, idea and hobby will become a learning sources to the others as long as its useful

(knowleagable ). Youtube is the one of fast emerging social media tool that give an advantage of

learning activities, for school faculty and many more. Youtube it is a great resourc es for

education because it has many content but no cost. Indeed it effectiveness to cutting the cost in

education. As it is fast, the knowledge will spread easily to many people or viewer. They is a

way that people collect great educational that being uploaded by college and universities student

( Arrington, 2009).

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2.6 YOUTUBE AS A TEACHING TOOL

Youtube is now important learning tool that has become entire no. 1 webs video site. The

university nowadays make full lectured available on YouTube, because they are many

knowledge video that related with the silibus of their studies. For example, the topics of study

found on YouTube included chemistry, physics, biology and even a lecture on search-engine

technology are most viewed content in Youtube. YouTube will become a public effectiveness

education sources into university life, academics, events and athletics, which will build on our

rich tradition and transform it for open educational content in the larger community. Its a free

learning with the brilliant skill of teaching. (Rick William, 2007 ).

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2.7 NEW MEDIA

New media term has been use since the 1970s by researchers who are conducting

social, psychological, economic, political, and cultural studies of information and

communication technologies. (Lievrouw, 2002)

Interactive forms of communication that use the Internet, podcasts, RSS feeds, social

networks, text messaging, blogs, wikis, virtual worlds and more are called new media. New

media allowed us or anyone creates, modify and share any content with others with inexpensive

charges. New media tools allowed you to connect with people, to collaborate with people and

create new content and service. Communities and channels of communication help you deliver

information and services. (www.aids.gov.my, 2012)

Meanwhile, writers try to define new media with simple lists of technologies, such as,

CD-ROM, HTML, streaming media, DV editing, web applications and DVD-video. The problem

with this is that its specificity requires the definition to change constantly, as it would have in

1993, then again in 1995, 1998, 2000 and 2002. (www.iastate.edu.com, 2012)

Therefore, the concept for new media technology starts in 1960s. With a modern

computer technology, the idea of information has been exchange to become a powerful

application. Artist and designers bring new concept such as digital based artwork and video

games. These technologies became prevalent in 1980s, and it comes with a new media, which is

online publication. (www.wisegeek.com, 2012)

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2.8 ONLINE LEARNING

The word, online learning is a form of flexible learning, sometimes referred to in UK

as open and distance learning or education. Flexible learning are continues to be, developed to

meet the changing needs of learners enabling them to have greater access to learning

opportunities. Classified distance education as having three generations, first come

correspondence teaching 1840, then in the 1970s came the second generation of broadcast and

multimedia followed in the mid eighties by computer mediated. (Nipper, 1989)

E-learning means electronic learning it refers to a wide range of applications and

processes designed to deliver instruction through electronic means. Usually this means over the

Web, however it also can include CD-ROM or video-conferencing through satellite transmission.

The definition of E-learning is broader than, but includes, online learning, web based training,

and computer-based training. (Cognitivedesignsolution.com, 2005)

Meanwhile, like any learning process, e-learning depends on effective

communication of human knowledge, whether this occurs in a face-to-face classroom or across

the Internet. Electronic technologies cannot guarantee effective communication than they can

transform. The effectiveness of e-learning also depends on establishing two-way communication

between teachers and learners, and among learners themselves. Unfortunately, when e-learning

was first popularized, it was widely promoted as a means of minimizing costs by delivering pre-

packaged content to large populations of learners by means of electronic networks or CD-ROMs.

(Mup.com.au, 2012)

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On the other hand, the major sectors that use e-learning academic institutions,

government, the corporate sector and the community and general consumer sector approach it

with different types of end use in mind. The approach to e-learning in corporate contexts is very

different from that in formal educational institutions. Historically, learning in educational

settings has been organized around self contained subjects or course units. In contrast, many

proponents of e-learning in corporate settings envisage systems based on much smaller units of

content, known as learning objects. (Mup.com.au, 2012)

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2.9 COMMUNICATION THEORY

Cognitive Theory of Multimedia Learning

This theory examines about how people being attracted to learn using new media.

According to Cognitive Learning Multimedia Theory, our mind are more easily been absorb and

understand on moving object, colorful image, music that are not require us to think very hard.

The principle known as the “multimedia principle” states that “people learn more

deeply from words and pictures than from words alone”. However, simply adding words to

pictures is not an effective way to achieve multimedia learning. The goal is to instructional

media in the light of how human mind works. (Mayer, 1998)

We are using two of the principle from five principles for reducing extraneous

processing. First is patial contiguity principle which is people learn better when corresponding

words and picture are presented near rather than far from each other on the page or screen.

Seconds is people learn better when corresponding narration and animation are presented

simultaneously rather successively for example the words are spoken at the same time they are

illustrated in the animation. (Roxana Moreno, 2010)

Mayer’s cognitive theory of multimedia learning presents the idea that the brain does

not interpret a multimedia presentation of words, pictures, and auditory information in a

mutually exclusive fashion. These elements are selected and organized dynamically to produce

logical mental constructs. Furthermore, Mayer underscores the importance of learning based

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upon the testing of content and demonstrating the successful transfer of knowledge when new

information are integrated with prior knowledge. Design principles including providing coherent

verbal, pictorial information, guiding the learners to select relevant words and images, and

reducing the load for a single processing channel can be entailed from this theory. (Mayer,

1998).

Regarding to our research we uses the same approach as this theory. Public are more

often using YouTube as their learning method in a part of their daily life, because of YouTube is

an online video learning that have a characteristic which are more easily been absorb by our

mind that are not require us to think very hard.

Everything that is done is just to let the information being received by the public. The

effectiveness of using YouTube as learning method can be an alternative for new media learning

content. Through that, people can uses this online access YouTube as their secondary resources,

to learn, cooking, health care, nursery rhymes.

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3.0 RESEARCH FRAMEWORK

20

“YOUTUBE AS AN ALTERNATIVE

LEARNING METHOD TOWARDS STUDENT UNDERSTANDING”

To determine what are the factor that attract students

to use YouTube as an alternative learning

method

To identify the type of content in the video that most preferred to use by students as an alternative

learning method

To find out what are the impact of YouTube as an

alternative learning method towards student

understanding


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CHAPTER 3

RESEARCH METHODOLOGY

The study intends to investigate the effectiveness of using YouTube as an alternative

learning method. This chapter describes the techniques and methods that were used to

accomplish the aims of this research, which include the research design, research unit of

analysis, in-depth interview and data analysis.

3.1 RESEARCH DESIGN

3.1.1 Quantitative research

Quantitative research is described by the terms ‘empiricism’ (Leach, 1990) and

‘positivism’ (Duffy, 1985). It derives from the scientific method used in the physical sciences.

This research approach is an objective, formal systematic process in which numerical data

findings. It describes, tests, and examines cause and effect relationships (Burns & Grove, 1987),

using a deductive process of knowledge attainment. The aim of qualitative research is to describe

certain aspects of a phenomenon, with a view to explaining the subject if study (Cormack, 1991).

According Duff,1985 quantitative research demands random selection of the sample from

the study population and the random assignment of the sample to the various study groups.. The

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disadvantage and a weakness of the quantitative approach, is that random selection is time-

consuming, with the result that many studies use more easily obtained opportunistic sample

(Duffy, 1985). In quantitative research, the investigators maintain a detached, objective view in

order to understand the facts.

3.2 DATA COLLECTION

Questionaires

Statistical survey is a method used to collect in a systematic way, information from a

sample of individuals. A questionnaire is a series of questions asked to individuals to obtain

statistically useful information about a given topic When properly constructed and responsibly

administered, questionnaires become a vital instrument by which statements can be made about

specific groups or people or entire populations. (Definition of Questionnaires)

Questionaires are frequently used in quantitative marketing research and social research.

They are a valuable method of collecting a wide range of information from a large number of

individuals, often referred to as respondents. Adequate questionnaire construction is critical to

the success of a survey. Inappropriate questions, incorrect ordering of questions, incorrect

scaling, or bad questionnaire format can make the survey valueless, as it may not accurately

reflect the views and opinions of the participants. A useful method for checking a questionnaire

and making sure it is accurately capturing the intended information is to pretest among a smaller

subset of target respondents.( Sirken, M.G., 1999)

We will conduct a survey pertaining to the title of our research which is the Youtube as

an alternative towards student understanding. A sample population of 100 students from all

faculties in UiTM Shah Alam will be taken so that the validity of the results will not be

compromised.

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3.3 DATA ANALYSIS

3.3.1 Thematic Analysis

Thematic Analysis is an approach to dealing with data that involves the creation and

application of ‘codes’ to data. The ‘data’ being analyzed might take any number of forms – an

interview transcript, field notes, policy documents, photographs, video footage. As I said before,

there is a clear link between thesetypes of analysis and Grounded Theory, as the latter clearly

lays out a framework for carrying out this type of code-related analysis. Similarly, many

CAQDAS (Computer Assisted Qualitative Data Analysis) packages are designed to facilitate

thematic coding. (Will Gibson, 2006)

In thematic analysis the task of the researcher is to identify a limited number of themes

which adequately reflect their textual data. This is not so easy to do well though the

identification of a few superficial themes is generally quite easy but does not reflect the required

level of analysis adequately. (Pearson Education, 2010)

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The Effectiveness of Using Youtube as Learning Method