Framing and praising Allah on YouTube: Exploring user-created videos about Islam and the motivations for producing them

Abstract

Islam is a hotly debated topic on YouTube, comprising approximately a half-million videos, tagged with this word. The study presents empirical material regarding three aspects of Islam’s representation: (a) how Islam is framed in user-created videos; (b) how it is visualized; and (c) what are the motivations of the YouTubers who create these videos. The theoretical framework of the study is based on two pillars. The concept of valence framing was employed to identify positive/negative patterns of representation. The motivations to videoblog about Islam were examined from the perspective of the Uses and Gratifications Theory. Data comprised a content analysis of 120 videos and 15 in-depth interviews with content producers. Despite a number of extremely attacking videos about Islam, the overall tone of the coverage appeared to be balanced. However, images and ideas that are inappropriate for broadcasting on mainstream media repeatedly appear on this website.