Zrzutka na uwagę. O komunikacji i donacjach w kulturze YouTube'a

The book examines selected aspects of communication occurring during livestreams—real-time audiovisual broadcasts transmitted via the Internet. Owing to their innovative character, these transmissions employ channels of synchronous and quasi-synchronous communication. The study is devoted in particular to a channel whose existence has been enabled by the emergence of livestreaming: online donations. In the book, donations are understood in accordance with their common definition, that is, metonymically—not only as monetary contributions transferred digitally, but also as the messages sent along with such contributions, as well as the combination of both. Given the novel nature of the research problem, the study adopts an exploratory and qualitative approach.To explore the research problem, a multiple case study design was employed, encompassing multi-year netnographic observations of communities of Polish YouTubers and a qualitative analysis of donation content, supported by quantitative methods. The analyses conducted and the review of the literature provided the basis for describing the essence of the novelty of communication through donations.