Variable Code Label Comment/explanation

Video characteristics
1. Sample # Sample 1 Although having a random sample is important to generate non-
biased results, I suggest that in case of YouTube popular and already
Sample 2 high-rated videos have more chance to be viewed than newly-added
videos. Therefore it will give us an interesting overview to code both
1. random sample – identified within a period of 3 weeks
(systematic)
2. top 100 most popular/frequently viewed videos (100 is an
approximate figure, it can be less)

2. ID ID of a video

3. link Link to the video

4. duration Duration in minutes

5. views Number of views

6. rating_pos Number of Likes YouTube has recently modified its rating system, instead of putting
stars from 0 to 5, now there are two buttons Like and Dislike, which
7. rating_neg Number of Dislikes count how many people like/or dislike a video.

8. comments Number of comments

9. comm._ Does the producer enable/disable

allow commenting function (so that users
can comment on a video)?
0 disabled

1 enabled

12. Genre What is the format of a video? In our previous study as well as in Van Zoonen’s work, there are categorized
formats, which are most likely to be YouTube video genres. I have
reconciled our and van Zoonen’s categories and came up with the following
labels. The process will be described in Methodology.

Codebook – Christianity on YouTube / October 18, 2010 1

 1 Vblog (stand-up) A self-produced video, where YouTuber specks to a camera

Cut & mix (short Self produced video, consisting of manipulating original or second- hand
2
video) video, audio, photo material and re-editing into a ‘new’ text

Straightforward copy of an existing video material without editing it (often

3 Forwarded users use YouTube as a vehicle to forward a video, by uploading it let more
people access and watch)

Public Recorded public lectures, speeches or sermons (in contrast to Vblog, here a
4
speech/sermon speaker was addressing an audience, that was physically present)

Professional Videos or footages produced by media professionals or media organizations

5
footage who use YouTube as a distribution channel

6 Other Videos that not fit in this category

19. occasion Is a video produced as reply or

invitation to discussion?

0 Proactive

1 Reactive

9 Not applicable

20. video reply How many video replies does a video Video reply’s appear at the bottom of a video (it refers to) and is
have? popular feature on YouTube to post a reaction on a video.

21. audience Is a video intended for a specific

group?

1 To adherent of Does a video contain referral to a specific group, for example (us
Christianity Christians, You – atheists, etc.)

2 To adherents of a
other religions

3 To ‘non-religious’
people

Codebook – Christianity on YouTube / October 18, 2010 2

 9. Not mentioned

Codebook – Christianity on YouTube / October 18, 2010 3

Producer’s demographics

22.age Age of producer

23.country Country of residence of producer (as indicated on his/her channel page)

24.gender 1 Male

2 Female

9 Not mentioned

25.totalvideo Total number of videos uploaded by producer/user

26.totalsubscriber Total number of subscribers to user’s videos

27.religion Does a user explicitly address his religious views on the channel page and define himself
as

1 Christian

2 Adherent of other religion than Christianity

3 Atheist

9 Not mentioned

Codebook – Christianity on YouTube / October 18, 2010 4

Valence framing indicators

28. rational What kind of rational argumentations are used towards/against Christianity?
argument

-2 Very negative

-1 Negative

0 Neutral

1 Positive

2 Very Positive

9 Not mentioned

29. emotional What kind of emotional expressions are used towards/against Christianity?
appeal

-2 Very negative

-1 Negative

0 Neutral

1 Positive

2 Very Positive

9 Not mentioned

30. quote What kind of quote(s) are used about Christianity?

-2 Very negative

-1 Negative

0 Neutral

1 Positive

Codebook – Christianity on YouTube / October 18, 2010 5

 2 Very Positive

9 Not mentioned

31. visualization How Christianity is visualized in a video?

-2 Very negative

-1 Negative

0 Neutral

1 Positive

2 Very Positive

9 Not mentioned

32. Tone What is the general tone of a video towards Christianity?

-2 Very negative

-1 Negative

0 Neutral

1 Positive

2 Very Positive

9 Not mentioned

Codebook – Christianity on YouTube / October 18, 2010 6

Qualitative Variables

33. topic What is topic of a video?

34. metaphor Are there any ‘metaphors’ used to describe Christianity?

35. symbols Are there any symbols used to visualize Islam?

36. generalcontext Write down your comment over the video. What do you think about the video? How
Christianity is represented in the video? Was there anything particularly
interesting/positive/negative?

37. generalisual Write down your comment on visual aspect of the video.
How Islam was visualized? Where there any special techniques used to visualize
Islam? Manipulation with images, music, colors, etc.

Codebook – Christianity on YouTube / October 18, 2010 7