DefinePK

Abstract

This study was conducted to explore the role of YouTube as a learning medium in knowledge construction among undergraduate students. The research explored various factors that influence the effectiveness of YouTube in enhancing student knowledge at the undergraduate level. The purpose of the study is to explore the role of YouTube learning on students' retention of knowledge. The population of the study comprised undergraduate students from various universities and colleges in Gujranwala. A total of 20 undergraduate students were selected as the sample for the study using convenient sampling. The study was qualitative in nature and an exploratory method was used. Data was collected using semi structured interviews based on a thematic analysis framework. The interview schedule was designed to gather detailed insights into students' experiences and perceptions of YouTube as a learning tool. Thematic analysis with open coding was employed to identify recurring themes and patterns in the data. The findings of the study revealed that YouTube significantly enhances knowledge construction through its variety of content, user-friendly interface, and alternative teaching methods. However, issues such as information credibility and potential distractions were also highlighted. Most students agreed that YouTube is a valuable supplementary resource in their educational journey.