Between broadcast yourself and broadcast whatever: YouTube´s homepage as a synthesis of its business strategy
DOI:
https://doi.org/10.3145/epi.2019.mar.06Palabras clave:
YouTube, Audiovisual content, Video, Online video, Algorithms, Youtubers, User generated content, Pro-am, Creative and cultural industries, Business models.Resumen
YouTube is a company representative of its original context, Web 2.0, that originally positioned itself as an open and collaborative platform to broadcast videos created by all kinds of users; their slogan was, and remains, Broadcast yourself. The acquisition of YouTube by Google introduced it in the search for profit in the framework of OTT (over the top) communication. The YouTube homepage reveals the successive business policies followed by the platform. In this work we analyze the evolution of the unlogged homepage of YouTube Spain between 2009 and 2018. We observe the gradual disappearance of the videos produced by private users and its replacement by those made by professional users (youtubers) and cultural industries. There is a remarkable parallelism between the implementation of business models and the greater or lesser recommendation of video from one kind of user or another.
Descargas
Citas
Alexa (2018). The top 500 sites on the web. https://www.alexa.com/topsites
Arthurs, Jane; Drakopoulou, Sophia; Gandini, Alessandro (2018). "Researching YouTube". Convergence, v. 24, n. 1, pp. 3-15. https://doi.org/10.1177/1354856517737222
Bí¤rtl, Mathias (2018). "YouTube channels, uploads and views: A statistical analysis of the past 10 years". Convergence: The international journal of research into new media technologies, v. 24, n. 1, pp. 16-32.
https://doi.org/10.1177/1354856517736979
Burgess, Jean; Green, Joshua (2009). YouTube: online video and participatory culture. Cambridge, Medford: Polity Press. ISBN: 978 0 745644790
Burgess, Jean; Green, Joshua (2018). YouTube: online video and participatory culture, 2nd ed. Cambridge, Medford: Polity Press. ISBN: 978 0 745 66018 9
Cunningham, Stuart; Craig, David (2017). "Being "˜really real´ on YouTube: authenticity, community and brand culture in social media entertainment". Media international Australia, v. 164, n. 1, pp. 71-81. https://doi.org/10.1177/1329878X17709098
Cunningham, Stuart; Craig, David; Silver, Jon (2016). "YouTube, multichannel networks and the accelerated evolution of the new screen ecology". Convergence, v. 22, n. 4, pp. 376-391. https://doi.org/10.1177/1354856516641620
De-Aguilera-Gamoneda, Joaquín; De-Aguilera-Moyano, Miguel (1989). Nueva dimensión de los medios audiovisuales. Barcelona: Mitre. ISBN: 978 84 7652 041 3
Elías, Carlos (2015). El selfie de Galileo. Software social, político e intelectual del siglo XXI. Barcelona: Península. ISBN: 978 84 9942 424 8
Gehl, Robert (2009). "YouTube as archive. Who will curate this digital Wunderkammer?". International journal of cultural studies, v. 12, n. 1, pp. 43-60. https://doi.org/10.1177/1367877908098854
Holland, Margaret (2016). "How YouTube developed into a successful platform for user-generated content". Elon journal of undergraduate research in communications, v. 7, n. 1, pp. 52-59. https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/153/2017/06/06_Margaret_Holland.pdf
Internet Archive (2018). Wayback Machine. https://archive.org/web
Kim, Jin (2012). "The institutionalization of YouTube: From user generated content to professionally generated content". Media, culture & society, v. 34, n. 1, pp. 53-67. https://doi.org/10.1177/01634437114271
Kitchin, Rob (2018). "Thinking critically about and researching algorithms". In: Beer, David (ed.). The social power of algorithms. New York: Sage, pp. 14-29. ISBN: 978 0 81539 183 8
Leadbeater, Charles; Miller, Paul (2004). The pro-am revolution: How enthusiasts are changing our society and economy. London: Demos. ISBN: 978 1 84180 136 0
Lobato, Ramón (2016). "The cultural logic of digital intermediaries: YouTube multichannel networks". Convergence: The international journal of research into new media technologies, v. 22, n. 4, pp. 348-360. https://doi.org/10.1177/1354856516641628
Park, Minsu; Park, Jaram; Baek, Young-Min; Macy, Michael (2017). "Cultural values and crosscultural video consumption on YouTube". PLoS one, v. 12, n. 5, e0177865. https://doi.org/10.1371/journal.pone.0177865
Patel, Sahil (2017). "Inside Disney´s troubled $675 mil. Maker Studios acquisition". Digiday UK, 22 February. https://digiday.com/media/disney-maker-studios
Poel, Thomas; Nieborg, David B.; Duffy, Brooke-Erin; Prey, Robert (2017). "The platformization of cultural production". In: 18th Annual conference of the Association of Internet Research, Tartu, Estonia, 18-21 October. http://platformization.net/wp-content/uploads/2018/09/AoIR2017-Platformization-of-Cultural-Production.pdf
Postigo, Hector (2014). "The socio-technical architecture of digital labor: Converting play into YouTube money". New media & society, v. 18, n. 2, pp. 332-349. https://doi.org/10.1177/1461444814541527
Prado, Emili (2017). "El audiovisual on line over the top. El futuro del audiovisual europeo y español". In: Bustamante, Enrique (coord.). Informe sobre el estado de la cultura en España. Igualdad y diversidad en la era digital. Madrid: Fundación Alternativas, pp. 127-144. ISBN: 987 84 15860 66 2
Prey, Robert (2016). "Musica analytica: The datafication of listening". In: Nowak, Raphaí«l; Whelan, Andrew (eds.). Networked music cultures. London: Palgrave Macmillan UK, pp. 31-48. ISBN: 978 1 137 58290 4 https://doi.org/10.1057/978-1-137-58290-4_3
Rieder, Bernhard; Matamoros-Fernández, Ariadna; Coromina, í’scar (2018). "From ranking algorithms to "˜ranking cultures´: Investigating the modulation of visibility in YouTube search results". Convergence: The international journal of research into new media technologies, v. 24, n. 1, pp. 50-68. https://doi.org/10.1177/1354856517736982
Rogers, Richard (2015). Digital methods. MIT Press: Cambridge (MA). ISBN: 978 0 26252 824 5
Silver, David (2008). "History, hype and hope". First Monday, v. 13, n. 3. http://firstmonday.org/article/view/2143/1950
Singleton, Micah (2016). "YouTube is still having trouble getting people to pay for YouTube". The verge, 2 November. https://www.theverge.com/2016/11/2/13498470/youtube-red-subscribers-video-content-music
Thrift, Nigel (2006). Knowing capitalism. London: Sage. ISBN: 978 1 41290 059 1
Winkler, Rolfe (2015). "YouTube: 1 billion viewers, no profit". The Wall Street Journal, 25 February. https://www.wsj.com/articles/viewers-dont-add-up-to-profit-for-youtube-1424897967
YouTube (2018). Ayuda de YouTube. https://support.google.com/youtube/answer/2579942?hl=en-419
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Condiciones de difusión de los artículos una vez son publicados
Los autores pueden publicitar libremente sus artículos en webs, redes sociales y repositorios
Deberán respetarse sin embargo, las siguientes condiciones:
- Solo deberá hacerse pública la versión editorial. Rogamos que no se publiquen preprints, postprints o pruebas de imprenta.
- Junto con esa copia ha de incluirse una mención específica de la publicación en la que ha aparecido el texto, añadiendo además un enlace clicable a la URL: http://revista.profesionaldelainformacion.com
La revista Profesional de la información ofrece los artículos en acceso abierto con una licencia Creative Commons BY.
