YouTube was first and foremost a cultural space of community building and sharing experience. The initial idea of YouTube was mainly concentrated on how this platform helps them to build a much greater connection worldwide without the barriers of distance and help to increase cultural connectivity and generation of communication. (Snickars. 2009) The essence of YouTube was formed to be the collective knowledge and space in leisure purposes. It was also very common for users to criticise or reviews in other’s video, and collaborate with each another solely for the sake of their personal interest or simply for non-commercial purposes. YouTube as a community, it was very much dependent on users spending time to gathered their thoughts and ideas together in a common
space. As this space, which could consider as a knowledge space that is unique to humanity. It is a
weapon that will support and facilitate the progress of human communication technology and
culture civilisation. (Habel. 2002)
Throughout the significant growth of digital prosumerism and participation in MCNs. YouTubers
and creators have now become new categories of profession working in the digital market. In
essence, this has been an efficient system that have stimulated the growth of economic
globalisation. (Frayssé. O’Neil. 2013) The market of YouTube has continuously transformed to an
internal transaction available for the global exchange. However, due to the open access of
interconnectivity for the MCNs. The nature of YouTube has completely changed and has gradually
transformed to the competitive commodity market. (Burgess. Green. 2009) First of all, it is the
attitude and intention of content creation. As we mentioned in chapter one, the new economic
system enabled by monetisation which have changed the value of media production and that have
affected user’s online behaviour on YouTube. (Lanius. 2011) The attitude of co-creation were no
longer based on “Sharing” or “Ideas in exchange”, “sophisticated cultural artefacts” or
“knowledge in exchange”. But mostly correspondence to mass production in advertising. While
YouTube and the participatory network that will help to generate productivity and reputation in
co-creation. There are a highly progressing number of YouTubers build their business in
collaboration with advertisers and the third parties. (Boyd. 2014) A large number of content
creators and YouTubers have started to produce more and more video production, that is
specifically designed for selling and promoting commodities. Many of them create product review
type of video, or unboxing video to signifier consumer experience. Influenced by crowd
psychology, a large number of new creators and YouTube start-up tempted to create videos that
suit the taste of the market sphere. This is in order to increase their visibility on the platform and
boost popularity of their channel. YouTube, social media, and the advertisers focused on this group
of people in which to help the channel, partnerships and users themselves to make profits enabled
by the system. (Dunkels. Franberg. Hallgren. 2011)
However, the argument in here is that the intention of their creation have transformed to a high
percentage of video production that are created in commercial basis. Not only by allowing adverts
in their video, but also subconsciously promoting commodities for the brands and the third
parties. This has led to market manipulation and psychological manipulation in commercial
purposes. (Handelman. 2009) Research found that some users have admitted that they have a
several YouTube account to help their channel to boost views and subscribers. They would
promote themselves in multiple social media platform and collaborate with their other followers.
Especially for the standard YouTubers, they would spent time and time to promote themselves
“liking” and “commenting” and “following” other users account to seek for their attention. Their
aim is to increase followers, subscribers, so as to enhance their self-reputation. Nevertheless, this
will also lead to the extinguish of the aura of YouTube and its communities in long term.
(Gerhards. 2017) The authenticity of ideas sharing have shifted to “profits” became the premise.
The aura of YouTube could not be reproduced again. This phenomenon assuredly will continuous
to grow and maintain for the next few decades. The controversy regarding to the rise of market
towards commodities, prosumption and collaboration in product and services that are dispensable
to human intelligence. The reason for that has due to several factors. (Azer,. 2016)
• Authenticity
• Credibility
• Morality
• Algorithms
Figure 1.2 - Video Thumb Design produced by Ryan ToyReview with his toy, the
kinder surprise eggs. (dcyoutube.net. 2019)
YouTubers and the Participatory Culture
Given an example, one of the top YouTube highest earner of this year - The 8 yearsold
Ryan who made at least $15 million in a year by playing and reviewing toys on
his YouTube channel, reported by the YouTube Revenue and Usage Statistics 2018.
(YouTube. 2018) For a brief information, “Ryan ToyReviews” is a kid channel run by
family business. They have gained over 17 million Subscribers with a total 15.8
billion watched since March 2015 when they first started the channel. (Review of
Youtube Data Analysis. 2017) The majority of Ryan’s video have featured popular
commodities and his topics normally related to unboxing, experimenting and
product reviewing. (YouTube. 2018) Ryan’s channel has surpassed the phenomenon
of this new genre of overwhelming consumerism. Ryan’s videos often comprising a
huge amount of his consumer experience and reaction on receiving his new toys on
a day-to-day basis. (León. 2018) See Figure 1.2. It is clear to see that Ryan is holding
his kinder surprise eggs, and there is an kinder surprise egg in his video thumb
design. This could be a relevant example to explain how YouTubers cooperate with
advertisers in co-creation. As we discussed above, many YouTubers like Ryan
ToyReviews, they work across with YouTube multichannel network (MCN) who
offer corporate sponsorship opportunities in operation, sharing the revenue along
the way. In which, YouTube actively promotes YouTuber’s participation through a
certain formalisation process to help them to work closely with integrated partners
employed by the YouTube Multichannel Network (MCN), incorporated partnership
and advertisers, as well as other constituents of this digital media ecosystem.
(Jenkins. 2009) As YouTube and their partnerships offer alternatives to YouTubers to
the joint of commerciality and allowing them to make money off advertisement
displayed. YouTubers who maintain high reputation also play the role of social
media influencers who actively get free products to promote in their video channels
working in collaboration with advertisers and the creative brand of presence.
(Chau. 2010)
The relationship between YouTubers and MCNs or the alternative partnerships in
which have accelerated the development of the YouTube communities. MCNs often
have direct contracts within YouTube that they have resolve copyright issues for
YouTubers that might face on the platform. (Jarrett. 2010) The variation in
percentage largely depends upon the social rank of the YouTuber, calculated by
analysing statistics such as video views, channel subscribers, and viewer comments.
(Burgess. Green. 2009) Key considerations by MCNs include the number of
subscribers, monthly viewership statistics, lack of copyright violations on a channel,
and other related metrics. (Jenkins. 2009) This is also another reason why the above
YouTube social ladder is necessary to be introduced. Along with the system of
YouTube monetisation, they offer qualities to rapidly form and reform intelligent
communities. Partnerships of MCNs will become the decisive weapon of regional
skill centres competing within a globalised economic space. The emergence of
redefinition and distributed identities will not only take place within the
institutional framework of business but through cooperative interactions through
the international cyberspace. Since everyone has been offered equal access to the
site, this has led to a wide range of new possibilities in the cyber network within
participatory culture. (Burgess. Green. 2009)
Commercial Manipulation
Come back to our discussion of Ryan ToysReview as an example, Ryan’s channel has applied the
prosumer business strategy that completely suit the taste of YouTube market. The market analyst
suggests that personal’s infatuation perhaps is the main reason why Ryan’s channel has achieved
such a huge success in less than four years. This has play a huge part in psychological approach.
Psychologically, the action of “Unboxing” consist of presenting the object of desire in a state of
undressing. This could invoke immediate feelings of relaxation and satisfaction of one's curiosity.
(Nicoll, Nansen, 2018) By watching people unpacking items, this type of videos can also give rise
to a desire to buy. In particular, the video of Unboxing signifier a sense of consumer experience
when it indicates the audience the real objects and the process of revealing objects without having
to spend money. (Pandey, Sahu, Dash, 2018) Whereas, most of the product review and unboxing
type of video functioned in a way of commercially manipulation. That is, the spectators will
constantly receive information followed by the action of unboxing and that will arouse a desire to
buy, in a subconscious level. By watching the YouTubers review their new product that also
cultivates a curiosity. (Antón. Camarero. Gil. 2013) That will raise an interest for the spectator to
continue to watch the similar type of videos. Their final goal is to entice more spectators, or joiners,
or collectors to subscribe their video channel. (Rich. 2013)
This is, by the means of commercial manipulation in advertising and marketing. YouTubers work
across with MCNs in partnerships. Advertisers given out free commodities to YouTube Influencers
to engage in promotion. YouTubers then produce unboxing video and named the video with key
words to increase visibility of their videos. (Williams. Zenger. 2012) The spectators and collectors
could then get inspired by the YouTubers and participate in consumption, including actually
consider buying the products and to subscribe their video channel. As we mentioned above, the
number of subscribers could be identified the credibility of a YouTuber and video channel. It is not
a new thing to mention that the subscribed video will randomly appear on the home page. Which
means that once the YouTube users have subscribe their channels, the subscribed channels has an
increased chance to also boost views from other of their videos. That will help them to boost views
and build-in followers. The more subscribers that they have, the more likely that they can sustain
their YouTube business. This is what we so-called the YouTuber-logics. (Rich. 2013)
Psychological Manipulation
Essentially, studies have shown that the credibility of a peer endorser depends on reliability,
competence, attractiveness, and similarity. YouTuber like Ryan ToysReview who has a high
reputation on his channel that many spectators will get inspired and influenced by him. Including
his consumer behaviour and to make purchase decision based on his consumer choices. (Pandey.
Sahu. Dash. 2018) Not only in the case of Ryan ToysReview, but same to other product review
based video channel such as Full Toy Collector Disney, Blu Toys Club Surprise or CookieswirlC.
(Nicoll. Nansen. 2018) This brings to a problem that there are more and more people that are
becoming overly dependent on YouTube resources and overly relied on the YouTube information.
Especially for children in the younger generation. (Dunkels. Franberg. Hallgren. 2011) Research
have found that the majority of spectators who subscribed and watched those channels are kids,
small children. In here, James Bridle has shared his speech about “The nightmare videos of
children’s YouTube - and what’s wrong with the internet today” on TedTalk 2018. (YouTube. 2018)
He proposed “It is not adults who are watching these videos. It's kids, small children. These videos
are like crack for little kids. There's something about the repetition, the constant little dopamine hit
of the reveal, that completely hooks them in. And little kids watch these videos over and over and
over again, and they do it for hours and hours and hours.” Bridle argues these types of video have
become the trend and it has become an addiction for children to watch. They watch this type of
video to imagine themselves opening packages of toys. Children constantly received information
directly from the YouTube video channels, nothing more than that. Watching other kids to unpack
new toys everyday. Except for raising desire to buy, it has nothing to do with education, not even
for entertainment or leisure. It could be say that it is meaningless for kids and small children.
(Thompson. 2016)
In addition, Bridle has also given a deliberation of a certain reasons to explain why children are so
obsessed with kids channels on YouTube. In particular, Bridle took “surprise eggs” as the case
studies in his research. Surprisingly, this kind of video could reach up to 15 million views in
average. (Bridle. 2018) He explained that YouTubers will utilise the algorithms to help boosting
views for their videos. In which, YouTube showcase the recommended videos to their target
audience based on their browse history. (Coyne. 1995) Especially the software that YouTube uses to
select videos which is identified by the algorithms and key words where people type in the search
bar. As a result, when the video uploader renamed their video with all these popular key words
even if it is a completely meaningless in mash language, the video will still potentially receive a lot
of views randomly from the kids. YouTube offers an information management approach that treats
human attention as a rare commodity on YouTube. (Burgess. Green. 2009) The role of algorithms
and automation which also feature the top related youtube videos appear on the user’s home page.
This will also increase the chance for users to click into the video. In particular, there are many
YouTube channel that have utilised the trend and children spectators to boost their views and
subscribers. (Antón. Camarero. Gil. 2013) They take advantages of the thumbnails design along
with the automation of the video to attract children to click on their video. This is in order to make
profits enabled by the monetisation system. Research found that children simply watch the similar
type of video again and again. For example, when the young spectator see a video thumbnails that
pop up on their ‘recommended’ watch list. They will just simply click into it but does not matter if
the video is actually related to their video tittles. The quality of the video does not matter either.
The advertisers and YouTubers have aimed at the child market in order to consolidate their
reputation and credibility positioning themselves in the YouTube market. (Michniuk. 2014)
Ethical values and morality
Extend our discussion of the phenomenon of children market, ‘digital prosumerism’ has taken the
lead to fetishism in youth culture. Critics have drawn attention to unethical practices and the
advisability of propaganda. Pointed out that the cooperation between MCNs and YouTubers
should not exploited child’s naivety as an earning tools. They aimed to raise an awareness of
young spectator’s online preference and consumer behaviour at such a young age. In which, this
kind of video have given an inadequate impact to the small children. For instance, it could incurs
children spectators to behave in a same way as the YouTubers like Ryan. Seeking to get the same
treatment from their parent so as Ryan ToysReview. Getting many toys to surround them and to
show off to the others. In the case of Ryan ToysReview, research shows that children have been
captivated by watching a child dreams came true type of videos for at least hours a day. The
minority of the kid joiners behaved imitative to Ryan’s reaction, or even created their own
YouTube channel and ambitious about becoming a YouTube enterpriser like Ryan ToyReviews.
(Olin-Scheller. Wikström. 2010). These kind of video- channel has motivated more and more young
people, small children to get involve and be part of the digital labourers working at the network
society. Which also suggested that this type of kids- channel has given a significant online
influence to the young audiences on YouTube. Studies have found that they would spend time and
time to watch the similar type of videos, and to replicate toy reviews channel to rise up their
popularity online or in reality. This is another level of psychological manipulation that have
affected YouTubers and YouTube user’s behaviour within the communities. In fact, YouTube’s
impact on popular culture should not be ignored. The platform’s top users and pop stars are
becoming the world’s premier influencers. They coveted by media and advertisers to raise their
ability to reach millions of followers on a daily basis. However, this has been a misleading
conception of ethics, culture and value, including the implication of money, personality and
sociology.
Experts have pointed out that this phenomena has increased the anxiety of narcissism and
exhibitionism associated with what were then called the ‘social network’. (Bugess. 2018) In here,
Jean Bugess has given her studies about the future of YouTube in her literature “Online Video and
Partcipatory Culture”. She examines one of the core challenge will be the needs to find a balance
between mass popularisation, innovation and sustainability within YouTube communities.
(Bugess. 2018) In the light of the current situation of YouTubers and the young YouTube users. That
is, yet, it should not be a trend to sustain in long term. On a psychological perspective, this is
unethical. The is a challenge to morality and humanity. Since their over-dependent behaviour of
digital consumption and ‘prosumption’ will misrepresent the traditional value and culture of
social work, as well as an ethical values of reputation and morality. (Grealy. Driscoll. Hickey-
Moody. 2018) Not specifically pointed to young users or child, but the mass cooperators, the
advertisers, and a group of YouTubers or digital labours via social media. To be clear, this is not to
say toy advertisement on YouTube are all harmful for children. However, an overloaded
commercial and psychological manipulation of merchandise and publicity expedient is yet
inadvisable to the value development of our next generation. (Pandey. Sahu. Dash. 2018) Who will
take control of our society in the very near future. Furthermore, Bugess also argues that the new
economics of value co-creation have also brought with them the new relationships of power and
responsibility between users and platform providers. In particular, the platforms unevenly
cultivate and protect, and which are increasingly subject to regulatory and governance challenges.
Indeed, YouTube, advertisers and YouTubers really need to re-consider about indulging the trend
continuous to grow throughout the children market. “Digital prosumerism” and the participatory
culture on YouTube essentially should be beneficial to YouTube and the communities. However,
the misinterpretation of “Future-stars” on Youth culture and their social media over-dependent
behaviour that will only lead to the failure of the platform, or even have a defective impact on
culture and civilisation. (Bugess. 2018)
Enabled by monetisation, YouTube has led towards
cooperation between YouTubers and the MCNs partnerships for new
possibilities to work across the enterprise. (Calabrese. 2017) There are a
highly progressing number of new creators and prosumers have started to
embark themselves working as ‘YouTubers’ as their new career. Influenced
by the crowd psychology, there are more and more young creators willing to
boost their video channel from receiving more ‘views’ and ‘subscribers’. In
the YouTube and the cyber network society, wealth is no longer defined by
money but mainly considered by the number of views. The number of
‘subscribers’ or ‘followers’ which have become the title to present the value
and reputation of a person on YouTube. (Healey. 2011) This has induced
many start-up YouTubers to actively interact with other users by subscribing
each other channels. They work as digital labours and spent time and time
to gain new subscribers in order to enhance their channel’s credibility. (Beers
Fägersten. 2017) YouTube as a platform has gradually transformed to a
commodity space. Where commodity and merchandise have become the
core of YouTube.
Considering time is money, working as a digital labour could be a risky
investment. This including extraction of low paid, unpaid, coerced, and
alienated labourer in commodity production. (Fuchs. 2015) In order to save
time to work at video production, ‘product reviews’ and ‘unboxing’ types of
video has become extremely popular on the site. It does not require much
skills in production compare to other categories of video. In recent years, the
market has begun to focus on the youth market. ‘Toy Reviews’ and
‘Unboxing Toys’ have become extremely popular to the small children.
Many YouTubers and advertisers have focused on the children market and
promoted numerous of the similar type of video to attract children to view
and subscribe their channels. (Nicoll. Nansen. 2018) Even though, the
participatory culture on YouTube is supposed to be a system that is aimed to
raise business for the organiser and the YouTubers. Nevertheless, the MCNs
partnership including the collaboration between YouTubers and advertisers
have integrated to a large social group that have started to take advantages
from the young spectators. Their gimmick and commercial expedient should
focus on something else rather than commercial manipulation. (Turow.
McAllister. 2009) They utilised children’s naivety as a tool to boost their
popularity and make profits on that. This has become an unhealthy trend
that are considered to be meaningless for children to watch. It is crucial that
the MCNs and other partnerships to open up new possibilities to YouTube
communities, as that will help to preserve YouTube cultural production.
Instead of merchandise, they should advocate beneficial and meaningful
video and offer new opportunities to YouTube builders. Such as the DIY
culture that we have discussed above. Which will become a win-win
business strategy for the platform itself, the MCNs and advertisers,
YouTubers and every users. It will be healthy for kids and small children to
watch; it will also be fun and interesting for young YouTubers to build and
to create. (Bailey. 2013)
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