The YouTube Apparatus

Kevin Munger (Pennsylvania State University)

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English

Cambridge University Press
23 May 2024

Film, TV & Radio; Media studies; Digital lifestyle; Digital video: consumer & user guides; Graphical & digital media applications

Series: Elements in Politics and Communication

Summary
Details

The academic agenda for studying social media and politics has been somewhat haphazard. Thanks to rapid technological change, a cascade of policy-relevant crises, and sheer scale, we do not have a coherent framework for deciding what questions to ask. This Element articulates such a framework by taking existing literature from media economics and sociology and applying it reflexively, to both the academic agenda and to the specific case of politics on YouTube: the Supply and Demand Framework. The key mechanism, traced over the past century, is the technology of audience measurement. The YouTube audience comes pre-rationalized in the form of Likes, Views and Comments, and is thus unavoidable for all actors involved. The phenomenon of 'radicalization' is best understood as a consequence of accelerated feedback between audiences and creators, radicalizing each other. I use fifteen years of supply and demand data from YouTube to demonstrate how different types of producers respond more or less to this feedback, which in turn structures the ideological distribution of content consumed on the platform. This title is also available as Open Access on Cambridge Core.

By: Kevin Munger (Pennsylvania State University)
Imprint: Cambridge University Press
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm, Spine: 5mm
Weight: 156g
ISBN: 9781009359757
ISBN 10: 1009359754
Series: Elements in Politics and Communication
Pages: 88
Publication Date: 23 May 2024
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active