YouTube: Online Video and Participatory Culture

YouTube has grown from a video-sharing website to a powerful digital media platform with a diverse community of content creators. This book explores its cultural impacts and politics, highlighting the tensions between its amateur community rhetoric and commercial media logics. The updated edition includes fresh examples, theoretical perspectives, and comparative historical insights, making it an essential read for anyone interested in the contemporary and future implications of digital media platforms.

\n Format: Paperback / softback
\n Length: 180 pages
\n Publication date: 27 July 2018
\n Publisher: Polity Press
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YouTube, a platform for everyday video-sharing that was launched in 2005, has emerged as one of the most influential digital media platforms in the world. This book, originally published in 2009, when YouTube was just four years old, was groundbreaking in its exploration of the platform's cultural impacts and politics. It delved into the productive tensions between YouTube's amateur community rhetoric and its commercial media logics, highlighting the ways in which these two aspects coexisted and interacted.

Since its inception, YouTube has undergone significant growth and maturation as a company. Its business model is centered around coordinating the interests of content creators, audiences, advertisers, and media partners in a commercial setting. YouTube now competes with other powerful social media and streaming television platforms, making it a dynamic and ever-evolving landscape.

At the same time, YouTube's diverse communities of content creators have played a pivotal role in shaping the platform's cultural forms and genres. These creators have developed some of the most distinctive cultural expressions on the internet, contributing to the platform's popularity and influence.

While preserving the original edition's forensic analysis of YouTube's early popular culture and uses, this fully revised and updated edition incorporates fresh examples, updated theoretical perspectives, and comparative historical insights throughout its six chapters. Burgess and Green demonstrate how YouTube's dual logics of commerciality and community have persisted over its more than a decade of existence, generating new genres of popular culture, new professional identities, and innovative business models for the media industries. They also address the ongoing challenges associated with platform governance, highlighting the need for effective regulation and management in this rapidly evolving digital ecosystem.

This book is an essential reading for anyone interested in the contemporary and future implications of digital media platforms. It will be particularly valuable for students and scholars in media, communication, and cultural studies, as it provides a comprehensive and insightful examination of YouTube's role in shaping our digital culture.

\n Weight: 292g\n
Dimension: 149 x 210 x 16 (mm)\n
ISBN-13: 9780745660196\n
Edition number: 2nd Edition\n