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YouTube has become the most popular video hosting in the world and completely turned the user’s ideas about creating and consuming streaming videos. Millions of creators are posting content every day to maintain public interest in their personalities. To some extent, it may even seem that the authors become hostages of their format. Ellis Lindsay discusses the current problems facing YouTubers and their audience in his video essay.
The woman says that the creators of video on the platform once will face problems of authenticity. This phenomenon is related to the evolution of channels as the video hosting algorithms change. From the very beginning, authors are gradually improving the quality of their works, spending more money to create (Lindsay, 2018). One day bloggers come to the point where costs exceed expectations, but the video does not become popular. This makes it harder to generate income, and ultimately content makers have to produce real goods under their brands to maintain financial well-being (Lindsay, 2018). The audience is constantly invited to buy books, unique clothes, or household items. As a result, there is burnout of the blogger as a creator and requalification as a salesman.
This evolution makes looking differently at the concept of popular mass culture, which generates two ideas. First, as soon as people start to like to encourage a blogger’s sophisticated and high-quality work, the creator falls into the trap of authenticity. In other words, the audience creates the environment in which each author more often calls the audience to action. Indeed, it is a cyclical process that leads to more commercialization of content.
Secondly, it creates some ambiguity in the influence of popular culture. Although it seems that the viewer has to pay for the better work of creators, there is a substitution of concepts. Payment for content is made not in the usual sense – in money, but by a voluntary change in the subscriber’s consciousness. It seems that modern people are becoming more progressive and can already find the necessary information in a matter of seconds.
However, the YouTube audience is beginning to consume more entertaining material and let the world of advertising into their own lives. Regular calls to action, which can sound more than ten times in one video, are no longer perceived as supernatural (Lindsay, 2018). This, in turn, leads to the fact that people lose the basic idea of creativity, replacing it with the concept of increasing sales.
Lindsay, Ellis. (2018). YouTube: Manufacturing authenticity (for fun and profit!). YouTube. Web.