For this week I wanted to talk about YouTube as a business and all of its young creators that are currently being silenced. In their article, Cote and Pybus discuss Myspace and other social networking sites as environments in which immaterial labor is performed. They define immaterial labor as “ activity that produces the cultural content of the commodity – that is, “activities involved in defining and fixing cultural and artistic standards, fashions, tastes, consumer norms, and, more strategically, public opinion’” (89). YouTube is currently the most popular site through which a young demographic is defining public opinion and consumption. Many are lucky enough to make this a now somewhat normal career, but in the past few weeks a sudden shift towards demonetization of certain content on YouTube.
As many of you may know, YouTube drama began earlier this month with PewDiePie’s anti semitic video, which lead to (a probably already in talks) restricted mode. Many of the content creators have been affected, but more so queer creators, videos on mental health, and many people of color’s content has been affected disproportionately. Furthermore, now ads are being taken off of videos that are deemed controversial. So, not only are creators being discriminated against, but their videos can no longer be monetized.
As seen in the article, “Black Teens Are Breaking The Internet And Seeing None Of The Profits,” movements or cultural phenomenons created by minorities often become a part of culture, but the creator themselves are never acknowledged for their contribution. Young creators on YouTube, such as Hannah Hart, are promoting self care, educating on queer activism, and also producing comedy content; however, they are being attacked by YouTube’s new monetization systems. While they are making major waves in culture change, and producing affective labor, they are starting to become silenced and without payment for their labor.
YouTube as a site for cyberfeminism, a place to privilege voices, and an environment to choose to support content creators who could not make it in traditional entertainment media was one of the best platforms. Audiences could come to the sight for empowering messages, quality content, and creators who they could relate to on all levels (race, class, gender, sexuality, etc.). However, with this imbalance now in place it is harder to see YouTube as an empowering site for young creators. It is clear that the voices of creators of color and queer creators are being silenced. While the audiences are still there, watching and supporting in any way possible, YouTube itself is making it clear that these creators are no longer welcome. The concept of the site is still sound. I believe being able to support creators just by watching them is empowering and privileging, but with the imbalance in the affective economy it now feels more exploitative.
Attached is a video explaining some of the controversy. The video is by h3h3 and he has since put out other content on these issues. However, this information is on a lot of channels with big names talking about it (i.e. Jenna Marbles, PewDiePie, FunHaus).
https://www.youtube.com/watch?v=gQ489KjPqlc