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Since launching as a website for everyday video-sharing in 2005, You
Tube has become one of the world’s most powerful digital media platforms. Originally published in 2009 when You
Tube was only four years old, this book was the first to systematically investigate its cultural impacts and politics, highlighting the productive tensions between its amateur community rhetoric and its commercial media logics. Since then, You
Tube has grown as a platform and matured as a company. Its business model is built on coordinating the interests of and extracting value from its content creators, audiences, advertisers and media partners, in a commercial setting where You
Tube now competes with other powerful social media and streaming television platforms. Meanwhile, You
Tube’s diverse communities of content creators, who developed the platform’s most distinctive cultural forms and genres, have strong ideas and interests of their own. While preserving the original edition’s forensic analysis of You
Tube’s early popular culture and uses, this fully revised and updated edition weaves fresh examples, updated theoretical perspectives and comparative historical insights throughout each of its six chapters. Burgess and Green show how, over its more than a decade of existence, You
Tube’s dual logics of commerciality and community have persisted, generating new genres of popular culture, new professional identities and business models for the media industries, and giving rise to ongoing platform governance challenges. The book is essential reading for anyone interested in the contemporary and future implications of digital media platforms and will be particularly valuable for students and scholars in media, communication and cultural studies.
|Format:||Paperback / softback, 180 pages||Language:||English|
|Dimension:||147 x 18 x 208mm||ISBN10:||0745660193|
|Weight:||268g||ISBN13:||9780745660196||Publication Date:||27 Jul 2018||Publisher:||Polity Press|
"A decade ago, Burgess and Green documented the co-creation by tech innovators, business and the public of an extraordinary platform for participatory culture. Now, they tell the equally fascinating story of how what happened next, in an account that combines rigorous research and rich insights into a hugely influential yet profoundly 'unstable object of study.
'"—Sonia Livingstone, London School of Economics and Political Science"You
Tube examines the participatory conditions that enable consumers of content to become producers, and in so doing, abandon rigid boundaries that have long divined how we understand media content. This book is about the future of media. Read this and forever leave your assumptions about what TV was and might have been behind."—Zizi Papacharissi, University of Illinois at Chicago"Burgess and Green’s book is an essential introduction to You
Tube as a highly influential yet unstable media platform. In comparison to more entrepreneurial accounts of You
Tube . . . this book provides a scholarly narrative on the dynamic process of cocreation, focusing on how multiple (and often competing actors) have shaped the development of the platform over the past decade."International Journal of Communication "[T]he new edition offers readers a rich and insightful history of You
Tube’s evolution and its increasingly influential role in both participat
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