Research Mentor(s)
Erickson, Mary
Description
In recent years, the rise of online video streaming services has become so great that traditional media, such as television, are worried about a potential eclipse in popularity and prevalence. YouTube is the largest online streaming platform, with over 1 billion users, and accounts for one-third of all internet traffic. This study analyzes YouTube’s attempt to professionalize the platform through a new service YouTube Red – taking amateurs, making them professionals and crafting them into celebrities – and what that means for the future of online video. This study looks at other scholarly works to analyze what makes a celebrity, the professionalization of celebrity and key elements to YouTube celebrity; and how that relates to recent news and trends in the YouTube community. It also examines YouTube Red’s potential impact on aspiring professional YouTube celebrities. The study found that existing YouTube celebrities are getting more recognition and are increasingly seen as professionals. However the emergence of YouTube Red highlights the paradox of the YouTube system. While YouTube celebrity may seem easier to attain it is actually no different than any other kind of celebrity.
Document Type
Event
Start Date
20-5-2016 9:00 AM
End Date
20-5-2016 12:00 PM
Department
Communication Studies
Genre/Form
student projects; posters
Subjects – Topical (LCSH)
YouTube (Electronic resource); Internet videos--Social aspects
Type
Image
Keywords
YouTube, Celebrity, Communications, YouTube Red, Professionalization
Rights
Copying of this document in whole or in part is allowable only for scholarly purposes. It is understood, however, that any copying or publication of this documentation for commercial purposes, or for financial gain, shall not be allowed without the author's written permission.
Language
English
Format
application/pdf
Included in
YouTube Celebrity and the Future of Online Video
In recent years, the rise of online video streaming services has become so great that traditional media, such as television, are worried about a potential eclipse in popularity and prevalence. YouTube is the largest online streaming platform, with over 1 billion users, and accounts for one-third of all internet traffic. This study analyzes YouTube’s attempt to professionalize the platform through a new service YouTube Red – taking amateurs, making them professionals and crafting them into celebrities – and what that means for the future of online video. This study looks at other scholarly works to analyze what makes a celebrity, the professionalization of celebrity and key elements to YouTube celebrity; and how that relates to recent news and trends in the YouTube community. It also examines YouTube Red’s potential impact on aspiring professional YouTube celebrities. The study found that existing YouTube celebrities are getting more recognition and are increasingly seen as professionals. However the emergence of YouTube Red highlights the paradox of the YouTube system. While YouTube celebrity may seem easier to attain it is actually no different than any other kind of celebrity.
Comments
Outstanding Poster Award Recipient