Debunking the myth of “co-creation,” the article uses simple analogies – market, infrastructure, franchise – to describe how MCNs contribute establishing asymmetrical relations between users and emergent industry systems online. This article challenges such beliefs about YouTube's sudden make-over, based on archival evidence that allows to reconstruct YouTube’s long commercial history, and on fresh field study data relating to one specific MCN and its content providers. They have often been critisized as driving YouTube’s commercialization, a seemingly recent phenomenon that sees hithertho informal practices of video making and sharing being increasingly formalized. Multi-channel networks (MCNs) are intermediary companies that sell advertising, cross-promote affiliated YouTube channels, and develop video brands.
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