The Youtube Apparatus
Munger, Kevin
- 出版商: Cambridge
- 出版日期: 2024-05-23
- 售價: $2,820
- 貴賓價: 9.5 折 $2,679
- 語言: 英文
- 頁數: 75
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 1009486004
- ISBN-13: 9781009486002
海外代購書籍(需單獨結帳)
商品描述
The academic agenda for studying social media and politics has been somewhat haphazard. Thanks to rapid technological change, a cascade of policy-relevant crises, and sheer scale, we do not have a coherent framework for deciding what questions to ask. This Element articulates such a framework by taking existing literature from media economics and sociology and applying it reflexively, to both the academic agenda and to the specific case of politics on YouTube: the Supply and Demand Framework. The key mechanism, traced over the past century, is the technology of audience measurement. The YouTube audience comes pre-rationalized in the form of Likes, Views and Comments, and is thus unavoidable for all actors involved. The phenomenon of 'radicalization' is best understood as a consequence of accelerated feedback between audiences and creators, radicalizing each other. I use fifteen years of supply and demand data from YouTube to demonstrate how different types of producers respond more or less to this feedback, which in turn structures the ideological distribution of content consumed on the platform. This title is also available as Open Access on Cambridge Core.
商品描述(中文翻譯)
研究社交媒體與政治的學術議程有些雜亂無章。由於技術變革迅速、政策相關危機層出不窮,以及規模龐大,我們尚未建立一個有條理的框架來決定應該提出哪些問題。本文通過對媒體經濟學和社會學的現有文獻進行反思應用,提出了一個這樣的框架,即供應和需求框架,並將其應用於YouTube上的政治特定案例。過去一個世紀以來,關鍵機制是觀眾測量技術。YouTube的觀眾以點贊、觀看和評論的形式預先理性化,因此對所有參與者來說是不可避免的。"激進化"現象最好理解為觀眾和創作者之間加速反饋的結果,彼此激進化。我使用了來自YouTube的供應和需求數據的十五年來展示不同類型的製作者對這種反饋作出更多或更少的回應,這反過來結構了平台上消費的內容的意識形態分佈。本書也可在劍橋核心平台上以開放存取方式獲得。