User:Ravenmary/sandbox

= User-generated content on YouTube =

YouTube is a video sharing website that offers users an interface to upload, view, share, and discuss video content online. YouTube describes itself as follows: "YouTube"

- About YouTube

By providing an open space for users that encourages creating and uploading content, the website has gained popularity since its initial launch in May 2005. YouTube enforces its own set of rules and regulations, referred to as community guidelines that include the importance of respecting copyright. As a result, the website has played a major role in creating and defining the concept of user generated content.

Why users post user-generated content
User-generated content (UGC) has been defined as "any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video, audio files, advertisements, and other forms of media that was created by users of an online system or service, often made available via social media websites".

It entered mainstream usages during 2005, the same year YouTube was launched. As such, the concept of Web 2.0 was established as a term that explains the methods with which individuals use to connect, communicate, and collaborate online in ways that were once limited. The increased production and distribution of information technologies around the world has provided opportunities, including the creation of YouTube and other similar online services, for participation by ordinary users who can become producers of content in a wider range of ways.

YouTube has become one of the Internet's most recognizable websites for generating UGC via information communication technologies as it provides its users a simple and encouraging interface to interact with.

AdSense
Google AdSense has played a significant role in YouTube growth and its users' increasing participation. Google has implemented its AdSense program since 2003 within the web pages of its partners and its own pages by featuring advertisements to users alongside webpage content. YouTube was bought by Google in 2006 (citation) and implemented a Partnership Program in 2007, allowing users who upload videos to share in the revenue earned with AdSense. YouTube offers its contributors the ability to monetize videos on personal channels and earn money from the revenue collected. For many, this opportunity has encouraged users to upload UGC of high levels of quality and creativity particularly for gaining views from others and therefore money via monetizing with YouTube's Partnership Program.

Businesses have taken advantage of the growing popularity of YouTube as a means of accessing an audience full of different types of viewers ranging from age, backgrounds, and interests. The recent advancements with information communication technologies and how they are used have drastically changed the nature of the socio-economic business style, content, and participants. YouTube's internal ability to track the patterns of the user online in order to display advertisements that suit their apparent interests has resulted in increased recognition and sales for the marketers as well as strong ad revenue for YouTube and YouTube users. YouTube has altered the relationship between the product producer and the product user, as businesses can present themselves in this online space as individual contributors and product advertisers at the same time.

Individual users who are successful with YouTube's Partnership Program are generally those whose UGC is unique and entertaining. Felix Kjellberg, who is known as PewDiePie on YouTube, holds the most subscribed channel on the website. With YouTube's Partnership Program in conjunction with creative UGC, Kjellberg and other large YouTube channels, such as Lilly Singh's iiSuperwomanii, and Ryan Higa's Nigahiga, have been able to earn enough revenue to support themselves financially.

YouTube not only offers money for contributors' UGC, but also offers users knowledge and tactics to use in creating their content to aid them with creativity. YouTube's Creator Academy page provide users with access to courses teaching educational skills with regards to video making, such as production skills, filming and editing tips, useful information about the YouTube, and more. YouTube has created a space online for its users to not only interact with the interface, but to learn and gain knowledge, motivation, and a solid means to pursue artistic goals.

Creating & contributing to a subculture
Studying subcultures involves observing symbolism attached to objects, opinions, and/or practices demonstrated by members of subcultures. Subcultures range in types, and members of different or similar subcultures may possess similar traits and characteristics. When seeking out subcultures online, particular online locations and offline demographics (age, race, class, etc.) are taken into consideration.

Large YouTube channels are identified as channels who have a high number of subscribers. It is in this way that popular channels create fan bases, and target their content toward keeping and attracting individuals who are similar in personalities and characteristics. A healthy community is one "that sustains positive connections among its members as well as with other sources of strength within the community". Many YouTube uploaders address their audience as a community formed via YouTube's services, and use power in numbers to advertise, spread messages, share ideas and opinions, and achieve collective goals. For example, Mark Fischbach, known as Markiplier on YouTube, often displays his respect for his subscribers by describing his fan base as a community, and he has led multiple charity efforts with the support of his fans as a part of that same community. At the same time, both the creators and the viewers on YouTube participate in establishing carnivalesque scenarios. Bahktin explains that "in carnival, normal life is suspended, including hierarchical distances between people". Members of a carnival are free to express themselves in ways acceptable by other members in the same subculture.

Viewing and interacting with popular platforms on YouTube that feature similar interests have also contributed toward motivating viewers to attempt creating channels and communities of their own that feature similar and/or varying content. To aid in these endeavors, YouTube offers pointers for new channels and spaces for growing platforms to expand their abilities. While YouTube encourages the creation of UGC, it also promotes professionalism. YouTube has influenced the traditional media environment by opening its interface to equalize the average user with those of businesses, celebrities, and large corporations and figures. However, as a result of its growth, YouTube is shifting toward a professional appeal by imitating rules of old media conventions. With its expanding generosity in providing users with resources committed to aid with professional filming and video making.