Beyond Broadcast Yourself TM: The Future of YouTube
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چکیده
Abstract: Since its launch in early 2005, video sharing website YouTube has emerged as a culturally, politically and economically significant medium and as one of the inheritors of the social role played by broadcast television. However its continued growth and journey to profitability is not guaranteed. This paper queries the future of YouTube by exploring the tension inherent in the site’s 3 key characteristics embodied within its slogan Broadcast Yourself TM. The site is based within regimes of consumer production and identity practices, yet it is also located within a traditional fiscal economy as indicated by the trademark identifier. The contradictory pulls of these positions pose challenges for YouTube and its parent company Google. The difficulty of sustaining an emergent social economy alongside the requirements of advertising driven economics raises questions about the future of YouTube and indicates the complex terrain of what lies beyond broadcasting.
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