Participatory culture on YouTube: a case study of the multichannel network Machinima

The theory of participatory culture, described by Henry Jenkins and Yochai Benkler, proposes that the emergence of new media allows for unrestricted access to the system of cultural exchange, and supports a more democratic process of production and distribution in the media industry. An additional benefit of greater participation in society, manifested by active audiences, is a heightened appreciation for creative works and a public that is less controlled by consumer culture. This dissertation investigates the validity of such claims by examining the agency, motivations, and perspectives of executives and partners employed by the YouTube multichannel network (MCN) Machinima. Using a case study methodology involving in-depth interviews and document analysis, the research identified three dominant themes related to the participation of amateur producers in the MCN model: the validity of the aspiration model, the role and legitimacy of the active audience, and the future of the YouTube platform as an outlet for creative expression. The results highlight the main controversies that will determine the future relationships between MCNs, partners, advertisers, and other constituents in the digital media ecosystem, providing a foundation for additional research in the field. In particular, the research showed that while the partner model does allow amateur producers to pursue a professional career in the media industry, the more direct effect is that it provides structure to the scale of YouTube’s distribution platform, enabling more effective monetization. MSc Dissertation of Bryan Mueller