Creators And Moguls

2005 Words 9 Pages
Living in the 21st century today, society has evolved and developed into an immersive technological era. With this being said, numerous of media outlets have gained popularity and became more accessible to the world. The internet is an important component to understand any sorts of technology in today’s screen-crazed society. This paper will because focusing and analyzing YouTube, and the depth the media source entails. YouTube is extremely prominent as it allows moguls to thrive and succeed, and ultimately created the fundamental principles of moguls. Moguls are becoming more powerful figures to an abundance of viewers, as they hold the power and influence to persuade mass amounts of people through the mass media, such as the internet. The …show more content…
A primary contribution to YouTube is; engagement; engagement between the viewers and creators, creators and creators, viewers and viewers, and lastly creators and companies. Each modern mode of communication has different characteristics to help create YouTube as a vital medium. The relationship between viewers and creators, is extremely vulnerable due to the fact that viewers idolize the creators. In some cases, whatever the creators are saying is the only source of information the viewer is obtaining, holding the creator in a hierarchical position. The engagement between creators and creators; and viewers and viewers are similar sharing common interests and different creative opinions. This is an example of a more interpersonal relationship, as the communication is done between individuals, rather than a large organization. Lastly, the most controversial relationship is between the creator and companies. Further discussed in this paper, it has analyzed the implications of monopoly capitalism and the affects it impose. It has removed the creators initial thought, and creative ability. Essena O’Neil accurately addresses this issue in her latest video: “Why I Am Quitting Social Media”. She expresses that her apparent “dream life”, with half a million Instagram followers was actually the contrary to what it appeared to be; this …show more content…
They must adapt to a new glorified, unrealistic lifestyle that involves product placements from numerous of companies. If these expectations were not foreseen or imagined, then this desire to attain a superficial persona wouldn’t be applicable. As the YouTube industry continues to blossom and grow, the relation between the audience’s needs and the demand of sponsors creates a form of “cultural production” (White, 2015). The creators are extremely influential to all different people, thus showing how powerful YouTube is as a platform of a media outlet. Which ultimately transformed the traditional model of marketing, to create a new form of communication. Throughout this paper, six key theorists such as Adorno and Horkheimer, Baudrillard, Benjamin, Betancourt, Florida, and Smythe were presented and how their works were synthesized and related to this topic. In addition, an abundance of scholarly articles, and different sources were utilized to explicitly show an understanding of this topic. To conclude, the utilization of creative industries positively reflects YouTube as a media outlet, the term vloggers and how they are used in the medium and finally, YouTube as a commodity and its loss in authentication. Adding the financial aspect diminishes the creativity of YouTube’s videos, resulting in numerous of

Related Documents