Mikayla Owen

Doran

ENC 2135

1 May 2017

Youtube: The media Empire

Over the past 15 years, technology has become a staple in our populations day to day

life. All different types of new technology, new business opportunities, and new career paths

have emerged into our economy. Social Media platforms, phones, watches, and laptops all are

continuously changing and evolving. One of a popular social media platform, Youtube, started

out very bumpy but is now one of the most common websites in the world today creating an

audience for Youtube creators and also creating a career as well. Most popular Youtubers rely

solely on this industry for a source of income. Millennials should pursue a career as professional

Youtuber in 2017 because it gives young people a chance to express themselves but also have to

opportunity to learn business skills if they become successful in the Youtube industry.

Patrick Vanderau talks about the transformation of Youtube from start to present. He stats

that Founded in 2005, Youtube had the first video uploaded on April 23, 2005 by the Youtube

co-founder, James Karim (Vanderau 362). The concept of uploading, sharing, watching videos

that anyone could make was new and quickly became very trendy. Christian Christensens whole

basis is the evolution of media, he mentions The site was fully operational just before the end of

2005, and, within a matter of months, had become one of the fastest-growing websites in the

world (Christensen 37). With the fast-growth, young uploaders called Youtubers could share

passions, stories, lives, and turn their hobbies into income. More and more watchers and
Youtubers started paying attention to this fast growing empire. Youtubes content became a very

wide variety from gaming to makeup tutorials.

Purchased by Google in 2006, Youtubes marketing tagline is Broadcast Yourself, and

millions of people worldwide have taken up this invitation since the emergence of this video-

sharing facility in 2005 (McDowell 1). Fast-forwarding into 2017, Today YouTube has come

to represent what video on the web looks like: short, mostly humorous and easily accessible (Jin

54). Youtubers create and upload thousands of videos every week for anyone in the world to

enjoy. Youtube has opened a door to let anyone of any age become a part of this phenomenon.

Christensen makes a good point on a fact that not everyone understands about Youtube: The

impact the site [Youtube.com] has had on re-adjusting our understanding of how media

production, distribution and exhibition can work (Christensen 38). In order to become

successful or even upload a video of good quality, Youtubers must understand and be able to use

editing software, do voiceovers, insert music, lighting, and much more. On top of that, as

Youtubers begin to reach the 1 million subscribers marker. Companies now reach out to these

successful people and offer them contracts or opportunities to showcase their product on their

channel (Ridout). Youtube has become a platform where makeup, clothing, gaming, and other

companies can promote their products through Youtubers rather than through television or movie

stars. And these opportunities give Youtubers a chance to earn an income while doing something

they love as opposed to an office jobs. Along with turning their passion into a successful video

platform, Youtube opens door for some for their successful Youtube Partners to work with

business and gain valuable business skills.

The best part of Youtube is that anyone can have their own success story on there. From 1 to 1

million subscribers, anyone of any age can become an Youtube sensation. For example,
 Zoe Sugg, 24, better known by her blog name Zoella, started making videos in her

bedroom in 2009 like any other creative 20 something year old. Fast forward five

years and her new book Girl Online, which debuted November 25, sold more

copies in its first week in the United Kingdom than any previous debut novel on

record and is now at #9 on the list. (Dhawan)

While all these ideas are great and are working in the website phenomenons favor today, there

are some concerns with becoming a Youtube Partner. While Youtube keeps the technology

industry running as it changes, audiences and Youtubers change with the treads and can

create income for young uploaders, therefore creating jobs. But with technology changing all the

time, is this career steady and sustainable? Is this career just a phase that will eventually sizzle

out, like other media platforms like Myspace.com?

While Youtube is at a height, the future is often debated as unsteady and a gamble. The

Blessing and Curses of Youtube by John McDowell, talks about the uncertain future of this

industry. Just like any social media platform, Youtube faces the uncertain future and the threat

of disappearing. And just like any social platform, Youtube must continue to evolve along with

society and that is where these platforms start to fall apart (McDowell). With technology

changing constantly, are current Youtubers prepared for a dramatic drop in Youtube industry?

This question is tossed around all over the internet and Kevin Brass writes an article talking

about some of the most popular Youtubers and how they handle that question. Even some young

Youtubers like Aspyn Ovard, who dropped out of school to become a full time Youtuber,

addresses those questions all the time on her channel and in videos (Brass). Andreas Kaplan

talks about how much time and effort it takes to successfully launch a Youtube channel and keep

it successful and relevant. According to Kaplan, Lots of Youtubers, while drop out of school
and quit work, they gain valuable life skills like banking and saving. So Youtubers are protected

in the future if there is a drop in Youtube (Kaplan).

Even if Youtube has a decline the future, Is it a safe and stable career for Youtubers now in

2017? According to Richard Junger; Youtube has been a fast growing platform and has the

potential to keep growing, but also has the potential to fall behind in the world of technology

(Junger). With the uncertainty of Youtube, there is no time like the present to get involved in the

Youtube community. And now in 2017, current Youtubers are basking the glory on become

internet sensations. Current Youtube stars are making appearances on red carpets, makeup

commercials, branding opportunity trips, and having no problem making money. Hector Postigo,

a founding member of the YouTube's Partner Program, said: " On YouTube, video creators who

are part of the YouTube Partners Program receive a share of the moneys garnered by YouTube

from advertising placed on or near a video" (Postigo 339). The Youtube Partner Program allows

creators and large (or small) businesses to work together and allow for a newer kind of

advertising or sponsorship. Businesses will send their products or coupon codes to the Youtubers

and have them incorporate that product in whatever way they chose into their videos. Youtube

has created a platform for people to create, but with all the positive, there is always the argument

that it wont be as successful in the future.

Overall Youtube has become a successful media empire. It allows people to create and

share with the world. It allows companies to promote products in new ways through different

audiences. Finally, it allows viewers to watch different types of videos like tutorials, vlogs, and

adventures of friends and others from around the globe. Even with the threat of advancing

technology sinking Youtube, I believe there is no time like the present to join in and begin to
create like thousands of Youtubers already have. This media empire is on a current path the

continue to grow and flourish, but only time will tell what the future holds for Youtube.
 Annotated Bibliography

Brass, Kevin. How to Become an Online Celebrity and Get Paid for It. The Wall Street

Journal, Dow Jones & Company, 26 Jan. 2015.

The source above tells the logistics of how Youtubers can become internet sensations

while getting paid for it. The main idea in this source is to prove and explain how Youtubers, or

other social media celebrities, gained the audience in order to make a strong living.

This source relates to my topic because in todays world of technology thousands of people, of

all ages, are making really strong living by being some social media sensations on Youtube,

Instagram, Blogs, etc. This way of income has led to some of these people dropping out of

school or jobs and becoming a Full Time Youtubers or Blogger. The source comes from the

Wall Street Journal Online and was proof read and edited by professional journalist. Also this

source was published in 2015 which is the height time that this business industry seemed to take

flight.

Christensen, C. New literacies: YouTube: The evolution of media? Screen

Education, 2007, pp. 45.

This source focuses on mainly some issues that relate to the rise of Youtube. The author

considers if this new phenomenon has just shifted the balance of power in the media world or

enhanced the current balance (at the time of 2007, when Youtube was in its beginning stages).
This source relates to my topic because it introduces the negative perspective of Youtube, rather

than all the positive perspective sources. It also gives an interesting type of warning to Youtube

visitors of over-celebrating this new form of communication and media.

The source above was written by Professor in Media and Communication Studies at Karlstad

University in Sweden. Christian Christensen and was published around the time when Youtube

was a new media outlet and released to the public.

Dhawan, Erica. How You Can Use YouTube to Turn Your Passion into a

Career. Forbes, Forbes Magazine, 23 Mar. 2016.

This source gives examples of two current Youtube celebrities and tells how they turned

their passion of making videos into a huge empire. These creators now make videos for

thousands of dollars per month, had books released, clothing lines, and even participated on

Dancing with the Stars. This articles main focus is telling how an average person can turn their

hobby into a career through Youtube. This source relates to my topic because it tells how anyone

could be making thousands of dollars a month just by doing something as simple as uploading a

video. But it also tells of the struggles of keeping up with Youtube and popularity patterns. So

this source gives both a positive, but also a negative look into being a Youtuber. The source

above was published in Forbes Magazine and the article was proof read by multiple people. The

published date was also in 2016 which is the very current height right now before Youtubes

skyrocket success in media.

Jin, Kim. The Institutionalization of YouTube. Sage Journals, 31 Jan. 2012.

This source is about the complete breakdown of Youtube and how it has grown to be one

of the strongest social media platforms in todays world. It breaks down the culture, network,

cultural politics, and even Youtubes uncertain future. This source relates to my topic because it

gives every angle of the rise of Youtube and how it has made its splash in networking culture.

Also this source gives an interesting perspective on Youtubes future and how it might be

unstable for creators to rely on this platform for income.

Junger, Richard. "YouTube." St. James Encyclopedia of Popular Culture, vol. 5, no. 2,

2013, pp. 479-481.

This source is a different perspective. While it is still positive, it gives a more celebrating

vibe as it praises some of the top Youtube creators/entrepreneurs. The source has 10 members of

the Young Entrepreneur Council giving their advice to these Youtube creators and possible future

Youtube entrepreneurs on how to create a successful platform on Youtube without becoming a

one hit wonder. This source relates to my topic because if mentions some current Youtube

success stories but also gives advice to the general public about starting this way of life, income,

and how it can be a bumpy road.

Kaplan, Andreas M. Users of the World, Unite! The Challenges and Opportunities of Social

Media. ScienceDirect.com, Business Horizons, Oct. 2009.

This source mainly focuses on how companies and individuals rely on social networking

platforms for a new source of making profit. It also gives a couple of definitions to what social

media actually means to different people/companies and what that means for the future of social

media platforms, such as Youtube. This source is related to my topic because it gives a look into

how important social media platforms truly are to our society. It leaves the reader a bit worried

that it has become too important. This article was published originally in a forum for the Kelley

School of Business, Indiana University. The article gave also gave a list of all the students and

professors that proof read the article before being published in October 2009.

McDowell, John H. "'Surfing the tube' for Latin American song: The Blessings (and

Curses) of YouTube." Journal of American Folklore, vol. 128, no. 509, 2015, p.

260+.

This source gives both positive and negative points of the topic of Youtube. McDowell

stands from the point of view as both a viewer searching for a content and an uploader trying to

be successful. This source relates to my topic because it shows a different angle. He clearly stats

which view he would take and gave both positive and negative aspects of both. This helps me

better understand, especially with uploaders, how they rely on the system to make money and

how the money fluctuates per pay period depending on how successful they were that period.
Postigo, Hector. The Socio-Technical Architecture of Digital Labor: Converting Play into

YouTube Money. New Media & Society, vol. 18, no.2, 3 July 2014.

The source above tells the logistics of how Youtubers can become internet sensations

while getting paid for it. The main idea in this source is to prove and explain how Youtubers, or

other social media celebrities, gained the audience in order to make a strong living.

This source relates to my topic because in todays world of technology thousands of people, of

all ages, are making really strong living by being some social media sensations on Youtube,

Instagram, Blogs, etc. This way of income has led to some of these people dropping out of

school or jobs and becoming a Full Time Youtubers or Blogger.

Ridout, Travis N, et al. Political Advertising in the 21st Century: The Rise of the YouTube Ad.

23 Aug. 2010.

This source researched the advertising form of social media platforms. The researchers

give examples of how Youtube opened new door to make income for companies, campaigns, but

also giving a part of that income to the creator of the video the ad is playing before. It gives other

facts about the rise of Youtube and how Youtube Ads have helped the platform take off and

become successful. This source relates to my topic because it gives facts of how the Youtube Ad

is benefiting pretty much everyone that comes across the ad and how Youtube has used this new

advertising format to open new forms of communication. The source was written by two

professors from Washington State University and Wesleyan University, both whos areas are

economics and Media. This source was published in 2010 but last revised in 2014, so it is up to

date and relevant.

 Vanderau, P. The Video Bubble: Multichannel Networks and the Transformation of

YouTube. Convergence: The International Journal of Research into New

Media Technologies, vol. 22, no. 4, 17 Apr. 2016, pp. 361375.

This journal is about how Multichannel networks are companies that that sell advertising,

cross-promote affiliated YouTube channels, and develop video brands. This shows how massive

of an impact Youtube has on the world. Instead of just TV and paper ads, Youtube introduces

new ways to sell products. This shows the positive impact Youtube has as a massive power today.

This relates to my topic because it shows a positive aspect of Youtube and how much technology

has changed over the years.