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Making and Sharing YouTube Videos, History, and YouTube Economics and Advertising: The Promise of a Better World

Making and Sharing YouTube Videos, History, and YouTube Economics and Advertising: The Promise of a Better World
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Copyright: 2016
Pages: 37
Source title: Power, Surveillance, and Culture in YouTube™'s Digital Sphere
Source Author(s)/Editor(s): Matthew Crick (William Paterson University, USA)
DOI: 10.4018/978-1-4666-9855-0.ch002

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Abstract

Less than 2 years after YouTube was created, the search engine giant Google bought the start-up for 1.65 billion dollars. According to the Associated Press, the announcement “came just a few hours after YouTube unveiled three separate agreements with media companies to counter the threat of copyright infringement lawsuits” (Liedtke, 2006). Years later, YouTube's legal concerns continue, as Google has recently lost a court battle, forcing it to remove content from YouTube. Google is appealing the decision to a higher court (Landau & Marquez, 2014). The recent lawsuit is just one example of YouTube's significant and global influence and its deep and abiding connection with larger social concerns and institutions, such as freedom of expression, the power of democracy, and computer-mediated communication. YouTube's history, corporate ownership and influence, cultural recognition as a place that can promote hate speech and bullying tactics, and the continued legal challenges that threaten individual rights to fair use and freedom of expression all define YouTube's power as part of the new evolution of the Internet and Web 2.0. Tempering YouTube's democratic potential and cultural importance is YouTube LLC's predetermined economic goal to increase revenue streams through advertising and content creation. To those ends, YouTube provides detailed instructions on how to make videos and how to advertise. A detailed case-study of one video's path through the creation and advertising process on YouTube illustrates how user-generated videos become YouTube videos.

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