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Preface I started watching YouTube videos when I was around 13 years old. I remember I’d come home from school, and make myself a bowl of cereal. Before buckling down to start my homework, I’d watch a couple of makeup tutorials and vlogs. I still do that to this day (minus the bowl of cereal). Some of my favorite YouTubers at the time were beauty and lifestyle vloggers Bethany Mota and Meredith Foster. I enjoyed watching their videos because I felt connected to them, even though I only knew them from what they shared online, and they didn’t know me. Watching their and others’ videos was an escape. It was nice for a few minutes to forget my day, and jump into someone else’s. When I was around 15, I filmed a haul video. I remember my mom and I had just come home from shopping, and I wanted to record myself reviewing and trying on the items. We set up a tripod, and an area for me to sit in front of the camera in my bedroom, and we filmed. I remember I was nervous talking to the camera, and I didn’t say anything super interesting or funny. I never posted that video. It takes a lot of guts to put yourself out there. You need luck, dedication to making content for your audience, and perseverance to continue when times get tough. I definitely wasn’t ready for the pressure and scrutiny as a 15 year-old. Flash forward to now, I still enjoy watching YouTube videos, but I view them in a different light. I’m aware of YouTube’s power to algorithmically elevate or suppress creators’ content. Although the viewers help dictate what becomes popular on the platform, YouTube has the final say. I’ve always wondered how do content creators view their relationship with YouTube? Do they feel empowered or limited? How do they understand their jobs? YouTube has only been around for roughly 14 years, so the expectations of YouTubers’ jobs are constantly evolving. Through my masters’ thesis, I wanted to explore content creators’ perceptions of YouTube. I wanted to better understand the algorithmic challenges it takes to operate billions of videos, balancing creators’ needs and viewers’ desires. My personal takeaway is that although the platform isn’t perfect, it has given content creators a voice to express themselves and spread good if used mindfully. Maybe I’ll make a YouTube video, so that future generations can eat cereal, procrastinate on doing their homework, and escape their day for a few minutes. iiPDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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