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Chapter 1 Introduction A growing number of people have to negotiate with opaque, proprietary algorithms as part of their work. Algorithms deployed by platforms such as YouTube and Uber manage the work of content creators and drivers, decide on pay, and effectively redistribute uncertainty and risks from the platforms to workers with no means for recourse [36, 39, 15]. In recent years, researchers have called for increased algorithmic fairness, accountability, and transparency1 [65, 76, 52]. Largely missing from these conversations is engagement with the people most affected by these algorithms: how do they make sense of the algorithm? How would they want the algorithms to change? Understanding peoples’ viewpoints is essential to focus calls for more fairness, accountability, and transparency in ways that actually matter to the people they affect. Here we focus on YouTube and ask: How do content creators make sense of an algorithm that impacts their creative work? Around 400 hours of video are uploaded to YouTube every minute — or 65 years of video a day [34]. To deal with the large amount of content on the platform YouTube deploys algorithms to customize feeds, recommendations, and search results. What people refer to generally as “the YouTube algorithm” is in fact a mash up of technical processes for recommendation [6], content moderation [54], engagement tracking [47], popularity and taste prediction [77], user modeling [32], and copyright infringement detection [8]. All related, yet distinct areas of machine learning and computer science. The algorithm is collectively created and maintained by the thousands of people who work for the company as software engineers, content moderators, and researchers, as well as millions who participate on the platform, create content, and help train the algorithm [60]. I started this research because I was interested in the creator culture behind YouTube. YouTube is a participatory culture, in which individuals are contributors. Anyone can post a video, and like/dislike/comment on videos, and subscribe to other members. But it has be- come much more than that. In May of this year, YouTube CEO Susan Wojciciki announced at a Brandcast marketing event that YouTube has 2 billion monthly users [68]. Why does 1The ACM Conference on Fairness, Accountability, and Transparency (ACM FAT*) was founded in 2018. 1PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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