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CHAPTER 1. INTRODUCTION 3 it and viewing it as an actor: with goals, tastes, histories, and attitudes. We categorized our themes into three major personas that repeatedly came up: Agent, Gatekeeper and Drug Dealer. An Agent is someone who manages and helps the creator in their work by finding an audience for them and promoting them. A Gatekeeper is someone who stands between the creator and viewers and decides who gets through. A Drug Dealer has one goal: keeping viewers hooked on the platform for as long as possible. The Drug Dealer’s relation with the content creator is a tangential one. Here, we follow Seaver and analyze the algorithm as culture [64]. Like culture, algorithms in the real world are embedded in social contexts and contain multitudes. We stress that our findings should not be viewed as folk theories that stand in contrast to reality or the expert view. Instead, we argue that what YouTubers believe the algorithm to be is what the algorithm is, at least in part. Once we understand the personas that YouTubers use to make sense of the algorithm, we can in turn start using those personas to develop our understanding of algorithms in the real world. We can ask questions about people’s relations with those personas including power relations, accountability, and legal recourse. For instance, a drug dealer is viewed in society as potentially harmful because of the addicting nature of drugs and the public harms associated. Here there is precedent for policy in favor of public health. Additionally, talent agents have a long history in media production [40]. Because of the power that agents have over their clients, they often have legally binding contracts. Can people have a contract with an algorithm? We also discovered that the YouTubers we interviewed in-person are frustrated by the platform. They believe that YouTube promotes controversial content because of their high watch times and view count. Creators want YouTube to return to its roots, prioritizing creative content and channels with great content, but relatively small subscriber bases. To remedy the platform, creators want to YouTube to recommend more diverse content to viewers, and content that actually adds value to viewers’ lives. Understanding creators’ concerns with the platform, we can discuss solutions to give creators more control in the creator-algorithm relationship. Can we build solutions so that creators can “talk” to the algorithm to understand its behavior?PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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