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Chapter 2 Related Work We rely on two major areas of prior research. First, research on content creators on YouTube and their relation to platforms and algorithms. Second, research on how users develop folk theories or imaginaries of algorithmic systems. 2.1 Creating Content on YouTube Much of the research on YouTube content creators has focused on popular creators who earn a living on the platform. Prior work has highlighted the factors that contribute to celebrity YouTubers’ popularity, such as originality, having a charismatic personality, networking and collaboration with bigger YouTubers, and luck [35]. Research on big beauty bloggers has analyzed the algorithm’s effect on driving a hegemonic gender identity and on facilitating unfair levels of visibility among certain categories of video bloggers [10]. Other research on YouTube content creators explore their relationship with multi-channel networks [30], their motivations and strategies [11], their user agency as a nuanced and multi-faceted concept [78], their real-life impact on teenagers [81], and a comparison of young YouTubers to adult and professional YouTubers [50]. However, to our knowledge, none has explicitly focused on the larger population that we refer to as hobbyist YouTubers: those with subscriber counts below 1,000,000. We situate our study in the YouTube platform and take note of the differences of YouTube comparing to other social media platforms. The self-presentation goals of YouTuber content creators are often divergent from the posters of Facebook. One of the top three goals for a Facebook poster is to not rock the boat [24]. In contrast, the YouTubers we interviewed express the need to stand out in an over-saturated sea of content. 2.2 Algorithms that manage work Prior research has investigated the algorithm as the manager and human workers’ affective reactions to these algorithms that take on the roles of allocating work, or technically medi- 4PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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