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Chapter 3 Study Design Our goal is to understand how content creators make sense of the YouTube algorithm. Relying on rapid ethnography, an established framework in HCI research [51], we focused our research question and spent seven months engaging in field work to study the YouTube algorithm as a diffuse socio-technical system from the content creator’s perspective [64, 69]. We chose to focus on hobbyist YouTubers which we defined as those actively producing content for YouTube and who have fewer than 1 million subscribers. This covers the majority of YouTube content creators. Reaching 1 million subscribers acts as a right of passage for celebrity status on YouTube with websites devoted to tracking the YouTube “millionairs” [87]. Therefore, we focus our analysis on hobbyists who to the best of our knowledge do not (yet) earn money from their work. 3.1 Data Gathering We gathered data in two main ways: directly in interviews and a wiki survey, and indi- rectly through content analysis. This triangulation of methodologies enabled us to verify our findings with more confidence by both eliciting reactions from people and sometimes probing them to go deeper, as well as meeting people where they are and analyzing organic conversation in the context of the study [53, 64]. 3.2 Interviews and wiki survey We began our study by conducting interviews with local hobbyist YouTubers. This enabled us to establish a basic understanding of their attitudes toward the algorithm and to deepen that understanding by asking questions and probing through card sorting and speculative design exercises. At the end of our study we sought to validate our findings with a larger group and used a wiki survey that we distributed on YouTuber forums and subReddits [59]. We conducted the interviews from October to November 2018. We found participants in three ways: First, our personal connections (5 participants). Second, we searched YouTube 7PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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