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CHAPTER 4. RESULTS 15 Overall, sometimes the Agent was perceived as collaborating with a content creator to help the creator succeed, other times it frustrated creators on how it promoted certain creators over others. We found many of the complicated dynamics of the YouTuber-Agent relationship emerge in our fieldwork: “I’ve never officially broken up with YouTube” (P1) Algorithm as Gatekeeper Another way YouTubers understood the algorithm was through the lens of a gatekeeper. This persona mostly framed the algorithm as standing between content creators and viewers and allocating views to videos. The algorithm as Gatekeeper decides what content viewers see and content creators must learn to play by its rules: “If you just walk into it and are naive about it and just want to share your thoughts on this topic because you want to, then I don’t think it’s going to reach a broad audience because there is [an] algorithm between you and the viewers. You need to try to understand the algorithm and play to its strengths, or kinda get really lucky.” (P2) Gatekeepers have a great deal of power to decide how to allocate resources, in this case views. With the algorithm as Gatekeeper content creators felt similar power dynamics and a “need to figure out where I fit in the algorithm” (P4): “all the videos you see on YouTube are at the mercy of YouTube’s algorithm” (P5) In general content creators reacted negatively to the perception of the algorithm deciding for people what content they would like to see. For instance, in 2018 YouTube announced that they were planning on experimenting with the subscription feed. This meant viewers would no longer have all of the content by YouTubers that they had subscribed to show up on their subscription feed. This caused outrage by YouTubers as they viewed the Gatekeeper as becoming even more powerful [80]: “YouTube trusts its own understanding of you based on your watch history more than it trusts you telling it what you like [. . . ] the algorithm gets a little bit more confident about its understanding of you the user, users like you, and who the video that you watched might appeal to in the future” (Y2) When thinking of the algorithm as Gatekeeper, content creators tried to understand what the Gatekeeper’s priorities are and to fit themselves into that space in order to create the videos that would be “systematically chosen by YouTube on whether or not they will get views” (Y5). Sometimes this meant following trends:PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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