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CHAPTER 4. RESULTS 16 “I ended up getting a lot of views because I actually piggybacked a very popular trend at the time” (Y5) The algorithm as Gatekeeper has the power to decide what type of content goes viral on the platform: “Makes you wonder what kind of content they make, and if YouTube wants to make that content popular” (P4) This creates a perception that content creators are dealing with a powerful intermediary: “You are not competing with other YouTubers, you are competing against the system. That’s the key to victory at the end of the day” (Y7) Some content creators did not agree with the Gatekeeper’s priorities: “I would like it to be more diverse, there a lot of people out there, a lot of content that should be seen [and is] more interesting. Bring back making content just for the heck of it as opposed to what’s most popular” (P7) Overall, the YouTuber-Gatekeeper relationship was characterized as working to under- stand the Gatekeeper’s current priorities and fit in. The most salient theme in this rela- tionship was the power imbalance, with YouTubers feeling themselves at the whim of the Gatekeeper. Algorithm as Drug Dealer The two personas described above focus on the algorithm’s relationship with the content creator (Agent) and the algorithm as standing between videos and views (Gatekeeper). There was a third persona that people frequently mentioned that is not as familiar in the world of creative production: that of a drug dealer. The algorithm as Drug Dealer has one goal: keep viewers on the platform for as long as possible, in a way by making them “addicted” to YouTube: “the algorithm is really good at keeping us here” (Y2) Or by automatically playing the next video when a video is finished: “Autoplay is the default - hate it. You can’t turn it off in any setting. [It’s] disrespectful to people using the platform” (P3) The algorithm as Drug Dealer persona does not have a direct relationship with content creators but still helps them make sense of the algorithm’s behavior. The algorithm as Drug Dealer wants to promote creators whose content maximize watch time:PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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