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CHAPTER 4. RESULTS 17 “YouTube will favor you as a content creator because you are encouraging people to stay on the platform for longer” (Y1) Content creators often described the Drug Dealer’s actions as myopic, trying relentlessly to serve more videos that the viewer might watch right away even if that meant limiting their options: “[The algorithm] puts you in a bubble. [It doesn’t] show you other things” (P7) There were also concerns that the algorithm as Drug Dealer pushes content creators into producing high rates of clickbait content and the long term impact of that: “People who know how to make their videos clickable. Not making content that is impactful, not life-changing, just whatever will grab people’s attention” (P7) Overall, the algorithm as Drug Dealer was one of the ways that content creators made sense of the worst of the algorithm’s behavior. They also shared their frustrations about specific YouTubers who they viewed as having “hijacked” the system and profited off of this persona. It is important to note here that while these three persona — Agent, Gatekeeper, and Drug Dealer — have distinct goals and characters, they also overlap. We sometimes came across content that we could imagine as fitting more than one persona. The value of the personas is in the ways that YouTubers use them to make sense of the algorithm, describe their emotions toward it, and choose their own courses of action in relation to it. Personal Experience and Collective Sense Making: How YouTubers Craft Personas How do content creators come up with these understandings? We found that they rely on their personal experiences of what they believe makes their content gain traction, as well as through discussing their understandings with fellow YouTubers. Creators take note of when their video gets attention from viewers and make post-hoc hypotheses of how the algorithm operates. For instance in analyzing the algorithm as Drug Dealer one content creator described how their content gets pushed to viewers to elicit a reaction: “I posted a video about Asian fetishes and I still get comments three years later. People hate it. Maybe that’s what YouTube is pushing. Videos where people get offended.”(P1) Discussing the algorithm with other YouTubers is another way creators make sense of the algorithm:PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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