Content Creation

In the book YouTube: Online Video and Participatory Culture by Jean Burgess and Joshua Green, the author's argue that the platform presents an opportunity to confront some of participatory culture's most pressing issues: the unevenness of participation and voice; the tensions between commercial interests and the public good; and the contestation of ethics and social norms that occurs as belief systems, interests, and cultural differences collide. 

With the globalization of YouTube and the influence of content creators, fans and other consumers are invited to actively participate in the creation and mobilization of new content. By moving away from the high-production costs of digital technologies and their potential to engage participatory culture, the DIY (Do-It-Yourself) ideology produces a new understanding of the culture of the people, which is authentic, homegrown, part of the long traditions of folk culture, and distinct from the high mass commercial culture.