Ev Turu Merve Ozkaynak

Commodification of Social Media Users: A Research on Youtubers

YouTube which is a social sharing network allows its users to make personal broadcasting. However,through this broadcasting YouTube makes a capital accumulation in a way that is similar to thebroadcasting model of the traditional television. While YouTube generates revenue from YouTuberswho produce amateur or professional video content, YouTubers earn from followers and viewershiprates. This functioning of commercialized social media has reminded “ the audience commodity” discussions brought to the literature in the s by Dallas Walker Smythe. Smythe argues that theoriginal commodity produced in mass media supported by advertising is the audience. The audience isorganized as a commodity by mass media and this commodity is sold to the advertisers. In this study,Smtyhe’s approach “the audience commodity” was adapted to the working of YouTube for the purposeof understanding the process in which users were marketed to advertisers. For the study, a generaldescription of the YouTube platform was made, then eight Turkish YouTubers popular with contentproduction in different kinds were selected, and online ethnographic method and content analysismethod were used together. In the videos of the selected YouTubers, product placement, sponsorshipand banner ads were recorded and the positioning of the advertising elements in storytelling wasdescribed with the intention of understanding the commodification of the users. In the study, it wasconcluded that YouTube and YouTubers commodify the users and followers through the content theyproduce.

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