Diversity and Cultural Citizenship
YouTube is a platform designed to allow cultural participation by the average person. YouTube has become a platform that has a wide range of participation in digital media culture due to its audience and their culture having a collective motive and communication. This allows access to and participation in popular culture, which is important to political participation and citizenship. This is mainly providing a way for minorities, LGBTQ+ people, women, and religious people to voice their opinions. Globally, culturally, diverse communities can be formed due to YouTube being a multinational platform. This allows people to express their perspective and their identity. It also lets them engage with other people’s self-representation and come across cultural differences. Since YouTube is vastly diverse, people can connect through progressive social change initiative such as their Creators for Change program. This program allows diverse, international YouTubers to connect with each other. Globalization and Localization To determine whether YouTube permits a more cosmopolitan media environment with new perspectives or filter bubble that our taste preferences, social worlds, and opinions are catered for, globalization and localization play an important role. Due to the internet being available to the world and YouTube is permitted worldwide, YouTube is deemed as a global platform. It’s also considered global since it lets virtual border crossings between geographical locations of producers, distributors, and consumers. A survey of the most popular content on YouTube, sampled back in 2007, showed that there was one global YouTube. Later that year, YouTube began to make localized versions, allowing for content to more relevant to a specific location. The result of making these localized versions led to YouTube having 90 different country versions ten years later. When YouTube became mobile, the platform was automatically set to display content that was relevant to the user’s location, whereas before, users were to choose to have either the global version or the local. This feature limits the content that a person sees due to the content catering towards their location. YouTube as Cultural Archive YouTube is used as a cultural archive since most people, when asked, use YouTube to listen to music; however, as opposed to new music, the music would be old music that they are familiar with. Because YouTube has been around for many years, there’s a vast amount of old footage that can make people feel nostalgic. Other films such as old commercial ads and clips from childhood tv shows are also posted on YouTube as people reminisce on them. Music labels add videos from their back catalogues to YouTube as an archive, which promotes their new content. YouTube can also be used as an archive for not only old entertainment footage, but for legal purposes and historical significance. For instance, someone could possibly have footage of an illegal or historical event and can post it on YouTube. The footage could be used as evidence for the event. Due to YouTube’s community guidelines, the footage may be taken down if it goes against their terms of service, questioning whether YouTube should take responsibility for archiving.
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