"YOUTUBE DOESN'T CARE ABOUT CREATORS": HOW YOUTUBERS USE THE PLATFORM TO PROMOTE ACCOUNTABILITY

Abstract

Unsatisfied with the black-boxing of algorithmic governance and platform governance on YouTube more generally, creators have begun to seek accountability through other means, deploying their skills, audiences, and situated knowledge to investigate the platform’s operations. This paper examines a phenomenon we term $2 , or the use of publicity via content creation to reveal failures, oversights, or harmful policies on a platform. We analyzed 250 videos featuring issues of platform accountability following a grounded theory approach. Our results revealed that most videos calling out the platform took the form of vlogs that were negative in tone towards YouTube, or a mix of negative and positive. YouTube itself was the actor most targeted for accountability, but automated systems, other creators, YouTube employees, and even former YouTube CEO Susan Wojcicki were all prominently cited. Most complaints were aimed at YouTube’s policies, lack of communication, or perceived bias against creators of certain demographics or who made undesirable types of content. Claims of censorship were also prominent, as were frustrations with YouTube’s appeals process and the cultural disconnect between YouTube users and YouTube corporate. Publicizing problems with the platform in a way that draws attention from audiences, news media, and fellow creators represents one of the most important ways YouTubers can participate in platform governance. Our study outlines the primary methods they use to do so and the reasons that motivate them to engage in user-generated accountability.