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    Beyond Broadcast Yourself ™: The Future of YouTube

    Jarrett, Kylie (2008) Beyond Broadcast Yourself ™: The Future of YouTube. Media International Australia (126). pp. 132-144. ISSN 1324-5325

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    Since its launch in early 2005, video sharing website YouTube has emerged as a culturally, politically and economically significant medium and as one of the inheritors of the social role played by broadcast television. However its continued growth and journey to profitability is not guaranteed. This paper queries the future of YouTube by exploring the tension inherent in the site’s 3 key characteristics embodied within its slogan Broadcast Yourself ™. The site is based within regimes of consumer production and identity practices, yet it is also located within a traditional fiscal economy as indicated by the trademark identifier. The contradictory pulls of these positions pose challenges for YouTube and its parent company Google. The difficulty of sustaining an emergent social economy alongside the requirements of advertising driven economics raises questions about the future of YouTube and indicates the complex terrain of what lies beyond broadcasting.

    Item Type: Article
    Additional Information: Preprint version of original published article available at: Jarrett, Kylie. Beyond Broadcast Yourself: The Future of Youtube [online]. Media International Australia, Incorporating Culture & Policy, No. 126, Feb 2008: 132-144. Availability: <;dn=908388335337136;res=IELLCC> ISSN: 1329-878X. [cited 14 Nov 13].
    Keywords: YouTube; Google; Web 2.0; political economy;
    Academic Unit: Faculty of Arts & Humanities > School of English, Media & Theatre Studies
    Item ID: 4581
    Depositing User: Kylie Jarrett
    Date Deposited: 13 Nov 2013 16:37
    Journal or Publication Title: Media International Australia
    Publisher: Saint Lucia : University of Queensland
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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