Essays on the YouTube Monetizing and the Internets Impact on the News

Google which is the parent founder of YouTube is planning to find a way to profit from it. But their efforts are thwarted by the fact that other major media conglomerates are wary and aggressively litigious towards this media platform that has built a large audience in part through what they take to be unauthorized use of their content, including everything from music videos to movie clips and user-generated elements of copyrighted content. The bottom line is the legal battle over intellectual property rights is a proxy for a wider struggle for control over interactive media environment and value generated by YouTubes users.

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Several attempts have been done by content providers to adapt to, challenge or compete with YouTube platform for the purpose of restricting some forms of interactivity and exploiting others. YouTube has faced multiple lawsuits from corporations requesting revenue sharing for their items uploaded to the site. These lawsuits came in the face of sweeping overtures by YouTube to commercial copyright holders. YouTube on their attempt to resolve the conflict they tried to place the onus on the right holders to enable them to identify infringing videos and request their removal, but their efforts were futile. When this turned out to be inadequate, it sought to share advertising rights with copyright holders arguing that the website served as an important promotional tool and as an alternative source of online revenue.

One of the major concerns of other content producers is that reliance on an intermediate like YouTube relinquishes control over interactively generated user data that is becoming a significant resource for targeted advertising campaigns. In the face of YouTubes popularity, media corporations are generating their own, alternative sites for online content distribution. Google, on the other hand, is developing other strategies for increasing sites revenues including adapting its extremely successful keyword advertising system. The company is doing all it can do to transform the site from a community of video sharing into a revenue machine.

One of the obstacles to monetizing YouTube is the disparaging attitude advertisers have adopted toward the communitys activity. It turns out that YouTubes copyright policy is not the sole sticking point in negotiations with established content providers and advertisers. The point is, popular advertisers, dont want to advertise against user-generated content that dominates on YouTube. Advertisers are worried about putting their brand messages near naive or even vulgar video content and such user-generated clips that make up most of what is available online. The real concern on the part of advertisers seems to control over the media environment. In general, the assumption that viewers may be less positively disposed toward ads on YouTube may be true, but that does not mean advertisers arent interested in capturing a small sample of the audience that responds positively to the ads.

The hostility of commercial media producers and advertisers toward YouTube is an evidence of a tacit admission of complementary of content and marketing. One of the benefits of an interactive program like YouTube is that it facilitates the capture of increasingly comprehensive information about patterns of user behavior and response. Google is coming up with a sophisticated technique which can access to large amounts of information about user behavior, and this will enable the company to match user character to target advertising. We might think of the second form of user-generated content which is the production of information about user behavior, as a form of immaterial labor. The notion of immaterial labor denotes both autonomies from the capital and an exploitable surplus.

In conclusion, a form of exchange that characterizes interactive sites like YouTube might be seen as a second-order result of forcible appropriation of labor power. Moreover, labor exchanges entered into freely are dictated by the structure of ownership of the material of immaterial labor. Evidence of exploitation in this instance takes the form of alienation that is ability to create, view and share user-created video accompanied by extraction of user-generated data.

PART II

THE INTERNET

The push for relevance gave rise to todays Internet giants. These Internet corporations are motivated to accumulate more data about us and to inconspicuously tailor our online experiences on that basis. A while ago the internet delivered some mortal blows to newspaper business model. An example is The New York times that were commanding high ad rates but when the internet started to creep in the publishers began losing. Advertisers no longer needed to pay for New York Times to reach Times readers they could target them wherever they were online. What followed is that publishers of articles and videos online received most of each dollar advertisers spent on their sites.

The newspaper is a tool of modern journalism which provides the foundation of shared experience and shared knowledge on which democracy is built on. Scholars believe that if there is no steady supply of relevant and trustworthy news, then we might be vulnerable to corruption, disloyalty, panic and ultimate disaster. If news matters, newspapers matter, because journalists write most of it. Most of the actual reporting and story generations happen in newspaper newsrooms. However, the forces unleashed by the internet are driving a radical transformation in who produces news and how they do it.

The future may be more machine powered than people-powered. People-powered viewpoint tells us more about our current, transitional reality than the news of the future. Blogs and the internet are slowly changing the game of journalism, and soon the broadcast era will be fully over.

The rise of public realm and news as its medium was partly driven by the rise of new and complex societal problems which transcended the narrow bounds of individual experience. While the spoken word is always directed to a specific audience, the written word and particularly the printing press changed all that. It made a general audience possible. Thanks to the printing press, early scientists and scholars could spread complex ideas with perfect precision to an audience spread over large distances.

Early newspapers provided business owners with knowledge about market prices and conditions, and newspapers depended on subscriptions and advertising revenues to survive. It wasnt until mid-18th century when the newspapers came to carry what we think of as news today. And from that point, the small aristocratic public was transforming into a general public. And newspapers circulation was skyrocketing.

Though democracy and newspaper were becoming more intertwined, the relationship was a hard one. After the First World War tension about what role the newspaper should play boiled over. News agencies have fallen short of their purpose at times when spectacle and profit seeking win over the good journalistic practice. But thanks early to critics like Lippmann; the present system has a sense of ethics and public responsibility.

Elimination of middlemen is the thing the internet does to every business, art, and profession. It is a story about efficiency and democracy. Eliminating the middleman sitting between us and what we want sounds good. But while it sounds good, disintermediation is as much as mythology as fact. The rise of networking did not eliminate intermediaries, but rather changed who they are. The internets impact on the news was explosive in more ways than one. It expanded the news space by force, sweeping older enterprises out of its path. Internet connected TV is going to be a reality, and it will dramatically change the ad industry forever. In conclusion, personalization proponents often point to the internet. And while personalization is changing our experience of news, it is also changing the economics that determines what stories get produced