In this post Chareen Snelson, Ed.D. considers YouTube as Social Media...
Defining
Social Media in General
The discussion surrounding the definition
of “social media” brings to light just how challenging it can be to precisely
define something that we think we understand until we try to explain it. For
many of us, Facebook, Twitter, or YouTube spring to mind during discussions of
social media. However, these are specific manifestations of a broader
phenomena. From my perspective, social media represents a set of technologies
that allow people to share content and make connections with others online.
Although my perspective may capture the essence of what I think social media
is, it may or may not be in agreement with what others think. One way to
explore this is with a simple search phrase in Google using, “define: social
media.” The results of this search reveal a plethora of definitions. One of the
simplest definitions for social media shown as a dictionary entry near the top
of the search results is, “websites and applications used for social
networking.” Scrolling down we find that the Urban Dictionary has a rather humorous definition for social media
based on the functionality of various platforms. For
example, “Facebook-I like doughnuts,”
“Twitter-I'm eating #doughnuts,” and
“Youtube-Here I am eating doughnuts.” (See: http://www.urbandictionary.com/define.php?term=socialmedia)
I regard Wikipedia as a nice launching
point for quests such as this, so I took a few minutes to explore their rather
lengthy article on the topic of social media. There I found a quoted definition
from Kaplan and Haenlein (2010), who define social media as “...a group of
Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of User
Generated Content” (p. 61). The Kaplan and Haenlein definition has also been
quoted by van Dijck (2013) and possibly others. I rather like this definition
since it has found its way into the peer-reviewed scholarly literature. Whether
or not it is the final word on how we define social media remains to be seen.
Defining
YouTube as Social Media
At first glance, the attributes of YouTube
seem to align well with Kaplan and Haenlein's definition of social media. With
YouTube we have a group of internet-based applications that support the
creation and exchange of user-generated video. We can easily upload our videos,
create our own channels, connect with other YouTube users, or share videos
across other social media platforms such as Facebook or Twitter. Yet, some of
the core attributes of YouTube are changing, which seem to threaten some of the
social aspects of interest to users and researchers.
My perspective on this topic is that of an
educator who teaches a course on YouTube and digital video production and a
researcher who uses YouTube as a data source. My involvement with YouTube has
been quite active since its early days. It is beyond the scope of this post to
discuss the entire history of YouTube or my evolution through teaching and
researching about it. However, I would like to share a couple of observations
about YouTube and some of the changes that may impact how it fits in the
social-media landscape.
1.
The Changing Nature of “Community” on YouTube
YouTube has always defined itself as a
“community” with tools that support interaction among its users (YouTube,
n.d.). When I first started teaching courses on YouTube in 2008 my students
could add each other as friends and they could easily contact each other
privately through the YouTube messaging system. Back then, YouTube seemed to be
more about videos and friend connections. In 2011, YouTube merged the friends
tool with the subscriptions tool (Scott, 2011). We could no longer have friends
on YouTube, only subscribers who we communicated with via comments or private
messages. It seemed as though the idea of community was beginning to change.
In early November of 2013 YouTube
implemented a dramatic change to how it handles comments (Janakiram &
Zunger,2013). The comment system is now integrated with Google+. Part of the
reason for this was apparently to deal with the plague of hateful, racist, and
vulgar commentary that had been going for the eight plus years of YouTube’s
existence. Responses to the new comment system varied from positive to very
negative (See the comments posted in response to Janakiram & Zunger,2013).
My observations of the switch revealed some rather startling changes. For the
first few hours all of the comments were missing from my YouTube channel. Later
the comments returned, but with changes to the functionality. I could no longer
reply to comments posted prior to the switch, nor could I reply to some of the
comments posted after the switch due to some sort of permissions problem. My
YouTube inbox displayed a notification that read, “Most comment notifications
will now be delivered by Google+ and not to your inbox.” The comments that have
been posted to my videos now appear under a “fans” section of the community
area of my YouTube account. Over time our former YouTube “friends” have become
first “subscribers” and now our “fans” in the YouTube community. This is a very
curious change that makes me wonder how we will define YouTube community or how
Google+ might take over as the social platform for YouTube.
2.
The Changing Availability of “Social Data” on YouTube
The second observation I would like to
briefly mention is how the availability of social data has changed over time on
YouTube. What I mean by social data is information about the people who
comprise the YouTube community. This issue becomes apparent when using YouTube
as a data source for social media research projects. In the past, I have used
publically available YouTube videos, comments, user profiles, and viewer
demographics in my research studies. As already mentioned, comments are
changing, which may impact how we access or use them for research. User and
viewer demographics are also vanishing from YouTube. As of the time of this
writing, we cannot visit a YouTube channel to find out the age or country of
origin for the owner of the channel like we used to be able to do. Viewer
statistics, which are available under each video player, are now stripped of
gender, age, and country of origin information. Whether this information
returns in some other form remains to be seen. Perhaps we will learn more about
the people we interact with in the YouTube community via Google+.
In conclusion, I would like to return to
the idea of defining social media. I have to wonder if we can go beyond broad
definitions that encompass a wide variety of applications or practices, which
can change or evolve at any time. Perhaps in the end we will find that social
media is a spectrum rather than a single definition. I look forward to further
discussion on this topic as we collectively grapple with the definition of
social media.
References
Janakiram, N., & Zunger, Y. (2013, November 6). Turning comments
into conversations that matter to you [web log post]. Official YouTube Blog. Retrieved from http://youtube-global.blogspot.com/2013/11/youtube-new-comments.html
Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite!
The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. doi:10.1016/j.bushor.2009.09.003
Scott, J. (2011, December 15). YouTube friends and subscriptions are
merging, kind of [web log post]. REELSEO.
Retrieved from http://www.reelseo.com/youtube-friends-and-subscriptions/
van Dijck, J. (2013). The
culture of connectivity: A critical history of social media. New York: NY.
Oxford University Press.
YouTube (n.d.). Community. YouTube
Playbook. Retrieved from http://www.youtube.com/yt/playbook/community.html
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