This post will focus on two prompts from the class Multimedia Storytelling: Digital Distribution & the Story. The questions raised are:
How does YouTube help us to confront some of participatory culture’s challenges?
How would you describe the complex relations between producers and consumers?
For the past century mass media had a stranglehold on consumers. Now, instead of being at the mercy of large corporations to produce entertaining and educational content, people now have YouTube. YouTube has shifted the balance of power and created a major challenge for traditional media. Content distribution, one of the many reasons why it was difficult to produce material in the past has now become extremely easy. YouTube allows people to have control over what is produced. There will be little need for major media corporations to distribute content if people are able to do it themselves.
YouTube has also destroyed the barriers between people who produce content and those who consume it. A very complex relationship has formed between old and new forms of production and consumption. For example, television was a form of one-way communication that did not allow any user engagement. YouTube allows content consumers to comment, respond with a vlog, rate it, or become engaged through their network of friends. The complex relationship between producer and consumer is the model for the future. The relationship between the two will be rough at first, but it will create a more engaged and committed user base in the future.