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Youtube ogillar ogillande: användares reaktioner på ogilla-knappens nya utseende - en studie om konflikt mellan deltagarkultur och vinstdrivande företag

Wilke, Klara LU (2022) DIKK60 20221
Division of ALM, Digital Cultures and Publishing Studies
Abstract
This paper thematically analyzes the new design of the dislike button on the social media
platform Youtube. It also explores the phenomenon of how participation culture and
commercialized businesses can collide by examining the perspective of both the users of
Youtube, as well as the perspective of Youtube as an entity. To do so, videos, video comments
and official statements are evaluated. The thematic analysis is done in a netnographic fashion
and finds disappointment and frustration among the majority of users over the disappearance
of the dislike counter. Users expressed how they used the digital affordance of the statistics
provided to communicate between users and not just to let Youtube’s algorithm know what
content to... (More)
This paper thematically analyzes the new design of the dislike button on the social media
platform Youtube. It also explores the phenomenon of how participation culture and
commercialized businesses can collide by examining the perspective of both the users of
Youtube, as well as the perspective of Youtube as an entity. To do so, videos, video comments
and official statements are evaluated. The thematic analysis is done in a netnographic fashion
and finds disappointment and frustration among the majority of users over the disappearance
of the dislike counter. Users expressed how they used the digital affordance of the statistics
provided to communicate between users and not just to let Youtube’s algorithm know what
content to recommend their account. This paper concludes that most users did not believe
Youtube's stated motivation of protecting creators, instead arguing that the decision was
self-serving for the organization. This paper further concludes that participation culture at
Youtube was damaged when users viewed their interaction as not being appreciated by the
company (Less)
Please use this url to cite or link to this publication:
author
Wilke, Klara LU
supervisor
organization
course
DIKK60 20221
year
type
M2 - Bachelor Degree
subject
keywords
Youtube, dislike button, digital affordances, participation culture, prosumers
language
Swedish
id
9098757
date added to LUP
2022-09-02 11:30:57
date last changed
2022-09-02 11:30:57
@misc{9098757,
  abstract     = {{This paper thematically analyzes the new design of the dislike button on the social media
platform Youtube. It also explores the phenomenon of how participation culture and
commercialized businesses can collide by examining the perspective of both the users of
Youtube, as well as the perspective of Youtube as an entity. To do so, videos, video comments
and official statements are evaluated. The thematic analysis is done in a netnographic fashion
and finds disappointment and frustration among the majority of users over the disappearance
of the dislike counter. Users expressed how they used the digital affordance of the statistics
provided to communicate between users and not just to let Youtube’s algorithm know what
content to recommend their account. This paper concludes that most users did not believe
Youtube's stated motivation of protecting creators, instead arguing that the decision was
self-serving for the organization. This paper further concludes that participation culture at
Youtube was damaged when users viewed their interaction as not being appreciated by the
company}},
  author       = {{Wilke, Klara}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Youtube ogillar ogillande: användares reaktioner på ogilla-knappens nya utseende - en studie om konflikt mellan deltagarkultur och vinstdrivande företag}},
  year         = {{2022}},
}