Who are you, YouTube? The invisible corporate individuals of YouTube and its extremely visible creators
organizational communication, YouTube, Adpocalypse, clandestine organizations, accountability, superperson, corporate person, corporate persona
This paper seeks to understand the invisibility of the corporate individuals working for YouTube and how the extremely visible creator community responds to them as a singular corporate person. The paper proposes that to achieve greater visibility and thereby accountability, YouTube should create an organizational chart for its stakeholders, rely less on algorithms, and establish stable individual identities and a consistent professed corporate persona.
Small, E. J. (2020). Who Are You, YouTube? : The Invisible Corporate Individuals of YouTube and its Extremely Visible Creators. MacEwan University Student EJournal (MUSe), 4(1). https://doi.org/10.31542/muse.v4i1.1889
Attribution-NonCommercial (CC BY-NC)