The cultural logic of digital intermediaries: YouTube multichannel networks

Lobato, R 2016, 'The cultural logic of digital intermediaries: YouTube multichannel networks', Convergence, vol. 22, no. 4, pp. 348-360.


Document type: Journal Article
Collection: Journal Articles

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Title The cultural logic of digital intermediaries: YouTube multichannel networks
Author(s) Lobato, R
Year 2016
Journal name Convergence
Volume number 22
Issue number 4
Start page 348
End page 360
Total pages 13
Publisher Sage Publications
Abstract How has YouTube evolved as a cultural and commercial infrastructure? What institutional forms has it produced? The present article takes up these questions through a discussion of multichannel networks (MCNs) and their role within the digital video system. MCNs are a new breed of intermediary firm that link entrepreneurial YouTubers with the advertising, marketing and screen production industries. This article considers the functions of MCNs vis-à-vis the existing constellation of screen industry professions, including talent agents, managers and media buyers, who perform similar functions offline. Combining structural analysis of the MCN industry with an assessment of its cultural impacts, I show how Google's decision to open the YouTube back-end to third-party intermediaries is subtly changing the digital video ecology.
Subject Media Studies
Keyword(s) digital video
distribution
intermediaries
MCNs
media industry studies
multichannel networks
professionalization
YouTube
DOI - identifier 10.1177/1354856516641628
Copyright notice © The Author(s) 2016
ISSN 1354-8565
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Citation counts: TR Web of Science Citation Count  Cited 15 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 4 times in Scopus Article | Citations
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