The institutionalization of YouTube: From user-generated content to professionally generated content
Abstract
This article explores the institutionalization of YouTube: its transformation from user-generated content (UGC) – oriented as a virtual village – into a professionally generated content (PGC) video site, especially after being purchased by Google. YouTube has influenced the traditional media environment, but at the same time this new medium imitates the rules of the old media, including legally managed distribution of broadcasting content and smooth links between content and commercials. YouTube constitutes an evolution of the present media milieu, rather than a revolution. On the other hand, the dominance of mainstream media is, to a degree, still compromised in UGC culture. The emancipatory dimension of UGC media (e.g. as democratic, creative outlet with high accessibility and online library potential) is discussed in the conclusion, not losing sight of the technological-economic limitations placed on its continuing promise.
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Competition crowding out was found by YouTube when they introduced revenue sharing: user-generated content slowly declined while professionally generated content from media companies increased.
“Competition crowding out was found by YouTube when they introduced revenue sharing: user-generated content slowly declined while professionally generated content from media companies increased”
From Content Creators Between Platform Control and User Autonomy: The Role of Algorithms and Revenue Sharing (2023) · cites this paper as Kim 2012
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A multifaceted vision of the human-AI collaboration: a comprehensive review
Puerta-Beldarrain, M., Gómez-Carmona, O., Sánchez-Corcuera, R., Casado-Mansilla, D., López-de-Ipiña, D., & Chen, L. (2025) · IEEE Access · doi:10.1109/access.2025.3536095 · Cited by 73 · see citing works
Hödl, T., & Myrach, T. (2023) · Business & Information Systems Engineering · doi:10.1007/s12599-023-00808-9 · Cited by 51 · see citing works
Copping the blame: the role of YouTube videos in the criminalisation of UK drill music
Schwarze, T., & Fatsis, L. (2022) · Popular Music · doi:10.1017/s0261143022000563 · Cited by 18 · see citing works
- Authors
- Kim, J.
- Affiliations
- College of Saint Rose (US)
- Corresponding author
- Kim, Jin
- ORCID
- Kim, Jin
- Venue
- Media, Culture & Society
- Publisher
- SAGE Publications
- Published
- 2012-01
- Volume
- 34
- Issue
- 1
- Pages
- 53-67
- ISSN
- 0163-4437 (ISSN-L)
- 1460-3675
- OpenAlex
- W2332784947
- Cited by
- 410
- References
- 0
- Citations by year
- 2026: 8 · 2025: 24 · 2024: 27 · 2023: 43 · 2022: 50 · 2021: 59 · 2020: 39 · 2019: 31 · 2018: 31 · 2017: 27 · 2016: 22 · 2015: 13 · 2014: 20 · 2013: 13 · 2012: 2
- FWCI
- 20.18
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Media Culture & Society (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Social Sciences › Communication › Media Studies and Communication
- Social Sciences › Political Science and International Relations › Intellectual Property Rights and Media
- Keywords
- YouTube, institutionalization, user-generated content, media convergence, traditional media, broadcasting regulation, advertising, media democratization, online video platforms
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