The Platform, the Creator, and the Viewer

Abstract

When discussing media, parasocial phenomena is mentioned. Audience members naturally partake in parasocial phenomena when consuming media and empathizing with media figures. Viewers who form relationships with a media figure despite never meeting them are said to be in a parasocial relationship. On YouTube, examples of parasocial interactions occur when content creators request likes, subscriptions, or thank viewers for watching.
While existing literature recognizes that viewers form parasocial relationships with YouTube content creators, there is not enough emphasis on understanding the content creators’ perspectives.
This thesis helps to understand how content creators experience being the target of parasocial relationships. Furthermore, the general feelings and emotions of content creators are probed in order to extract the values of content creators, such that content creators’ unique experiences can be analyzed and educated recommendations can be given to relevant stakeholders.
Eight interviews were held with content creators who are the face of their channel. Three main research questions were formulated: (RQ2) How and to what extent do content creators experience parasocial phenomena on the YouTube platform? (RQ3) What moral challenges do content creators experience when connecting with their audience or expressing themselves in their content? (RQ4) How does the YouTube platform influence the ways in which content creators are able to communicate their values to their audience?
To ensure these research questions were answered, a set of propositional statements were formulated from the existing literature. Each proposition consists of one specific element which may be supported by interview findings. When compounded, these propositions answer their relevant research question.
For RQ2, propositions include Interviewee holds influence over their audience, has met a viewer in person, has audience members similar to themselves, and does not have the same amount of knowledge about the viewer as the viewer has about them. For RQ3, propositions include Interviewee interprets their audience as a group rather than as individuals, communicates with their audience members outside of their video content, feels they need to be professional in their YouTube content, creates videos as a creative outlet, creates videos because it is fun for them, and feels connected to their audience. For RQ4, propositions include Interviewee is aware of the YouTube algorithm affecting the platform, receives financial benefits or a stream of income from YouTube, feels authentic on YouTube, is exposed to tools to grow their YouTube audience, and has confronted their values when making decisions on YouTube.
Interviewees’ anecdotal evidence directly support findings that YouTube content creators value at least one or more of the following: self-expression, creativity, loyalty, community, credibility, authenticity, entertainingness, education, fiscal opportunity, social justice, content quality, pride in self or work, appreciation for viewers, and filling a niche.
YouTube is a socio-technical system with an immeasurable number of users every single day. YouTube should be honest with their content creators and viewers, as the YouTube platform would not exist in its current state without them.
Calls for future research and explicit recommendations are given to relevant stakeholders about how to handle parasocial phenomena.