Traditional media is struggling. There is a lack of trust and a disinterest in television and print, leading to social media becoming the predominant news outlet of choice for young people today.

More alarming than viewing news articles on Facebook, millennials have been creating their own video media on YouTube for years. Viewers choose their own content, with the potential to reach audiences traditional media could only dream of reaching. It’s no surprise journos and TV outlets are salty. Whilst the media struggle severely with their income, self-made bedroom stars such as Zoella are making millions; something traditional media is quick to remind us of.

 

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Reports from the media in relation to YouTube obsess over money. This could be viewed as an attempt to shade creators and distance them from their viewers. The trust between followers and YouTubers cannot be so easily damaged, however, when in fact creators are consistently transparent with their earnings and sponsors.

A weak attempt, media hits back at Youtubers with political correctness, slating unfiltered situations out of context causing scandals, the most notable attack on Pewdiepie.

A Youtuber known for his comedic game-walkthrough videos had been accused by the Wall Street Journal of being anti-semitic. This was due to a video in which, whilst demonstrating the extent that you can push the website ‘Fiver’, he dared/paid two men to hold up a sign that read ‘death to all Jews’. The Youtuber explained that he only intended to mock the website and that he made a mistake and took things too far. This mistake was enough to condemn the star entirely thus leading him to lose ties with Disney.

The obvious distinction between Youtube media and traditional media is filtering. TV, print and the likes are constrained by rules and regulations, expected of them now by the public. This professional tone sadly distances viewers from the media; robot perfectionists are not relatable. Youtube, however, is significantly lax in its content, well it is for the moment anyhow.

Following the incident with Pewdiepie, Advertisers grew more sceptical and observant of the creators they sponsored and quickly began to pull out of videos and subsequently Youtube, causing a worrying loss of income for many who depend on it.

Youtube is tightening its idea of controversial content, anything not strictly ‘family friendly’ is demonetised.

The row continues and creators have been open and critical on their channels of the changes to Youtube, voicing their concern and even the possibility of having to leave their Youtube career.

 

 

It is difficult to deny old media’s negative view of Youtube, especially with skits such as ‘Pls Like’ aired on the BBC.

 

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Image – BBC Media Centre/Latest News

The show follows a character looking to win a sum of money by entering and winning a Vlogging competition. He sarcastically judges and mocks vlogging and Youtube stars, that they appear to be shallow, sell-outs, fakes and the idiot youth. Of course, it has to be viewed in context as a comedic sketch show but under the circumstances and state of Youtube vs Media at the moment, this attitude is a little coincidental.

There will always be a demand for Youtube. Viewers are spoilt with content on almost anything, topics as niche as ‘videos of me cleaning my house’. There are whole families and communities of fans and viewers who are well appreciated and hailed by creators. All this and the feeling that ‘you can do it too’. Many creators started small, just themselves, an idea and a camera  –  a goal achievable for viewers. Youtube is relatable and accessible and their fans’ loyalty and support in this battle prove that Youtube isn’t going anywhere.

 

 

‘This article was posted on Ruthless Magazine – All images sourced by them’

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