Tarleton Gillespie unpacks the recent discussions for more moderation for YouTube. One problem that she highlights is that the intent associated with the content being created is not consistent:
Incidents like the exploitative videos of children, or the misleading amateur cartoons, take advantage of this system. They live amidst this enormous range of videos, some subset of which YouTube must remove. Some come from users who don’t know or care about the rules, or find what they’re making perfectly acceptable. Others are deliberately designed to slip past moderators, either by going unnoticed or by walking right up to but not across the community guidelines. They sometimes require hard decisions about speech, community, norms, and the right to intervene.
She also discusses the difference between television and YouTube, questioning what it might mean to have such expectations:
MTV was in a structurally different position than YouTube. We expect MTV to be accountable for a number of reasons: they had the opportunity to review the episode before broadcasting it; they employed Kutcher and his team, affording them specific power to impose standards; and they chose to hand him the megaphone in the first place. While YouTube also affords Logan Paul a way to reach millions, and he and YouTube share advertising revenue from popular videos, these offers are in principle made to all YouTube users. YouTube is a distribution platform, not a distribution bottleneck — or it is a bottleneck of a very different shape. This does not mean we cannot or should not hold YouTube accountable. We could decide as a society that we want YouTube to meet exactly the same responsibilities as MTV, or more. But we must take into account that these structural differences change not only what YouTube can do, but how and why we can expect it of them.
So what we critics may be implying is that YouTube should be responsible to distinguish the insensitive versions from the sensitive ones. Again, this sounds more like the kinds of expectations we had for television networks — which is fine if that’s what we want, but we should admit that this would be asking much more from YouTube than we might think.
One of the problems associated with moderation is the rewards behind such content:
If video makers are rewarded based on the number of views, whether that reward is financial or just reputational, it stands to reason that some videomakers will look for ways to increase those numbers, including going bigger. But it is not clear that metrics of popularity necessarily or only lead to being over more outrageous, and there’s nothing about this tactic that is unique to social media. Media scholars have long noted that being outrageous is one tactic producers use to cut through the clutter and grab viewers, whether its blaring newspaper headlines, trashy daytime talk shows, or sexualized pop star performances. That is hardly unique to YouTube. And YouTube videomakers are pursuing a number of strategies to seek popularity and the rewards therein, outrageousness being just one. Many more seem to depend on repetition, building a sense of community or following, interacting with individual subscribers, and the attempt to be first.