The book critically examines the public debates surrounding the site, demonstrating how it is central to struggles for authority and control in the new media environment. Drawing on a range of theoretical sources and empirical research, the authors discuss how YouTube is being used by the media industries, by audiences and amateur producers, and by particular communities of interest, and the ways in which these uses challenge existing ideas about cultural production and consumption .
Rich with both concrete examples and featuring specially commissioned chapters by Henry Jenkins and John Hartley, the book is essential reading for anyone interested in the contemporary and future implications of online media. It will be particularly valuable for students and scholars in media, communication and cultural studies.
1 How YouTube Matters 1
2 YouTube and the Mainstream Media 15
3 YouTube s Popular Culture 38
4 YouTube s Social Network 58
5 YouTube s Cultural Politics 75
6 YouTube s Uncertain Futures 100
Henry Jenkins: What Happened Before YouTube 109
John Hartley: Uses of YouTube Digital Literacy and the Growth of Knowledge 126