Entre broadcast yourself y broadcast whatever: la página de inicio de YouTube como síntesis de su estrategia empresarial

Resumen

YouTube es una empresa representativa de su contexto originario, la web 2.0, posicionándose como plataforma abierta y colaborativa para difundir vídeos de todo tipo de usuario, con el slogan Broadcast yourself. La adquisición de YouTube por Google la introduce en la búsqueda de beneficios en el marco de la comunicación OTT (over the top). La página de inicio de YouTube muestra las sucesivas políticas empresariales de la plataforma. Se analiza la evolución de la página de inicio no logueada de YouTube España entre 2009 y 2018. Se observa la gradual desaparición de los vídeos producidos por usuarios particulares y su sustitución por los vídeos de usuarios profesionalizados (youtubers) y de industrias culturales. Hay un notable paralelismo entre la implementación de modelos de negocio y la mayor o menor recomendación de vídeos de uno u otro tipo.

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