What question did this study set out to answer?

To investigate how content creators perceive and interpret the agency and operational characteristics of YouTube's recommendation algorithm.

December 25, 2024New Media & Society

“The algorithm is like a mercurial god”: Exploring content creators’ perception of algorithmic agency on YouTube

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To investigate how content creators perceive and interpret the agency and operational characteristics of YouTube's recommendation algorithm.
Conducted semi-structured qualitative interviews with 30 YouTube content creators in Germany (N=30).
Analyzed interview transcripts using thematic analysis grounded in theoretical frameworks of technological agency and sensemaking.
Identified four key themes: creators perceive the algorithm as unpredictable and opaque, intentional and human-like, governed strictly by metrics, and powerfully reinforcing hierarchies.
Observed that creators' attribution of agentic properties to the algorithm varies directly with their platform experience and level of exposure to algorithmic changes.

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Implication

Qualitative interview study reveals perceptions of algorithmic agency in YouTube content creators, highlighting how opaque metrics and perceived autonomy shape digital labor.

Cite This Study

Verwiebe et al. (2024) studied this question.

synapsesocial.com/papers/69df02a96a3e1a33af6fe287 https://doi.org/10.1177/14614448241307931

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Implication

Qualitative interview study reveals perceptions of algorithmic agency in YouTube content creators, highlighting how opaque metrics and perceived autonomy shape digital labor.

“The algorithm is like a mercurial god”: Exploring content creators’ perception of algorithmic agency on YouTube

Key Points

Discussion

Implication

Cite This Study

“The algorithm is like a mercurial god”: Exploring content creators’ perception of algorithmic agency on YouTube

Key Points

Discussion

Implication

Cite This Study

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