This article examines the culture of YouTube in order to illustrate the way that value generated by YouTube prosumers becomes utilized by capital, while also indicating the dissolution of the boundaries between media platforms as YouTube evolves into a commercially driven medium. The development of Annoying Orange from “amateur” content to television series and cultural phenomenon exemplifies the processes, whereby everyday user-generated content on YouTube becomes fodder for corporate media.
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Joanne Morreale (2013) studied this question.
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