How do YouTube algorithms calculate value?

An analysis of the production of value for digital music videos using the social logic of the derivative

Keywords: YouTube, value gap, financialization of everyday life, social logic of the derivative

Abstract

The article analyses the production of monetary values for music videos embedded on YouTube based on the theory of the social logic of the derivative. Using the value gap debate as a starting point, the hypothesis is that the method used to create monetary value for digital videos is the same technique developed in the derivative market. This phenomenon results in the generation of inconstant monetary values which entails, in turn, serious consequences for the social order of the record market in the digital age.

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Author Biography

Leonardo De Marchi, Universidade do Estado do Rio de Janeiro
Professor Visitante na Faculdade de Comunicação Social da Universidade do Estado do Rio de Janeiro (FCS-UERJ) e Colaborador Permanente do Programa de Pós-Graduação em Comunicação da UERJ. Doutor em Comunicação e Cultura pela UFRJ.
Published
2018-08-29
How to Cite
De Marchi, L. (2018). How do YouTube algorithms calculate value?. MATRIZes, 12(2), 193-215. https://doi.org/10.11606/issn.1982-8160.v12i2p%p
Section
Em Pauta/Agenda