Architectures, algorithms & agency: the information practices of YouTube content creators

Abstract

This paper reports the findings of a study of the information practices of YouTube content creators. It uses the concept of practice architectures developed by Kemmis and his collaborators to explore the relationship between participants’ information practices and the practice architectures (cultural-discursive, material-economic, social-political) they occur in. Semi-structured interviews were undertaken via Zoom with 13 YouTube content creators. Two further participants who were unable to take part in interviews provided written responses to the interview guide questions. Analysis was undertaken using an inductive, thematic approach informed by the conceptual framework. Participants’ feedback on emerging themes was sought and incorporated into the findings. The study reports findings in relation to participants’ skills development (technical, writing, performance); research and the issue of paywalls restricting access to academic research; understanding their audience via YouTube analytics and viewer comments; the unintended negative consequences of performance analytics; and participants’ lack of agency in relation to the YouTube algorithms that control who views their videos and how they are rewarded. Participants’ information practices are always shaped by the cultural-discursive, material-economic and social-political operating in the practice architectures they work within.