YouTubers and the crisis of YouTube’s Copyright Policy
Kalmari, Miranda (2015)
Kalmari, Miranda
Jyväskylän ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015061013112
https://urn.fi/URN:NBN:fi:amk-2015061013112
Tiivistelmä
Video platform YouTube has recently faced criticism from its video creators, nicknamed YouTubers, concerning its management of copyright-related issues. The feud intensified as the online community slowly strengthened itself behind the idea that their creativity was being robbed by the platform, as well as by major entertainment production companies whose material is often used by pop-culture inspired channels.
The thesis, designed to serve the purpose of the remaining JAMK’s Music and Media Management study section, studied the origin and the various effects of this phenomena on YouTubers’ creativity and sense of understanding. The lack of interest such angle had inspired so far lead to none prior academic research to be examined. Thus, aspiring and existing YouTubers, and most importantly entertainment company producers, could benefit from further research on the topic.
The research was carried out using qualitative case study methods. Observation, a standardized questionnaire sent to a selected focus group, and semi-structured interviews were conducted in order to gather as much broad knowledge as possible on the thesis topic. The observed entities and respondents all had a close relation to YouTube and its copyright policy, ranging from aspiring to veteran YouTubers. Hundreds of hours of videos were observed, nine persons participated in the focus group, and three veteran YouTubers answered the semi-structured interviews. Qualitative Content Analysis was used in order to analyze the result thoroughly.
The results demonstrated that major entertainment companies were the actual cause of YouTubers’ deception, more than YouTube whose implication and responsibility in the copyright dispute resolution process remains limited. The interpretation of the principles of fair use and promotion is the principal issues raised and thoroughly explained by all observed subjects and respondents. Results showed that YouTubers and companies clearly do not share the same point of view regarding these factors. There is a breach in their communication which needs to be addressed diligently, and solved.
The thesis, designed to serve the purpose of the remaining JAMK’s Music and Media Management study section, studied the origin and the various effects of this phenomena on YouTubers’ creativity and sense of understanding. The lack of interest such angle had inspired so far lead to none prior academic research to be examined. Thus, aspiring and existing YouTubers, and most importantly entertainment company producers, could benefit from further research on the topic.
The research was carried out using qualitative case study methods. Observation, a standardized questionnaire sent to a selected focus group, and semi-structured interviews were conducted in order to gather as much broad knowledge as possible on the thesis topic. The observed entities and respondents all had a close relation to YouTube and its copyright policy, ranging from aspiring to veteran YouTubers. Hundreds of hours of videos were observed, nine persons participated in the focus group, and three veteran YouTubers answered the semi-structured interviews. Qualitative Content Analysis was used in order to analyze the result thoroughly.
The results demonstrated that major entertainment companies were the actual cause of YouTubers’ deception, more than YouTube whose implication and responsibility in the copyright dispute resolution process remains limited. The interpretation of the principles of fair use and promotion is the principal issues raised and thoroughly explained by all observed subjects and respondents. Results showed that YouTubers and companies clearly do not share the same point of view regarding these factors. There is a breach in their communication which needs to be addressed diligently, and solved.