Between broadcast yourself and broadcast whateverThe YouTube’s homepage as a synthesis of its business strategy empresarial

  1. Miguel De-Aguilera-Moyano 1
  2. Antonio Castro-Higueras 1
  3. José-Patricio Pérez-Rufí 1
  1. 1 Universidad de Málaga (Departamento de Comunicación Audiovisual y Publicidad)
Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2019

Título del ejemplar: Información y comunicación biomédica

Volumen: 28

Número: 2

Tipo: Artículo

DOI: 10.3145/EPI.2019.MAR.06 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

YouTube es una empresa representativa de su contexto originario, la web 2.0, posicionándose como plataforma abierta y colaborativa para difundir vídeos de todo tipo de usuario, con el slogan Broadcast yourself. La adquisición de YouTube por Google la introduce en la búsqueda de beneficios en el marco de la comunicación OTT (over the top). La página de inicio de YouTube muestra las sucesivas políticas empresariales de la plataforma. Se analiza la evolución de la página de inicio no logueada de YouTube España entre 2009 y 2018. Se observa la gradual desaparición de los vídeos producidos por usuarios particulares y su sustitución por los vídeos de usuarios profesionalizados (youtubers) y de industrias culturales. Hay un notable paralelismo entre la implementación de modelos de negocio y la mayor o menor recomendación de vídeos de uno u otro tipo.

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Fuente de los datos: Dialnet