Media, advertising
Recapitulate the author’s thesis
Multi Channels networks have been criticized as being the drivers of commercialization on youtube, despite them being just intermediary companies whose focus is on selling promotions and also cross-promoting affiliated youtube channels and also developing video brands. The article tries to debunk the myth around the perceived sudden makeover in youtube and even the co-creation myth surrounding the multi-channel networks on youtube (Vonderau, 2016). The article also describes the ways that multi-channel networks have contributed to establishing a relationship between users and the and the industrial systems that are emerging online that are asymmetrical.
– State five main points
The article points out there is value in a video, the relationship between informal and formal video creation, and also commerce, growing from the aged belief of dating and including data and meaning to a video, videos make the market. Also, there is a need for the asymmetries in production to be managed. The knowledge that there is a value that lies in a video is essential in realizing the importance of Multi-Channel Networks in advertising and the value they have in the market (Vonderau, 2016). The realization of the value that the videos have in the marketing realm helps appreciate their use in the advertising sphere. Acknowledging there is a relationship between the informal and formal video creation and commerce will help in recognizing the role of the video creators in media and advertising.
Videos make the market. There are thousands of videos that are produced each day and uploaded on youtube. These vast numbers of videos that are being uploaded can be used in the advertising and marketing of products and services. They can play a massive role in shaping the market, and it’s a way of advertisements.
– Write a brief reaction to the piece, including critiques, or how the readings relate to your engagement with media and advertising.
Multi-channel networks play a huge role in the advertisement industry, and they help in creating new ways such as videos that can be played and uploaded into youtube to advertise products. The role they play is not being co-creators as they produce fresh content that is used in marketing and advertising on the internet and through youtube. Videos have value, and they impact hugely on the advertisement. The importance of the videos and the accessibility of the videos that are created on youtube and their role in the advertisement is seen by the creators who utilize them in the market. The use of the videos for advertisement makes them have more value and also as a platform where the videos can pass different information while they are being played (Vonderau, 2016). Video creation and use in advertising have helped in revolutionizing the industry and has offered chances to many creators to provide their expertise and also their knowledge in advertising to create content for the videos, and this has led to diversification on the type of material being uploaded on youtube. The multi-channel creators have stood out as being the intermediaries and also creators of content rather than being co-creators as they produce independent content and fresh content that has helped in changing the market and also the ways of advertising. The content creators have made use of the availability of the market, infrastructure for creating the content, and even the freedom and the authorization to create content and upload it.
References
Vonderau, P. (2016). The video bubble: Multi-channel networks and the transformation of YouTube. Convergence: The International Journal of Research into New Media Technologies, 22(4), 361–375. https://doi.org/10.1177/1354856516641882