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University of Southern California Dissertations and Theses
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The YouTube phenomenon: YouTube stars eliminating stereotypes in new media
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The YouTube phenomenon: YouTube stars eliminating stereotypes in new media
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THE YOUTUBE PHENOMENON: YOUTUBE STARS ELIMINATING STEREOTYPES IN NEW MEDIA by Arika Sato A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (BROADCAST JOURNALISM) August 2012 Copyright 2012 Arika Sato ii Table of Contents: Abstract iii Chapter One: Introducing Timothy De La Ghetto: YouTube Sensation 1 Chapter Two: YouTube Partnership Program 7 Chapter Three: YouTube and its growing popularity 12 Chapter Four: How YouTube makes Money 15 Chapter Five: YouTube: New Evolution of Media 23 Chapter Six: Asian Americans in New Media 28 Chapter Seven: Asian Americans and Social Media 37 Chapter Eight: A User-friendly Site with No Gatekeepers 40 Conclusion 43 Bibliography 45 iii Abstract: As we move into an Internet generation, most viewers find their entertainment on YouTube, also known as new media. Like any platform, YouTube had their popular content creators and that is how YouTube star” emerged. Most of these “YouTubers” are 20-somethings who have built a following on the Internet based on consistent web-shows they created for their audience members. Ever since Google bought YouTube in 2006, the Google Adsense system allowed users to have ads on their videos to make a percentage of the ad revenue. If their videos were popular enough, they were able to do YouTube as a full-time job and make a living off of the monetization that their videos produced. Out of the top YouTube stars, around 20% of them are Asian Americans. Studies have shown that many Asian Americans spend time on YouTube and the Internet. However, Asian American YouTube stars say that they are popular because they can eliminate stereotypes in YouTube videos. Where as in mainstream media Asian Americans are type-casted as nerds or martial artists, and on YouTube, they can express who they really are. When YouTube emerged, these YouTube stars were able to talk about more taboo subjects and be who they really were, according to YouTube stars like Timothy De La Ghetto and Just Kidding Films’ Joe Jo and Bart Kwan. They also say that YouTube is the only platform that Asians could get famous at, and they say that because they can control their own content. These are just some of the ways that these YouTubers emerged as the new stars and what defines the “New Media celebrity.” 1 Chapter One: Introducing Timothy De La Ghetto: YouTube Sensation Timothy De La Ghetto stands five foot four inches tall and isn’t exactly your typical rapper. The 25-year-old of Thai descent grew up in the United States and uses his comedic skills to make videos he’s uploaded to YouTube. His childhood home in Paramount, California borders the Compton neighborhood of Los Angeles famous as the home to many famous rappers including Dr. Dre and Suge Knight. Driving around in a Ford Fusion and living at his parent’s house, Timothy doesn’t seem like he has much of a stable income. However, he helps pay his parents mortgage and lives what he calls a “pretty comfortable lifestyle” making around $30,000 a month. What would surprise people is that this homebody is one of the most popular Asian American YouTube stars in the world and even has his own billboard in LA. His ability to “act black,” says Tim, makes him unique from other Asian Americans. It’s that talent that has made him one of many YouTube stars who have built a following of hundreds of thousands or even millions of subscribers and have made a lucrative profit. De La Ghetto is part of a high profile network of American YouTube stars who thrive on this digital platform and rose to the top over the past few years. Ryan Higa, the second most subscribed to “YouTuber,” is a Japanese American 21-year-old known for his “Movies in Minutes” – parodies of current movies using his own comedic twist. It’s not all just men making the money. Twenty-four year old Vietnamese American makeup artist Michelle Phan turned a hobby of demonstrating cosmetic techniques into major 2 endorsement deals with Lancome and has now become their official video makeup artist. At 1.5 million followers, she is now the most subscribed to female on YouTube. Kevin Wu, known on the net as KevJumba, has even more at 1.8 million subscribers, making his account the 12 th most subscribed channel in the history of YouTube. These young video entrepreneurs have one thing in common – they are all Asian American and they utilized YouTube as a platform to show their talents to a waiting audience. They also were able to counter stereotypical media images of Asian Americans as nerdy, geeks, martial artists and warriors. Their numbers continue to grow. Out of the top 20 most popular channel subscriptions four of them are Asian American. That means that 20 percent of the top channels are run by Asian American YouTubers while Asians or anyone mixed with some Asian descent make up a little less than 6% of the US population according to 2010 US Census. The reason these YouTubers can reach an audience with their non-stereotypical talents is because there are new avenues and technology for them to use. What these stars found is a merger of content and technology and were able to program images of Asian Americans on YouTube in a different way that you don’t see on other places, such as the Americanized “cool” agent that can do things other than be talented in kung fu. They found the medium to spread this information and gave it out on YouTube. Now with this 3 video uploading website, they can showcase their talent and craft because technology has evolved into this new media era. “I always wanted to be known, like famous,” says De La Ghetto with his buzz cut hair and beanie on. His vlogs, or video blogs, from 2006 look nearly identical to his videos in 2012. Most of them involve him blogging in the corner of his room with a cat poster behind him using a simple webcam and no fancy video editing or effects. And though he’s making over $300,000 annually, and has more means at his disposal, he intentionally keeps his videos primitive and low budget. Born Timothy Chantarangsu, The YouTube star grew up in Long Beach, California an area off the shore south of Los Angeles. He says he grew up with “all black kids,” and was the only Asian American student at his school, which is why he claims that some of his mannerisms are “urban.” His family owns a humble small restaurant in a strip mall called Thai Smile that serves authentic recipes that his mother created. Timothy’s immigrant parents made a living with the business, raising their only son. In high school he was the funny and popular kid and would always pull pranks on his friends such as stuffing his friends lockers with tons of trash or hiding their shoes during gym class. Perhaps because he was the minority in his almost entirely African American and Mexican populated high school, he won the title prom king. Timothy was born an entertainer. As the only child in the family, he put on shows for his parents and always loved to perform. Immediately when he entered high school he joined drama class and started to create his own short films and skits 4 as a hobby. These videos were put up on MySpace and became an instant hit among his peers. This was in the year 2004. “One of our movies got kind of popular online and we ran out of bandwidth on our website,” says De La Ghetto. A website with any type of content has a certain amount of data it can host. This is paid for previously, when the content is put up. However, if too many people visit the site and watch a video, the site can crash because there is too much data trying to be sent and not enough hosting. When YouTube’s was intention created in November 2005, the new website’s was to allow users to post and share videos on the web, free of charge, like an online photo album. Two years after YouTube was established, while the site was still developin. De La Ghetto began posting comedic sketches about taboo subjects like sex and relationship advice. His popular hits include “What to do if you are broke on Valentine’s day” and “Use protection during sex,” which drew many followers from all over the world. At first Timothy was using MySpace as his video-sharing platform because that is what was “in” during the year 2005 to 2006. Then YouTube came along and with Google’s support it was able to provide the technical infrastructure to support massive amounts of data. 5 According to USC’s Associate Professor Burghardt Tenderich, who teaches a class about media entrepreneurship and social media, YouTube is an extremely incredibly data intensive site and has never really been down or underserved. This means that they provide plenty of hosting and even if many visitors go on the site to watch videos the website will not crash. “If you underinvest in the computing capacity, you are killing the brand,” says Tenderich. “In order to support the growth of YouTube – they had to pour a significant amount of money.” Tenderich also says that by Google owning YouTube, there was enough money and backing to host and serve the massive amounts of data YouTube needed to entertain its viewers without the site ever crashing. “I randomly found YouTube, I thought wow, this is crazy, a website where you can just upload anything,” says Timothy. De La Ghetto uploaded his comedic short films on both YouTube and MySpace to entertain his friends to make them laugh. According to De La Ghetto, there were not many YouTube videos uploaded on the site in the beginning stages of YouTube, in early 2006, so he was getting a few thousand views, which was a lot back then. “People just started spreading my comedy sketches and short films around and the more people started watching them the more I started doing them. It just became a little more legit over time,” says De La Ghetto. 6 As his following grew, Timothy gained the motivation to pursue YouTube as the jumpstart of his career path. “I watch Timothy’s videos because they make me laugh, and I can watch them after school. Everyone at my school watches them too,” says Hiro Kon, a 15-year-old at Torrance High School. As of 2012, Timothy has over a million subscribers on his main YouTube channel, which any person with an account can have, and has made a living off of advertising revenue from the Google –owned online video service. His income varies, but he has earned monthly checks as big as $30,000 and has received gifts such as a Ford car and a Mac laptop. “I used to remember going into restaurants and not being able to order everything I wanted because I’d have to count my money. Now I can go in and order what I want to eat and a little more,” he says. 7 Chapter Two: YouTube Partnership Program To the everyday casual users of YouTube, it may come as a surprise there is an elite crew of YouTubers raking in the dollars. Timothy is 52 out of top 100 “YouTubers,” a YouTube personality that is known in the YouTube world. What not everyone knows is that there are two levels of YouTube accounts. A regular channel, which anyone can have, and partner YouTube accounts, which are members who provide a lot of content and are consistent with posting. Through the collection of statistics and using algorithms, YouTube recognizes these accounts as entertainment entities. As a partner, these accounts have special privileges such as automatic advertisements on every video, custom thumbnails, and extra buttons and branding on an individual page says Michael Livingston, a former employee of Maker Studios. Tucked away behind a law firm in Venice and its other office also hidden in an unassuming warehouse in Culver City, Maker Studios is the largest production company that produces and distributes in-house YouTube videos and generates millions of dollars worldwide. They are partnered with some of the most popular channel creators on YouTube. Maker works with YouTube stars and talent who have built relationships with a loyal YouTube audience to cross-market their videos and distribute them to an even wider audience. De La Ghetto is a YouTube partner, as well as one of the young talents of Maker Studios. 8 Harley Morenstein, who is a part of one of the most popular YouTube channels called “Epic Meal Time,” has two million subscribers. He’s signed with one of Maker’s rivals, the San Francisco based network called Revision3, a relatively old-fashioned dot-com site that produces and distributes Internet videos, but only on niche technology topics. His channel has a weekly comedic cooking show where he and his team create unique recipes such as candy tacos and ice cream pizza sandwiches. He says the people who are popular on YouTube today succeeded because they were persistent, ever since YouTube’s beginning in November 2005, “You have to be a special type of person, nerdy, awkward and little different in a way,” says Morenstein. Three former PayPal employees, Chad Hurley, Steve Chen, and Jawed Karim founded YouTube. They all wanted to share a dinner party video that had been shot at Chen’s apartment. However, since they were having difficulty sharing the video, they thought of creating a data intensive website to share videos online and bought the domain youtube.com. It was first launched in November of 2005, then bought by Google for $1.65 billion in October of 2006. “I had a YouTube account back in 2006 when it first started for all my little stuff,” says Layne Pavoggi, a YouTube personality and director, and one of the pioneers at Maker Studios. 9 He hosts a web series called “The Game Station,” which has 480,000 subscribers, making it one of the most subscribed YouTube channels. This channel offers a daily news show reviewing new video games and gaming news. The show is filmed on a tiny handmade set on a small wall at Maker, with a prop TV in the background and a cut out piece of green screen is placed on the TV. The green screen will allow Pavoggi to change the images on the TV screen into different images according to his news show. Layne is a 24-year-old scruffy, skinny and tall Venice boy that knows a lot about gaming and has been doing this Game Station show for a couple years now. According to Pavoggi, Maker only took off when YouTube took off a few years ago. “YouTube didn’t take off until Google bought YouTube,” says Quinn Daly, formerly with Demand Media, a company famous for publishing content widely linked to on the Internet with high Google search rankings. James McFadden owns a studio called YouTube Next LA Studio, a newer cross town rival to Maker Studios. Google pays this company to allow YouTube talent to shoot at their studio, and they distribute the videos. Google funded $100 million to these type of studios for YouTube video production and McFadden is paid every month for producing original content for YouTube. Most of the money goes to those pitching the shows could be the talent, or could be the talent’s agent. All of the funding was arranged so that 10 Google had have all of these premium popular channels that shoot at Next LA Studio to film original content for YouTube. This was announced in November of 2011 and the production has started in January of 2012. Google funds those who are and work on the top 100 premium channels including Felicia Day, Deepak Chopra, My Ish, Kick TV and World of Heroes. Many of them shoot their footage and produce their content at Next LA Studio. McFadden started working with YouTube during 2006 to 2007 and his production company was called Go Potato TV. Two years ago in 2010, McFadden joined with Next new network they signed Go Potato because they wanted to represent their YouTube channel. In early 2011, Next New network was acquired by Google but still wanted to use the Go Potato studios and that is how Go Potato now has turned into YouTube Next LA Studio. “We are ne of the main green screen studios for YouTube original content videos for the top 100 premium channels and Google pays us directly,” says McFadden Google is also planning to build a new 40,000 sq ft studio in Playa Del Rey in the next 6 months to a year. 11 Google’s acquisition of YouTube in 2006 not only gave it better capacity and bandwidth for video, but also added other benefits. “The partner program combined with search improvements brought in by Google had a huge impact,” says McFadden. “It became the only platform for real viewership on the web and the numbers reflect that.” 12 Chapter Three: YouTube and its growing popularity According to Danny Goodwin of Search Engine Watch, YouTube is the second most used search engine and serves four billion videos daily. In any given minute in 2012, approximately 60 hours of video are uploaded to the site. That means one hour of video is uploaded every second. YouTube has also come to define what a web video would look like: “shortly, mostly humorous, and easily accessible,” says Jin Kim in “The institutionalization of YouTube: From user-generated content to professional generated content,” a research journal article from “Media, Culture & Society.” Michael Livingston was an editor at Maker Studios. He joined at the beginning stages of YouTube because he was doing everything, producing, directing, and applying his creative mind to many videos that were distributed and filmed at Maker. He had been on the YouTube bandwagon since 2007, doing his own web shows and sketch comedy, but once he started to work for Maker Studios, he was editing, shooting, and developing other YouTubers’ short films. He says he left Maker because he felt he wasn’t able to be creative enough. After being employed with the company for a while, he was editing the same type of shows everyday. That is why he started his own channel and began his own business plan with YouTube. He calls his channel, “Breakfast for Dinner” and cooks exotic breakfast meals in a comedic way using bizarre ingredients such as green apple soda to make green apple waffles and tri-berry french toast. 13 “I had already been working on YouTube on my own, since 2007, doing web shows, and I was in a sketch comedy group. Now I started a new channel eight months ago, called ‘Breakfast for Dinner and it is getting pretty popular,’” says Livingston of his 2011 creation. Along with fellow filmmaker and photographer Raul Villaruel, he created the channel based on their knowledge of YouTube’s popularity. Their webisodes are cooking shows similar to Morenstein’s Epic Meal Time, with some profanity and humor. They shoot their episodes with many close up shots with a twist of grunge. For example, their video with the BBQ Texas Frittata they would show it in high-speed and include many close- ups of the large amounts of meats being used in the meal and they would use hands to mix it up. They also show how they purchased the items at the store and added music and effects in the video, making it appear far from a standard TV cooking show. “On YouTube, because it's the Internet, you are free to say more things than on TV,” says Morenstein. Because of Morenstein’s popularity he has been offered a show on G4 TV cable channel. It’s the dream of most YouTubers to get a real television deal. However, he feels that he may have to alter his show a little to fit televisions standards, such as eliminating profanity and being more formal. 14 YouTube works on a system based on community-reported censorship. According to Livington, there are no rules or censorship. However, there is absolutely no pornography allowed and will be taken down by YouTube. Also, copyrighted material is something that is prohibited on YouTube and will also be taken down. Usually if you upload nudity or racially offensive content, the community can flag it. Once a video is flagged, YouTube will review it and then will take down the video if it is deemed inappropriate according to YouTube’s community rules also called the Community Guidelines. These guidelines just say if the video is offensive or pornographic, it will be taken down. Sometimes if a video seems like it would not be all age-appropriate then they will label the video age restricted. 15 Chapter Four: How YouTube makes Money In 2006, the CEO of Google, Eric Schmidt noticed that YouTube was making such big moves and was playing such a key role in the online video revolution that he decided to buy the company for $1.65 billion dollars. The price of YouTube was one of the most expensive purchases Google made in the eight years up until 2006. Although Google has acquired over 100 companies in the past decade, Google has only made two other expensive purchases that surpassed the price of YouTube. In 2007, Google bought the company DoubleClick for $3.1 billion and in 2011, Google bought Motorola Mobility for $12.5 billion. YouTube created a video evolution, and this platform is one of the most successful new media platforms today. Google immediately began to monetize YouTube videos by placing ads using Google’s respected AdSense system to enable popular YouTube channels to make money off of the ads and the viewers clicking on them. “YouTubers get a small percentage of the ad revenue which kind of adds up eventually and that’s how I can make a living off of YouTube,” says De La Ghetto. Timothy also says there are people who make $100,000 a month. According to Andrew Tolson, “social networking on the Internet is playful (but sinister) version of self-promotional qualities necessary to operate in the flexible, casualised ‘creative economy’, where the performance of any imagined ‘authentic self’ is inevitably 16 compromised by its maketisation. Therefore all of these YouTubers rose to the top by self-promoting themselves and using their skill and charm by posting videos that they created themselves, using YouTube as their platform. On YouTube, not all videos can have advertisements. Before a video can generate revenue, it needs to have two or three thousand views within a few days, no copyrighted content, and must pass the Community Guidelines of YouTube. Only then can commercials run with each video. According to Kim however, before Google bought YouTube, big record companies did not make a big deal out of copyrighted songs being used on YouTube videos. This was mostly because the founder of the site could not afford to pay that much. However, after the acquisition of YouTube by multi-billion dollar company Google, the copyright content usage became an issue, because Google can now pay those prices. Before, when YouTube videos that were uploaded by the early YouTubers were mostly put up with copyrighted songs on the background, the record labels knew that YouTubers could not afford to pay if they got sued. However, now with Google owning the site, record labels and big companies know that Google can pay if there was any lawsuit. Thus, copyrighted material is prohibited on any video, especially if it is monetized. Some videos remain on YouTube with some copyrighted material such as songs in the background, but they will not be monetized or approved by Google to place ads on them. 17 Kim also believes the shift towards the commercial could not have happened without the Google search engine giant “If the pre-Google era of YouTube is characterized by amateur-produced videos in an ad-free environment, the post-Google purchase age is characterized by professionally generated videos in an ad-friendly environment.” “Big companies like Maker, who work closely with YouTube have the opportunity to get videos partnered right away,” says Livingston. By having advertisements run on your video, you are allowing commercials to be played before your video. The bigger your channel is, the advertisement will be of nicer quality and more prestigious. This means, the ads can be longer commercials that are full screen that can last a minute rather than a small ad that pops up from the bottom of your video. The advertiser will pay for these bigger channels to play these commercials according to your cost per thousand impressions. This means that they pay the channel the amount of money it can generate. The better and more costly your ad is, the YouTube account individual will make more money. If someone has a million subscribers, that puts them into the top 100 in all YouTube accounts, which translates into higher ad rates. This means that the companies will pay premium to advertise on the popular channels says Livingston. In order to be paid on YouTube, an account needs to be signed up to Google Adsense, the advertising mechanism that places related advertisements on videos based on keywords, 18 titles, descriptions of anything Google can automatically interpret about your video content. George Strompolos is a YouTube expert and the CEO and founder of Fullscreen, a company that help channels grow on YouTube with business support and advertising opportunities. Strompolos says revenue sharing is when you earn money when someone clicks on your videos, said Strompolos. “The advertiser wants to show relevant ads so that users click on them, the users want to see relevant ads, they don't want to be bothered with spam or other irrelevant material. And Google wants to make a good experience for both the advertisers and the users so they come back and use our services in the future,” says Hal Varian, Chief Economist at Google said in a tutorial video on YouTube. Advertisements in Adsense run in an auction system. Usually, if there are three places where ads are able to appear there are usually four bidders that compete for the spots. Then, when a query is made on Google, there is an auction that takes place for clicks. Advertisers then only have to pay if they receive a click. With this method, an advertiser can put up their maximum bid but what they will pay would be an amount that is only enough to surpass the last competitor. This can range from one cent to dollars. For instance, if Nike wants to advertise on Timothy’s video, and the other three companies 19 are bidding at most three dollars per thousand impressions then Nike would try to bid for $3.50 to outbid the rest. Varian says quality also comes into play. At Google they want to make sure the ads that are shown have a high ad quality so that users will actually take the time to click on them. The quality is measured through a quality score that has three separate components. The biggest component is the Click-Through Rate (CTR). Viewers decide which ads are effective with each search query through their clicks. The way Google works is that they rely on user feedback to determine their ad quality. They see which ads are clicked on the most and the last things you searched for. Another component that Google looks at is relevancy. Google determines the relevancy of ads by analyzing the language in context of an ad or search query to see how it relates to the keyword. This is why when you watch a YouTuber do a make up tutorial video, the ads are usually related to make up. Varian says Google uses these methods to make sure only useful ads are displayed to users. This is beneficial to the viewer and Google, since it will also prevent advertisers from paying their way onto searches that are unrelated to their product or services. 20 Lastly, landing page quality also determines an advertisement’s quality score. An ad is only useful to a user if the landing page is the result of what they were looking for. According to Varian, a high-quality landing page has relevant, original content while being easily navigable with quick loading times. The way a YouTuber makes money is calculated through CPM, which stands for Cost Per Mille, or the amount made from 1,000 views of an ad. An account or content creator cares about the RPM, or revenue per 1000 impressions, which would be the individual’s cut of the money. If a page gets 5,000 views each day, and a channel generates $25 a day, you have an RPM of $5 each 1,000 views. Thus, you get that amount of revenue for the day. Livingston, however, warns that the type of content can affect revenue. “There is a higher risk for advertisers to not put ads on your account if you have risqué content,” he says. “Some accounts however, which are so popular that already have profanity and risqué content, the advertisers don't care because they are guaranteed money.” “The videos that are more successful are more amateur things. People want to feel a connection to the talent,” says Livingston. He explains that for YouTube, the less the production value a video appears to have, the more likely the viewer will enjoy watching an authentic looking piece. Livingston says that in television, the celebrity is a part of this “unattainable world” but on YouTube, it feels like these vloggers are your friends. 21 “If it appears to have less production value, the more people and the audiences on YouTube is drawn to it. The main YouTube audience is more interested in an amateur aesthetic, you aren’t going to find a vlog (video blog) on TV, because they are pretty much diaries of the YouTube users,” says Livingston. The people that do best are people that are themselves and when you sit there you feel like they are talking to them,” said Pamela Braun, blogger and founder of food blog, My Man’s Belly. According to Tolson, the authenticity of “vlogging is located in its excessive direct address, in its transparent amateurishness and in the sheer volume and immediacy of ‘conversational’ responses, by comparison with and relative to constraints of traditional broadcasting.” Livingston says that Timothy’s channel is so successful because nobody really knows that he has an army of editors at Maker for some of his comedy sketches. Everything appears to be original and authentic and made all by himself. “What’s successful on YouTube is a personal connection with a person on a screen,” says Livingston. “It’s kind of a new thing.” 22 Tolson feels, video blogging is the “emblematic form of YouTube participation.” There is a way that vlogging portrays a conversational piece of the YouTube star which makes the audience feel some sort of authenticity and the viewer feels that they are having a personal face-to-face conversation with the YouTube vlogger (Tolon 279). 23 Chapter Five: YouTube: New Evolution of Media YouTube has given a voice to people who otherwise would not have it. It allows people to produce content and upload content without approval from other people. YouTube really did put a dent in the traditional model of Hollywood, says Livingston. “YouTube is amazing, I host a cooking show because of YouTube. I couldn’t say that three years ago,” said Raul Villaruel, Livingston’s co-host for their show, Breakfast for Dinner. Pavoggi, just like De La Ghetto jumped on YouTube when it was in its beginning stages. He considers his videos a success because he says a new generation of viewers prefers the site over television. “It has blown up and has become an alternative source for entertainment,” he says. He believes the Internet is all about creating relationships and that these YouTube personalities relate to their audience more than television actors and actresses because they just seem more “normal.” Pavoggi also says that’s how YouTube celebrities have emerged with their huge fan base. Like De La Ghetto, these stars begun to make a living off of it. 24 “YouTube celebrities that have created a brand and now sell merchandise and do brand deals for Ford and different movies… it has now become like this big thing that people make money off of,” says Pavoggi talking about himself and fellow YouTube celebrities. He thinks says that YouTube took off so successfully for both creators and viewers because, “You can control who you watch and what you watch, you can choose who you want to watch and you are not forced to watch a certain person.” YouTube is also available all hours of the day so you can watch your favorite channels and videos on your own time. For YouTube celebrities, Pavoggi says creators can make what they want and if its good and people like it, followers will come. But it’s all about the control in the end, and in contrast with the traditional TV industry, YouTube celebrities can completely control their own content. “The key is perseverance and consistency, no one wants to subscribe to someone that says they are going to post a video every Monday and not,” says Pavoggi “They need to know how to please people and know how to entertain.” This is similar to broadcast Television Although he is not Asian American, Pavoggi believes that Asian-Americans are particularly successful on the site. He often serves as a director on De La Ghetto’s full- 25 production comic sketches to cross-market their individual YouTube channels, so they can take advantage of both of each other’s followings. YouTube allows presentation of different images of Asian Americans than on television. “YouTube is one of the only platforms that Asians can become famous at,” De La Ghetto said. “As soon as you know like the younger people kind of saw someone Asian doing anything, like entertainment wise, they are like wow I’ve never seen this before I can identify with this, I’ve always wanted to this, I want to sing but I’ve never seen Asian people on MTV,” he says, talking about growing up watching shows on the hip teen channel Music Television (MTV). Tiffany Chan, a fan of De La Ghetto is a recent graduate of USC in communication. She did a project in her “People of Color and the News Media” class on Asian American YouTube celebrities, because she says she feels inspired when she sees Asian American entertainers making an online presence for themselves. “It just shows me that anyone can really do it and YouTube is the only vehicle that you can take it do it,” says Chan. “It’s a population thing, Asian-Americans always get these bit-parts on TV, where they play the goofy Asian guy or the smart Asian guy, now the Internet can show the Asians as the main thing. Why are they always typecasted in these mini-roles?” says Pavoggi. 26 “If they are not going to take you in mainstream media, you have to find your own way of making media and find your own way to make it in the industry,” says Chan. Everyone wants to relate to someone they see on YouTube. In mainstream media, Asian Americans are still type casted in these mini roles and the Internet has allowed them to become something else, he said. Pavoggi and Timothy have worked together to create parodies and comedy sketches that have gone “viral,” or becoming extremely popular through Internet sharing on social media sites, email, and video sharing websites. While it may sound impressive, one million hits on a video is not considered “viral” anymore. The term “viral” is lightly used now, it needs to have “like 63 million hits or something to be viral,” says De La Ghetto. Tolson also said the hierarchy with online video is the ‘viral popularity’ in the ‘folksonomy.’ Meaning, a video will become known if it becomes viral within the online community, so the people are the ones who determine if the video is relevant and shareable. However, Tolson says this is not “institutionally predetermined” (285). He says this to show that the more viral a video is, the higher it is on the online video 27 hierarchy and it all depends on the viewers and clicks. None of the viral videos can be predicted that it will become popular. 28 Chapter Six: Asian Americans in New Media Joe Jo, an Asian-American YouTube comedian said he succeeded on YouTube because he was able to create and brand himself by controlling his own videos that he shared. Although initially wanted to break into the entertainment industry by acting in mainstream media, he said it was too hard to do that because bigger corporations weren’t receptive. “When I started acting and venturing, I just heard about how hard it was for Asians to make it in entertainment industry,” Jo said. Jo along with business partner Bart Kwan formed an entertainment company called Just Kidding Films, which features parodies of stereotypes placed on Asians. ‘YouTube is a great outlet for someone to have total control of content,” Kwan said. In her Communications project, Chan in her project also interviewed Scott Yoshimoto, a Japanese American YouTube singer and musician. “Scott Yoshimoto told me that because people in the media aren't responding and writing about Asians -we just have to skip the producers and media and come up with our own content, and the best place to do that is on YouTube,” Chan said. 29 Both De La Ghetto and Jo said they would have never predicted YouTube would be the medium that would make them famous, and make them money. “I never thought I’d be making a living off of YouTube videos,” said De La Ghetto. “It was a half-accident,” said Jo. “Asian-Americans are most of the time categorized as the ‘model minority’ where they are type-casted as smart, responsible, get good grades, passive, nerdy, successful and rich,” says Chan and her class project partner Emily Woods. Woods says the fact that Asian Americans don't have a mainstream American television network like BET and Telemundo, demonstrates how important of a role YouTube plays in an artist’s attempt to gain recognition for their work. “Established media tend to put them in stereotypically predictable roles,” Felix Gutierrez, USC journalism professor and expert on racism in media said. “Mainstream media is type-cast and YouTube is me-cast.” Gutierrez said the Asian Americans who are becoming famous on YouTube are breaking out of their predictable or stereotypical images. 30 “If you become more leader-like you become a pioneer in the game,” said Jo. “In the next five years, who knows what will happen? But what we do know is that people are spending more time online than watching T.V. and that Asians are dominating the Internet presence.” “Before, I was doing the YouTube videos, I was making short films with my friends and entering them into film festivals, trying to rap, working at foot locker, working at California Pizza Kitchen, I was going to school,” says De La Ghetto. As De La Ghetto’s YouTube popularity grew and everything started to take off, he says he doesn’t have to work anymore. Now his life is waking up everyday thinking what kind of YouTube video he should make that day. De La Ghetto said although his parents were pushing him to get his bachelor’s degree, he was able to take some time off of his part-time jobs at Foot Locker and California Pizza Kitchen with all of his success with YouTube. His parents also began to realize the new media revolution that YouTube has created after noticing how much viewership and money his son was making, they began to develop an affinity towards his son’s career. “Well they still want me to graduate because I’m Asian, it’s a rule,” said De La Ghetto, talking about the stereotype that Asians all go to college. 31 “They used to tell their friends that I have a kid who does these little films with his friends and he studies communications and arts. But now they brag like ‘my son’s Internet famous, my son’s big on YouTube, and that’s kind of cool,’” said De La Ghetto. “Did I think that I was going to be successful when I was younger? Yeah.” De La Ghetto always believed he was going to be successful, and if he put enough time and stayed focused and committed to what he was doing, he would always end up being famous. However, he doesn’t consider himself famous now, he doesn’t feel like “YouTube famous is famous.” “But do I walk around and get recognized? And do little Asian kids as me for autographs? And do I take pictures with people? Like yeah. Do I fly around the world and get paid to make appearances and do shows and stuff? Yeah,” said De La Ghetto. Benny Luo, a social media expert and the founder of a blog called “The Other Asians” said he thinks that social media has offered Asian Americans a way to display their skills as creative artists. He says Ryan Higa is one of the most successful new media users. Ryan Higa, also known from YouTube as NigaHiga, has over five million subscribers on YouTube and has the second most subscribed to YouTube channel. Ryan Higa creates video parodies of movies and people with a humorous spin. He often plays the roles of 32 multiple characters including female characters and makes fun of the story or characters to create a comical video. Example of a video that Ryan made was called “Why Chris Brown beat Rihanna,” which he played the roles of both Chris Brown and Rihanna and changed his voice higher and attire to play both the male and female singer. Higa joined YouTube in 2006 and still uploads videos two or three times a month. Although he is Asian American and has a huge Asian American audience, he considers himself a “Youtuber” and not an “Asian YouTuber.” “Everyone can be successful on YouTube, not just Asians” said Higa. “Yes, there's a better Asian success ratio online then offline. That's because on YouTube, people have the choice to watch whatever they want. In TV/movies, people need to watch what networks/big companies tell you to watch. YouTube became an equal playing field and allowed Asian Americans to compete with other ethnicities. Luo explained that these “YouTubers” such as Higa probably didn’t expect YouTube to be their main business model. When Ryan Higa put up the video “How to be a Gangster” that made him popular on YouTube, he did it to be funny. Now with 34 million views, he said in a few interviews he didn't expect it to have that many YouTube hits. Higa, similar to De La Ghetto, grew up wanting to work in entertainment. He said he has always aspired to be an actor and to be creating new things. He always loved to draw and 33 build things but was never good at it. “When I discovered how to use a camera and Windows Movie Maker, it was over,” said Higa describing how he found his calling and liked it. Luo’s “The Other Asians” blog has in depth interviews of Asian-Americans that are in careers that don’t pertain to society standards, he said. Most of them are entertainers, because according to society’s standards, Luo says Asian Americans are expected to be doctors, lawyers and engineers. Since 2010, Luo has been a freelance social media marketer and consultant teaching others how to build a YouTube and Twitter following and about overall Internet marketing. “Asian Americans in particular, the way we are raised and everything, most of our parents tell us to pursue a practical career, jobs in the medical field or engineering, we don't really have that chance to showcase our skills as an actor,” said Luo. “For YouTube especially, the culture is online – gave us like a stage, a free-range stage to showcase our skills. And all of a sudden we started getting recognized. YouTube going bigger and bigger and now everyone was able to be having a wider range of entertainment like a snowball effect.” 34 The blog, “The Other Asians,” also started as an interest project, which only targeted Chinese/Taiwanese Americans, said Luo. “It got so much support from the community, we realized it was bigger than what we expected, and we were asked to extend the content to other people. According to Luo, when the members of Just Kidding Films first told their parents about working in entertainment, the group didn’t have any support. He says that, “With Asian Americans, it’s not even the fact that the entertainment industry is a bad thing and we shouldn’t do it, we are raised as a model minority, and it’s kind of scary as a parent because it’s such a risky industry.” However, Higa says that his family and friends have always been supportive of him pursing his YouTube career, even from the beginning. Asian American roles in traditional media are stereotypical, like how Jackie Chan is the kung-fu guy, James Kyson Lee played the Japanese guy that is a hero in the film, Michelle Krusiec, Ching Chong in “Dumb and Dumber” which is a racist role, states Luo. He feels Asian Americans in traditional media don’t really have as much control over their content. He also feel that they have a lot more experience in their craft and that the Asian American presence in Hollywood is very small. 35 But Asian Americans in new media are a relatively younger crowd. According to the YouTube statistics page, 67 percent of all Men 18 to 24 are on YouTube and 60 percent of all Women 18 to 24 are on YouTube. Pew Research group found that 87 percent of Asian Americans used the Internet in 2010, more than any other major demographic group. YouTube statistics also say there are 21.6 million teens watching YouTube and 54% of all teens are on YouTube. The YouTube demographic a younger teens to young adult crowd and have grown up with Asian American heroes and personalities. With this, the YouTube stars can be more open to the content they put out, said Luo. What Luo says about Asian American talent on YouTube is that they are good influences. Higa has used his notoriety for charity as well. When the earthquake and Tsunami hit in Japan on March 11, 2011, he raised $6,500 on YouTube and donated all of his money to the Red Cross to help with Tsunami relief. “I know how rare it is to have the following that I have and I never really grasped the fact that so many people were watching and influenced by me. When the whole Earthquake/Tsunami thing happened in Japan, I realized that I really did have a power to make an difference, not just in terms of donation, but awareness,” said Higa “It kind of proves that Asian Americans can do anything. Just because they are Asian- Americans its not a crutch for them. Asian Americans can now grow up watching more Asians through their media channels,” said Luo. 36 “The stereotypes are always going to be there, black people jokes and stereotypes are going to be there. YouTube has offered Asian Americans more opportunities. New Media kind of offers a window for Asian Americans to showcase their talent.” According to Tolson “YouTube may be a new model for communicative entitlement, but it also may be doing little more than creating another space for the sort of engagement with consumer culture that has long been a defining feature of post-war capitalism.” “Nowadays, when people grow up, they are going to get used to watching an Asian face. There could be racist stereotypes like he’s short or has a small penis etc etc, but more opportunities are going to be created through what Asian Americans on YouTube,” said Luo. 37 Chapter Seven: Asian Americans and Social Media Luo feels that YouTube definitely offers a very key in the whole equation. When a Caucasian student at UCLA, Alexandra Wallace posted a racist confession video about “hoards of Asians” being accepted into her school and bringing their large families to school, the video immediately went viral. When a video of seven teens beating up a Chinese boy in the snow in Chicago was posted on YouTube, the video also went viral as well. The video of a Christian girl who thanked god that the tsunami occurred to wake Atheists up from Japan, this also went viral among the Asian Americans. All those videos spread through YouTube and this shows that Asian Americans have this hub to congregate together, to say that Asians are there and have a presence. Donna Chu wrote an article called “Collective behavior in YouTube: a case study of ‘Bus Uncle’ online videos,” that examined this phenomenon. “As communicative spaces that permit the exchange of information and ideas in a society, new media have presented unparalleled opportunities for researchers to gain access to public opinion.” Luo said that new media has offered that stage like the Black Panthers. Asians are known as passive people, but new media can show that we have a voice and bring a voice. Asssuming there’s no YouTube and New Media, where else would Asian Americans take a stand? 38 Timothy De La Ghetto is a rapper but does touch a lot on Asian topics. David So, an Asian American YouTube comedian, puts out a lot of the content that has a mainstream audience directed. Just Kidding Films takes advantage of their “Asian-ness” and their motto is “we teach good things in bad ways.” Youtube is not a way for Asian-Americans to show off their Asianness. It's a platform for them to show their craft. Luo said he interviewed Ryan Feng from Quest Crew, a break dancer who won competitions on television and now dance on tour with a famous Pop group LMFAO. Feng said, I don't want to be an “Asian” dancer. I want to be a really good dancer that happens to be Asian. I don't want the idea of being Asian American to define who I am, I want to define what Asian American means. Why is new media so popular among Asian Americans? Luo has some theories. In the late 1990’s and early 2000’s a lot of communities were formed online, such as Asian Avenue, Xanga, Findapix. They were all places to post opinions and content online to share and communicate. Aznraps.com was where Far East Movement, a now very successful Asian American electro hip hop group, first put on their music. The Internet and the communities they had were a place where Asian Americans were able to congregate. Asian Americans were the first ones to really draft social media, and blog about their lives on Xanga, a MySpace-like site where you post blogs and photos and share with your online friends your personality. If the content was interesting enough there were comments on posts and you were able to give eprops and make new friends on 39 site. Friendster, findapix. Soompi has been a community where a lot of Asian Americans posted pictures and created communities. Even when Napster was out, the songs that was popular and shared were Asian American artist sharing their free songs and content online for other Asian Americans to download. These bands included Azn dreamers, Kai, a Filipino group similar to Boyz II Men, most of these singers became popular through songs sharing programs such as Napster and KazaA. The phenomenon that happened with De La Ghetto and his popularity is that he exposed his life and his audience found it relatable. His content and his life situations and video blogs are somewhat of an average lifestyle, a 20-something living at his parents home has a girlfriend and just hangs out with his best friend Rick. He shows his personal life and upbringing and was not afraid to hide anything. Compared to other Asian American kids however, he didn’t grow up like most of them. Most Asian Americans grow up in a middle-class suburban area with many other Asian Americans. De La Ghetto, however, didn't, so he says his fan base is not all Asian American and consists of African American kids, Caucasian kids, and many others. De La Ghetto simply just found a way to use YouTube and put content out there to have people listen. Luo says Timothy wasn’t targeting Asian Americans, as he got bigger and people started going towards him, Asian Americans started to see who he was. 40 Chapter Eight: A User-friendly Site with No Gatekeepers Phil Yu, the founder of “Angry Asian Man,” a popular blog about Asian American news is also fascinated with Asians and YouTube. Although he says he is a generation removed at age 34, he has researched, interviewed and written about Asian popular culture for over a decade and now has become a reliable blog and source for Asian American entertainment. Yu feels that Asian American YouTube personalities and comedians speak directly to the Asian American community and youth. “In a lot of ways we are entering this era where I think hand in hand is that, these YouTube content makers don't have to rely on a studio, distributer, for their work to reach their audience. They just need Internet connection and a keyboard and you have reached the people you want to reach. No more gatekeepers in that respect,” says Yu. According to Yu, the YouTube movement became popular because it was simple. Most of the YouTubers were obviously in their bedroom, had a webcam of poor quality and some people had a guitar and sang. It picked up this popularity and people watched it. Yu feels that the way our society works is that being on TV and being in media means you have a voice and it means you exist. “With the few Asians on TV, it’s like Asians are invisible, and to be absent is to be invisible and means the group doesn’t matter. 41 According to Alan James Frutkin in “Asian Americans are Rarely Seen on TV,” he says that “Asian-Americans contend with stubborn prejudices that stem from both cultural stereotyping and the record of armed aggression between the United States and Asian nations. And Hollywood has only perpetuated these prejudices.” And thus, there are such few Asians we see on Television. Frutkin also quotes Karen K. Narasaki, acting chairwoman of the Asian Pacific American Media Coalition who says “When producers think of someone who's an all-American- looking girl, are they going to see an Asian American face?" The answer is no, they don’t because when it comes to an All American the type cast is a Caucasian face. It is a powerful impulse to see someone that looks like you on the screen, so when an Asian American kid is on screen, other Asian Americans feel that they have a voice says Yu. So for someone growing up right now, they don't have to be somewhere, and you don’t have to depend on your geography. You can find the content that finds you, by searching for interests and clicking on related videos. You can explore a YouTube channel and watch the videos on your own time as well, says Yu. “I definitely think that their Asian-ness had to do with their popularity. I think that there is the sense of, like a musician. All factors are the same like musically, again it goes with the idea of the gatekeeper. You are connecting one on one with the YouTube screen with 42 your audience. I think for me I really want to see someone that looks like me and reflect my experience, being successful and doing their thing,” said Yu. Naturally, for an Asian artist or musician, I think their fan base will be reflective of who they are, said Yu. “But more power to them if their fans are not Asian also. At least something to start from, fan base, there is sort of this. If you are looking for a place to find an audience that’s not a part of a bad place.” “Just Kidding is not Wong Fu and Wong Fu is not KevJumba. All Asians are not the same, within our own communities. Just Kidding Films has a different audience,” said Yu. Wong Fu productions are a group of three Asian American filmmakers who are known to make very popular and original short films and music videos. According to Yu, everyone still has their own craft and YouTube is the platform. You can’t force someone to like your content. 43 Conclusion: With the huge following that all of these top YouTubers have developed over time, if there was no such thing as YouTube, where would they be today? Ryan Higa says he would probably be studying nuclear medicine in college. Timothy says he’d probably still be at Cal State Long Beach studying film and theatre. But it’s almost unimaginable for them to envision that lifestyle since they have become their own brand and have hundreds of thousands of dollars (and for the Ryan Higa, in the millions) at such a young age. Pavoggi also says that he feels that even if YouTube flops and happens to fail, like the way of MySpace since 2009 was taken over by Facebook, the YouTubers will continue to have fans and their loyalty will allow them to follow the stars elsewhere. Pavoggi feels YouTubers will always have a fan base because they found a niche and have created their own following. A few years down the line, there will be something else that replaces YouTube, just like how Xanga was replaced with WordPress, Napster was replaced with iTunes and how MySpace was replaced with Facebook. An Asian American YouTube celebrity and rapper Dumbfoundead says, “There’s going to be a cooler kid, that’s younger than me that’s posting videos and has a better flow than me. This YouTube fame thing isn’t going to last that long.” Thus, as YouTube becomes replaced with another website, and as these YouTube stars grow older, the longevity of their career is hard to be determined. 44 All we know that YouTube is now, this is what’s happening, and this is the platform where everyone is sharing their content. Asian Americans are the ones that established a presence on this new form of media and were able to use this as an advantage. They found a merger of content and technology where they can showcase their craft without stereotypes and found a way to break through. With this, they are able revolutionalize “Hollywood” where Asian Americans have actually become stars without approval of big corporate producers and directors. All they did was simply upload their home videos on the website called YouTube. 45 Bibliography: Arrington, Michael. "Google Has Acquired YouTube." TechCrunch.com. N.p., 9 Oct. 2006. Web. 10 Sept. 2011. <http://techcrunch.com/2006/10/09/google-has-acquired- youtube/>. Braun, Pamela. Personal Interview, 10, March 2012. Buck, Stephanie. "The 10 Most Expensive Google Acquisitions." Mashable. N.p., 15 Aug. 2011. Web. 30 Jan. 2012. <http://mashable.com/2011/08/15/google-acquisitions- price/>. Chan, Tiffany. Personal Interview, 26, April 2011. Chantarangsu, Timothy. Personal Interview, 10, September 2011. Chantarangsu, Timothy. Personal Interview, 25, October 2011. Chantarangsu, Timothy. Personal Interview, 18, April 2012. Chu, Donna. "Collective Behavior in YouTube: A Case Study of 'Bus Uncle' Online Videos." Asian Journal of Communication 19.3 (2009): 337-53. 14 Feb. 2009. Web. 10 Mar. 2012. Daly, Quinn. Personal Interview, 23, February 2012. Frutkin, Alan James. "Asian Americans Are Rarely Seen on TV." New York Times 24 Dec. 2000: n. pag. Print. Goodwin, Danny. "YouTube Now Serving 4 Billion Videos Daily." Search Engine Watch. N.p., 24 Jan. 2012. Web. 30 Jan. 2012. <http://searchenginewatch.com/article/2141050/YouTube-Now-Serving-4-Billion- Videos-Daily>. Graham, Jefferson. "Video Websites Pop Up, Invite Postings." USA Today. Gannett, 25 Nov. 2005. Web. 10 Sept. 2011. <http://www.usatoday.com/tech/news/techinnovations/2005-11-21-video- websites_x.htm>. Gutierrez, Felix. Personal Interview, 23, April 2011 Higa, Ryan. Personal Interview, 23, February 2012. Jo, Joe. Personal Interview, 10, April 2011. 46 Kwan, Bart. Personal Interview, 12, April 2011. Kim, Jin. "The Institutionalization of YouTube: From User-generated Content to Professional Generated Content." Media, Culture & Society (2012): 53-67. Web. 19 Mar. 2012. <http://mcs.sagepub.com>. Livingston, Michael. Personal Interview, 20, January 2012. Luo, Benny. Personal Interview, 7, February 2012. McFadden, James. Personal Interview, 23, February 2012. Morenstein, Harley. Personal Interview 3, January 2012. Pavoggi, Layne. Personal Interview, 25, October 2011. Strompolos, George. "How to Make Money Online with YouTube: How to Become a YouTube Partner." Lecture. YouTube. 10 Nov. 2011. Web. 15 Feb. 2012. <http://www.youtube.com/watch?v=LWTxXcYM_MU>. Tolson, Andrew. "A New Authenticity? Communicative Practices on YouTube." Critical Discourse Studies 7.4 (2010): 277-89. Print. Varian, Hal. "Search Advertising With Google: Quality Score Explanation by Google Chief Economist." Lecture. YouTube. 4 Mar. 2010. Web. 17 Feb. 2012. <http://www.youtube.com/watch?v=qwuUe5kq_O8>. Villaruel, Raul. Personal Interview, 20, January 2012. Woods, Emily. Personal Interview, 26, April 2011. Yu, Phil. Personal Interiew, 28, February, 2011.
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Asset Metadata
Creator
Sato, Arika
(author)
Core Title
The YouTube phenomenon: YouTube stars eliminating stereotypes in new media
School
Annenberg School for Communication
Degree
Master of Arts
Degree Program
Journalism (Broadcast Journalism)
Publication Date
07/30/2012
Defense Date
07/27/2012
Publisher
University of Southern California
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University of Southern California. Libraries
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Tag
Asian American YouTube stars,breaking stereotypes,entrepreneurs,Google,Google Adsense,new media,OAI-PMH Harvest,YouTube,YouTube stars
Language
English
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Advisor
Lih, Andrew (
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), Gutierrez, Felix (
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), Pryor, Lawrence (
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arika.sato@gmail.com,arikasat@usc.edu
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74129
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Sato, Arika
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Asian American YouTube stars
breaking stereotypes
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Google
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YouTube stars