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L'impact social de YouTube

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YouTube[2], a prominent online platform, has a far-reaching social impact that extends to various domains. It acts as a conduit for diverse expressions, ranging from political activism[3], comedy, education, to social connection. YouTube also plays a pivotal role in raising social awareness and challenging stereotypes. Its significance in promoting democracy is evident from the way it fosters free expression and political engagement. In addition, it’s a vital tool for visual journalism, with both traditional news outlets and citizen journalists contributing content. YouTube’s influence on marketing strategies, through consommateur[4] opinion and targeted advertising[1], is another key aspect. Furthermore, it helps preserve and promote diverse cultures via shared video content.

Définitions des termes
1. ↑ targeted advertising.
1 Targeted advertising is a marketing method that focuses on delivering promotional content to specific audiences. This strategy involves gathering and analyzing user data to tailor ads to individuals' interests, behaviors, and demographics. There are several types of targeted advertising, which include internet service providers tracking website visits, search engine marketing, and using platforms like Google's Search and Display Network.The technique also extends to social media, with platforms harnessing behavioral targeting and geotargeting. For instance, Facebook uses micro-targeting based on user data. Additionally, there are various targeted advertising techniques, such as content, contextual, technical, time, sociodemographic, and geographical targeting.Moreover, targeted advertising is prevalent in mobile and television sectors. Mobile ads utilize consumer location and time, while television ads focus on demographics and interests. Cable boxes and over-the-top video platforms also facilitate targeted advertising. All these methods aim to increase advertising efficiency and relevance.
2 "Targeted advertising" is a marketing strategy that involves gathering and analyzing user data to deliver personalized ads relevant to individual consumers. This strategy can be implemented across various channels such as search engines, social media, television, and mobile devices. Companies, internet service providers, and websites collect user data like preferences, behaviors, and demographics to make ads more relevant. Platforms like Google Ads allow advertisers to reach specific audiences, even retargeting specific website visitors. Social media platforms leverage user data for personalized advertising, allowing advertisers to target users based on interests, likes, demographics, and other factors. Television ads can target viewers based on age, gender, location, and interests, while mobile advertising uses location and time data to serve ads tailored to consumer schedules and environments.
2. ↑ YouTube ( YouTube )
1 YouTube est une plateforme mondiale de partage de vidéos en ligne fondée par Steve Chen, Chad Hurley et Jawed Karim. La plateforme permet aux utilisateurs de télécharger, de visionner, de partager et de commenter une grande variété de contenus vidéo. Depuis sa création, YouTube a connu une croissance exponentielle, franchissant des étapes importantes comme le million de vidéos regardées quotidiennement et les 48 heures de nouvelles vidéos téléchargées par minute. Son modèle économique repose sur la génération de revenus à partir de publicités et de contenus payants, y compris un service d'abonnement appelé YouTube Premium pour un visionnage sans publicité. La plateforme propose également un large éventail de catégories de vidéos, influençant la culture populaire, les tendances de l'internet et créant des célébrités. Cependant, elle a été critiquée pour des problèmes tels que la désinformation et les violations des droits d'auteur. Sur le plan technologique, YouTube prend en charge différents codecs et résolutions vidéo, et introduit des fonctionnalités qui améliorent l'expérience des utilisateurs. La plateforme est localisée dans plus de 100 pays et offre des fonctionnalités pour les zones où la connectivité internet est lente.
2 YouTube est une plateforme mondiale de partage et de visualisation de contenus vidéo, fondée en 2005 par Steve Chen, Chad Hurley et Jawed Karim. Elle est devenue l'une des plateformes de partage de vidéos les plus populaires au monde, avec une part de marché d'environ 43% en 2010. Elle est connue pour son impact sur les tendances de l'internet, la création de célébrités et son influence sur la culture populaire. YouTube génère des revenus grâce aux publicités, au contenu payant et à son service sans publicité, YouTube Premium. Malgré les critiques concernant la diffusion de fausses informations et les violations de la vie privée, YouTube continue de croître et d'évoluer, avec des avancées technologiques et des améliorations de fonctionnalités significatives. Il s'est également lancé dans les applications mobiles et la télévision en réseau. Ces dernières années, l'utilisation de YouTube a connu une forte croissance, grâce à des événements marquants tels que le milliard d'heures de vidéo regardées quotidiennement et le lancement de nouvelles fonctionnalités telles que YouTube Kids et YouTube Shorts.
L'impact social de YouTube (Wikipedia)
This article is about YouTube's impact on the world outside the website itself. For characteristics of the website itself or its contributors, see YouTube et YouTuber.

The American online video sharing et médias sociaux platform YouTube has had social impact in many fields, with some individual vidéos of the site having directly shaped world events. It is the world's largest video hosting website et second most visited website according to both Alexa Internet et Similarweb, and used by 81% of U.S. adults.

Logo of YouTube since 2017

Some have called this the biggest and the smallest stage. The most public place in the world, from the privacy from our own homes: YouTube has been used for many things: a political soapbox, a comedian's stage, a religious pulpit, a teacher's podium, or just a way to reach out to the next door neighbor or across the world. To people we love, to people we want to love, or people we don't even know.

-Michael Wesch, cultural anthropologist
"An Anthropological Introduction to YouTube"
Presentation to the Library of Congress

Constituting one of the world's most popular search engines, YouTube enables inexpensive distribution of educational content, including course material from educational institutions and "how to" videos from individuals. Worldwide video access has spurred innovation by enabling geographically distributed individuals to build upon each other's work, to collaborate, or to crowdsource.

YouTube has facilitated engagement between institutions and individuals, such as between universities and prospective students, and between businesses and employees. Also, some YouTube videos increase awareness of social issues (such as bullying, suicide and LGBT issues), allow broadened social contact (especially important for the elderly or mobility-impaired), and overcome stereotypes of minorities and minority viewpoints. However, other videos have included potentially harmful content, such as those triggering audiences, inducing self-harm, or inspiring additional bullying or suicides. Further, the website's recommendation algorithm has been found to recommend harmful content to children, and has promoted dangerous practices such as the Tide Pod Challenge.

YouTube has become an important "visual journalism" platform, both for conventionally produced content from established news organizations and for citizen eyewitness contributions. Certain independent or alternative news organizations have established YouTube channels that reach a wider audience than traditional broadcast television.

YouTube has promoted democracy through free expression of individual political views, for example enabling Arab Spring protest videos to transcend national boundaries, causing certain regimes to censor or ban the website. YouTube has affected conventional politics, becoming even more important than direct mail in political campaigning, with politicians and governments using the website to directly engage citizens and promote policies. However, its recommendation algorithm has been shown to recommend extremist content, especially far-right et conspiracy propaganda, leading to claims that YouTube has been used as a tool for political radicalization. Concurrently, the website has been criticized for inadequately policing against false or misleading political content.

YouTube streaming data (video views) has been used to gauge consumer opinion for marketing decisions. Celebrities and large companies, especially major music labels, have used YouTube as a focused advertising tool for targeted mass marketing and audience growth by placing banner ads and by contracting with video producers for embedded-product marketing. Conversely, individuals have partnered with advertisers to grow their own audiences, the "Partner Program" enabling individual content creators to monetize videos and even earn livelihoods directly from posting content, with top earners exceeding $30–50 million per year.

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