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Impacto social do 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 consumidor[4] opinion and targeted advertising[1], is another key aspect. Furthermore, it helps preserve and promote diverse cultures via shared video content.

Definições de termos
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 O YouTube é uma plataforma global de partilha de vídeos em linha fundada por Steve Chen, Chad Hurley e Jawed Karim. A plataforma permite aos utilizadores carregar, ver, partilhar e comentar uma grande variedade de conteúdos de vídeo. Desde a sua criação, o YouTube tem crescido exponencialmente, estabelecendo marcos significativos como atingir mais de um milhão de vídeos vistos diariamente e 48 horas de novos vídeos carregados por minuto. O seu modelo de negócio gira em torno da geração de receitas a partir de anúncios e conteúdos pagos, incluindo um serviço baseado em subscrições denominado YouTube Premium para visualização sem anúncios. A plataforma também oferece uma gama de categorias de vídeo, com impacto na cultura popular, nas tendências da Internet e na criação de celebridades. No entanto, tem sido alvo de críticas por questões como a desinformação e as violações dos direitos de autor. Tecnologicamente, o YouTube suporta vários codecs e resoluções de vídeo e introduz funcionalidades para melhorar a experiência do utilizador. A plataforma está localizada em mais de 100 países, oferecendo funcionalidades para zonas com ligação lenta à Internet.
2 O YouTube é uma plataforma global em linha para a partilha e visualização de conteúdos de vídeo, fundada em 2005 por Steve Chen, Chad Hurley e Jawed Karim. Tornou-se uma das plataformas de partilha de vídeos mais populares do mundo, com uma quota de mercado de cerca de 43% em 2010. É conhecido pelo seu impacto nas tendências da Internet, pela criação de celebridades e pela sua influência na cultura popular. O YouTube gera receitas através de anúncios, conteúdos pagos e do seu serviço sem anúncios, o YouTube Premium. Apesar das críticas por difundir desinformação e violações da privacidade, continua a crescer e a evoluir, com avanços tecnológicos significativos e melhorias das funcionalidades. Também se aventurou nas aplicações móveis e na televisão em rede. Nos últimos anos, registou-se um aumento da utilização, impulsionado por marcos como mil milhões de horas de vídeos vistos diariamente e o lançamento de novas funcionalidades, como o YouTube Kids e o YouTube Shorts.
Impacto social do YouTube (Wikipédia)
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 e YouTuber.

The American online video sharing e redes sociais platform YouTube has had social impact in many fields, with some individual videos of the site having directly shaped world events. It is the world's largest video hosting website e second most visited website according to both Alexa Internet e 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 e 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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