{"title":"Selling Otherness on YouTube: Digital inter-Asian Orientalism and YouTube monetization system","authors":"Dasol Kim","doi":"10.1177/13678779241240780","DOIUrl":null,"url":null,"abstract":"This article investigates the influence of YouTube's monetization metrics on content creation practices and their reflection of geopolitical and economic factors. Using the case study of “Team Azimkiya,” a Bangladeshi YouTube channel primarily targeting South Korean viewers, the study introduces the concept of “global CPM arbitrage.” CPM, or cost per 1000 impressions, estimates advertising revenue for channels. Global CPM arbitrage characterizes content creators’ strategic approach to leverage varying CPM rates across geographic regions, optimizing their advertising revenue within the YouTube ecosystem. While CPM is often seen as an objective metric, the analysis of Team Azimkiya's strategies reveals its role in constructing audiences and directing higher-revenue viewers. In a platform that exhibits a preference for content from more affluent regions, self-Orientalization emerges as an effective content creation approach. This article argues that this approach can perpetuate the inter-Asian dynamic and the Orientalist gaze.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":"33 7","pages":""},"PeriodicalIF":17.7000,"publicationDate":"2024-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.1177/13678779241240780","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 0
Abstract
This article investigates the influence of YouTube's monetization metrics on content creation practices and their reflection of geopolitical and economic factors. Using the case study of “Team Azimkiya,” a Bangladeshi YouTube channel primarily targeting South Korean viewers, the study introduces the concept of “global CPM arbitrage.” CPM, or cost per 1000 impressions, estimates advertising revenue for channels. Global CPM arbitrage characterizes content creators’ strategic approach to leverage varying CPM rates across geographic regions, optimizing their advertising revenue within the YouTube ecosystem. While CPM is often seen as an objective metric, the analysis of Team Azimkiya's strategies reveals its role in constructing audiences and directing higher-revenue viewers. In a platform that exhibits a preference for content from more affluent regions, self-Orientalization emerges as an effective content creation approach. This article argues that this approach can perpetuate the inter-Asian dynamic and the Orientalist gaze.
期刊介绍：
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.
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