In “Users like you? Theorizing agency in user-generated content,” José van Dijck focuses on the idea of “you” which serves as a metaphor for the millions of anonymous contributors to the web as well as how this existence affects the generation and circulation of content. Van Dijck argues for the clarity of user agency as a complex concept which involves not only the facilitation of engagement and participation, but the economic value of both the consumer and provider— something she believes major composite companies, such as Google, should attempt to create models to understand. Ultimately, she shows that users have a myriad of different roles in media environments as the internet has changed.
Van Dijck primarily shows these roles by explaining that the internet used to be composed of passive users, but now is composed of users that both consume content and produce it as well (a.k.a. a prosumer). With easier access to user generated content platforms, like Youtube, and developments in technology which make creating content easier, creating content is no longer only available to industries. Now, with less boundaries present, the user has more power to shape media content. We can critique, comment, monitor, advertise, etc. As a result, users have become extremely important to these platforms— evolving from being passive to now being a much more active part to numerous online platforms. Van Dijck goes on to explain that the main reason that drives users to contribute time to user generated content sites is that many think it’ll be a platform to reach their dream job (ex. Justin Bieber got his start on Youtube). However, there is still a need for old media, in which old media and new media can converge to bring success.
Overall, I enjoyed reading this article because I feel as if I experienced this transition of media and my role in it which Van Dijck writes about. In middle school I remember first starting to watch sites like Youtube, first viewing for my own entertainment, but later watching people my own age starting their own channels and ultimately launching their own careers. While sites like this started with the purpose of entertainment, it soon evolved into a place where people could make money and create their own content. I do agree with Van Dijck, however, that old media is still extremely important in achieving success from these platforms. While one’s career may launch from these sites, they grow only when combined with older forms of media, like television. Will this codependency ever end? Have there been examples of people rising to success without the help of old media and through the use of just new media? I personally cannot think of many instances.
I did not read this article but found the concept of “Prosumer” very interesting and accurate. While the internet used to feel more like receiving content, now really anyone can produce content on their own, even if they don’t have a significant following. This makes the internet, in a way, universally accessible to people (not in the sense of actually owning the technology but using it).
I think you make a really interesting point in the last paragraph about your experience with the media as it has transformed over time. This made me think of Tik Tok a little bit in that so many people are becoming influencers and even famous for the content they post on the platform. As it has risen in popularity in the past couple of years, I have watched it transform from a strictly dancing and performing platform to a multifaceted one that accommodates to a multitude of different types of entertainments. Though many of the users will use other forms of platforms to enhance their status on Tik Tok, many talk about themselves or share videos they think are funny, and that made me think of the codependency on other media. This is just one example that came to mind when reading your post.
I also read this article, and I think you bring up interesting questions about whether an individual can ever reach digital success completely independently. Specifically, I am thinking about how individual internet success usually results in collaboration with large media sources. Using a modern example, Charli D’Amelio gained internet fame and followers by posting her dances on TikTok. However, nowadays she has a TV show, book and collaborates with many brands. While her TikTok success may have been achieved individually, I think she is a prime example of how new media becomes intertwined with old media.