[Insight & Opinion] YouTube Channels Leading Ideological Polarization... Let's Ease Up a Bit

[Asia Economy] YouTube users inevitably watch ads in between videos to view the content. From Google's perspective, which operates YouTube, the purpose and means are reversed. Applying the theory of communication political economy scholar Dallas Smythe, the essential purpose of YouTube's business is revenue generation through advertising and paid services. The videos on YouTube channels serve as incentives for revenue generation.

The revenue generated from 1.9 billion people worldwide watching over 1 billion hours of YouTube videos daily is concentrated among Google, advertisers, and major channel operators?the "capitalists of the YouTube world." YouTube viewers function as laborers. Heavy users who watch videos for more than two hours a day invest a significant amount of their own time and viewing labor, increasing the surplus profit of YouTube capitalists.

Kim Eo-jun, an influencer from the progressive camp, reportedly raised the most Super Chats (donations) worldwide from January 9 to 15 through his YouTube channel "Kim Eo-jun's Humility is Hard News Factory." According to Playboard, the revenue during this period was approximately 141 million won. The first episode of "Humility is" was 2 hours and 10 minutes long and had 2.87 million views. A truly large number of people watched the lengthy video. Viewers have already generated significant revenue for Google and this channel through their viewing labor alone. In addition, viewers collectively spent their own money to push this channel to the world's number one Super Chat ranking. This spending contrasts with the refusal movement against the KBS monthly viewing fee of 2,500 won, which is considered expensive. Watching political channels on YouTube, which requires "binge-watching long videos, subscribing, liking, setting notifications," and even making considerable donations, is said to be an "extreme job."

The domestic YouTube genre dealing with political and current affairs issues is generally divided into progressive and conservative camps. Each side divides the country into two through "dichotomous, aggressive, subjective, colloquial, emotional, and anti-authoritarian rhetoric." Supporters of both camps perceive this as a "new style of political news." A "comrade-like relationship" of solidarity forms between channels and subscribers.

A progressive-leaning office worker in their 30s who patiently listens to "Humility is" and sends 50,000 won in Super Chats probably still harbors the "resentment of the 0.7% difference in the presidential election defeat" and feels bleak about the "dystopia under the Yoon Seok-yeol administration." Perhaps they find solace in the progressive-biased voice of this channel. Similarly, a 60-year-old conservative YouTube subscriber who endured the "dark period of the Moon Jae-in administration's five years" likely felt despair and received similar comfort from conservative channels.

The traditional media norm aiming for neutrality and balance is gradually losing strength. It is unclear which side, progressive or conservative, is actually more correct. Even so, the degree of ideological polarization in our society clearly seems to have surpassed a dangerous level. It would be better if people supported specific ideologies "coolly" rather than "desperately." Since the implementation of the direct presidential election system in 1987, the composite stock index has risen sixfold through multiple regime changes. It would be good if people preferred certain ideologies based on the acknowledgment that "whether the People Power Party or the Democratic Party is in power, the country has gradually improved."

A major political channel recently said to the opposing faction, "It's despicable, cowardly, mean, petty, and dirty." To ease the growing "politics of hatred," it is necessary to refrain from using vocabulary that seems to incite hatred even in the YouTube world. Humorous and logical criticism rather than insulting expressions may be better for overcoming the "emotional civil war" (former Prime Minister Kim Boo-kyum).

Heo Man-seop, Professor, Department of Liberal Education, Gangneung-Wonju National University