Shane Dawson has one of the most popular YouTube channels circulating the video making platform. He was one of the initial rises to fame for the Youtube community. Shane started his YouTube journey in 2007, lots of his viewers have watched him grow with his channel. Over the past couple of years, Shane has grown tremendously and in turn, his viewers have witnessed a positive change is his channel.
Once famous for his "cringy" YouTube eating videos he is now known for his hour-long Youtube series where he uses his platform to give other Youtubers a chance to share there side of the controversial story or simply just give them an outlet for expression.
He has created multiple series over famous YouTubers like Tana Mongeau, Jeffree Star, Eugenia Cooney, and Jake Paul. Cool, so what? I'm not here to talk about another YouTuber and his triumph or defeats... instead, I want to talk to y'all about the gift economy and I am going to use Shane Dawson to explain it.
Before you click off because this isn't what you were expecting, stay a bit longer you might find that you contribute to the gift economy every day.
Your JR high lunchroom was probably the pit for the gift economy. Whenever you would trade snacks with the kid at the end of the table because he had the red fruit loop and he wanted your cheese-its, you were participating in the gift economy. You were also participating in the gift economy when you would take the blame when the entire table would get into trouble. And yes, you participated in the gift economy every time you asked your friend's mom if Jimmy from down the street could stay the night.
Moving past the joy of your JR years and on to what is probably some of the best years Shane Dawson has had thus far.
Shane started his miniature and personal gift economy when he created his first series featuring Graveyard girl. According to Shanes videos graveyard girl and Shane have been friends for a long time, Shane helped graveyard girl get back into the Youtube Community after years of struggle. Shane gave graveyard girl the ability to look at herself, her channel and make a change that would ultimately transform her life. No money, no credit card transactions.
The keyword in that last paragraph was friends, friends make the gift economy work well. if you think about the gift economy in your own life most transactions you come up with are ones you have gifted to your friends.
Shane then goes on to give his viewers content that explores the behind the scenes of Tanacon and the life of Jake Paul. All which is made possible through the gift economy.
Shane uses the gift economy to create content for his YouTube channel to then feeds off capitalism in order to get his cash flow... ill admit I cannot blame him. He not only uses the gift economy through the form of collaboration with other social media influencers. He also finds funds though the gift economy when he gets comments and likes on his post, the mini gifts from viewers help his capitalist gain.
It seems great right? Maybe not so much... Technically the gift economy involves zero circulation of funds; no currency. Also, when you rely on the gift economy you rely solely on the motivation and action of others. That's why it is based on personal relationships, it's hard to let a friend down. There could be a different idea of what is expected in the gift economy. The same way likes are seemed to be expected, either it's from a significant other, friend or family member, it's kind of expected to get that like. Comments seem like a bit more of a gift because they aren't always expected.
But. But. But... let's play devil's advocate. Here's what we know: Social media influencers use their social media accounts as little money pits, it is their job after all. The big question is... When does social media promotion become more of a transaction than a gift? If you have to ask for it specifically is a gift? Yes? No? If we really think about it, what does it mean that they are asking for a favor? "Hit the like and subscribe button. " Ask and you shall receive I suppose? But how often does that tactic actually work? Not often for me.
After thinking about the gift economy through social media it seems great, seems like it works like a charm, at least it has for the case of Shane Dawson. I don't think the same would hold true for the world outside of social media. It seems weird to pay people in the form gifts, once again we go back to the issues of motivation and action behind the gifts. Could you get the gardener to do free work for some eggs from your chickens? Probably not... maybe you would have a better chance if he was a friend.
Ultimately we can look at the gift economy as the "good side of people", But we are asking a lot form our society when we want people to be nice humans all the time, to work off of gifts. What about when the gift is a pair of socks instead of the new iPhone... I bet the work will come to a halt. Society will come to expect more.
Thank you for all my tiny gifts!
It seems great right? Maybe not so much... Technically the gift economy involves zero circulation of funds; no currency. Also, when you rely on the gift economy you rely solely on the motivation and action of others. That's why it is based on personal relationships, it's hard to let a friend down. There could be a different idea of what is expected in the gift economy. The same way likes are seemed to be expected, either it's from a significant other, friend or family member, it's kind of expected to get that like. Comments seem like a bit more of a gift because they aren't always expected.
But. But. But... let's play devil's advocate. Here's what we know: Social media influencers use their social media accounts as little money pits, it is their job after all. The big question is... When does social media promotion become more of a transaction than a gift? If you have to ask for it specifically is a gift? Yes? No? If we really think about it, what does it mean that they are asking for a favor? "Hit the like and subscribe button. " Ask and you shall receive I suppose? But how often does that tactic actually work? Not often for me.
After thinking about the gift economy through social media it seems great, seems like it works like a charm, at least it has for the case of Shane Dawson. I don't think the same would hold true for the world outside of social media. It seems weird to pay people in the form gifts, once again we go back to the issues of motivation and action behind the gifts. Could you get the gardener to do free work for some eggs from your chickens? Probably not... maybe you would have a better chance if he was a friend.
Ultimately we can look at the gift economy as the "good side of people", But we are asking a lot form our society when we want people to be nice humans all the time, to work off of gifts. What about when the gift is a pair of socks instead of the new iPhone... I bet the work will come to a halt. Society will come to expect more.
Thank you for all my tiny gifts!
No comments:
Post a Comment