Quantum mechanics

Context (archaeology)

Negotiation

Public relations

Literature

Scholarship

Archaeology

Power (physics)

Drama

Physics

Social media

Political science

Sociology

Interpersonal communication

Accountability

Media studies

Social science

History

New Media & Society

Recent years have witnessed debates about so-called “cancel culture” and more broadly about online accountability practices. Here we revisit this topic through a study of YouTube “drama,” a hybrid genre where creators provide commentary on the scandals, scams, and feuds between YouTube celebrities. Drawing on cultural studies scholarship, and based on qualitative interviews and content analysis, we argue that YouTube drama embodies a range of cultural and moral negotiations that take place on social media platforms. We conceptualize accountability practices on YouTube as an ongoing “platform drama” in which creators engage in perpetual and highly visible power struggles with celebrities, audiences, legacy media, other creators, and YouTube itself. Within the context of this “platform drama,” structural issues and interpersonal conflicts become blurred, as do accountability practices and monetized spectacles. We analyze “cancelation” on YouTube as a ritualistic practice in which structural tensions are publicly negotiated and performed, even as accountability itself remains largely elusive.

Platform drama: “Cancel culture,” celebrity, and the struggle for accountability on YouTube