Professional and non-professional video production from YouTube Mexico: the #LADY100PESOS case

Abstract

This article describes the distribution of professional and non - professional videos related to the # lady100pesos case in the semantic weavework of YouTube Mexico. The semantic weavework refers to the way in which the different speeches that circulate in YouTube are intertwined, through a search term, in the act of consuming videos. The semantic weavework, as an object of study, recognizes an organization underlying the circulation of content on the site, as well as the link between professional production videos and non-professional or amateur production videos. For this study, we retrieved statistical information from the site interface through searches through the YouTube API: we recorded 365 videos associated with the search term "#lady100pesos", 3644 suggested videos and 161 main comments. The results highlight the degree of acceptance and involvement that could generate the main videos according to the user type that uploaded each main video and the way in which related videos are also linked based on the identified user types. As a conclusion, the production of non-professional and amateur videos in YouTube Mexico is taken as a reference point for the study of similar platforms and from there it is discussed if, in its infrastructure, this website and its similar ones propitiate more symmetrical relations of power between producers and media consumers.