Diffusion Theory is how and why certain technologies gain traction and become popular. When I think of this I do not focus on the item itself (like a phone), but on what can happen inside of them. What happens behind the scenes can be positive or negative depending on what actions are taken.
As someone who wants to be in the social media world in my professional career, I have taken notice of certain companies' algorithms. These algorithms are not a set of rules but are different ways people can gain traction with each company.
From YouTube and Twitch to Instagram and news outlets, every company has obligations that need to be followed in order for everything to run smoothly. To succeed on YouTube, different strategies will be needed to gain attention.
According to Tubebuddy, YouTube cares more about watch time than the certain number of views a video receives. YouTube does not want a singular "click" of someone choosing to watch a video but wants people to stay on the website as long as possible. One rule that YouTube is cutting down on as of late is the use of cursing. If one may curse during the first two minutes of a video it will likely be demonetized, and will not receive any compensation.
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Websites like Rumble notice the harsh rules YouTube and Twitch put on their content creators and take this to their own advantage by allowing free speech. These websites have been gaining traction as of late resulting in many big names of content creators like SteveWillDoIt and Adin Ross. They get big named creators to join their platform as a way to gain more media attention and grow the brand.
Kick signed Ross to a multi-million dollar streaming deal. So, while YouTube and Twitch may have more money at their disposal, these free-speech websites are not afraid to sign big names, despite the controversy, to bring attention to their company.
Adin Ross is a prime example as to the issues of online censoring and companies following diffusion theory. The streamer had strikes on his Twitch channel that would not be considered a fault on Kick. What Ross was accused of is by far not as worse as some other streamers who are still allowed to make content on said platforms. Ross is still allowed to make content on YouTube but he only posts portions of his stream on the video site. Live-streaming is his main source of income.
Different companies have ways that they want their organization to be run with all kinds of rules. However, these rules can then contradict themselves causing issues. On Twitch, it has been brought to light, that if a woman does something against the guidelines and a male streamer does the same thing, the female streamer receives a lesser punishment.Diffusion Theory can benefit companies with more lenient rules but also hurts ones that are considered mainstream. This theory can be thought about in different ways by multiple people but when I think about it, online media always comes to mind.
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