YouTube has redefined the way creators interact with their audiences, but its reliance on parasitic social relationships – whereby viewers form unilateral emotional bonds with creators – raises ethical questions. While this bond fosters viewer loyalty and community, it can also exploit viewers for financial and emotional gain.

Many creators build intimacy by sharing areas of their personal lives, which makes viewers feel like they are part of their intimate relationship. When creators use this perceived intimacy to solicit donations, sell merchandise, or promote sponsorships, this dynamic relationship becomes tainted. This is especially true for younger viewers, who may feel obligated to financially support their favorite YouTubers, even if it leaves them strapped for cash.

YouTube’s algorithms exacerbate these problems by incentivizing creators to produce higher-quality content by rewarding metrics like likes and comments that evaluate content. This model encourages creators to maintain high levels of visibility and interaction, sometimes at the expense of mental health. YouTube’s monetization strategy needs to be reevaluated so that it addresses the exploitation inherent in social relationships and focuses on fostering a healthier creator-audience dynamic.

Sichen Liu 33775722