For YouTube content creation and the reaction video phenomenon, I examine “Jubilee’s Spectrum” series, where diverse groups respond to challenging questions and react in real time.

Unlike traditional reaction videos, which often rely on individual creators responding to media or other creators, “Spectrum” brings together participants with differing viewpoints, facilitating face-to-face dialogue. The show’s audiovisual design is central to its impact: split screen editing, participant close-ups, and live polling not only capture raw, unscripted reactions, but also create an immersive viewing experience. These techniques allow viewers to witness the emotional dynamics of disagreement and understanding as they unfold, fostering a sense of empathy and connection. This aligns with Abidin’s (2021) recent analysis, which emphasizes the importance of “relatability and authenticity” in digital video culture, and how platform-native formats can create new opportunities for affective storytelling.

At the same time, the format raises important ethical questions about YouTube’s reaction economy. While “Spectrum” promotes dialogue, it also commodifies participants’ emotions, packaging vulnerability and conflict for mass consumption. There is a risk that the show’s format, and the YouTube algorithm more broadly, privileges confrontation and spectacle over genuine understanding or resolution. Bishop (2022) argues that reaction content is increasingly shaped by platform logics and audience demand, sometimes at the expense of participant well-being or nuanced debate.

Nonetheless, “Spectrum” exemplifies the evolving potential of reaction videos to foster dialogue, empathy, and public reflection. By making visible the complexities of modern identity and belief, it demonstrates how YouTube can be a space for both entertainment and meaningful social engagement, while also highlighting the ethical and emotional challenges that come with digital content creation.

Sichen Liu 33775722

References
Abidin, C. (2021). Relatable Influencers: Social Media, Affect, and the Commodification of Everyday Life. Polity Press.
Bishop, S. (2022). Reaction Videos, Authenticity, and Platform Power. Social Media + Society, 8(2), 1–10.
“Spectrum: Do All Generations Think the Same About Sex?” (2023). YouTube, uploaded by Jubilee, https://www.youtube.com/watch?v=sOFMthj_inw