Clout Chasing for the Sake of Content Monetization: Gaming Algorithmic Architectures with Self-moderation Strategies

Forthcoming in Morals and Machines (vol.1, 2021)

11 Pages Posted: 12 May 2021

See all articles by Thales Bertaglia

Thales Bertaglia

Maastricht University

Adrien Dubois

Maastricht University, Faculty of Law, Students

Catalina Goanta

Maastricht European Private Law Institute; Maastricht University - Faculty of Law

Date Written: May 11, 2021

Abstract

This short discussion paper addresses how controversy is monetized online by reflecting on a new iteration of the shock value in media production, identified on social media as the ‘clout chasing’ phenomenon. We first exemplify controversial behavior, and subsequently proceed to defining clout chasing, which we discuss this concept in relation to existing frameworks for the understanding of controversy on social media. We then outline what clout chasing entails as a content monetization strategy, and address the risks associated with this approach. In doing so, we introduce the concept of ‘content self-moderation’, which encompasses how creators use content moderation as a way to hedge monetization risks arising out of their reliance on controversy for economic growth. This concept is discussed in the context of the automated content governance entailed by algorithmic platform architectures, to contribute to existing scholarship on platform governance.

Keywords: content creators, algorithmic governance, self-moderation, content monetization

Suggested Citation

Bertaglia, Thales and Dubois, Adrien and Goanta, Catalina, Clout Chasing for the Sake of Content Monetization: Gaming Algorithmic Architectures with Self-moderation Strategies (May 11, 2021). Forthcoming in Morals and Machines (vol.1, 2021), Available at SSRN: https://ssrn.com/abstract=3843631 or http://dx.doi.org/10.2139/ssrn.3843631

Thales Bertaglia

Maastricht University ( email )

P.O. Box 616
Maastricht, 6200MD
Netherlands

Adrien Dubois

Maastricht University, Faculty of Law, Students ( email )

Maastricht
Netherlands

Catalina Goanta (Contact Author)

Maastricht European Private Law Institute ( email )

P.O. Box 616
Maastricht, NL-6200 MD
Netherlands

Maastricht University - Faculty of Law ( email )

P.O. Box 616
Maastricht, 6200
Netherlands

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