Recent years have witnessed debates about so-called “cancel culture” and more broadly about online accountability practices. Here we revisit this topic through a study of YouTube “drama,” a hybrid genre where creators provide commentary on the scandals, scams, and feuds between YouTube celebrities. Drawing on cultural studies scholarship, and based on qualitative interviews and content analysis, we argue that YouTube drama embodies a range of cultural and moral negotiations that take place on social media platforms. We conceptualize accountability practices on YouTube as an ongoing “platform drama” in which creators engage in perpetual and highly visible power struggles with celebrities, audiences, legacy media, other creators, and YouTube itself. Within the context of this “platform drama,” structural issues and interpersonal conflicts become blurred, as do accountability practices and monetized spectacles. We analyze “cancelation” on YouTube as a ritualistic practice in which structural tensions are publicly negotiated and performed, even as accountability itself remains largely elusive.
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