Rabbit Hole (YouTube)
 YouTube created a video recommendation algorithm that leads to YouTube misinformation and addiction | |
| Related | neural network filter, problematic internet use, problematic social media use, problematic smartphone use |
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Overview
A Rabbit Hole is a colloquial term that describes the process of constantly clicking on videos that are suggested to someone by the YouTube recommendation algorithm. With this algorithm, videos are specifically suggested to a user based on their interests and habits. The term Rabbit Hole was coined by scholars Joseph E. Uscinski[1] and Jonas Kaiser[2], based on the popular novel and Disney films Alice in Wonderland. With YouTube’s algorithm, videos that one likes and views often will consistently be suggested to them[3]. This creates a YouTube interface that suggests videos based on interest, rather than credibility or informational value. Edward Muldrew[4] has said the following about YouTube rabbit holes:
"The idea is not to identify “good” videos, but to match viewers with videos that they want to watch. The end goal being that they spend as much time as possible on the platform."[4]
YouTube has created its recommendation A.I. similar to a human brain's neural networks. After a user watches a video, three algorithm triggers occur. First, a neural network filter finds videos that the user may like based on user video history and what similar users have watched. Then, those videos are assigned a score based on variables like video newness and popularity. Lastly, the videos are placed on a user-specific YouTube interface – ready for the user to interact with. This process of being given new, interesting videos every time one ends with the intent of keeping the user on the platform is called a YouTube Rabbit Hole.[4]
YouTube is the largest video and music streaming service in the world, with a user base of 2.1 billion as of April 2021.[5] YouTube had a 74% adult audience reach in 2020, the largest of any social media company in the world. It is also the second most used social media platform behind tech giant Facebook.[5]
Criticism
Though YouTube claims that its algorithm offers specific benefits[3] [6] to its users, it can make the platform very addictive. YouTube’s algorithm has also been criticized for unintentionally influencing pedophiles and political extremists by creating an “alternative influence network”.[2] The YouTube algorithm will show a user new videos based on their interests, regardless of how inappropriate and vile one's interests are. While YouTube was created for entertainment purposes, it has turned into a platform used for educational, advertisement, and political intentions.[7] YouTube rabbit holes have helped political parties and politicians expand their ideologies. This began in 2008, with the presidential election being nicknamed "the YouTube election".[7]
YouTube addiction is a consequence of a YouTube rabbit hole. In a study conducted by Mark Griffiths from Nottingham Trent University, social media like YouTube can "potentially become problematic, compulsive, and/or an addictive habit." [8] The study also showed that a user's social gratification significantly increased while using the YouTube platform, influencing users to come back to the app for more. This included a user watching YouTube for many distinct reasons, such as information sharing, self-documentation, social interaction, passing time, entertainment, self-expression, medium appeal, and convenience.[8] From 2015 to 2019, the average usage for children under 13 using YouTube has roughly doubled – going to an hour a day.[9] Additionally, the average mobile viewing session per user is a staggering 60 minutes.[10]
YouTube is aware of these dangerous rabbit holes. Currently, there are no ways that YouTube fact checks its videos, leaving the viewers unable to know how credible their videos are. Although, YouTube is coming out with Information Panels [11], that will help determine the accuracy of claims made in YouTube videos. YouTube has also worked to control false political advertising. In 2020, YouTube removed 8,000 channels from its platform that promoted false election claims.[12] Overall, YouTube has been working to get rid of false, misleading, and dangerous videos on its platform as it becomes more relied on for credible information.[7] Although, YouTube has not said it would make changes to the recommendation algorithm that makes YouTube addictive.[2]
References
- ↑ Uscinski, Joseph (December 2018). "Down the Rabbit Hole We Go!". Oxford Scholarship Online: 1–32. doi:10.1093/oso/9780190844073.003.0001. ISBN 9780190844073. Retrieved 15 April 2021.
- ↑ 2.0 2.1 2.2 Kaiser, Jonas (27 June 2019). "The implications of venturing down the rabbit hole". Berkman Klein Center for Internet & Society, Harvard University, Cambridge, United States of America. Retrieved 4 April 2021.
- ↑ 3.0 3.1 Fyfeild, Matthew; Henderson, Michael; Phillips, Michael (2021). "Navigating four billion videos: teacher search strategies and the YouTube algorithm". Learning, Media and Technology. 46: 47-59. doi:10.1080/17439884.2020.1781890. Retrieved 15 April 2021. Unknown parameter
|s2cid=ignored (help) - ↑ 4.0 4.1 4.2 Muldrew, Edward. "Understanding the "YouTube rabbit hole"". Medium. Retrieved 29 April 2021.
- ↑ 5.0 5.1 Tankovska, H. "YouTube - Statistics & Facts". Statista. Retrieved 29 April 2021.
- ↑ Ziewiecki, Sandra; Schwemmer, Carsten (August 14, 2018). "Social Media Sellout: The Increasing Role of Product Promotion on YouTube". SAGE. 4 (3). doi:10.1177/2056305118786720. Unknown parameter
|s2cid=ignored (help) - ↑ 7.0 7.1 7.2 Soukup, Paul (2014). "Looking at, through, and with YouTube". Centre for the Study of Communication and Culture. 1. Retrieved 29 April 2021.
- ↑ 8.0 8.1 Griffiths, Mark; Balakrishnan, Janarthanan (2017). "Social media addiction: What is the role of content in YouTube?". Nottingham Trent University. 6 (3): 364–377. doi:10.1556/2006.6.2017.058. PMC 5700732. PMID 28914072.
- ↑ Siegel, Rachel. "Home Share 9 Tech Consumer Tech Future of Transportation Innovations Internet Culture Space Tech Policy Video Gaming Technology Tweens, teens and screens: The average time kids spend watching online videos has doubled in 4 years". The Washington Post.
- ↑ Jhonsa, Eric. "How Much Could Google's YouTube Be Worth? Try More Than $100 Billion". The Street.
- ↑ "See fact checks in YouTube search results". https://support.google.com/youtube/answer/9229632?hl=en. Google Inc. Retrieved 29 April 2021. External link in
|website=(help) - ↑ Telford, Taylor. "Home Share 26 Elections Louisiana results First 100 days Facts on election integrity 2022 Senate Election newsletter Business YouTube removes 8,000 channels promoting false election claims". The Washington Post. Retrieved 29 April 2021.
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