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Why rising star PewDiePie is falling, stands to lose millions of dollars

(SOCIAL MEDIA NEWS) Controversial humor isn’t a concept lost on us as a people, but dynamics are important. PewDiePie pushed the envelope too far.

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Humpty Dumpty Sat on a Wall

YouTuber PewDiePie is in all kinds of hot water after a recent video of his was labeled anti-Semitic. Since the video went live, he has lost his Disney sponsorship and an original series deal with YouTube Red. Does the punishment match the crime?

For those who don’t know (but somehow care anyway): PewDiePie is the YouTube moniker for Felix Kjellberg, who is currently the most subscribed-to person on YouTube. He creates a wide variety of content, though the majority of his videos are based in gaming and vlogging.

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PewDiePie has occupied the spotlight since 2011. His channel was chosen for a YouTube original series called “Scare PewDiePie” (since cancelled), and his channel was sponsored by Disney until recently.
TLDR: He’s kind of a big deal.

Humpty Dumpty Had a Great Fall

With great fame comes great responsibility, however. Responsibility, as it were, tends to encompass things like not making anti-Semitic jokes (regardless of the context) or using the infamous “n-word” as a white person (seriously, it’s 2017).

Regrettably, PewDiePie is guilty of both of the above offenses. What pushed Disney to drop him and YouTube to cancel his original series was a video in which the YouTuber paid various people on Fiverr to perform random tasks. One such task involved holding up a sign that read “Death to all Jews”.

Whoa, what?

PewDiePie’s sense of humor has been described as “divisive” or “controversial” by nearly everyone to come across it. Controversial humor isn’t a concept lost on us as a people. We often welcome the Bill Burrs and Dave Chappelles who are brave enough to conquer the comedic categories we dare not touch.

Unfortunately for PewDiePie–though fortunately for humanity in general–very few people seemed to think a sign promoting violence towards Jewish people fit into the “humor” designation.

YouTube news commentators Phillip DeFranco and h3h3Productions both made points of defending the unfair angle at which this controversy was forced onto PewDiePie. Instead of the context of the video and Felix’s channel in general being taken into account, the YouTube personality was slammed by headline after screaming headline proclaiming his anti-Semitism and calling for his removal from the platform.

Humor isn’t an Excuse

In an era where fake or exaggerated news is becoming increasingly difficult to weed out, their analyses make sense. No, PewDiePie didn’t say “Death to all Jews” in a video. He did, however, decide to upload a video with that slogan in it to YouTube, and that’s the real problem. Is Felix anti-Semitic? Maybe, maybe not-—but that’s not really the point here.

The point is that anything associated with your brand, whether it’s endorsed by you or not, eventually is perceived as a component of your brand.Click To Tweet

In this case, intolerance, or, at the very least, profound irreverence for one of the most persecuted groups of people in world history became a part of PewDiePie’s brand.

That’s why PewDiePie lost subscribers, sponsors, and video deals: not because he made an insensitive comment, but because he allowed one to appear alongside his face.

#pewdiebye

Jack Lloyd has a BA in Creative Writing from Forest Grove's Pacific University; he spends his writing days using his degree to pursue semicolons, freelance writing and editing, oxford commas, and enough coffee to kill a bear. His infatuation with rain is matched only by his dry sense of humor.

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3 Comments

3 Comments

  1. compass96

    February 17, 2017 at 3:16 am

    He hasn’t actually lost subscribers though. He’s gaining more in fact.

    • Jack Lloyd

      February 23, 2017 at 8:06 pm

      You’re absolutely right–I was more referring to the people who unsubscribed because of his comments than to his overall subscriber base. Thanks for the comment!

  2. Terry

    February 19, 2017 at 2:13 pm

    You’re a complete idiot if you think Pewdiepie is “falling”… he will make more money than ever! SMH

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Social Media

Facebook pays $52M to content mods with PTSD, proving major flaw in their business

(SOCIAL MEDIA) Facebook will pay out up to millions to former content moderators suffering PTSD to settle the 2018 class action lawsuit.

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Facebook’s traumatized former content moderators are finally receiving their settlement for the psychological damage caused by having to view extremely disturbing content to keep it off of Facebook.

The settlement is costing the company $52 million, distributed as a one time payment of $1,000 to each of the 10,000+ content moderators in four states. If any of these workers seek psychological help and are diagnosed with psychological conditions related to their jobs, Facebook also has to pay for that medical treatment. They pay up to $50,000 per moderator in additional damages (on a case-by-case basis).

Facebook also will offer psychological counseling going forward, and will attempt to create a type of screening for future candidates to determine a candidate’s emotional resiliency, and will make one-on-one mental health counseling available to content moderators going forward. They will also give moderators the ability to stop seeing specific types of reported content.

According to NPR, Steve Williams, a lawyer for the content moderators, said, “We are so pleased that Facebook worked with us to create an unprecedented program to help people performing work that was unimaginable even a few years ago. The harm that can be suffered from this work is real and severe.”

Honestly, this job is not for the faint of heart, to say the least. Like the hard-working, yet not unfazeable police officers on Law & Order SVU, seeing the worst of humanity takes a toll on one’s psyche. Facebook’s content moderators are only human, after all. These workers moderated every conceivable–and inconceivable–type of disturbing content people posted on the 2 billion-users-strong social media platform for a living. Some for $28,800 a year.

I wouldn’t last five minutes in this role. It is painful to even read about what these content moderators witnessed for eight hours a day, five days a week. While Facebook refuses to admit any wrongdoing, as part of the agreement, come on, man. Graphic and disturbing content that upset someone enough to report to Facebook is what these people viewed all day every day. It sounds almost like a blueprint for creating trauma.

This settlement surely sets the precedent for more class action lawsuits to come from traumatized content moderators on other social media platforms. The settlement also shows this business model for what it is: flawed. This isn’t sustainable. It’s disgusting to think there are people out there posting heinous acts, and I am grateful the platform removes them.

However, they have to come up with a better way. Facebook employs thousands upon thousands of really smart people who are brilliant at computer technology. Twitter and YouTube and similar platforms do, too. They need to come up with a better plan going forward, instead of traumatizing these unfortunate souls. I don’t know what that will look like. But with Facebook’s sky-high piles of money and access to so many brilliant minds, they can figure it out. Something’s got to give. Please figure it out.

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Twitter will give users a warning before a harmful tweet is sent

(SOCIAL MEDIA) Twitter is rolling out a new warning giving users a chance to edit their tweet before they post “harmful” language, and we aren’t sure how to feel about it.

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Twitter is testing out a new warning system for potentially offensive tweets. If a tweet contains language Twitter deems “harmful,” Twitter will pop up with a warning and opportunity to revise the potentially offensive tweet before posting. The warning mentions that language in the tweet is similar to previously reported tweets.

If internal alarms are going off in your head, congratulations, you are wary of any censorship! However, if you read a tweet spewing with bile, racism, or threatening violence against a person or institution, do you report it? Do you want Twitter to take it down? If you said yes, then congratulations, you want to protect the vulnerable and fight hatred.

If you are wary of censorship, yet want to fight hatred and protect the vulnerable, welcome to the interwebs! It’s a crazy and precarious place where almost anything can happen. Despite decades of use, we’re still navigating our way through the gauntlet of tough decisions the proliferation of platforms and ease of use have given us.

First, how does Twitter gauge a potentially harmful tweet? According to Twitter, the app responds to language similar to prior tweets that people have reported. Twitter, like Facebook, Instagram, and other social platforms, already has hateful conduct rules in place. In fact, Twitter has a host of rules and policies intended to protect users from fraud, graphic violence, or explicitly sexual images.

Their rationale is detailed, but explains, “Our role is to serve the public conversation, which requires representation of a diverse range of perspectives.” However, they “recognise that if people experience abuse on Twitter, it can jeopardize their ability to express themselves.”

We’ve heard stories of teenagers–or even younger children–killing themselves after relentless bullying online. The feeling of anonymity when insulting a living, breathing being from behind a computer screen often causes a nasty pile-on effect. We’ve seen people use social media to bully, sexually harass, and threaten others.

Twitter cites research showing women, people of color, LGBTQIA+ individuals, and other vulnerable populations are more likely to stop expressing themselves freely when someone abuses them on social media. Even Kelly Marie Tran, who played Resistance fighter Rose Tico in Star Wars, took down her Instagram photos before taking a stand against haters. And she had Jedis in her corner. Imagine your average person’s response to such cruel tactics?

We’ve seen hate groups and terrorist organizations use social media to recruit supporters and plan evil acts. We see false information springing up like weeds. Sometimes this information can be dangerous, especially when Joe Blow is out there sharing unresearched and inaccurate medical advice. Go to sleep, Blow, you’re drunk.

As an English major, and an open-minded person, I have a problem with censorship. Banned books are some of my favorites of all time. However, Twitter is a privately owned platform. Twitter has no obligation to amplify messages of hate. They feel, and I personally agree, that they have some responsibility to keep hateful words inciting violence off of their platform. This is a warning, not a ban, and one they’re only rolling out to iOS users for now.

I mean, in the history of angry rants, when was the last time a “Hey, calm down, you shouldn’t say that” ever made the person less angry or less ranty? Almost never. In which case, the person will make their post anyway, leaving it up to masses to report it. At that time, Twitter can make the decision to suspend the account and tell the user to delete it, add a warning, or otherwise take action.

Every once in a while, though, someone may appreciate the note. If you’ve ever had a colleague read an email for “tone” in a thorny work situation, you know heeding a yellow flag is often the wisest decision. This warning notice gives users a chance to edit themselves. As a writer, I always appreciate a chance to edit myself. If they flag every damn curse word, though, that will get real annoying real fast. You’re not my mom, Twitter. You’re not the boss of me.

This isn’t your great granddaddies’ book burning. This is 2020. The internet giveth; the internet taketh away. It’s a crying shame that evil creeps in when we’re not looking. Speech has consequences. Users can’t edit tweets, so once it’s out there, it’s out there. Even if they delete a tweet within moments of posting, anyone can screenshot that baby and share it with the world. Part of me says, “Good, let the haters out themselves.”

Twitter has shown itself to be open to differences in opinion, encouraging freedom of expression, and has opened up a whole new line of communication for traditionally underrepresented populations. They are a private company, and their rules and policies are posted. What, you didn’t read the terms of use? Gasp!

It’s Twitter’s rodeo, after all. This warning gives users a quick, added heads up to posting something that will likely be reported/removed anyway. For better or worse, Twitter’s still leaving it up to users to post what they want and deal with the potential fallout. Hey, I have a great idea! How about we all be respectful of each other on the internet, and Twitter won’t have to come up with this kind of thing.

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Social Media

Yelp adds virtual services classification to help during COVID

(SOCIAL MEDIA) Yelp constantly adds new classifications for how to find a business to meet your needs, now because of COVID they have added virtual services.

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Yelp virtual services

Yelp is making efforts to accommodate businesses whose operations are adapting in response to the coronavirus pandemic. Several new features will help businesses display updated services.

The company has added an information category titled virtual service offerings. Business can display service option such as classes, virtual consultations, performances, and tours. Yelpers can search for businesses based upon those offerings.

Yelp has already noticed trends where users are incorporating virtual services into their business profiles. In an report by TechCrunch, Yelp’s head of consumer product Akhil Kuduvalli said “With these new product updates, businesses of all types that are adapting and changing the way they operate will be able to better connect with their customers and potentially find new ones.”

Virtual services in categories like fitness, gyms, home services, real estate, and health are already increasing in popularity. Yelp intends to showcase businesses that are providing those services by creating new Collections.

Once business owners update their virtual service offerings on their Yelp for Business profiles, we will surface those updates to consumers through new call-to-action buttons, by updating the home screen and search results with links to groups of businesses offering these new virtual services, as well as surfacing them in other formats like Collections,” said Kudvalli.

Also in the works is a curbside pickup category for restaurants. Additionally, Yelp introduced a free customized banner for businesses to post updates on their profiles. About 224,000 businesses have used the banner so far.

Yelp hasn’t stopped there. It’s made its Connect feature (which allows businesses to share important updates to all Yelpers on their profile and their email subscribers) free to eligible local businesses as part of the Yelp’s commitment to waive $25 million in fees to support businesses in need during the COVID-19 crisis.

During COVID-19 businesses and consumers need all the help they can get, and thankfully Yelp is there to – help.

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