A media shift. A historical approach to YouTube Italy
DOI:
https://doi.org/10.60923/issn.2532-8816/22846Keywords:
YouTube Italy, digital culture, history, Social MediaAbstract
This study examines the historical evolution of YouTube in Italy, tracing its transformation from a platform for amateur video sharing to a central actor in the country’s media ecosystem. Drawing on netnography and visual methodologies, it analyzes how YouTube shaped new forms of cultural production, community building, and economic opportunities for content creators. From the first Italian users in 2005 to the emergence of professional YouTubers and influencer marketing, the platform is shown to have democratized audiovisual production while simultaneously reinforcing new commercial logics. Key phases include the formation of the Italian YouTube community, the “Adpocalypse” crisis, the rise of trash content, and the integration of creators into mainstream media. Particular attention is given to the shift from passive spectatorship to participatory consumption, and to YouTube’s role in reshaping advertising practices through storytelling and self-branding. The analysis demonstrates how Italian YouTubers have become strategic mediators between brands and audiences, redefining the boundaries between entertainment, communication, and commerce.
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Copyright (c) 2026 Michele Lacriola
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