Abstract
Symbolic recognition becomes a key factor of the professional paths of creators in the fast-changing environment of the modern digital content development. The most noticeable and impactful success signs of the creator economy are YouTube Creator Awards, which are awarded at subscriber milestones of 100,000 (Silver), 1 million (Gold), 10 million (Diamond), 50 million (Ruby) and 100 million (Red Diamond). The paper is a critical review of these awards focusing on them in terms of symbolic capital, platform governance, and digital labor. The paper combines peer-reviewed literature on the topic with grey literature such as creator testimonials, platform statements, and case studies to investigate the multidimensional roles of YouTube Creator Awards. Such awards are not merely rewards, but also soft governance techniques that shape the behavior of creators, create professional legitimacy, and control platform behavior by adherence to community norms, copyright regulations, and authenticity. The review identifies the tensions that are present in the award system through the quantitative biases, regional differences, and materialist critiques of status signaling. Comparing it to other platforms like Tik Tok, Instagram, and Twitch, this article examines the specific materiality of YouTube Creator Awards (and especially the physical plaques that help to make the symbolic status more durable). Finally, the review proposes implications of these recognition systems to creators, brands, regulators, and researchers, and proposes future research directions on the governance of platforms, the dynamics of the creator economy, and that of cross-regional recognition systems.
Keywords
symbolic capitalcreator economyplatform governancerecognition systemsdigital laborYouTubeTikTokTwitchInstagramverificationlegitimacycomplianceattention economycultural statusawardscontent creationdigital platformsplatform authoritysoft governanceonline communitiesplatform policiescontent monetization
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