@article{2021:bertaglia:clout_chas,
title = {Clout Chasing for the Sake of Content Monetization: Gaming Algorithmic Architectures with Self-Moderation Strategies},
year = {2021},
note = {This short discussion paper addresses how controversy is monetized
online by reflecting on a new iteration of the shock value in media
production, identified on social media as the ‘clout chasing’
phenomenon. We first exemplify controversial behavior, and
subsequently proceed to defining clout chasing, which we discuss this
concept in relation to existing frameworks for the understanding of
controversy on social media. We then outline what clout chasing
entails as a content monetization strategy, and address the risks
associated with this approach. In doing so, we introduce the concept
of ‘content self-moderation,’ which encompasses how creators use
content moderation as a way to hedge monetization risks arising out of
their reliance on controversy for economic growth. This concept is
discussed in the context of the automated content governance entailed
by algorithmic platform architectures, to contribute to existing
scholarship on platform governance.},
journal = {Morals & Machines},
pages = {22--29},
author = {Bertaglia, Thales and Dubois, Adrien and Goanta, Catalina},
volume = {1},
number = {1}
}