sh082214@ohio.edu
Thanks to the rise of popularity of video-sharing sites such as YouTube, users are finding more ways to create content that is both entertaining, informative, and, sometimes, economical.
One of these areas—online video reviews—has begun to erase the boundaries of what consumers normally associate with news-worthy content. But as users turn to these individuals for their thoughts on the latest products, can these online personalities handle pressure to maintain their ethics against corporate interests?
One YouTuber in particular, iTwe4kz, had no problem doing so, even if it meant shutting down a company.
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| Image screenshot via YouTube.com |
Just over a month ago, iTwe4kz, or Cody, his given name, reviewed a particular product on his channel: a $300 dollar pair of wireless headphones from the startup company Kanoa. iTwe4kz's review of the product was so negative, however, that it forced the company to shut down.
The entire review can be found here (via YouTube.com):
In the video, iTwe4kz explains the variety of features that the headphones fell short in, including the inability to connect to its smartphone app, its poor Bluetooth connectivity, and its loud feedback while in noise-blocking mode.
But the real shocker, iTwe4kz says, was in an email from the Kanoa company itself: they offered him $500 to write a positive review about the product.
Infuriated, the online reviewer published the video in mid-August, and as of September it has over 1 million views. The review exposed Kanoa's scam to such a wide audience that the company folded only a week and a half later.
So, ok, a company tried to carry out shady practices with a YouTuber. Why is this so important? Because iTwe4kz's response falls right in line with the Elements of Journalism, the widely-respected set of ethical guidelines created by Bill Kovach and Tom Rosenstiel.
First and foremost, according to these guidelines, "a journalist's first obligation is the truth." As a YouTube channel with over half a million subscribers, iTwe4kz's decision to post the video was a message that he understands the impact his YouTube brand and the videos that he creates.
More specifically for this scenario, "[journalism] must provide a forum for public criticism and compromise." iTwe4kz's video became a way to bring up discussion about bribery and company manipulation of product reviews for better publicity. The video will also serve as a contemporary example that anyone can view in the future.
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| From cameras to beauty products, online product reviews continue to be popular online (screenshot via Google.com) |
Even iTwe4kz's detailed explanation of his review method for the Kanoa headphones aligns with the rule that "[journalism's] essence is a discipline of verification." He detailed every step of his review process, as well as every important email conversation with the company, in his review video, making sure his claims do not seem irrational.
And, for a final example, "[journalism] must keep the the significant interesting and relevant." While some topics can be difficult to discuss in an entertaining way, iTwe4kz's saga with Kanoa is an example of how media users can produce content that a contemporary audience can both learn from and enjoy watching.
Videos such as iTwe4kz's raging review are signs that the rise of one-man-produced content in the internet age does not particularly mean an end to widespread media ethics.
We are more accustomed to large news organizations handling questions about ethics, so it is understandable that we can be anxious about whether or not online individuals will be determined enough to keep these truths or to chase something else, namely profit or notoriety.
However, looking ahead, iTwe4kz's video can help set a trend for independent media creators, particularly reviewers of content, to both be vocal and and certain in the products they review, the criticisms they give, and—when necessary— the stances they must take in order to protect the interests of the consumers and their subscribers.
As for journalists, if a one-man YouTube channel can hold up his own ethics, there is no reason that online news reporters should be discouraged of doing the same.
(Although all of Kanoa's social media sites and website are shut down, the company's website can be seen here, as well as the site's final message via the Wayback Machine.)
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