Políticas de neutralidade no imaginário tecnológico contemporâneo: YouTube e a figura do criador.

Amid debates about the political, economic and social role of digital platforms, the article discusses strategies adopted by media and technology companies in articulating positions of neutrality. For this, a case study about YouTube and the dissemination of the figure of the creator (of content) is presented. From the analysis of the company's communications, it is argued that the terminology is the result of the consolidation process of its business model. It also investigates how the categorization mediates approximations and distances between the YouTube star system and the traditional notions of celebrities and audiovisual media. Finally, the ethical and aesthetic implications of popularizing the creator are discussed. It is concluded that the emphasis on its independence and creative potential operationalizes multiple processes of erasing the dynamic characteristics of the digital ecosystem and corporate policies. [ABSTRACT FROM AUTHOR]