Mendoza, M. A. G. (2018). How Far I’ll Flow: A Cross-Platform Analysis of the Online Programming of Buzzfeed’s The Try Guys. Unpublished Undergraduate Thesis, University of the Philippines, College of Mass Communication.

Online programmers are responsible for sustaining audiences through platform affordances and traditional programming strategies to overcome the competitive, interactive, and accessible nature of digital media. This study investigates how programming applies to Facebook and YouTube in facilitating the audience flow and delivering the commodified market to advertisers. With Critical Political Economy utilized as a lens, this research examines the capitalist online media that drive, organize, and over-determine programming content and platforms to meet corporate interests. Through the programming and cross-platform analyses, it was determined that online programmers take advantage of architectural information and platform affordances in delivering content that are novel, trendy, and engaging. This new practice of programming allows online programmers to decide on and program options available to online users without the feeling of imposing content while still fulfilling their role as ‘middlemen’ to audiences and advertisers.

Keywords: programming, audience flow, critical political economy, cross-platform, affordances, architectural information