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Here we revisit this topic through a study of YouTube \u201cdrama,\u201d a hybrid genre where creators provide commentary on the scandals, scams, and feuds between YouTube celebrities. Drawing on cultural studies scholarship, and based on qualitative interviews and content analysis, we argue that YouTube drama embodies a range of cultural and moral negotiations that take place on social media platforms. We conceptualize accountability practices on YouTube as an ongoing \u201cplatform drama\u201d in which creators engage in perpetual and highly visible power struggles with celebrities, audiences, legacy media, other creators, and YouTube itself. Within the context of this \u201cplatform drama,\u201d structural issues and interpersonal conflicts become blurred, as do accountability practices and monetized spectacles. We analyze \u201ccancelation\u201d on YouTube as a ritualistic practice in which structural tensions are publicly negotiated and performed, even as accountability itself remains largely elusive. <\/jats:p>","DOI":"10.1177\/14614448221099235","type":"journal-article","created":{"date-parts":[[2022,7,9]],"date-time":"2022-07-09T08:48:13Z","timestamp":1657356493000},"page":"1632-1656","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":54,"title":["Platform drama: \u201cCancel culture,\u201d celebrity, and the struggle for accountability on YouTube"],"prefix":"10.1177","volume":"24","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6015-7868","authenticated-orcid":false,"given":"Rebecca","family":"Lewis","sequence":"first","affiliation":[{"name":"Stanford University, USA"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7437-2013","authenticated-orcid":false,"given":"Ang\u00e8le","family":"Christin","sequence":"additional","affiliation":[{"name":"Stanford University, USA"}]}],"member":"179","published-online":{"date-parts":[[2022,7,9]]},"reference":[{"key":"bibr1-14614448221099235","unstructured":"Abidin C (2017) YouTuber influencers vs. legacy media: PewDiePie, weaponized microcelebrity, and cross-media politics. 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