Social media platforms have been pivotal in redefining the conduct of contemporary society. More specifically, we have shown in the previous chapters the role of YouTube not just as a space for people's performance of everyday life, but as a platform where diverse social transactions and aspirations of the Filipino people are enacted, curated, commodified, and brokered. Taking the case of the Philippines, one of the tech-savviest countries in the world, this book unpacks how Filipino YouTubers and YouTube represent and mediate subjectivity, intimate relations, labour practices, as well as personalised political agenda. It also presents a critical stance in approaching YouTube as a platform that is constitutive in the brokering of profitable and relatable persona, lifestyle imaginaries, social mobility tactics, as well as sustained political affiliation in a neoliberal and postcolonial sphere.

As we have presented, no longer just a passive audience, users are enabled by the contemporary media environment to produce content in a DIY fashion or alternatively curate the media that they wish to consume. Celebrating creativity in content creation and discovery through shared knowledge and participation, this pervasive culture ushered by social media has also smoothed the way for micro-celebrities to emerge with their own networks of followers, many of whom are active on YouTube (Burgess & Green, 2018).