While some media circuits support existing social networks that began in-person,
other social networks would not exist as such without online media circulation. For
example, one YouTube celebrity expanded his network after posting videos for
dispersed, unknown others to see. When a YouTube participant posts a video, viewers
may ‘‘friend’’ the celebrity or comment on the video to garner the celebrity’s
attention. Several interviewees reported that an intelligent comment on their video
usually prompted them to examine the commenter’s work. In an environment where
friending practices can become liberal, in that some participants routinely automatically
accept friendship links, participants often post comments to increase their
social visibility and connection to a video maker.