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‘Disturbing’ children’s YouTube genres and the algorithmic uncanny

Since late 2017, journalists, advocacy groups, and policy-makers have expressed serious concerns about popular genres of video content on YouTube that target child viewers but which are not child-appropriate according to extant definitions and cultural expectations. This article combines a discourse and thematic analysis of 54 news articles and opinion pieces about ‘disturbing’ children’s genres on YouTube with textual analysis of the two genres at the centre of this reportage. The analysis illuminates why the formal, aesthetic, and thematic qualities of these particular child-oriented YouTube genres trouble existing cultural expectations around children’s media. I argue that the genres addressed in the reportage share a key quality that I refer to as the ‘algorithmic uncanny’: common semantic and syntactic features that foster among reporters a perception that algorithms have played a key role in not only distributing the content but in shaping its aesthetic and thematic agendas.