Author: Allen Farrington

PewDiePie’s Battle for the Soul of the Internet

This is a story about the question of who holds power over what we can say, hear, watch and read on the internet—an increasingly urgent issue that many ordinary people have cause to think about every day. And yet the protagonist in this story, the man whose fate symbolizes the future of social media and the corporate web that controls it, is unknown to the vast majority of educated readers. That man is PewDiePie, a Swedish comedian whose real name is Felix Kjellberg. With 77-million subscribers, he has the most popular YouTube channel in the world. Within YouTube’s video subculture, he is regarded as a true celebrity—a sort of Joe Rogan, Kanye West and Ben Shapiro all rolled into one. As of this writing, PewDiePie is closing in on 20-billion total views—roughly equivalent to three views for every human on the planet. Yet describing the actual content that Kjellberg delivers to his viewers can be challenging. When he dropped out of school and began seriously promoting his channel in 2010, his feed was largely devoted …