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The rise and fall of StudyTube: hustle culture and TikTok consumerism

Go to https://betterhelp.com/accordingtoalina for 10% off your first month of therapy with BetterHelp and get matched with a therapist who will listen and help #advert In 2018, Sutdytube was one of the fastest-growing niches on YouTube. A year later, creators like Ruby Granger, Jack Edwards and Jade Bowler were making national headlines which hailed them as beacons of hope for students hoping to improve their grades everywhere. Fast forward to the pandemic years and the popularity of 'study with me' videos reached a popularity that none of the teens posting study tip videos in 2015 could have imagined. But with the study with me boom came increasingly extreme content, chief among them, the real-time 12-hour study with me stream. Elsewhere on StudyTok, the TikTok studying niche, "study inspiration" videos began raking in millions of views, despite offering little to no actual advice, but rather functioning as cute and aesthetic vehicles for the consumption of stationery and studying gadgets. In this video, I trace the history of the online study community, from its beginnings to its hustle culture-fuelled peak and its current consumer trend-based form. timestamps 00:00 - intro 00:43 - what is studytube? 1:48 - studytube and hustle culture 4:55 - the origins of the online studying community 6:09 - first gen studytube: the relatable study buddy 8:17 - second gen studytube: the 12-hour work day 11:04 - when the criticism goes too far 12:25 - studytube and mindfulness 14:25 - the importance of "how to study" content 15:59 - studytok and overconsumption videos referenced: Alice Cappelle: study with me videos have gone too far... (hustle culture and studytube)    • *study with me* videos have gone too ...   Tiffany Ferg: The Impossible Standards of College Admissions    • The Impossible Standards of College A...   The Workload of College is Overwhelming    • The Workload of College is Overwhelming   EllisJ: The Problem with James Scholz and Study With Me YouTube    • The Problem with James Scholz and Stu...   Mariana Vieira: the studytube community + consumerism // an honest conversation    • the studytube community + consumerism...   Studytubers mentioned (in no particular order - also keep in mind some of them no longer make study content): Jack Edwards, Ruby Granger, UnJaded Jade, James Scholz, Study with Merve. Articles and resources mentioned: https://en.wikipedia.org/wiki/StudyTube https://inews.co.uk/news/education/st... https://www.vice.com/en/article/7k9qv... https://www.bbc.com/news/newsbeat-494... https://theorbital.co.uk/studytube-he... https://thestray.org/2021/04/02/im-so... https://studybreaks.com/tvfilm/studyt... https://www.trillmag.com/life/social-... https://www.theguardian.com/education... https://glasgowguardian.co.uk/2020/12... the song used in the intro is William Tell Overture (by Rossini) Licence: YouTube Audio Library As always, thank you so much for watching and I hope to see you in the next one xx #studytube #studytok #commentary