The Arab spring was a wave of social and political unrest that caused protests in certain countries in North Africa and the Middle East (Diamond, Plattner, 2012). The countries involved were Egypt, Tunisia, Libya, Yemen, and Sudan among others. New media was important in these countries for gathering news during the demonstrations. In fact these protests relied heavily on new media usage for news gathering, and mobilization of masses in their early stages.
People widely used You Tube to share the videos of the protests, and demonstrations in countries such as Egypt and Tunisia. Those taking part in the demonstrations, and other people on the ground often took videos of the clashes between civilians, and the police, and uploaded them on You Tube (Diamond, Plattner, 2012). These videos were meant to mobilize other protesters, or win support for the demonstrators in various countries of the world. Those with access to the internet through mobile phones, computers, and other gadgets could easily get to You Tube, and view the videos showing the events taking place in the affected countries. The success of the protesters in Egypt, Libya, Tunisia, and other Arab countries shows how much new media contributed to the protests.
As much as new media has displayed a lot of potential in news gathering, it cannot be seen to be on its way to supplant traditional mass media news gathering. Mass media has been around for a long time, and many conservative people have developed confidence in it (Croteau, Hoynes, & Milan, 2012). This makes it hard for new technology to take the place of traditional mass media in matters of news gathering. On the other hand, new media does not guarantee consistency in newsgathering and therefore, many people may not like it. It also has a problem of credibility since the owner, or source of the news may not be revealed. On You Tube for example, those uploading videos may remain anonymous and cause people to raise questions about the news being incredible (Diamond, Plattner, 2012).
Unlike traditional mass media, the news gathered from new media may not be verifiable because of the anonymity of the sources. Because they are anonymous, those uploading videos of You Tube may be mischievous individuals providing news that are malicious and untrue. People with new media gadgets may have a place in newsgathering, but they may not manage to replace traditional mass media. New gathering on new media is also rapid unlike the traditional mass media. However, traditional mass media has a higher level of trust and confidence from its audience when compared to new media (Croteau et al., 2012). New media scores lowly in this.
In news gathering, the citizen reporter had many challenges arising from news distribution, and production structures. The news gathered through citizen journalism could not reach the masses because news had to be edited and gauged on standards such as those of accuracy, credibility, and verifiability among others. The processes of news production could easily become a stumbling block for news gathered by the citizen reporter. If the news was not found worthy, or fit for broadcasting, or printing in the case of print media, then it could not be allowed to reach the intended audiences (Croteau et al., 2012).
References
Croteau, D., Hoynes, W., & Milan, S. (2012). Media/Society: Industries, Images, and Audiences.Los Angeles, CA: Sage.
Diamond, L., & Plattner, M. (2012). Liberation Technology: Social Media and the Struggle for Democracy. Baltimore, Maryland: JHU Press.
There is no doubt that social networks completely changed the way Internet users communicate and collaborate. With the advent of Web 2.0 and platforms such as Facebook, Twitter, Instagram, Snapchat, and many others, the rules of communication between private persons and between businesses and customers shifted from one-way interactions to a multimodal experience that encompasses a range of aspects. However, YouTube is the social network that went even further than others, regarding changing the way people communicate and share information. Many may ask “How exactly did YouTube do that?” This paper will focus on answering this question by using an array of real-life examples.
Eliminating Boundaries
First, one of the most ground-breaking ways in which YouTube affected communication was the ability to make the world “smaller” than it is. This Web 2.0 social platform has given its users the power to travel anywhere in the world with a mere click of a mouse (Hague, 2016). For example, a person living in Germany can do a quick search on YouTube, watch a video made by a Canadian vlogger (to be discussed further), and see what the everyday life in Canada is like. Moreover, the extensive selection of documentaries available on YouTube allows anyone to see the nature of the farthest locations of the Earth without the need to leave the comfort of their home. While some people can provide a long list of reasons for why such easy access harms people’s desire to go outside and explore the world, YouTube has become a tool for eliminating any territorial boundaries that exist on the planet. It is amazing how a quick search on YouTube can open new horizons and provide valuable knowledge to a viewer; however, it is important to differentiate between the information that can be truly beneficial and unnecessary noise that only wastes time.
Professional Opportunities
The second way in which YouTube has changed modern communication is related to giving people professional opportunities and providing them with an outlet to create. For example, a record label may discover a talented singer-songwriter through YouTube videos and can offer a recording deal given the potential the performer shows. In such cases, communication between an employer and a prospective singer is simplified since there was no need to arrange auditions or talent shows to find a fit for a company; rather, the singer was discovered through a platform that allowed him or her to share music with the rest of the world, including possible employers. For example, Justin Bieber was first discovered by a music manager after his mother shared videos of her son singing.
Similarly, people engaged in the YouTube community that have more than ten thousand subscribers sometimes receive an opportunity to work with companies as advertisement partners or affiliates. This is especially popular among gamer YouTubers that get to promote new games or with fashion and beauty personalities that get paid to advertise a new beauty product or a fashion item. Overall, the communication and business relationships between a YouTube persona and his or her sponsor are based on the number of subscribers he or she has; otherwise, there is no interest for a sponsor to pay money to an online personality that does not have an impact on a large audience. In this sense, the communication with the audience may be undermined by the desire to earn money, and a person may opt for a dishonest product review to persuade the audience to buy it.
Video Logging
Video logging (also called vlogging) is one of the most popular types of video sharing on social media, and it modified the way modern Internet users communicate and collaborate (Lastufka & Dean, 2008). The concept is similar to blogging; however, vlogging allows users to share their thoughts and experiences through the use of videos. In the context of vlogging, the restrictions associated with the written format (for example, a post on Twitter can’t be longer than 140 characters) are eliminated (Blossom, 2011).
It is important to mention daily vlogging as the most ground-breaking communication tool that diminished the boundaries associated with private life. Many YouTubers film their daily lives and share them through the Internet. Such a method of communication redefined the usual modes of information sharing since viewers now have access to what other people are doing on a daily basis. The popularity of daily vlogging has increased because human nature is prone to curiosity about the affairs of others. Here, the idea of diminishing geographical boundaries works to its best quality. It has become possible because the Internet allows a user of a social media platform to see the daily life of a person living on another continent. Therefore, communication transcends any limits and empowers people to share their mundane lives with viewers around the world.
News Sharing
The sharing of news has also proven to be very popular among the users of YouTube. This Web 2.0 platform allows regular people to share videos they shot on their phone cameras and upload the footage to the website, sometimes even before traditional media outlets report the event (Francq, 2010). Normally, such videos for news sharing are filmed by accidental observers of unusual events, for example, the earthquake and tsunami that occurred in 2011 in Japan. Moreover, a quick search on YouTube can allow a user to see raw and unedited footage of the conflicts in Afghanistan or Syria. Thus, the platform enabled anyone to become an independent news reporter. What is especially beneficial regarding news sharing on YouTube is the fact that traditional media outlets often edit their videos to be aired on television. The full and unedited videos on YouTube can alert the public about the breaking news much quicker and more efficiently than ever before. With an option to embed YouTube videos on other social media platforms such as Facebook and Twitter, the sharing of news has become an effective communication tool that allows users to see some of the latest events as they unfold.
Education and Transfer of Knowledge
Education has also become much more accessible with the advent of this Web 2.0 platform. With YouTube videos, traditional educational tools, such as books and attending classes, are no longer regarded as the only sources that can help pursue education (Rogers, 2009). There is an array of how-to tutorials, science documentaries, and other instructional videos available through free access on YouTube. Such videos are particularly beneficial since they make the subjects more interesting to the viewers and can capture more attention compared to a book or a lecture. Moreover, people that have profound knowledge on a subject or that possess certain skills acquired an amazing platform to share their knowledge and communicate with learners. Due to the fact that any person can be an educator on YouTube, the pace of education online has gained tremendous momentum, with more and more information being spread on the vastness of the Internet (“Web 2.0 platform: How Youtube has changed the way people communicate and collaborate,” 2013).
Comments and Giving Feedback
The option to leave comments on YouTube videos is what makes the process of communication and collaboration active and occurring in two directions. Beyond the ability of users to communicate with the people that upload their videos to the website, they can also interact with other viewers and discuss the topic of the uploaded video. Despite the fact that such interactions may sometimes lead to arguing, which is a possibility in any situation, comments enable people to share their thoughts and opinions with other individuals that have similar interests (O’Neill, 2010). Anyone with a YouTube account is capable of interaction with thousands or even millions of users located in different places on the planet.
Concluding Remarks
YouTube is the Web 2.0 platform that drastically impacted the way Internet users communicate and collaborate. A quick search on the website can “transfer” a person to the farthest places of the Earth without the need of leaving his or her home. Ranging from music videos to science documentaries or cat videos, YouTube offers users an abundance of video recordings that can enrich one’s knowledge or just lift the mood. Talented people that have a large following are presented with business opportunities to collaborate with large companies and prospective employers to promote a product, providing them with an opportunity to earn money using their talents and passions.
Education and news sharing have also become much easier with the emergence of YouTube. People that possess expertise on a certain subject can share their knowledge with others, while those that witnessed an important event can film a video and upload it unedited for everyone to see what happened. All of the knowledge and news sharing is further facilitated by the comments that people leave on videos, contributing to the massive flow of information on the Internet.
References
Blossom, J. (2011). Content Nation: Surviving and Thriving as Social Media Changes Our Work, Our Lives, and Our Future. Hoboken, NJ: John Wiley & Sons.
Francq, P. (2010). Collaborative Search and Communities of Interest: Trends in Knowledge Sharing and Assessment. Hershey, PA: Idea Group Inc.
Hague, J. (2016). How social media has changed the way we communicate. Web.
Lastufka, A., & Dean, M. (2008). YouTube: An Insider’s Guide to Climbing the Charts. Sebastopol, CA: O’Reilly Media, Inc.
The role and the sole existence of YouTube seem not to be understood. Viacom filed a U.S $ 1 Billion lawsuit against YouTube claiming that YouTube created and has benefited from a successful media business which according to them reaps its benefits from copyright infringement.
Viacom and others claim that the site owes its popularity to display of content from large media producers without monitoring uploading of copyrighted material. However the issue of determining popularity of content by looking at the most viewed content seems to be misunderstood since we should also be looking at what is most discussed or most responded to. The big question that everyone needs to ask themselves is whether YouTube and Google really benefit from the materials claimed to come from the large media producers (Green 2).
YouTube can be seen as an interactive distribution platform whereby the audience has a hand in shaping the media content. YouTube should be seen as a media platform that facilitates practices of “audience-ing” just as publishing. Linked clip and quote should be viewed as active audience-hood. With time the platform has become so popular not because of the content from large media producers but because of its interactive nature which has also made it achieve economies of scale due to widespread distribution (Green 3).
It should also be understood that materials posted may go beyond the local community but that may be attributed to nature of the system that leaves the content long enough in the site till it becomes searchable. We have to come to terms with the reality that media has changed platform to a new one whereby existing content is edited to produce yet another materials and that is what YouTube is all about and this should not be seen as entirely as copyright infringement or piracy (Green 3).
It is important to note that the short snippets of YouTube materials though profitable for media companies have been misunderstood and the society should understand that we are living in a new era of the audience editing their materials.
By having a different thought about the snippets being a product of audience hood rather than unlawful distribution then we may be in a position of understanding more about ownership, value and labor. It may be true that Viacom may have exclusive rights over the valuable content they seek to reign in but they should understand that they are not the sole producers of the value of that content.
Viacom should understand that commercial media on YouTube is like transformational of cultural commodities to cultural resources and YouTube just offers a platform for the audience to produce second order commodities that they can and still trade on. It may be true that YouTube may have gained promotional value from programming brands, channels and broadcasters and Viacom may be seeing that YouTube is generating revenues they have no control over. Hitting on YouTube would amount at striking on the YouTube community.
Viacom and others like Berlusconi’s and TF1’s should come to the terms of the reality that the audience has its input in the creation of value around their property unlike in their mode of presentation whereby they still cling to the thought that they are solely responsible for the value of commodity whereas in the real sense the value they claim is attributed to the effort of both the company and the audience.
Work Cited
Green, Joshua. Misunderstanding You Tube. Massachusetts: Massachusetts Institute of Technology, 2008. Print.
Focus: The report is focused on the video titled “How to create a YouTube Channel for Beginners (Step-by-step tutorial)” uploaded by Think Media channel, and the link.
Purpose: The purpose of the report is to inform and educate the audience on the specifics and details of how to create a YouTube channel.
Audience: The audience of the video, as well as of the given report, is comprised of individuals seeking to learn about the YouTube channel creation process. However, the difference is that the video is aimed at YouTube viewers, but the report is for its readers.
Organization
According to Technical Communication, it is important to “consider other media, such as wikis, discussion boards, and videos” while planning the instructions (Markel 572). The relevant elements include titles, spacing, task purpose, tools, materials, conclusion, and the formatting of the step-by-step instructions (Markel 572).
Presentation
According to Technical Communication, the key components of successful presentations are simplicity, comprehensiveness, outline, graphics, summaries, and visual ease of reading (Markel 604). One should “consider the length of your presentation, your audience’s aptitude and experience, the size and layout of the room, and the equipment available” (Markel 604). Thus, the relevant elements are presentation length, visibility of graphics, and structure. The screenshots from the video, such as the ones shown in Figure 1 and Figure 2 below, will be included in the report. These images are relevant to the report because they show the practical aspects and procedural steps of the YouTube channel creation process.
Figure 1. Think Media, How to Create a YouTube Channel for BeginnersFigure 2. Think Media, How to Create a YouTube Channel for Beginners
Writer’s Checklist
Titles: Describe the content of the text and grab the attention
Spacing: makes the reading process easier
Speaker’s Checklist
Length: maximizes the use of the viewer’s attention span
The channel Think Media has 2.17 million subscribers and is focused on providing weekly tips and tools for building online influence. The video “How to Create a YouTube Channel for Beginners (Step-by-step tutorial)” is organized in an easy way that explains every step in detail. The video has a high picture quality of up to 2160 pixels and has 1 460 881 views.
Audience and Purpose
The video is for beginners who want to create a personal YouTube channel. The main purpose of the video is clear – it is a step-by-step guide on how to create a YouTube channel. Such screenshot-based videos are ideal for computer-based tasks (Markel 537). The speaker gives clear instructions and screen recordings that enable the viewer to follow the instructions easily. Instructional videos were simple and uncluttered, which enhanced positive feedback from the audience (Markel 539). For example, user Serene Ser commented under the video, “Great video!⋅Short and to the point. Oh and so easy to follow. So many videos out there just go off into all kinds of stuff that is useless. Thank you. Totally appreciate it. ⋅”
Organization
The structure of a video consists of the introduction of the speaker, a description of each step taken to create a channel and the recommendations of linked videos. The instructions show how to sign in or create a G oogle account and then create a business YouTube channel. The video uses clear screen recordings and professional production to provide quality sound and pictures.
Presentation/Format
Figure 1. Think Media, How to Create a YouTube Channel for Beginners
The video is an example of oral presentation with additional materials, screen recordings. Moreover, it is an extemporaneous presentation, meaning that it was rehearsed earlier, but the presenter creates sentences as he speaks (Markel 577). The speaker has a clear goal and addresses the audience in a simple language (Markel 579). The length of the video (presentation) is 5.52 minutes. As shown in the screenshot, the layout of the screen is centered on the screen recording, with the video of the presenter in the bottom right corner.
Conclusion
Based on the analyses of audience, purpose, presentation, and organization, the effectiveness of the instructions of the video is high. The video offers clear instructions for beginners. However, it would be helpful instead of linking videos with additional information, to add the information to the video itself. It is advisable to keep the total length of the resulting video with all the additional information under 15 minutes.
For the current assignment, the chosen site of analysis is the channel “Johnny Harris” on YouTube. The research inquiry is the following: “What has been the nature and extent of the channel followers’ ability to decode and use provided content?” The interpretive research paradigm is the appropriate approach in this context because it enables an understanding of emotional stimuli and subjective analysis of followers’ actions. In other words, it can provide valuable insights into how viewers perceive and decode information from the channel based on their experiences and interactions. In this context, the primary theory compatible with interpretivism is phenomenology which concerns the direct interpretation of certain phenomena.
Ultimately, the current paper provides context for the research, establishes a paradigmatic focus, and discusses relevant theories to investigate how viewers decode information on social media platforms. This information is valuable for everyone because it offers insights into how people perceive online content, demonstrating the utmost significance of critical thinking in education.
Site Background
The proposed site for analysis is the channel “Johnny Harris” on YouTube, which currently has 3.09M subscribers. Its creator is Johnny Harris – a journalist and filmmaker who directed several documentary movies for Vox and The New York Times. The channel provides commentary on a large variety of topics, ranging from scientific-oriented theories to social and political areas of concern. As a result, some of the content is highly controversial, reaching nearly the same ratio of likes and dislikes, which is unusual for large YouTube channels.
Research Context
The examined channel is an appropriate site for analysis because of its large variety of topics and controversial discussions. It investigates most contemporary issues, with the latest being the Football/Soccer World Cup in Qatar and associated corruption, the Russian-Ukrainian War, and China’s political expansion (Johnny Harris 2022). These topics are fundamentally controversial due to differences in political affiliations. However, the channel’s content presents conflicting information even on social and scientific issues. For instance, the video “Why I Will NEVER Use the Metric System” has an approximately 65/35 ratio for likes and dislikes, demonstrating the viewers’ reluctance to accept the channel’s position (Johnny Harris 2022). Hence, the examined channel provides a fruitful environment for interpretive research. It demonstrates the differences in viewers’ perceptions and information-decoding behaviors depending on the topic, level of controversy, and relevance of videos.
Paradigmatic Focus
The chosen paradigmatic choice is interpretivism – a subjective framework that emphasizes viewers’ experiences and interactions to analyze provided information. The ontological focus generally concerns the fundamental questions of existence, such as “What is the nature of X?” (Deane). In this sense, it justifies the usage of interpretivism because the research inquiry attempts to investigate the nature of viewers’ information-decoding behaviors. The same principle is true for epistemological and axiological foci, which discuss the relationships between “the knower and what is known” and why this information is valuable for the research (Deane).
After all, the channel’s content is fundamentally socially engaging because, as research shows, social platforms are “by nature pluralistic and participatory” (Yang et al.). Hence, the epistemological focus is critical to understanding how viewers decode and interpret information in YouTube videos. Ultimately, interpretivism is an appropriate research paradigm to learn more about the proposed inquiry.
Methods
The primary methodology in this research paper is the examination of video characteristics and comments to determine viewers’ information-decoding abilities and behaviors. This approach draws inspiration from a similar research inquiry by Yang et al., who examined the factors that affect user engagement based on online science videos. The authors investigated such parameters as video length, social cues, the lecturer’s attitude, and the quality of infographics (Yang et al.). In the current paper, it is appropriate to expand the characteristics by adding the nature of the topic, the level of controversy (likes/dislikes ratio), and more attention to viewers’ comments. Since most videos on the channel are thought-provocative, there is a large number of viewers who share their experiences and perspectives on the videos.
This approach can be described as content analysis, which is compatible with interpretivism and phenomenology theory. However, it primarily emphasizes viewers’ comments instead of the videos to further analyze relevant experiences and interpretation mechanisms. For instance, in the socially controversial video “Why I Will NEVER Use the Metric System,” many viewers share their life experiences to defend the opposing perspective. Some of them provide examples from different countries, such as the UK, Australia, and Germany, claiming that the metric system is significantly more convenient. This information-decoding behavior aligns with the video, where Harris talks about the benefits of the metric system, although he personally cannot adopt it since he is cognitively used to the imperial system.
However, it is critical to note that some commentators have a different approach to information decoding and ignore the central concept of the video. Many viewers become defensive of the metric system and criticize Harris, although he is not being dismissive of the metric system’s benefits in the video. This information-decoding behavior could potentially arise from a clickbait title, “Why I will NEVER Use the Metric System,” that emphasizes the negative implications. As a result, a thorough analysis of video characteristics and viewers’ responses is the primary methodology to understand information-decoding behaviors. The same principle could be applied to other videos that concern politics and socially controversial topics.
Theories: Phenomenology
The primary theory that supports the methodology is phenomenology – a strategy that evaluates human perceptions and experiences to understand a specific phenomenon. Neubauer et al. (91) define it as “an approach to research that seeks to describe the essence of a phenomenon by exploring it from the perspective of those who have experienced it.” Additionally, Interpretive Phenomenological Analysis (IPA) is a more elaborated strategy appropriate for the current assignment (Neubauer et al. 91). Its primary contrast to other sub-theories is that the researcher “performs an active role in the interpretive process” (Neubauer et al. 91).
This theory is consistent with the proposed ontological and epistemological foci. The former is “Lived experience is an interpretive process situated in an individual’s lifeworld,” and the latter is “Observer is part of the world and not bias free” (Neubauer et al. 92). Both assumptions are applicable to the current research that deals with personal experiences.
As mentioned in the previous section, some viewers might fail to decode presented information for numerous reasons. For instance, people who started vigorously defending the metric system and ignored the video’s core message were unable to comprehend provided knowledge (“Why I Will Never”).
This finding aligns with the ontological and epistemological assumptions of IPA. Ontologically, it means that the viewers’ prior life experiences led them to believe that the metric system is significantly superior to imperial measurements. Epistemologically, these experiences result in a substantial bias that affects viewers’ judgments. Lastly, axiologically, this information is valuable for the researcher because it shows how experiences and beliefs affect information-decoding behaviors. In the video, the majority of commentators were able to comprehend the primary idea, but some people became overly defensive of the opinion that the metric system is better than the imperial one. This distinction resulted in a large number of dislikes (nearly 35%), making the video controversial and further affecting viewers’ judgments.
Scope and Limitations
Based on the analysis, it is appropriate to narrow down the intended scope of the study to include only controversial videos with a large number of dislikes. This content is suitable for investigating information-decoding behaviors since people are usually vocal about why they are not satisfied with the videos. Hence, it is possible to evaluate primary decoding patterns by analyzing video characteristics and viewers’ comments. The primary limitations are the substantial role of the researcher in IPA and YouTube algorithms. The former means that the researcher, similar to viewers, is always biased due to the topic and personal experiences.
Hence, it might be challenging to critically analyze the comments and eliminate all emotional bias. Consequently, YouTube algorithms generally promote content that is similar to what viewers have watched previously. As a result, most commentators in the videos generally have the same political and social perspectives on contemporary topics, eliminating the controversial aspect from the comments. Hence, it might be more challenging to find videos where a large number of viewers disagree with the channel’s position.
Conclusion
The current paper has presented an interpretivism research design to understand the nature of viewers’ information-decoding abilities and behaviors on the channel “Johnny Harris.” The ontological, epistemological, and axiological assumptions support the provided approach, showing that people’s comprehension is affected by personal experiences and biases. Lastly, the chosen methodology of content analysis and IPA can reveal valuable insights into the factors that influence viewers’ information-decoding behaviors.
Works Cited
Deane, Peter. “A Guide of Interdisciplinary Researchers: Adding Axiology Alongside Ontology and Epistemology.” Integration and Implementation Insights, 2018. Web.
“Johnny Harris.” YouTube. Web.
Neubauer, Brian, et al. “How Phenomenology Can Help Us Learn from the Experiences of Others.” Perspectives of Medical Education, vol. 8, 2019, pp. 90-97. Web.
One of the biggest and most well-known video sharing websites on the Internet is YouTube. YouTube has changed from being a showcase for amateur films to a platform for sharing creative material since it was founded in 2005 (Eves). It has given rise to a brand-new profession of content creation, which has the potential to be highly rich for some people worldwide. YouTube has developed into a major social media platform that has significantly influenced the growth of the social media role and shaped various population groups.
Development of YouTube
When YouTube was first developed, anyone could use it to upload any kind of video they wanted. It was planned that users would be able to utilize the website without limitations to download, distribute, and view material. YouTube has now become one of the top video distribution websites worldwide. Few people can genuinely build lucrative careers as YouTubers due to initiatives like the YouTube affiliate program and Google AdSense (Eves). The initial concept of YouTube was to allow users to submit videos in which they introduce themselves and discuss their hobbies. It did not really make an impact, therefore, the co-founders quickly changed to a more widely used video-sharing platform (Eves). Since that time, YouTube has rapidly expanded. Since its debut in 2005, YouTube has advanced significantly. As a result, YouTube has a lengthy and fruitful development history.
Influence on a Specific Population Group
The freedoms of expression, knowledge, opportunity, and belonging are among YouTube’s key principles that influenced its development and role in society. Its evolution and the ways it affected diverse social groups throughout the world were inspired by these values. Students are one of the important groups this social media platform has influenced. The youthful generation of practically the whole world now uses YouTube on a daily basis (Neumann and Christothea). Despite a lot of setbacks and evident distractions, YouTube has shown to be helpful for research and teaching in these circumstances. Students utilize YouTube to obtain instructional material and information about their courses. Since YouTube offers educational content in the form of widely available and inexpensive videos, it raises the quality of education (Sari and Morgana). In addition to being a tool for learning, it is now a crucial component of good teaching and learning.
By uploading their lesson plans to the school’s YouTube account, teachers may utilize it as a teaching tool. Students have been directly impacted by this sort of education since the usage of instructional films makes learning engaging and diverse (Sari and Morgana). Student accomplishment in terms of the content and value of the tutorials, as well as enthusiasm for future learning, is significantly improved by assessment in terms of technology or learning through YouTube.
For student generations, YouTube’s enormous selection of videos is gradually taking the role of traditional entertainment on TV and in movies. Many students express their want to be YouTube stars or live streamers more frequently when asked about their future plans or goals (Neumann and Christothea). Although being a fantastic resource and a great source of pleasure, YouTube also has a number of serious concerns.
As a result of the increased likelihood that their outrageous behavior would draw viewers and, consequently, advertisers, many YouTube personalities adopt controversial opinions or engage in outrageous behavior. On YouTube, provocateurs and pranksters foster a poisonous fan culture, which is not a good example for young people. Unluckily, some influencers have even worked out how to utilize this YouTube craze to radicalize young people, especially students. It is possible that many young people may start viewing footage of individuals playing video games and wind up seeing the xenophobic propaganda of the alt-right channels (Neumann and Christothea). However, because of the marketing strategies employed by alt-right and white nationalists, even unrelated YouTube searches will show up content from these individuals.
YouTube and Biblical Worldview
From a biblical worldview, YouTube has ambivalent values and influence. The fundamentals of living a holy life and the image of God in people may be destroyed by YouTube. Although the basic principles of YouTube are in line with biblical precepts, the social media site, like many others, leads to societal unrest (Neumann and Christothea). The erosion of human communication is the main issue. Jesus did not ask his followers to subscribe to his channel when he encouraged them to follow him. YouTube may be utilized on the go and does not demand a big time or moral commitment (Sari and Morgana). However, this platform can be used for good educational purposes, as it was described below.
Conclusion
Overall, YouTube had a profound impact on society globally. The social media platform has come a long way since its launch, and it is still widely popular today. Its popularity can be questionable from a biblical and moral viewpoint, as is the case with many other social media platforms. However, it can still be utilized to ensure the development of society. Students can outperform the school’s curriculum if their minds are set on watching and studying from reliable sources.
Works Cited
Eves, Derral. The YouTube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue. John Wiley & Sons, 2021.
You Tube began humbly in 2005 when a few PayPal employees wanted to enable video sharing to the world. It did not take long before the website began gaining popularity and by the end of 2006, Google purchased the website. At the beginning, most users would use the website for entertainment but with time, it became a suitable destination for news, information and other interests. It has now become the most preferred website for video sharing or viewing.
However, these benefits have not come without a price; other industries that generate content for the website either knowingly or unknowingly are starting to loose millions of dollars because of YouTube. The paper will analyze the dynamics in one of these industries i.e. the movie industry and what it needs to do in order to cope with these challenges from the digital world.
Competition in the movie industry
Internet connections have dramatically improved, file compression has become very effective and so have storage capabilities. These features have converged to enable very efficient ways of downloading movies. Consumers can access approximately eighteen million movies at any one time across the internet. These statistics present a series of problems to stakeholders in the movie industry thus implying that You Tube and other online video sharing sites are treated with a lot of disdain from the movie industry.
First of all, consumers can easily access movies even prior to release. More often than not, these movies are obtained illegally and by the time movie are released; all the publicity generated from their producers may not be worthwhile since audiences are likely to have illegally seen it via YouTube. In the end, well prepared marketing campaigns end up backfiring because no one will turn up to watch movies on the big screen.
Furthermore, even fewer people are willing to purchase the movies from traditional retail or distribution chains as they can already access it for free from YouTube or other file sharing websites. This kind of competition is quite different from what movie companies were used to because it is done by low profile individuals who are hard to catch. Besides, even getting a hold of such people may not do movie companies much good as so many people engage in file sharing. YouTube is therefore presenting a scenario where most of the profit to be enjoyed by movie companies is now redirected to the internet.
This is seriously undermining their potential to benefit from their own sweat. Conventional stores or DVD stores that have partnered with most movie makers are now starting to take a back seat in this digital era. Additionally, there is a lot at stake for the movie industry owing to the fact that it invests millions of dollars in creation of blockbuster movies. These producers are therefore driven by the fear that more video file sharing will mean even more widespread access to their material without provision of compensation to them.
An analysis of the industry shows that indeed a series of changes have been instated by movie makers in order to cope with new competition. These actions can be divided into two categories i.e. proactive and reactive stances. Reactive stances include prohibiting consumers from illegally accessing the material or charging them for copyright infringement in courts of law; the latter route has been highly ineffective. For instance when YouTube instated a ten minute rule for watching any video, individuals would simply watch a one hundred and twenty minute movies in bits of twelve.
Additionally, when access was restricted through the use of video ID, it was very hard to stop viewers as removal of one movie would immediately be followed by another posting of the same. It would also be quite difficult to catch every single person since multiple viewers would be interested in a blockbuster movie. As if this is not enough, trying to encrypt DVDs may not also be appropriate as most movie pirates are even more tech savvy than the very movie companies that instated the encryptions. Additionally, the lawsuit route may not also be effective since the judicial system cannot pin down every single illegal download; this is simply impractical.
Even if the movie studios were to sue organizations, it may be difficult to succeed all the time with such an approach because the doctrine of “de minimis” would come into play. The latter term refers to the lack of care for trivial things in law. Civil law may not also work because of the fair sale doctrine as well which holds that when a copyrighted piece is resold then that is not infringement of its distribution rights. (Sims & Branhill, 2004)
As can be seen reactive methods can only lead to futile results. To this end, it is more reasonable for movie companies to take up proactive stances. For example, the choice to partner up with You Tube in order to split revenues from ads that have been run on video clips made by the studios in the case study is a step in the right direction. Additionally, there have been other sites that enable legal downloads of material. However, it should be noted that some of these websites such as Hulu have their own inefficiencies.
Many viewers complain that they cannot use the website from overseas or in any non US country. Some of these websites also offer minimal access to latest movies and this implies that the all too eager movie audiences have to look elsewhere for alternatives. It is also very positive for the movie companies to use YouTube as promotional routes since they realized that the level of reach that such a company possesses is quite high.
A new way of doing business
The movie industry traditionally had three major stages in their value chain and these include production, distribution and finally exhibition (sale). Movie studios are assumed to be the major producers of content within this industry. In other words, they largely produce original copies of movies. They are also involved in other parts of the value chain. In distribution, a number of parties can be able to carry out this function and some of them include independent distributors, studios and independent production companies. Thereafter, movies are exhibited to viewers who then consume the product. This last function is carried out by movie theatres, movie rental shops, supermarkets or other retail distributors. (Eliashberg, 2005)
However, with the onset of online movie sharing through You Tube these traditional ways of doing business have been rendered redundant. The most disrupted value chain activity is distribution. You Tube has offered digital media content directly to viewers while undercutting the function of studios, independent distributors or independent movie producers when doing this. The strong relationships that had been established between distributors and movie producers have been undermined.
A number of business components have also been disrupted at Warner Brothers, Viacom, NBC universal as well as Twentieth Century fox. These firm’s pricing plans have been altered substantially. For instance, the website movie link discounted most of its older movies to ten dollars yet those very movies were going for twice the price in ordinary retail stores. Therefore, these movie companies may no longer be able to choose the most desirable price for their merchandise.
In fact, marketers often argue that the value of a commodity is captured by its pricing. Studios can no longer reflect the immense time and money that they had dedicated to creation of a movie through prices of online copies. Additionally, disruptive technology has also affected product features. Previously, studios would add a lot of extra material onto their original DVDs such advertisements, songs and behind the scene shots. However, these bonus features can no longer be accessible to the public as YouTube often provides material that can only fit in conveniently with its MB limits.
Additionally, movie packaging has also been altered and this has minimized the ability of most of these companies to use that aspect as a method of gaining competitive advantage. Lastly, the internet has disrupted marketing efforts enacted by the companies under analysis. In the past, these companies would hype up potential audiences and conduct movie launches that would then promote their products very heavily to the public as most of them would respond by watching them in theaters or purchasing original copies.
Video sharing has changed this drastically as plenty of viewers usually get a chance to see the movie on You Tube even before its launch. These studios may therefore have to rethink their marketing strategies as traditional promotional campaigns are no longer effective. (Case study, 2009)
The music industry can teach the movie industry some few things on copyright infringement
Indeed most the concept of piracy started at a much earlier time in the music industry than in the movie industry. The MP3 proved to be the biggest problem to music producers and record labels. Likewise, the movie industry’s biggest headache is YouTube. However, the music industry was able to solve this problem through provision of online legal access to its CDS. The pocket friendly prices that ITunes offered for a legal download of its songs provided a convenient and suitable way of pleasing both consumers and record producers.
However, before directly importing these methods from the music industry, movie producers need to realize that the platform against which they will launch their product is distinctly different from the one that ITunes had. ITunes was firmly supported by Apple and this was a plus on their part because the latter company had the trust of a high number of record producers. The same cannot be said of the relationship between Google and movie makers. As the case is currently, most studios are using the concept of Google ads run on YouTube to get revenues.
However, many companies do not agree that Google is doing this fairly. Google aims at boosting its revenue streams and sometimes this may come at the price of other content creators. It is common for these creators in other sectors to complain about the uptake of revenues by Google and the unfairness that they have to contend with. Consequently, it is a good idea to run advertisement directly without involving Google ads as this would minimize the number of parties that are involved in profit sharing. The movie industry needs to work with such a model instead of copying everything directly from the music industry. (Isenberg, 2009)
Alternatively, instead of relying on revenue generated through advertisements placed on pages displaying their movie clips, studios have the option of promoting their products. Certainly companies like Universal picture are headed in the right direction by advertising video clips for their new products.
The benefits of using You Tube for promotion
As mentioned earlier, the use of YouTube as a promotional platform can be an effective way of increasing sales for companies. For instance, Universal pictures have embraced this method and they may probably get good value for their money. You Tube’s traffic has currently exceeded traffic on eBay, MySpace or other news websites like CNN (Carter, 2010). It would therefore be a step in the right direction for companies to consider a website with so much traffic. This assertion is backed up by some research carried out on You Tube by Marketingexperiments.com. They carried out a survey on the effectiveness of promotions made on You Tube.
The researchers asserted that approximately fifty percent of households in the United States have broadband. Additionally, they claimed that ninety percent of businesses currently utilize broadband while internet surfing in most homes has overtaken televisions. On average people spend three point six hours of their day surfing the internet while they only leave two point five hours for television. The latter research had been carried out in 2006 and it is likely that these numbers have increased at present.
The experiment was initiated by first creating video clips; the clips were twenty eight in number and each of them had a three second promotional advertisement at the end. It should be noted that the videos were made in an amateurish way so as to eliminate the possibility of increased click-throughs solely because of quality of the ads. In fact, the group only spent slightly over nine thousand dollars on shooting, video editing and posting the 28 video clips.
The team however made a point of making their videos humorous and devoid of promotional or sale pitches. Instead, they placed a URL that viewers could then follow through if they were interested in the product. After a period of sixty days, the researchers found that three hundred and twenty four thousand, one hundred and ninety people viewed their videos. They also found that there were approximately four thousand one hundred and sixty two click throughs to the provided URL and the conversion to subscribers was therefore 1.49%.
At the end of the day, the research indicated that at no cost whatsoever, (Other than the initial cost for creating the video) over three hundred thousand people had seen their video and over four thousand of them became subscribers; the same be enjoyed by film makers. (Marketing Experiments, 2010)
Some groups may oppose the use of promotions in You Tube arguing that it offers the same solutions that Google advertisements do by their clickth-rough rates albeit at a much higher price. However, this is a misinformed notion because the Pay per click advertising offered by Google for the same number of subscribers would have cost 0.3 dollars per visitor to the website and hence resulting in a total advertising cost of one thousand two hundred and forty eight.
Additionally, for every subscriber, the company would have to pay twenty dollars thus resulting in substantial losses in revenue just so that traffic can be directed to one’s website. You Tube therefore provides a unique way for the movie studios to save up on valuable advertising costs while providing them access to a very wide subscriber base. (Isenberg, 2009) However, it should be noted that You Tube users are bombarded with millions of advertisements every day. Therefore, companies need to ensure that their ads are as interesting and as compelling as possible. Since You Tube contains a rating system where the most viewed ads are voted and shared or distributed, then companies must ensure that they capture these elements.
Most opponents argue that the latter method is the biggest problem with doing promotions on You Tube; that most of them do not get viewed. However, these critics fail to understand that You Tube is simply replicating what goes on in other marketing channels. Click through advertisements by Google generate revenue only when they captivate the attention of the viewer. Also, ads on television compel viewers to purchase those items only when they are entertaining or interesting enough to do so. Similarly, the same concept has been replicated on You Tube. (Sahlin & Botello, 2007)
Movie makers definitely need to consider the use of You Tube to promote their next movies because the latter website is a niche for their audiences who are primarily video watchers. The studios are therefore likely to get numerous movie enthusiasts and hence potential clients by advertising on such website. This would be a bonus that complements all the other cost cutting and operational benefits that clip ads can offer them.
A case in point was the release of Scary Movie 4 on You Tube. Approximately a million people viewed the movie and the advertisements placed therein generated that much revenue. Film producers need not think of online video sharing as a threat or detractor to their products. Instead, they need to look at it as an opportunity to approach the sale of their commodities in a different manner. Previously, consumers were paying directly for their films; now, filmmakers can get payments from the companies that advertise on their videos as consumers watch their films.
Effectiveness of ad attachments
It should be noted that there are several inexperienced persons who are targeting the same market or viewers at You Tube with their videos as do large scale companies. Consequently, this has provided a multiplicity of online videos that had led to some level of exhaustion among potential viewers. Consequently, huge companies that want to benefit from such kinds of investment end up having to create several videos so as to increase their viewership and also spend more on content creation so as to make the videos stand out. In fact, it has been asserted that currently one hundred million dollars is dedicated to online video marketing.
However, the latter figures are a combination of figures and do not represent just one company. One can look at these statistics positively in that they are an indication of the huge numbers of people who are currently using such ad promotions because they have embraced the benefits associated with them. (Klaasen, 2009)
The use of other methods of advertising for movie makers or any other company out there would probably prevent a certain company from fully enjoying the benefits that come with use of video advertisements. Most posters or written ads across the internet do not catch the attention of viewers because they do not have life in them. Videos provide companies with an opportunity to illustrate to their consumers how passionate they are bout their products. Video clips can therefore present a unique opportunity for the concerned individuals. Companies out there are getting results for their ad attachments. For instance, MTV2 and Warner brothers are using those commercial clips and enjoying corresponding sale increments.
The most unique aspect about You Tube ad clips is that they need to be made worthy of sharing. At the end of the day, You Tube possesses characteristics similar to social networking websites. Consequently, content that gets shared is content that feels worthwhile. These are what are commonly identified as viral ads. Lots of individuals have called viral ads the next epidemic. (Marketing Experiments, 2010)
Nonetheless, a few pointers must be considered by companies and advertisers when making those viral ads such as their length (8 -10 seconds long), their content (should lack promotional content) and entertainment value. Many internet users have very strong opinions and sometimes they can receive such ads negatively. However, any comments written by individuals whether positive or negative can contribute towards a higher rating and hence better viewership. This means that companies need not loose either way.
Conclusion
Today’s consumers are getting more difficult to please or reach. Movie companies need to embrace innovative and new solutions to rise above the noise and hence make profits from them. Ad placement on You Tube video clips or movie downloads that facilitate revenue sharing can introduce new revenue streams that would compensate for lost sales through the traditional outlets.
References
Eliashberg, J. (2005). The motion picture industry. Harvard : HUP.
Case study (2009). Information systems, organizations and strategy. NY: Routledge.
Sims, M. & Branhill, I. (2004). Challenges for copyright in the digital age. BT technology journal,15(2), 63073.
Sahlin, D. & Botello, C. (2007). YouTube for dummies. NY: Wiley Publishers.
Klaasen, A. (2009). You Tube advertisements bypass user generated video. Advertising age journal 27(78), 34.
Carter, S. (2010). Britain digital final report. Department of culture and media.
Isenberg, D. (2009). Is this how to fight copyright infringement. Web.
Marketing Experiments (2010). Can viral video clips drive targeted traffic. Web.
The YouTube channel has been in existence since early 2005 and has over the years been gaining prominence as more online users get to use it on their day-to-day activities (Elliott para 1). Owned by the leading global internet search engine Google, the YouTube website provides a platform for individual users to upload video content and share it with other users across the world.
YouTube is the world’s leading avenue through which any individual can gain fame quickly and easily. This research paper offers an elaborate discussion of this phenomenon, providing existing examples of how individuals and groups have managed to achieve fame out of using the website (O’Malley, para 4).
Description of the Phenomenon
The beginning of the phenomenon
YouTube was founded in February 2005 by three individuals; Steve Chen, Chad Hurley, and Jawed Karim (Elliott para 5). The three worked as employees of the global money transfer company PayPal. The website immediately grew in popularity as it registered an increased number of daily views, with more online users preferring it as the channel of choice. The growing popularity prompted the global internet search engine Google Inc. to acquire it in October 2006 at a fee of $1.65 billion (Elliott para 7).
Why people are so interested in the phenomenon
The growing interest to use YouTube is particularly being fanned by its global outreach (O’Malley para 1). Content uploaded on the channel can reach hundreds of millions of users across the globe within a short time. Thus, the fact that such a significant across-divide audience can be reached within a short time makes the phenomena the most preferable and interesting in trying to pass information or creating awareness.
Google has also made the service more interactive and easy to use, thus attracting even greater interest from users. People are required to follow easy sign-up steps to create their user accounts from which they can upload videos. On the other hand, viewers can easily access uploaded content by entering their search terms on Google and picking on the search results displayed by the engine. Handheld devices with browsing capabilities, such as smartphones and tablet devices, have incorporated YouTube.
This means more people can now access the website from whatever location or time and check on the video contents that interest them. It does not cost anything for users to upload or access content on the website, apart from the normal internet charges. This factor has attracted more users as using the website’s service is relatively cheap.
YouTube also enjoys the ability to embed its content on other popular sites that are not necessarily focused on video contents (O’Malley para 8). Websites such as Twitter and Facebook have become very popular among users from all over the world since the internet is fast becoming a platform for social interaction.
People have virtually been tied to their social website accounts, making countless visits daily. The YouTube audience has, therefore, been enlarged by the fact that content on the website can still be accessed by individuals without necessarily logging onto the official website.
Changes influenced by the phenomenon of the music market and society
Before YouTube’s founding, music artists depended on television channels to air their music videos before they could build their fame and reach their targeted audience (Masnick para 2).
If a TV channel did not consider an artist’s video to be of any significance, it implied that such an artist did not have an alternative channel to reach the market. However, the music industry has particularly been revolutionized with the introduction of YouTube. Artists can now shoot their music videos and upload them directly on YouTube without having to rely on TV channels (Masnick para 5).
To the audience, watching music videos of their favorite artists is no longer a costly affair that requires them to visit music stores and buy the content saved on DVD. Instead, the content can be downloaded directly from the YouTube website, reaching an infinite number of fans across the globe. As more fans get the opportunity to sample the music video of their artists well in advance, it offers the musicians an opportunity to reach their target markets and make a business out of their efforts.
One other aspect that has been revolutionized by this phenomenon is advertising. Marketers have discovered the power of YouTube in terms of reaching a huge audience and are making use of it to create awareness of their products or services (Masnick para 8). YouTube content that particularly gets viral remains as marketers’ top priority as they seek to advertise their products or services alongside it to reach the huge following.
Examples of this Phenomenon
Gangnam style
The Gangnam style is a song by South Korean singer Psy. The song was released in July 2012. Gangnam style has particularly been propelled into fame by YouTube since its release, with Gruger (para 1) pointing out that the music video for the song became the first to surpass the 1 billion views mark. Psy has since become an icon in the world following the success of Gangnam Style video on YouTube.
The international fame that Psy is currently attracting contrasts heavily with the figure he cut before the release of his hit single. Although Psy has been in the local South Korean entertainment scene for a considerable time, his Gangnam Style’s record-breaking performance on YouTube has been the main reason behind his rising global fame.
Gangnam Style is currently influencing cultures around the globe, with the particular dance moves executed by Psy becoming a phenomenon. The record YouTube views of the music video have led to the song and the artist behind it being recognized by the Guinness World Records.
The fame has further been extended to the MTV Europe Music Awards, with the Gangnam Style music video winning the best video category for the year 2012. The official Gangnam Style dancing has been successfully exported to famous dancing spots across Europe’s and other global cities, including Paris and New York (Falk para 1).
Leading global personalities have also interacted in one way or another with either the Gangnam Style itself or with the singer behind it. Psy received the endorsement of Ban Ki-moon when they met in late 2012, given Psy’s potential to reach a global audience. Otherworld political leaders, including US President Barrack Obama and Prime Minister David Cameron of Britain, have also hailed the popularity enjoyed by Psy, terming it as a force that could propel global peace (CRI para 17).
Pop Band Karmin
Karmin is an American pop band that consists of two singers, Amy Heidemann, and fiancé Nicholas Louis Noonan. The duo’s breakthrough to fame was particularly influenced by YouTube in 2011. Their main role of singing cover songs of tunes by other world-renowned singers, such as Nicki Minaj and Chris Brown, and posting related videos on YouTube catapulted the band into fame.
Although the duo has been singing cover songs for long, their success on YouTube was not an instant occurrence. The duo’s previous cover song videos could not exceed the 300 views mark on the online video platform. According to Murphy (para 6), their cover song video of “Look at Me Now” that was originally done by Chris Brown has been a great success on YouTube, with its current online viewers reaching 77 million.
The growing fame of the pop band has seen it achieve greater heights, including a chance to perform at the Dick Clark’s event on the New Years Eve. The event was organized by the ABC network between December 2012 and January 2013. In May 2013, the band performed a TV commercial for Coca Cola’s bottled water brand Dasani.
Karmin’s popularity has mainly been influenced by their idea of uploading their cover song videos onto YouTube. As the Los Angeles Times (para 1) reports, growing popularity has seen the band attract hugely established record labels and producers in the US, including Epic Records, Warryn Campbell, and Kane Beats, among many others.
These established industry players have, in turn, offered the duo the real opportunity to launch their music careers into the mainstream music market. They are currently a force, particularly in the American scene as their popularity continues to rise.
The idea of focusing on cover songs and relying on YouTube played a critical role in helping the band break into stardom. People searching for the original song by Chris Brown on YouTube were instead redirected to the cover song by Karmin.
Given that Chris Brown is already a well-known name in the entertainment industry, his videos have a vast following an audience across the world. Thus, these huge numbers of followers got the opportunity to discover Karmin even though their initial intentions were to watch Chris Brown’s videos. Such an opportunity to grow their fame would not have been available to the band had it not been for the convenience of YouTube.
However, unlike Psy’s Gangnam Style, Karmin’s popularity has not extended into the international stage. Their popularity is still contained within the US, although they are still growing. Their YouTube statistics remain inferior to the magnanimous views recorded by Psy, although it is still evident that they are a popular outfit.
Alex Day
Alex Day is a UK singer who currently brags of being the first artist to break into the Official Charts at position four. The British singer began making YouTube videos at a tender age of 17. His growing views on the channel prompted YouTube to enter a partnership deal with him in 2007 that would allow advertisements to appear alongside his videos. Lindvall (para 5) estimates that the revenues earned by the musician stand at $1 per every 1,000 views.
The musician takes a maximum of three hours only to record his music videos and upload them on the website using YouTube. The phenomenon has seen Day register three hit songs that were listed among the top 40 hits in the UK. He owns a YouTube channel that has amassed up to 700,000 subscribers, with views exceeding the 100 million mark (BBC para 2). It is worth pointing out that the singer’s significant fan base, which is all courtesy of YouTube, has been the main power behind his success.
Day’s “Forever Yours” hit single that was released during Christmas in 2011 highlights his YouTube-driven fame, which is particularly a phenomenon. The hit single performed well on the UK Singles chart, attaining the number 4 position, and in the process outperforming other singles by internationally renowned artists even without enjoying the benefits of TV coverage or a record label (Big Top 40 para 1).
Day’s style represents a revolution that has seen the YouTube phenomenon stamp its authority in terms of building famous and popular music artists. A day does not require any TV channels or record labels to market his songs as has been the traditional practice in the industry. Instead, the established TV channels, record labels, and producers are the ones seeking to sign the superstar to boost their business ratings following the big success already achieved by the musician.
The Internet and its Re-organizing Power
Types of Internet Relationships
Friendships
The internet offers a viable platform from which people can form friendships. These kinds of friendships act almost in the same way as pen friends, where geographical barriers are overcome to allow people a chance to interact. Such internet friendships are built through sharing of common interests, hobbies, as well as passion (Lifestyle Lounge para 2). With the advent of YouTube, it is possible for friends to exchange videos for watching, although virtually, how their friends look like in the actual sense.
Dating
People who are introverted, with socially isolated personality, find the internet to be a perfect platform that enables them to meet people from the opposite sex (Lifestyle Lounge para 3). In a real-life situation, people with this kind of personality trait would find it too challenging for them to bond freely with those they aspire to become friends with.
Couples can meet through dating sites and develop their relationship into a marriage, especially if they find out that they share the same characteristics and ideas. Partners now have the option of uploading their videos and exchanging them through YouTube to appeal more to each other.
Emotional Relationships
People with greater emotional needs are finding the internet as an effective alternative to seek emotional support. Although the emotional feel offered by the internet may tend to be less efficient over time, it serves the purpose efficiently, particularly in the initial stages when one is in real need of support. It is more practical to find emotional support from others without appearing to be more demanding due to virtual nature of the internet like would be the case in a physical real-life situation (Lifestyle Lounge para 4).
Extra-Marital Affairs
Dissatisfied married couples are resorting to the internet in pursuit of solace following their troubled marriage relationships. Such dissatisfied couples begin interacting with members of the opposite sex over the internet for sexual relationships since the internet is virtual and does not reveal people’s identity (Lifestyle Lounge para 5).
Advantages of Internet Relationship
The internet is a virtual platform that allows users to overcome physical barriers, such as distance to interact with others. It is, therefore, of benefit to the users as it offers an infinite avenue through which people can communicate and share ideas with others (Charminger para 1).
Internet relationships are playing a critical role in eliminating traditional vices such as tribalism or racial discrimination (Charminger para 4). People meeting through this platform consider each other as worthy humans and relate well with them.
Disadvantages of Internet Relationship
While people may use the capabilities of the internet, including exchanging their video footages through YouTube to enhance their relationship, it is not easy to prove the reality of such information. It is possible for an online friend to upload videos of somebody else in a bid to influence the friendship and compel the other party into accepting to relate together. However, the authenticity of such details or information can be difficult to determine unless people are able to meet physically.
Although the internet expands the boundaries along which people can interact online, it compromises other aspects such as ethics. An online friend may resort to uploading pornographic content on YouTube, for instance, without considering what the other person’s feelings or morals grounds could be (Lifestyle Lounge para 6).
Conclusion
YouTube is an online website that allows users with access to the internet to upload and view video content. The website has particularly become significant in propelling singers into stardom and global fame, where their music videos can still reach an unlimited number of the audience without relying on TV channels or the established record labels. South Korea’s artist Psy has established himself as a global icon following over one billion views that his Gangnam Style hit single has attracted since its release in 2012.
The American pop group Karmin has also established itself as well-known name household name in the entertainment scenes after uploading videos to their cover songs of popular renditions by renowned artists. The online platform continues to sustain relationships virtually across the globe because of its extensive outreach and great convenience to the users.
Works Cited
BBC. “Alex Day.” BBC. 2013. Web.
Big Top 40.Top 40 Chart. This is Global Limited. n.d. Web.
Charminger. “Advantages and Disadvantages of Online Relationships.” SciaGa. 2013. Web.
In recent years, video streaming as a way of personal expression and interaction with the audience is becoming increasingly widespread. According to Bytyçi, video content will dominate the media space, and in the foreseeable future, it will occupy 85% of the global Internet traffic (2). As YouTube provides an international platform for video sharing, a substantial number of individuals create personal channels, loaded with content. High-quality videos represent the talent of their creator and his personal identity, trigger emotions, educate, and deliver significant messages to the audience. In this work, the most compelling sketches – the video from Lisa Koshy’s YouTube channel (2019) and Simon’s Cat episode (2008) – and its length’s influence on viewers’ impression will be analyzed.
Main body
The length of a sketch directly depends on its storyline and included concept; if a video’s idea is utterly expressed, the length is optional. Liza Koshy’s humorous video is considered highly captivating as her banana bread’s cooking process is combined with additional elements and the author’s remarks. Although, the sketch quality, related to the length of this video, depends on people’s viewing purpose. For instance, individuals who search for recipes may be dissatisfied with length, as the video contains additional elements and the absence of essential information concerning cooking. Meanwhile, viewers, attracted by Koshy’s charisma, may prefer her longstanding sketches.
Conclusion
The represented video of Simon’s Cat is an episode from the series of pictured comic sketches about a cat and its owner. The humorous component of the video consists of a combination of a cat’s animal behavior with human activities. Every episode lasts for several minutes, although this time limitation does not spoil the sketch’s quality; this length makes the film sharper as the concept of humor is revealed in a limited time scale.
Works Cited
Bytyçi, Rinor. “Understanding the Effectiveness of Video Ads: A Measurement Study.” ResearchGate, 2014.
