Media has always been a part of technology, and digital media is integral to society’s technology development. Although the platform YouTube is one of the most popular online video-sharing platforms, it has also created the opportunity for creatives and influencers to post and create content of which generates an income. The emergence of the DIY market in media and its influence on brands has developed exponentially.

Most of the time, video creation on YouTube requires the theory of assemblage. “For Deleuze, assemblages are both unpredictable processes and are held together in a meaningful configuration: they combine disparate elements, their mutual interference, and points of crisis but also an overall if mutable organisation.” (Lecture PowerPoint)

The processes of an assemblage are essential and have a direct effect on cinema, as audiovisual assemblages which may include A series of sounds and images grouped coherently, practices of film consumption, and Environment as cinematic experience in a specific space and symbolic needs.

 The assemblages and cinema work together with the negotiation and recursivity, and for Casetti, cinematic experience relies on negotiations between content, behaviours, spaces, and needs – these relations bind the assemblage together. Thus, rescursity means perceptual habits are recurrent processes that keep the assemblage moving dynamically. 

In the post-cinematic digital, the assemblages are also an ecology way because of the short duration. For example, in Badgers: animated music video: MrWeebl, is following the process of the assemblage’s process, the coherence of the lyric with the visual and environment.

The accessibility and advancements in social content creation have meant that new ideas are constantly rising. Therefore, YouTube encourages viral videos to gain users and the content creator’s followers. Sometimes it could also be a lucrative relationship for some promoting.

Aixi Fu