YouTube is a video-sharing platform, which has public contributed content. It was initially a free streaming platform which has since developed with the contribution of ads. It gained popularity in 2005 after a few months when it received its first 1million view video. YouTube videos could be on various topics with various lengths and video styles. Some videos may include advertising and monetisation.“YouTube rapidly emerged as the dominant participatory media channel and most popular entertainment Web site of the new millennium. Its provision of a free, global broadcasting platform was embraced equally by amateur, grassroots video makers and professional, mainstream media producers” (Hearsum and Inglis, 2013),

In the early 2010’s, parodies had become popular on youtube with videos reaching billions of views. Parodies were based on imitating the source material. This is usually done by mimicking the original style, theme or instrumental/melody. It is usually exaggerated in order to create a comedic or entertaining effect. One example is Paint.

Paint created parodies on Disney songs to address political/ethical issues. By using the melodies and characters of childhood movies, it was interpreted in different by the audiences depending on their age and understanding. It created an entertaining viewing experience for children whilst highlighting the harsh reality of life for the adults. Vernallis says “it speaks differently depending on  how and with whom you experience it” (2013, 149) which proves to be true in this context. This appeals to individuals who may opt out of viewing real news reports and research on such issues. However by providing it in a lighthearted manner, it presents the issues without the moral issues weighing down the audience.
Parodies although mostly used to mock or exaggerate a topic or manner of acting can be used to bring awareness. However the issue with copyrighting may still arise.

By Amal Wahliye

References:

Carol Vernallis (2013), “YouTube Aesthetics”, in: Unruly Media, New York: Oxford University Press, 127-154.

Paula Hearsum and Ian Inglis (2013), ‘The Emancipation of Music Video: Youtube and the Cultural Politics of Supply and Demand’ in Richardson, Gorbman and Vernallis eds, The Oxford Handbook of New Audiovisual Aesthetics, 483-500.