By Ismail Hadj-Maamar 33738244

YouTube has completely transformed how we consume media. It’s not just a platform for sharing videos; it’s a space where new genres are born and creative practices thrive. One example that really highlights this is the niche world of “unboxing” videos. These are simple yet strangely compelling videos where creators open products, often tech gadgets or toys, and showcase their features. While this might seem mundane, it’s a perfect reflection of Carol Vernallis’s concept of YouTube aesthetics, which she discusses in Unruly Media. These videos thrive on quick edits, fast-paced visuals, and a constant stream of content that aligns with Vernallis’s notion of “accelerated aesthetics” (2013), where time, space, and rhythm are pushed to their limits.

Unboxing videos also show how platforms like YouTube offer spaces for user-generated content and monetisation. As Vernallis notes, YouTube is not just about consuming media, but about participating in a global dialogue. The creators are not just passive content producers; they’re building communities and earning money through ads and sponsorships. This DIY culture reflects Francesco Casetti’s idea of “assemblage” in The Lumière Galaxy (2015), where various media forms come together to create something new and unique.

The repetitive nature of unboxing videos, paired with their predictable structure, highlights how YouTube’s accelerated aesthetics work. They’re often formulaic—each unboxing follows the same basic structure, yet the excitement and engagement are still there. This speaks to the growing influence of YouTube’s own brand of “cinema,” where content doesn’t need to be revolutionary or groundbreaking to capture attention.

Ultimately, YouTube’s influence has shifted our expectations of what media can be, opening up new avenues for creativity and personal expression that were once unimaginable in traditional media.

Bibliography:

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

Vernallis, Carol. “Accelerated Aesthetics: A New Lexicon of Time, Space and Rhythm,” in Unruly Media, New York: Oxford University Press, 277-288.

Casetti, Francesco. “Assemblage,” in The Lumière Galaxy: Seven Key Words for the Cinema to Come, New York: Columbia University Press, 60-82.

Brownlee, Marques. Unboxing the iPhone 14 Pro Max. YouTube, 2022. https://www.youtube.com/watch?v=J0eU9jSg6OQ

LEGO. Unboxing LEGO Star Wars Set. YouTube, 2021. https://www.youtube.com/watch?v=UFTaWbHbsww