In the “Assemblage” chapter of Casetti’s The Lumière Galaxy, he states the cinematic “machine” is made of distinctive components: theatre, screen, audience and film. Casetti claims, in the digital age, the “machine” no longer appears to be an apparatus: closed and predetermined. Rather it’s an assemblage: a dynamic structure, where each element changes together with its subjects, Casetti cites Deleuze. For example, apparatus saw people as a blank slate and cinema could determine them, whereas assemblage is more niche to groups of people, and each component blends into each other.

YouTube is in the cinematic assemblage and the platform is full of heterogeneity. I would argue YouTube has played an influential role in developing the cinematic landscape. On YouTube, components can blend into one by the fact users can also be creators and big corporation have YouTube channels to promote their brand.

Tech-company Samsung’s Youtube Channel. Pic: YouTube

Secondly, with over three million videos uploaded daily, the the platform has something for everyone. With a surge of diverse content, you can watch anything from full length films, to tutorials, music videos and reviews. This tutorial can attest to that.

YouTube boasts a wide range of user-made content. Video: Sound Adventurer.

Another way YouTube’s content varies in form is by duration, especially with the rise of YouTuber Shorts. Formatted like TikTok’s, this technological development shows the progressivity of the platform and how other social media sites can influence one another.

YouTube short can be found on the homepage and typically are less than 60 seconds. Video: littleremyfood

I suggested adding “industry” as a fifth component to Casetti’s cinematic “machine”, as the competitive nature of the social media platforms heavily influence one another. Plus as an assemblage, the medium of which the content is placed in is heavily influential.

Thus, YouTube is a strong example of the dynamic nature of cinematic assemblage. As Casetti writes it’s an open and flexible structure, in terms of creation, content and the platform.

Words by Lucy Snell.

References:

Casetti, Francesco (2015), “Assemblage” in: The Lumière Galaxy: Seven Key Words for the Cinema to Come, New York:  Columbia University Press, 60-82.

How many videos are uploaded on YT everyday? https://techjury.net/video/how-many-videos-are-uploaded-to-youtube-a-day/#:~:text=YouTube%20stands%20as%20the%20top,engaging%20videos%20for%20their%20subscribers.