YouTube has revolutionized the way we consume and create media, emerging as a dynamic repository of diverse content that spans pre-existing media genres and entirely new forms. This week’s focus on ‘YouTube Typologies, Aesthetics and DIY Practices’ delves into the platform’s role in shaping contemporary media sensibilities, particularly in the context of music videos and their migration to social media.

Following Carol Vernallis’s suggestion, we perform YouTube typologies to examine prevalent content forms such as mashups and parodies. These genres not only reflect the participatory culture of the internet but also challenge traditional media hierarchies by allowing users to engage with and reinterpret existing content. The platform’s consumption patterns and the spaces it offers for user-generated content and monetization of creative material are also crucial to understanding YouTube’s impact on post-cinematic sensibilities.

The affects of YouTube’s repetitions and accelerated aesthetics are significant. The platform’s algorithmic drive for engagement often leads to the rapid circulation of certain trends, memes, and challenges, creating an accelerated media landscape. This acceleration shapes our attention spans and our expectations for immediate gratification, influencing the way we engage with media and art.

To grasp the essence of YouTube’s aesthetic and its influence, I recommend the following videos:

1. “Charlie Bit My Finger” (2007): This viral video, showcasing a simple yet amusing interaction between two brothers, exemplifies the power of user-generated content and the platform’s ability to catapult everyday moments into global phenomena.

2. “Evolution of Dance” by Judson Laipply (2006): A mashup of various dance styles across decades, this video highlights the participatory and creative spirit of YouTube, blending past and present in a single performance.

3. “David After Dentist” (2009): A classic example of accidental comedy and the charm of candid reactions, this video showcases the platform’s ability to turn ordinary life into shareable content.

These videos, while seemingly simple, are indicative of YouTube’s broader aesthetic and cultural impact. They demonstrate the platform’s role in democratizing media production and consumption, allowing for a more inclusive and diverse range of voices to be heard. As we continue to navigate the post-cinematic landscape, understanding YouTube’s repetitions and accelerated aesthetics is crucial for making sense of the evolving digital media ecosystem. These videos serve as a starting point for a deeper exploration into the aesthetics and sensibilities shaped by the platform, offering insights into the new forms of creative expression and community engagement that define the YouTube era.

Reference：

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

Carol Vernallis (2013), “Accelerated Aesthetics: A New Lexicon of Time, Space and Rhythm”, in: Unruly Media, New York: Oxford University Press, 277-288.

Editor：Qiutong Shen – 33842865