Throughout time cinema has been a dynamic assemblage, an ever evolving interplay of film, audience engagement, and technology, constantly changing to adapt to cultural shifts. In the digital age, meme culture is central in this reconfiguration, especially on platforms like YouTube and TikTok. Social media platforms blur the boundaries between traditional cinema and participatory digital media, where the users have become both the producers and consumers of audiovisual content.
The Evolution From Cinema to Memes
In the early 2000s, platforms like Youtube popularised the compiling of short clips into long videos, such as “Vine Compilations.” This compilation style mirrored closely to montage in traditional cinema, offering content that provides a fragmented and cohesive user experience.
Today, attention spans have deteriorated, platforms like TikTok thrive on ultra-short content, usually only a few seconds long. Meme culture reflects this shift, many trends emphasise instant gratification, a dopamine rush. Videos are no longer compiled clip after clip, now content is layered over one another with unrelated audio and visuals. This form is like cinema’s montage, but it operates at hyper-speed, relying on trends to push content out rather than intentional artistic expression. TikTok’s duet feature and the “satisfying video” paired with an “informative audio” reflect the transformation in the cinematic assemblage, which are both fragmented and immersive.
Meme Culture as Profanation and Re-Enchantment
Meme culture encapsulates both profanation and re-enchantment within cinematic assemblage. Memes ‘profane’ traditional media by remixing and satirsing them to make humorous and fragmented content. Yet, they re-enchant digital culture by creating a community through relatabiltiy in content.
Parody videos, popular on YouTube early 2000s
Attention Spans and Post-Cinema: Are Memes Taking Over?
The rise of meme culture and the remixing of existing content raises questions about whether we are in a post-cinematic era. Traditional cinema relied on a linear narrative and continuity between visuals, while social media appears to prioritise trend-driven and fragmented content.
However, the core symbolic needs of cinema are still met: engaging the audience and creating a connection through shared cultural moments. Cinematic assemblage is here to stay, it continues to adapt in this fast-paced, data-driven digital world where we can produce and consume content.
By K.S 33741956
Bibliography
Carol Vernallis (2013), “YouTube Aesthetics”, in: Unruly Media, New York: Oxford University Press, 127-154
Casetti, Francesco (2105), “Assemblage” in: The Lumière Galaxy: Seven Key Words for the Cinema to Come, New York: Columbia University Press, 60-8
ROLANDA (2012). CALL ME MAYBE PARODY WITH ROLANDA & RICHARD!!! [online] YouTube. Available at: https://www.youtube.com/watch?v=8cJiBArztwA
Story, R. (2024). Reddit Story with minecraft parkour. [online] YouTube. Available at: https://www.youtube.com/watch?v=LW4HcbjN3V8
VINES (2013). 600+ VINES The BEST VINES OF 2013 Compilation!! GREATEST FUNNIEST vines of 2013. [online] YouTube. Available at: https://www.youtube.com/watch?v=bRsUsZqt9nk [Accessed 29 Nov. 2024].
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