Experience and Sharing – the Way to the Success of YouTube

Written by Liang Xiong

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The development of video websites not only innovated new platforms for image transmission, but also generated some new forms of moving image creation, such as microfilm, mini-series, prank, parody, and self-shooting show, etc.

“YouTube is a polysemic, heterogeneous phenomenon” (Vernallis, 2013, p149).

Taking YouTube as an example, it is a network platform integrating voice frequency and video frequency. What it provides is a new image transmitting way; user experience and sharing model are two significant characteristics of YouTube.

The user not only can upload the video made by them, but also can share videos. For example, the blogger can directly forward the video on YouTube to his personal blog to realise the transfer from the public space to the private space. Also, the user can also make comments to interact with other users; the user experience in the transmission process is realised. Therefore, YouTube can regard as an archive and ecosystem which integrates various transmission elements.

“In multi-media space, sound and images can be shifted, cut, stored, and re-loaded as in word- processing software” (Wendy Hui Kyong Chun et al., 2015, p110).

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The most typical video forms provided by YouTube include video clips, most of which are made by the amateurs, and long videos such as TV programs or films which are produced and raised by the company or organization.

“YouTube is loquacious. Intertextuality and hybridization occur across platforms, among users, and within clips” (Vernallis, 2013, p143).

On YouTube, the user can make payment to watch movies, and watch them in the forms of segmentation, repetition and pause, etc. Comparing with film watching in the cinema, YouTube is more convenient for users to watch movies on YouTube; the users have more choices, and can make comments and communicate with other users; the price is also lower.

In a way, the history of film development is a history combining technology and aesthetics. In the post cinema era, along with the development and widespread application of new media technologies, the video websites, as a platform for image transmission, will provide more references for the content and form of the film creation.

 

References:

Wendy Hui Kyong Chun, Anna Watkins Fisher, Thomas Keenan (2015). New media, old media: A history and theory reader. Abingdon, United Kingdom: Routledge.

Vernallis, C. (2013). Unruly media: YouTube, music video, and the new digital cinema. New York: Oxford University Press.

YouTube Rewind: The Ultimate 2016 Challenge. YouTube. Available from https://www.youtube.com/watch?v=_GuOjXYl5ew  [Accessed 12 March 2017].

 

 

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