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Social Media: YouTube essay

Today, social media play an increasingly more important role in the life of society because users spend a lot of time online and they view social media as an important source of information about issues which users are concerned with. YouTube, being one of the mainstream social media, allows users to share their videos online, create their channels and, thus, create their virtual communities united by common interests. YouTube also becomes a tool of the promotion of individuals and ideas because users can use the social media to promote themselves and their ideas. In such a situation, the distinct feature of YouTube is its performativity because users publishing their videos on YouTube focus on their performativity. Otherwise, they will not attract many users and become virtually useless for other users of YouTube but the authors of those videos (Lombe & Ssewamala 39). Hence, the performativity is not only the distinct feature of YouTube but also an essential condition of success of videos published on YouTube, whereas the public grows too concerned with the performativity that often leads to the failure of the audience to notice really significant and important issues, while perfomrability become prior to the cultural and social value of videos and messages published on YouTube. In such a way, the performativity of YouTube has a dubious effect, since, on the one hand, YouTube performativity makes it attractive and powerful social media allowing sharing visual data by users worldwide, while, on the other hand, YouTube performativity has a de structive impact on the existing legal and socio-cultural or ethical norms because often data published on YouTube violate basic rights, such as privacy or copyright, and offend existing ethical norms.

At the same time, social media became generators of the mainstream culture and new trends. In this regard, it is worth mentioning the fact that the development of social media, like YouTube, opens new opportunities for the development of virtual social communities united by their common interests. Users spend more and more time online developing their virtual social relations online. Social media become an important part of their life and virtual communities created with the help of and within social media play an important part in the development of socio-cultural norms and standards that affect the development of basic ethical and cultural norms of people and influence their lifestyle substantially.

YouTube has become a highly influential media which is extremely popular among users worldwide. Today, YouTube has millions or even billions of users worldwide. This is one of the most popular social media along with FaceBook, Twitter and others. The popularity of YouTube is closely intertwined with the publishing opportunity offered by the social media because users can publish their videos both documentary and featured ones. In such a way, users get ample opportunities to share their videos instantly. At the same time, the distinct feature of YouTube is its perfomrability because it is the performativity of videos that attracts users and the more performable a video is the more users will watch it, the more popular it becomes.

Even though YouTube focuses on sharing videos mainly, the social media still opens wide opportunities for users to share their creative ideas and make them performable. Users may be driven by different concerns, while publishing their videos and sharing information with others. Some of them may be willing to publishing some interesting facts recorded by them in the real world, while others manifest their creativity with the help of YouTube.

YouTube allows watching diverse videos and channels which may vary in their content. However, the popularity of videos determines their availability to the audience that influences the perception of information by the audience. For instance, the video that has the highest number of views becomes more and more popular and becomes mainstream, even though in its essence the video may have little cultural value or poor messages (Warr 291). In fact, the point is to make videos performable. The overwhelming majority of users publishing their videos on YouTube are concerned with the popularity of their videos than their content. Such a competition encourages users to focus on performativity of their videos above all.

What makes YouTube really popular and mainstream social media is its performativity because the audience receive what it wants and expects from the media, the performance, the show and entertainment with the possibility of the further communication and even interaction with other users of YouTube. For instance, users publishing the video on YouTube may expect the positive feedback from other users. If they receive a negative feedback, they may become interested in creating a new video to match the public interests. In such a way, videos become more and more performable to gain the positive feedback from the part of other users watching them on YouTube.

However, often the quantity of views determines the popularity of videos in YouTube and users erroneously associate the quality of the video with the number of views. In other words, they may believe that if the video has a large number of views, than it is good and mainstream.

Furthermore, users can leave comments after the video that also contributes to the formation of specific ideas because users may conduct disputes as they leave their comments.

Furthermore, videos published on YouTube may encourage users to publish their video responses that contribute to the further attraction of the users’ attention to the issue that has become the subject of controversy or dispute between users.

The popularity of YouTube is, to a significant extent, determined by the interest of the audience in visual information. In fact, it is not the interest proper. To put it more precisely, users prefer YouTube because this social media provides them with visual messages which are preferable for the public than print messages for instance (Warr 290). As people perceive the information about the surrounding world with the help of vision, they naturally choose YouTube in place of other social media because they have an opportunity to receive visual information that facilitates their perception of messages conveyed via YouTube.

At the same time, it is necessary to take the commercial background and opportunities offered by YouTube to its users. For instance, users can benefit from the cooperation with advertisers but they need to make their videos and channels popular to attract more advertisers. In such a way, YouTube offers business opportunities for users that stimulates the development of diverse channels to meet current demands of the public or create new ones.

The Impact of YouTube on Popular Culture

The author’s comments:

I evaluated YouTube's impact on Pop Culture. I wanted to write this piece because of how much popularity YouTube has. I also wanted to know why it does have so much fan-base surrounding it.

Popular culture can be defined in various ways. Depending on one’s definition, popular culture can encompass anything from forms of dance to movies on the big screen. Regardless of one’s definition, it is clear that media has a huge role in reflecting and shaping pop culture. YouTube, a popular video hosting website, is playing an important role in defining current pop culture on a global scale. YouTube's focus has always been Broadcast Yourself ( In today's popular culture, broadcasting yourself has become so mainstream that those who do not post videos on the Internet are often put out of social circles. It is possible for a teenager to be shunned and rejected if he or she cannot be found on YouTube. Those that can be found on the video hosting site sometimes post videos of themselves doing extraordinary acts in an attempt to fit in with the crowd or to compete in a game of can you top this?

The impact of YouTube has had both positive and negative effects on today’s popular culture. The popular video sharing website has played a central role in creating instant Internet celebrities, promoting musical performers, providing opportunities for political and religious speech, and creating a battleground for issues of censorship, copyright infringement, and privacy rights. All of these phenomena have been the outcome of simply giving people opportunity to post their personal creative expressions in a public forum. YouTube is an outstanding website – and piece of technology – that has radically transformed popular culture and the way we think about broadcasting our voices and our personalities to the world.

YouTube has created loads of Internet celebrities, people who become famous when their videos spread like a virus, eventually being viewed by millions. For these users, Internet fame has benefited their lives in truly unexpected ways. An example would be a YouTube user and former receptionist, Brooke Brodack, who was signed by NBC's Carson Daly for an eighteen-month development contract (Hardy). Her comedy video had been viewed by over 45 million people, which led to her discovery and lucrative job offer (Hardy). Another example would be the fictional video blog of lonelygirl15, which gained great popularity and a huge fan base of subscribers. Lonelygirl15 turned out to be the creative expression of three writers. When they were finally discovered, they were offered millions to develop interactive online content (Gannes). Some Internet celebrities posted their videos on YouTube hoping to be discovered, but others like Gary Brolsma, known to many as the “numa numa guy,” were just posting for the fun of it (Feur and George). Brolsma has since become famous, and his video has become a well known piece of popular culture.

Among those hoping to be discovered on YouTube, viewers will find many bands and musical groups who have uploaded music videos of their songs in hopes of building a larger fan base. Bands such as Avenged Sevenfold have created their own channels, complete with enough songs to fill several albums. Performing artists have also been known to post entire concerts through YouTube's easy to use interface as a way to get their fans hyped for future tours or concerts. The phenomena of bands posting on YouTube is not just an American event. Many foreign music groups have also been spotted throughout YouTube's Music section. European bands such as Epica, Sonata Arctica, and the popular Gothic rock band, Nightwish, have seen their reputation spread like wildfire through YouTube. As these bands tour the globe, fans record videos at concerts, and with the power of technology, upload it directly to YouTube from their Blackberries or iPhones. The power of video sharing has revolutionized the way bands and performing artists get their products to their fans and promote themselves without the aid of recording companies.

YouTube has also created an electronic town hall where people can air their opinions on their governments, the police, or authority in general. Naturally, most of the grievances are negative, blaming the government for all of their problems. Among the negative comments, some might be legitimate because there are certain things the government does not handle well. People have every right to complain, and through YouTube they have a forum when other channels do not work. Of course, some of the complaints are not valid, or perhaps have some validity but are too overwhelming and dramatic. The media coverage of the presidential debates of the 2008 elections were fueled by videos on YouTube – a first in presidential debate history (CNN Political Ticker). While YouTube creates a space for free speech, it is still up to viewers to be thoughtful about the content of what they watch.

Besides finding people debating political views, one will also find on YouTube an enormous volume of religious and anti-religious content. With a quick search, the viewer can find video interpretations of the Koran, the Bible, the Torah, or the Book of Mormon. Viewers can also find religious rantings of why each of these texts are superior to the others. Atheists also promote their viewpoints on YouTube, and Christians respond in kind. It is possible to find lengthy video threads of debating videos. One can even find debates between followers of less known deities as seen in the “Flying Spaghetti Monster vs. Invisible Pink Unicorn” video. YouTube plays an active role in allowing religious people the freedom to broadcast their beliefs, and their opponents to broadcast rebuttals.

Naturally, all of this free speech creates controversy. Where there is free speech, it won’t be long before there is censorship, copyright infringement, and legal battles over privacy rights. One clear example that highlights these concerns is the creation of mash-up videos. Mash-up videos are videos created by an author splicing video clips from existing sources with audio from other sources. For example, a Harry Potter fan might slice various clips from the many Harry Potter movies that have been released in order to create a false trailer for an upcoming movie. He or she might add cool music to the background or eye-catching titles to grab the audience's attention. He or she might also add fitting voice-overs to compliment the music playing in the background. The video author is creating a new work of art from existing resources, but the controversy comes in because the author has used someone else’s copyrighted work.

YouTube has an obligation to remove videos that violate national and international copyright laws. Typically, it is the music companies that have been enforcing their copyrights, so YouTube’s response is often to mute the audio track on a mash-up video. Some cry “censorship,” but the issues are never quite that simple. Unfortunately, if one tries to use YouTube as source to learn more about what does and what does not apply as copyright infringement, one will find videos from multiple perspectives on the issue. There aren’t many lawyers who have posted clear instructions for users on this matter.

The process of censoring videos on YouTube is also highly subjective. YouTube employees may do some direct observation of user videos, but the website relies more heavily on its users to report suspicious activity. On each video page there is a red flag that displays under the video player that a viewer can click on to flag the video as inappropriate. Clicking on this link will take the viewer to a page where they can explain why they believe the video is inappropriate. The report gets sent to a customer service representative so that it can be investigated. However, if a video gets multiple reports the video may be automatically taken down without investigating the claim. There are many upset YouTube users who claim that their videos were removed even though they were not inappropriate. These often include videos with religious or political content as well as those that are artistic mash-ups of existing materials. The videos of user complaints can also be found on YouTube.

Most recently, YouTube has been policing uploads to cut down on the number of potential copyright infringements. A new uploading technology that they have put in place screens uploads and catches some copyrighted content before it is fully uploaded. When copyrighted content is detected, the upload is rejected. YouTube is applying a technology solution to a problem that was created by technology.

The use of the Internet and video sharing websites like YouTube has allowed millions of people to reach larger or more targeted audiences. Some post merely to entertain, others to inform the public about a topic, some to debate critical viewpoints, and some to express their creativity in synthesizing materials to create a new work of art. This has created a number of Internet celebrities, given bands a place to test their popularity, allowed political supporters to promote their causes, created space for religious debate, and allowed some to discover their artistic selves. Because YouTube made it easy for people to broadcast themselves, they did. While this has sometimes led to controversy, the website continues to evolve and adapt with the culture, and YouTube is finding innovative solutions while attempting to preserve free speech. Whether one judges the impact of YouTube positively or negatively, the reality is that the video sharing website has become an influential force in today’s society and has forever transformed our options for broadcasting our voices and our personalities to the world.

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Sample Essay on YouTube the Social Trendsetter

A video streaming website, YouTube, has gotten in the top three most visited websites globally, along with Facebook and Google. The “broadcast yourself” idea became incredibly popular and has taken over the world. There are years of video information stored in YouTube’s database and constantly retrieved from it by everyone who has Internet access. YouTube is not just a video storage website; it is a medium for information and a trendsetter in every area of human lives.

The central idea of YouTube was people broadcasting their own personalities to others. While it all was a novel concept once, right now, posting a video of oneself is regarded as a new social norm. This especially concerns young people who need to show off to get accepted by peers. A public video online serves as the proof of one’s capacities, extraordinariness, and often of the mere existence.

Every minute, the total running time of all video materials uploaded is about 300 hours. Those videos have different purposes which vary from education to entertainment, promotion of ideas to mere trolling. YouTube plays a role of a public forum where, based on the number of views, likes, and subscriptions, new celebrities emerge and new ideas are popularized. Below are some examples of media stars who emerged thanks to YouTube.

There is a story of Brooke Brodack, a comedian who got her 18-months contract with Carson Daly of NBC because her talent was noticed via her YouTube channel where 45 million people were watching her uploads. There is also the (in)famous Justin Bieber who gained his popularity after his mother posted a video of his performance on YouTube in 2010. Or take Grumpy Cat, Tabatha Bundesen’s pet whose earnings topped the yearly income of some Hollywood stars. These are just few examples of how social media like YouTube can turn somebody into a celebrity after he or she gets noticed by the right people (or millions of fans).

The existing stars benefit from the media too. Performing artists choose to publish their singles on their channels or upload concert videos, in order to tease their fans into buying records or tickets to their gigs. Besides, everyone can now record a video of an event with a smartphone and upload it online. As a consequence, music publishers and recording companies have become not as important as YouTube ratings.

Apart from a star-making factory, YouTube has another purpose: promotion of ideas and knowledge. There has been a rise of educational channels and those which bring science to the masses. Vsauce, a popular YouTube channel known for exploring scientific issues and explaining them in a simple language, has over 9 million of subscribers. Each of the channel’s videos is watched several millions of times. Thanks to channels like this, more young people these days are keeping up with the current scientific ideas, research, and discoveries.

YouTube is also used by politicians to spread their messages and win the electorate. Debates, promo speeches, and other campaign-related occasions are immediately uploaded on YouTube. Comments to the videos serve as the chance to communicate with politicians and their representatives. This has a reverse side too, as the audiences use YouTube to show their irony towards politicians. Thus, a video mix of the smallest mistake made by a public person on camera can spread like wildfire and harm the reputation in minutes.

YouTube has changed the way people receive visual information by becoming a substitute to television for many. It is mainly free (there are paid channels too) and it is always available. There is little advertising, and one can skip the ad with one click. However, just like many people have shifted to Internet-based visual media to avoid irritating ads, a lot of people have also been watching ads on YouTube. The new media has shifted people’s attention from brands to shared ideas.

YouTube has become over its time of existence a powerful tool for promoting ideas, messages, and images, creating memes and setting new trends. However, just as YouTube can turn one into a celebrity and bring immediate success, it can also ruin one’s career in a very short time. This is a part of the cost people pay for a possibility to shoot off instantly and be on the tongues of men.


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West T. Going Viral: “Factors That Lead Videos to Become Internet Phenomena.” The Elon Journal of Undergraduate Research in Communications, 2 (1), 2011

There a bunch of different techniques, but one really solid game fact and that is to get your quarter into the glass as quick as you can. There are many people that might get bored with this game, so they turn there heads to YouTube and find Flippy Cup which is a game that you drink the beer from your cup and then try to flip the cup so that it lands the way it should be on the table.

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There are teams and only one person from the team can go at a time. When one team finishes all the cups they win. The last topic I am going to talk about is music and beat making. This topic relates to me in big way that it has taught me something that I might never have gotten into if it was not for YouTube.

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1. Another Napster? A few years ago Napster was the premium website for sharing music on the internet. However, it violated copyright law and hence ceased to exist.

Learning with videos is a big deal to many people out there in today’s world. On TV especially there are many info commercials that want you to buy their videos on how to make money, how to run computers, and how to sell real estate.

The newest form of advertising is video ads. The old banner ads are becoming less and less productive, and advertisers are finally realizing this. Solution? Put commercials in front of videos.

Google Inc. purchased the video sharing giant YouTube a few years ago. The purchase was to the tune of $1.65 billion dollars. This purchase has become the target by many copyright owners.

Romeo and Juliet (1996). The internet movie database inc. Retrieved July 20th 2007, from Romeo & Juliet.

On Sunday, Mexican Police said that they found a Mexican man’s beheading online. They said that the video was posted on the popular online website, YouTube.

Ordinary people who make videos YouTube are able to become celebrities overnight. An example is Chris Crocker, 21, who made a video called “Leave Britney Alone”, where he is crying and screaming at everyone who made fun of Britney Spears’ disastrous performance at the MTV Video Music Award 2007.

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The Positive Effects of Youtube

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