4įor Shifman this spectrum is exemplified in Chris Crocker’s video “Leave Britney Alone.” 5 The original video, in which the blogger and actor emphatically defends pop star Britney Spears, is a viral video, a single text propagated via sharing. These are two highly significant audiovisual forms in online participatory culture that are often understood as entirely separate. However, Limor Shifman more accurately situates these forms as making up “two ends of a dynamic spectrum.” 2 Shifman defines a viral video as “ a single cultural unit,” a single text, “that propagates in many copies.” 3 By contrast a meme is “ always a collection of texts” that share “ common characteristics of content, form and/or stance … that were created with awareness of each other and … were circulated, imitated, and/or transformed via the internet by many users” (emphasis in original). Some consumers take this active role further by imitating and/or remediating texts through the creation of viral videos and internet memes. 1 These platforms allow audiences to actively engage with the media they consume, through liking, sharing and commenting. Online platforms, most notably YouTube, have been a major site of the 21st-century’s digital participatory culture. This is a culture in which the roles of media producer and consumer are no longer distinct categories as they interact in multivalent ways. By contrast, recent memes formally deconstruct media texts, to an absurd extent, and in doing so challenge the stances they present
MII CHANNEL MUSIC FACE VIDEO PROFESSIONAL
I posit viral videos, made in the early years of video sharing platforms such as YouTube, emulated the practices of professional media, and thus restated their cultural narratives. I will also explore the multivalent meanings these forms produce through their repurposing of traditional media. It shall demonstrate that viral videos and memes often employ musical composition techniques, namely the reiterative practice of popular music and procedural organisation. This article will examine these two digital forms, comparing and contrasting the ways in which they remediate the practices (and materials) of traditional media. Two notable examples are viral videos, prominent in the early Web 2.0 era, and memes, which have gained popularity more recently.
This has resulted in the emergence of new audiovisual forms. Barnaby Goodman, Goldsmiths, University of Londonįor the last two decades, the internet’s participatory culture has facilitated a proliferation in non-professional content creation. Amateur Content Creation as Compositional Practice: Viral Videos and Internet Memes in Online Participatory Culture.
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