The anthropological introduction to YouTube is an informative, interesting and inspiring video. Michael Wesch takes us through an analysis of what the introduction of YouTube has done to our culture and our world. He begins by taking a jab at television networks, specifically ABC for lack of foresight about this new media platform (the mediation between human beings). Anyone who has seen the way networks produce a new season or who have watched a pilot that they loved not get picked up knows that networks are an easy target for these types of attacks. He then segues into the “Numa Numa” phenomenon and how the joy of one person from suburban New Jersey (Gary Brolsma) can affect the internet world (over 15 million views as of this morning). He describes the explosion of the YouTube culture as stemming from a cultural inversion: individualistic, independent people who are immersed in a commercialized society still long for community, relationships and authenticity. This really resonated with me and further informed my project that I hope to complete as an artist.
He talks about how user generated content and the redo-remix culture taking the established commercial recording industry by surprise. He uses the original “Crank That” video and dance as an example and explains how a YouTube video and Frooty Loops program led to a few kids being signed to a major label and even nominated for a Grammy. And the “Free Hugs” campaign that made Juan Mann an icon on YouTube by trying to reconnect to humanity in some profound way.
His classes use participant observation in anthropology to understand the culture of YouTube and he demonstrates the anxiety that the students encounter by engaging in this way. I had forgotten about the drama of authenticity on YouTube: people using the platform for the creation of fictional characters and stories, John McCain’s “Bomb Iran” gaffe, and the Chevy commercial (which I thought was hilarious) – it seems out of date now and surprising that people didn’t expect this.
It also seems distrubingly archaic that we are reminded that remixing is illegal. The criminalization of an entire generation is happening and are we surprised that they are less concerned with breaking the law?
I love how he closes the video with his class participating in the “Numa Numa” dance a very smart rhetorical move to bring closure by bringing it around again to the beginning. At the risk of sounding sentimental, this video made me feel like I have to dig out my old webcam and start dancing.
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