Youtube, as shown throughout this blog and demonstrated in the Advertising and Society class, is a social phenomenon. We (as a group) have looked at everything from the numbers of people who use Youtube to the celebrity status and it’s changed identity (thanks, again, to Youtube). Which leaves me wondering, why is Youtube so damn popular? What is it that makes it stick out as an attractive and viable medium? There must be something that keeps the viewers coming back.
Looking at the basics, their are certain things that Youtube does very well. It’s aesthetically attractive, easy to use, and technically efficient. Youtube’s presentation isn’t anything special, but it isn’t a cluttered mess either. The ease of use is as simple as clicking on a video and watching it; again, not rocket science. One of the best features of Youtube from my perspective, is just how fast the videos load. You do not need to download the whole video to begin watching it, as it streams while you watch. A small yet subtle touch. But I want to go beyond the physical aspects of Youtube.
Acording to B.A. Nardi, author of “Beyond Bandwidth: Dimensions of Connection in Interpersonal Communication”:
People who do not regularly participate on YouTube may not understand why people watch seemingly poor quality or odd videos on the site. Yet those videos may serve important social functions…they [Youtube videos] strive to establish an ‘‘affinity,’’ which Nardi defines as a ‘‘feeling of connection’’ between people who ‘‘[experience] an openness to interacting with another person…’’
Nardi is saying that these videos create connections between the viewer and the creator. Since most of these videos are generally regular and real people, Nardi’s point is a valid one. Watching a Hollywood film defines a certain experience. Even though there are real people in the film, they aren’t neccesarily being “real”. They generally act a part and a role that doesn’t reflect their genuine personality or characterisitcs. You find much more of that on Youtube, where people can, as Youtube’s motto states, “Broadcast Yourself”.
By establishing a “real” connection, it makes sense to conclude that Youtube’s popularity is due in part to the relationship forged between viewer and creator. People keep coming back to see more and more videos of people all around the world, whether it be funny, sad, long or short.
Play him off, Keyboard Cat!
