University of North Texas; Arizona State University
Publisher Name: Enculturation
Article on rhetorical moves in YouTube's archive.
Arguments over the relative value of participatory cultures have tracked the explosion in digital cultures in the past decade or so, and a common target of such arguments is the video hosting site, YouTube. YouTube's popularity and reach have grown exponentially since its founding in 2005, and serious concerns have been raised about violation, and insipid narcissism to government, business, and education. According to Pelle Snickars and Patrick Vonderau, editors of the YouTube Reader, "YouTube has become the very epitome of digital culture not only by promising endless opportunities for viral marketing and format development, but also by allowing 'you' to post a video which might incidentally change the course of history" (11). YouTube seems to exemplify for critics the best and the worst possibilities for participatory culture: either as "a reservoir of true enlightenment" with the potential for sparking self-realization and social-transformation (Kellner and Kim 34; see also Jenkins et. al), or as a sinister diversion, "(t)he very formal properties and architecture of [which] resist sustained and substantive engagement leading instead to distraction, digression, and random combination" (Willis 107; see also Bauerlein 158).
|Keyword(s):||YouTube | rhetoric | digital cultures | political campaigns|
|Source:||Video and Participatory Culture: Special issue of Enculturation 8, 2010, Enculturation|
UNT College of Arts and Sciences
UNT Scholarly Works
Publication Title: Enculturation
Peer Reviewed: Yes