Back in 2007, Henry Jenkins wrote ‘Nine Propositions Towards a Cultural Theory of YouTube’. Only 5 years ago YouTube was established and Jenkins made these 9 ideas of how YouTube will fit into contemporary culture. These ideas included topics such as participatory cultures, spreadability, and social networking emergence.
Henry Jenkins has written 12 books and focuses his efforts on various aspects of media and popular culture. He has his PhD in Communication Arts and is a currently a Professor at USC.
Proposition #4
YouTube represents a shift away from an era of stickiness (where the goal was to attract and hold spectators on your site, like a roach motel) and towards an era where the highest value is in spreadability (a term which emphasizes the active agency of consumers in creating value and heightening awareness through their circulation of media content.)
YouTube has become a place where people can create a profile and upload videos for the world to see. Some join the YouTube world to view videos, while others join in hopes to being discovered and jump-start their careers. A handful of famous singers have been found and signed by becoming YouTube stars. For a video to go virtual and spread like a wild fire is that term ‘spreadability’ that Jenkins was predicting.
— Gangnam Style
[youtube]http://www.youtube.com/watch?v=9bZkp7q19f0[/youtube]
Gangnam Style, a song from a Korean rapper named Psy was released July 15, 2012. In the 3 months that the song has been uploaded onto YouTube, it has been watched over 464 millions times. Talk about spreadability. In the first day alone it received 500,000 views. This song has been able to touch YouTube, celebrities and millions of other people earning popularity to its catchy beat and signature “horse riding” dance.
— Call Me Maybe Paraody
[youtube]http://www.youtube.com/watch?v=AsBsBU3vn6M[/youtube]
Justin Bieber and Selina Gomez, both celebrities and singers, heard Carly Rae Jepsen’s song “Call Me Maybe” on a mainstream radio station while in Canada. Both went directly to Twitter to spread the song and gain attention she instantly was recognized and signed to Schoolboy Records. Bieber and Gomez made a parody music video to Jepsen’s song, gaining popularity before she even knew it. In the 7 months the parody has been viewed over 51 million times.
I also picked prop 4 as well, and use Justin Bieber as an example. Youtube is a great jump start for artist to get their art and creativity out. I really liked your example of Gangnam Style, when they posted the song on Youtube it instantly blew up. YouTube is a great tool for the world to see peoples creativity and for people to be discovered.
This is a well written post that has a couple interesting examples. I think what Jenkins means by spreadability is not popularity or number or views but rather that the videos are embedded and promoted on other sites, not just YouTube.