Henry Jenkins is the Provost’s Professor of Communication, Journalism, and Cinematic Arts at the University of Southern California. He previously worked at MIT as the Director of the MIT Comparative Media Studies Program, and has authored 12 books. The list of his endeavors is quite long, and a more detailed background of Jenkins can be found here.
This article, Nine Propositions Towards a Cultural Theory of YouTube, was written by Jenkins back when YouTube was still relatively new. It can definitely be said that the times have changed since its writing. Jenkins claimed that YouTube’s ability to share and post videos would have significant impact on society, from educational implications, to political influence. He traced out his theory into nine propositions:
1. Jenkins claimed that YouTube’s diversity between institutional users, from political leaders, to amateur photographers, would create a renegotiating of power. It would essentially level the playing field between users, regardless of social rank.
2. He claims that YouTube can be used as a form of participatory culture, in which interest groups, fan communities, and subcultures, can all come together to express a shared vision, as well as promote innovation. YouTube does not act as a form of personal expression — rather, it is a space where people with similar interests can come together.
3. YouTube is a site governed by ” amateur curators [who] assess the value of commercial content.” This content then gets re-distributed back into the public — sometimes giving it a greater audience than it previously had. It becomes a place where something lesser known can gain popularity through the support of strangers around the world.
4. Jenkin’s refers to YouTube’s sharing function as a new form of online communication. Rather than making content exclusive, YouTube allows users to share videos on other websites, whether it be MySpace, Facebook, or their personal blogs. Jenkins describes it as a change from “stickiness” to “spreadability,” in which the site allows users to reach wide audiences through the use of other sites, rather than hold spectators within the confines of YouTube itself.
5. In regard to news media, YouTube allows users to post stories that may not garner the attention of national media networks. Smartphones have allowed users to carry a camera with them wherever they go, making them able to shoot the stories that broadcasters may miss. It’s national coverage to its fullest extent.
6. In his sixth proposition, — and here’s where my greater analysis comes in –Jenkins speaks on the potential of YouTube to promote participatory public culture. YouTube will become more than just a place for people to post videos. Rather, it will create discussion for the public, allowing them to supplement actions they are taking in the real world. Jenkins also recognizes the possibility of this proactivity as not always benefitting the public, or being a positive influence. A more current example of this proactive use of YouTube can be the recently leaked video of candidate Mitt Romney. An anonymous person taped Romney during a private fundraiser speaking about the american peoples. This recording was uploaded to YouTube during the height of the presidential race, exposing Romney’s words, and hurting his campaign. While uncovering the truth may not necessarily be a bad thing, there is the right to privacy to consider. Can furthering one’s own political (or other) concerns be more important than preserving the privacy of others? And, to what extent will people go in order to share information with the world? The possibilities YouTube opens for “normal” people to get their messages heard can be beneficial, but also sometimes worrying. It is important for users to not abuse their power, or put themselves or others in danger, for the sake of public exposure.
It is true though, that YouTube has positively helped certain causes through it’s sharing capabilities. Quite possibly the most shared video of all time is Kony 2012. Disregarding widespread conspiracy behind the video, Kony 2012 helped inform countless people of the conflicts happening within Africa. Through the efforts of private organizations, the video was made, and used to promote the capture of one of the most notorious rebels in Africa at this time. While the video’s short-term effects were seen worldwide, the downfall (as with all YouTube videos) is that long-term goals are thwarted by the constant influx of new and entertaining videos released everyday. Can YouTube really make a large enough social impact when the concerns of society are distracted constantly by newer and newer uploads? There may be better platforms out there for more lasting affects on the world — yet, in small doses, engagement through YouTube does make a greater impact than not.
7. Jenkins states that YouTube can be used to monitor, as well as exploit, upcoming trends within society. The users are consumers — and their interests and wants are available for the public to watch. It’s almost creepy in a way — users videos being analyzed so that corporations can sell them things.
8. Proposition 8 takes into account the concept of the digital divide, and the implications behind users and non-users in the context of YouTube. Especially when more technology than merely internet availability is necessary for YouTube uploads, some may be unable to express themselves through the use of video — and are therefor left out, while others prosper.
9. Last, but not least, YouTube’s primary demographic is white middle class males. Jenkins claims that YouTube, along with other social media sites, expose this ongoing gap of socioeconomic status and lack of diversity. Within Jenkins’ comments, some responders claim that this proposition isn’t necessarily true — while white middle class males have the more popular videos, there are thousands upon thousands of uploads available within the YouTube library that aren’t even in english. It almost seems unobservant to consider YouTube as being dominated by white suburban culture. Rather, YouTube has managed to provide its services to the world as a whole — we merely fail to look hard enough at all the content it truly provides.