While discussing YouTube, José van Dijck argues that the site’s interface influences the popularity of videos through ranking tactics that promote popular favourites (Reader, page 94). How do ranking tactics impact on the formation of online ‘communities’?
Whether post-midnight or plied with cups of tea and muffins, most of us frequent YouTube as a liberal, accessible way of providing online video. YouTube being an inherently “Web 2.0″ application means that interactivity as a label is applied, through facilitating of produsage and participation (Bruns 2008, 2). Hence, the millions of user-uploaded videos: 1.6 million alone by typing in “me singing” paint a vivid (and tone-deaf) picture of the site’s breadth.
YouTube’s deliberately transparent nature means that what is most viewed, top rated and most talked about is all highly visible on the interface. Those videos that we all know and love are often found in “trends”, “most popular” and “recommended for you”. YouTube ranks videos by popularity, and by making them the most visible creates a perpetual routine. Knowing what is most popular and most watched will only make us validate and increase their view count by watching. Promotion forms a community and a community promotes – a cycle.
The viewers of the most watched become a broad tour de force of nameless millions. A shapeless online community in the virtual world is formed that crosses over into real life, at the question “Hey, did you see that video…?”. Social networking sites connect users, and enable them to form communities not just online (Rosen 2007).
In addition, YouTube recommends videos they assume you would like to watch. This means that among the diverse viewing audience, specific subgroups and “communities” are created. Niches are extended through viewing of more of the same genre or topic; kitten videos lead to puppies lead to piglets. YouTube typecasts you, but you’re too busy ogling at the cute kitty to notice.
video by Sabrina Angel.
The increasingly participatory nature of the site means we can “like” videos and “thumbs up” comments, making it more like a social network than a simple video platform (van Dijck 2009, 52). Van Dijck states all of these features of YouTube are integral in participation and produsage, hence it being a hallmark of the Web 2.0 age (48). Social networking is being weaved in to otherwise dormant sites, which now provide facility for interactive use and conversation.
Ranking tactics such as those discussed pigeonhole the audience in the gentle, trustworthy way YouTube does. Sure, we might be being manipulated into what to watch, but how can a site that everyone uses with such ease and trust lead us wrong? We trust YouTube and its integrity, and enjoy being part of a community that, no matter produser or passive observer, so many people use.
People will always be interested in what is considered the best, the favourite, the funniest, in order to feel part of something. Facebook ranking tactics also become a tool in this: “oh, the Pippa Middleton Ass Appreciation Society! I like that too! We should be friends!” We feel the same thrill of belonging in a group that someone else does, that satisfaction that we have something in common. We like when we have an affinity with people halfway across the globe, as they too marvel at Jessie J’s vocal prowess.
video by Jessica Cornish/Arcade 44 and Giant Step.
Ranking tactics are a way of showcasing online communities and links with each other particularly through YouTube, and their ability to provide interactive experiences shared with others. We all feel connected and in the know, and we feel savvy to what is the “best”. It seems prudent to relate to Mark Zuckerberg’s statement on privacy – people sharing information and videos and other online content means that we are more open and connected (Zuckerberg, 2010). We all love being part of a community, and YouTube makes that so easy to do.
REFERENCE LIST
Bruns, A 2008, “The Future Is User-Led: The Path Towards Widespread Produsage”, Fibreculture Journal, vol. 11
Rosen, C 2007, “Virtual Friendship and the New Narcissism”, The New Atlantis Journal, Summer Issue, at <http://www.thenewatlantis.com/publications/virtual-friendship-and-the-new-narcissism>
van Dijck, J 2009, “Users Like You? Theorizing Agency in User-Generated Content”, Media, Culture and Society, vol. 31, pp.41-58
Zuckerberg, M 2010, “On Making Privacy Controls Simple”, The Official Facebook, US, at <http://www.youtube.com/watch?v=sWDneu_w_HQ>
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