Poetics of Early YouTube

Abstract

This study is an exploration of early YouTube culture. It offers an analysis of the most subscribed YouTube channels of the years 2005 and 2006 with methods of film and media studies. The aspects in focus are users’ backgrounds and motivations for using YouTube, video production, settings, modes of performance, cinematography, editing, the overall form of videos, and the activities of the contributing users and of others with regards to the videos once uploaded to YouTube.<br /> Is today’s professional and commercial YouTube culture the downfall of a ‘participatory culture’ in which there were no lines between producers and consumers and the approval of the ‘YouTube community’ was revenue enough? This study argues otherwise and challenges the participatory culture and social media paradigms which have been predominant in the research thus far. It shows that dedicated video production mattered already in the early years of the platform. It shows how YouTube users employed their performing bodies, cinematography, and editing in creative ways to produce videos that would turn out successful and generate revenues on and off YouTube.<br /> How is YouTube an extension, transformation, or break from media like film and television? How can YouTube videomaking be situated with regards to other cultural practices? This study offers novel insights by introducing audiovisual analysis into YouTube research.