Participatory Culture – Video Technology

a look into technology, let’s consider smartphones – but only at their most basic
level. This technology allows users to have a picture/video camera at their
fingertips. In Marco Sá’s article (Live mobile collaboration for video
production: design, guidelines, and requirements), we can see that complex
video and recording equipment is becoming increasingly obsolete. In the past,
video making took planning and coordination. It was very difficult to catch
spur-of-the-moment events on camera. Now, the average user can pull their phone
out of their pocket and be camera ready in an instant. Take for example, this
video1 of Kobe Bryant jumping over an Aston Martin and a pool full of
snakes. There was a great amount of planning on the part of the “Jackass” team
to get the proper equipment and props set up for the video. Carrying around
bulky equipment would have never allowed for this spontaneous video2 to
be captured. By allowing video capturing to be available to any
technology-wielding individual, the participation in this field has increased
exponentially. It allows for instant collaboration and contribution.

#### *YouTube*

YouTube
provides a video uploading platform for videos to be seen by more than just the
networked individuals of the “uploader”[1]. Rheingold discusses how the average
user knows the infinite number of connections available to them online for data
to be shared. YouTube can be seen as a more public platform for participation
because there are fewer privacy restrictions than on social media. YouTube also
allows for greater collaboration between users. 20 years ago, a “video
response” would not have any meaning to people. Nowadays, simply flip on a
webcam and upload it to YouTube. This active participation allows for more
content to be available and ultimately, for more content to spread and become
viral. Henry Jenkins idea of “spreadable” content is easily seen in video
sharing websites. Individuals can post video responses and reactions, like this3 one, for any reason, whether it be humorous or a genuine response. It is up to the uploader to decide what is important for their networks to see. This participation is also attributed to the Social Influences of media.

#### *Social Media*

Participation
in viral culture is not defined by strictly creating the content. The act of
sharing media allows for users to be part of the experience. They are expanding
their network of influence by sharing. Beer calls this combination of content,
culture, and experiences our cultural assemblage. What users find and share
dictates a large aspect of popular culture. Berger discusses that very idea in
this article4. Popular culture among users ultimately decides what will
become viral content.
Social media
provides a more passive form of participation, but arguably has a greater
spread throughout the network than YouTube. Both are popular platforms for both
public and personal content. Viral content can move more quickly through social
media because of sharing on personal pages – YouTube is limited to comments and
outside sharing of links. But despite these arguments, participation in viral
content sharing is infinitely expanded, no matter the platform it is shared on.

## References

1. "Kobe Bryant Jumps Over A Moving Car And A Pool Of Snakes." *YouTube*. YouTube, 30 May 2008. Web. 28 June 2015.
2. "ORIGINAL Old Man Dancing: Throws Away Canes!" *YouTube*. YouTube, 21 July 2014. Web. 28 June 2015.
3. "You Forgot Blueberries Reaction." *YouTube*. YouTube, 8 Sept. 2010. Web. 28 June 2015.
4. Sá, M., Shamma, D., & Churchill, E. (2014). Live mobile collaboration for video production: design, guidelines, and requirements. *Personal & Ubiquitous Computing*, *18*(3), 693-707. doi:10.1007/s00779-013-0700-0 http://0-web.a.ebscohost.com.libraries.colorado.edu/ehost/detail/detail?vid=4&sid=66f7a83f-7595-4f3b-8eae-7b0851291221%40sessionmgr4004&hid=4204&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=aph&AN=94449951