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== Political implications ==
== Political implications ==
The [[2008 United States presidential election]] showcased the impact of political viral videos. For the first time, YouTube hosted the [[CNN-YouTube presidential debates]], calling on YouTube users to pose questions. In this debate, the opinions of viral video creators and users were taken seriously. There were several memorable viral videos that appeared during the campaign. In June 2007, "[[I Got a Crush...on Obama]]", a music video featuring a girl claiming to have a crush on presidential candidate [[Barack Obama]], appeared. Unlike previously popular political videos, it did not feature any celebrities and was purely [[user-generated content|user-generated]]. The video garnered many viewers and gained attention in the mainstream media.<ref>{{cite news|url=http://www.nytimes.com/2007/06/15/us/politics/15obama.html?_r=1&ex=1190260800&en=3b68401305c074fe&ei=5070|title= A Hit Shows Big Interest in Racy Material — and Obama|first=Katharine|last=Seelye|date=June 15, 2007|accessdate=October 20, 2009|publisher=The New York Times Company|format=Web}}</ref> Another popular video was "Barack Rolled,<ref>{{cite news|url=http://www.foxnews.com/politics/elections/2008/08/14/barack-roll-video-is-big-hit-on-youtube/|title= 'Barack-Roll' Video a YouTube Sensation|date=August 14, 2008|accessdate=December 8, 2009|publisher=FOX News Network|format=Web}} {{Dead link|date=September 2010|bot=H3llBot}}</ref><ref>{{cite news |url=http://www.youtube.com/watch?v=7chL_a-ZL-M}}{{Dead link|date=July 2010}}</ref>{{Dead link|date=July 2010}} in which someone compiled words from Obama’s speeches to make it seem like he was singing the lyrics from Rick Astley’s song "[[Never Gonna Give You Up]]". This video sprung from the concept of [[Rickrolling]], which involves providing links to users that unknowingly lead them to unrelated content.
The [[2008 United States presidential election]] showcased the impact of political viral videos. For the first time, YouTube hosted the [[CNN-YouTube presidential debates]], calling on YouTube users to pose questions. In this debate, the opinions of viral video creators and users were taken seriously. There were several memorable viral videos that appeared during the campaign. In June 2007, "[[I Got a Crush...on Obama]]", a music video featuring a girl claiming to have a crush on presidential candidate [[Barack Obama]], appeared. Unlike previously popular political videos, it did not feature any celebrities and was purely [[user-generated content|user-generated]]. The video garnered many viewers and gained attention in the mainstream media.<ref>{{cite news|url=http://www.nytimes.com/2007/06/15/us/politics/15obama.html?_r=1&ex=1190260800&en=3b68401305c074fe&ei=5070|title= A Hit Shows Big Interest in Racy Material — and Obama|first=Katharine|last=Seelye|date=June 15, 2007|accessdate=October 20, 2009|publisher=The New York Times Company|format=Web}}</ref> Another popular video was "Barack Rolled,<ref>{{cite news|url=http://www.foxnews.com/politics/elections/2008/08/14/barack-roll-video-is-big-hit-on-youtube/|title= 'Barack-Roll' Video a YouTube Sensation|date=August 14, 2008|accessdate=December 8, 2009|publisher=FOX News Network|format=Web}} {{Dead link|date=September 2010|bot=H3llBot}}</ref><ref>{{cite news |url=http://zapom.com/barack+rolled}}</ref> in which someone compiled words from Obama’s speeches to make it seem like he was singing the lyrics from Rick Astley’s song "[[Never Gonna Give You Up]]". This video sprung from the concept of [[Rickrolling]], which involves providing links to users that unknowingly lead them to unrelated content.


The proliferation of viral videos in the 2008 campaign highlights the fact that people increasingly turn to the internet to receive their news. In a study for the [[Pew Research Center]] in 2008, approximately 2% of the participants said that they received their news from non-traditional sources such as MySpace or YouTube.<ref>{{cite news|url=http://pewresearch.org/pubs/689/the-internets-broader-role-in-campaign-2008|title= The Internet's Broader Role in Campaign 2008|date=January 11, 2008|accessdate=November 25, 2009|publisher=Pew Research Center|format=Web}}</ref> The campaign was widely seen as an example of the growing influence of the internet on United States politics; further evidenced by the founding of viral video producers like [[Brave New Films]].<ref name="nyt">{{cite web | url=http://www.nytimes.com/2008/06/29/us/politics/29opposition.html?_r=2&hp&oref=slogint&oref=slogin | work=[[New York Times]] | last=Rutenberg | first=Jim | date=29 June 2008 | accessdate=2008-10-25 | title=Political Freelancers Use Web to Join the Attack}}</ref>
The proliferation of viral videos in the 2008 campaign highlights the fact that people increasingly turn to the internet to receive their news. In a study for the [[Pew Research Center]] in 2008, approximately 2% of the participants said that they received their news from non-traditional sources such as MySpace or YouTube.<ref>{{cite news|url=http://pewresearch.org/pubs/689/the-internets-broader-role-in-campaign-2008|title= The Internet's Broader Role in Campaign 2008|date=January 11, 2008|accessdate=November 25, 2009|publisher=Pew Research Center|format=Web}}</ref> The campaign was widely seen as an example of the growing influence of the internet on United States politics; further evidenced by the founding of viral video producers like [[Brave New Films]].<ref name="nyt">{{cite web | url=http://www.nytimes.com/2008/06/29/us/politics/29opposition.html?_r=2&hp&oref=slogint&oref=slogin | work=[[New York Times]] | last=Rutenberg | first=Jim | date=29 June 2008 | accessdate=2008-10-25 | title=Political Freelancers Use Web to Join the Attack}}</ref>

Revision as of 03:23, 4 October 2010

A viral video is one that becomes popular through the process of internet sharing, typically through video sharing websites and email[1]. Viral videos often contain humorous content and include televised comedy sketches, such as The Lonely Island's Lazy Sunday and Dick in a Box, amateur video clips like Star Wars Kid[2], the Numa Numa[3][4] videos, The Dancing Cadet, The Evolution of Dance, the "Benny Lava" video, Chocolate Rain on YouTube; and web-only productions such as I Got a Crush... on Obama. Some "eyewitness" events have also been caught on video and have "gone viral," such as the Battle at Kruger.

Humor is often a characteristic of viral videos, but not a defining one. A viral video is any video that's passed electronically, from person to person, regardless of its content.

With the proliferation of camera phones, many videos are being shot by amateurs on these devices. The availability of inexpensive video editing and publishing tools allows video shot on mobile phones to be edited and distributed virally, by email or website, and between phones by Bluetooth or MMS. These consumer-shot videos are typically non-commercial, intended for viewing by friends or family.

History

Viral videos began circulating before the major video sharing sites such as YouTube, FunnyorDie and CollegeHumor, by email sharing. One of these early videos was "The Spirit of Christmas" which surfaced in 1995.[5] In 1996 "Dancing Baby" appeared.[5] This video was released as samples of 3D character animation software. Ron Lussier, the animator who cleaned up the raw animation, began passing the video around LucasArts, his workplace at the time.[6] The surge of viral videos seen in the wake of this video's circulation can be attributed to the advent of sites designated for video sharing, such as YouTube, and the availability of affordable digital cameras.[7] Due to these sites, many of the traditionally shared videos have been phased out, though some early examples have been added to the mainstream sites. Viral videos derive from viral marketing, also known as word of mouth marketing, buzz marketing and stealth marketing. The history of viral marketing is open to interpretation. Historians tend to focus on the specific term "viral marketing." Viral marketing is analogous to traditional word-of-mouth, so it can be seen as starting long before the internet.[8]

Early examples

One of the first known viral videos was "Dancing Baby."[5] In 1996, Ron Lussier, one of the animators, began passing this video around his workplace (LucasArts) after cleaning up the raw sample of 3D character animation software.[6] Given the lack of early mass-outlets for viral video, some of the earliest videos to catch on in a similar way (namely, spread by e-mail) have been dwarfed by bigger hits on sites like YouTube and FunnyorDie. Some of these, however, still find lives on YouTube, etc., such as the video for Daler Mehndi's song "Tunak Tunak Tun".

The phrase "All your base are belong to us" was spread as a flash animation. To this day this animation is popular and variations of it can be found on YouTube converted to video.

Social impact

Internet celebrities

Video websites such as YouTube often create Internet celebrities, individuals who have attracted significant publicity in their home countries from their videos.[9] These memes have come from many different backgrounds.

Geriatric1927, one of the most subscribed YouTube members, is an 80-year-old pensioner from England who gained widespread recognition within a week of making his debut on the site.[10] For these users, Internet fame has had various unexpected effects. YouTube user and former receptionist Brooke Brodack has been signed by NBC's Carson Daly for an 18-month development contract.[11] Another example is the uncovered fictional blog of lonelygirl15,[12] which was discovered to be the work of some film directors, starring New Zealand actress Jessica Rose.[13]

Band and music promotion

YouTube has become a means of promoting bands and their music. Many independent musicians, as well as large companies such as Universal Music Group, use YouTube to promote videos.[14]

A video broadcasting the Free Hugs Campaign, with accompanying music by the Sick Puppies, led to instant fame for both the band and the campaign,[citation needed] with more campaigns taking place in different parts of the world. The main character of the video, Juan Mann, achieved recognition after being interviewed on Australian news programs and appearing on The Oprah Winfrey Show.

Viral advertisements are frequently compared to television advertisements.[15] Viral videos not only provide important information but humor and entertainment to the viewer. Humor can play an important role in attracting a desired audience. In a 2008 Office Max advertisement campaign entitled "Penny Pranks," a man was sent around NYC to purchase things with only pennies. The videos were successful and highlighted the chain's back-to-school message.[16]

Whistleblowing

Viral video has become a way for people to air their grievances in cases of alleged abuses of authority. For example, in 2006 a courtroom video of Utah Third District Court judge Leslie A. Lewis spread rapidly throughout Utah and was picked up by the news media.[17] The video showed her finding a courtroom spectator in contempt of court and arresting him because he left the courtroom while she expressed her displeasure at his brother's hunting activities. Judge Lewis recused herself from the case due to her professed bias against deer hunters. She subsequently lost her retention vote in the 2007 election.[citation needed]

Education

Viral videos continue to increase in popularity as teaching and instructive aids. In March 2007, an elementary school teacher, Jason Smith, created TeacherTube, a website for sharing educational videos with other teachers. The site now features over 54,000 videos.[18] Some college curricula are now using viral videos in the classroom as well. Northwestern University offers a course called "YouTubing 101" . The course invites students to produce their own viral videos, focusing on marketing techniques and advertising strategies.[19]

Customer relations

"United Breaks Guitars", by the Canadian folk rock music group Sons of Maxwell, is an example of how viral videos can be used by consumers to pressure companies to settle complaints.[20] At the inception of the viral video phenomenon many people were more confused than irritated.[citation needed] This new strategy was not very different from previous forms but unlike traditional advertisements, viral videos hold information that's been circulated voluntarily.[clarification needed]

Cyberbullying

The Canadian high school student known as Star Wars Kid was subjected to significant harassment and ostracizing after the viral success of his video. His family accepted a financial settlement after suing the individuals responsible for posting the video online.[21]

In July 2010, an 11-year-old girl was subjected to a campaign of harassment and cyberbullying following the viral nature of videos she had uploaded to Stickam and YouTube. As a result of the case, the potential for cyberbullying as a result of viral videos was widely discussed in the media.[22][23][24]

Viral videos that do not feature original content often violate copyright laws. Users frequently upload television, movie and music clips onto popular viral websites like YouTube. The use of copyrighted material has caused several problems in the entertainment industry. The most notable incident occurred following the release of "Lazy Sunday", the popular digital short that appeared on NBC's Saturday Night Live. Within hours fans posted the video onto YouTube, where it received a substantial number of hits. NBC then released an order to remove all reproductions of Lazy Sunday from YouTube and other websites, claiming that the postings constituted copyright infringement under the Digital Millennium Copyright Act.[25]

As viral videos have increased in popularity, the entertainment industry has begun researching ways to profit from the phenomenon. Recently a couple posted a video of their wedding procession to Chris Brown's song "Forever", on YouTube. Sony, which owns the copyright to the song, was able to capitalize on the success of the video by offering a one-click buying option, which allows users to purchase the song by clicking on a black bar that appears during the video. According to YouTube, although the song was a year old, the video renewed the songs popularity and it reached #4 on iTunes and #3 on Amazon's bestseller list.[26] The recent success of the one-click buying method allows companies to profit from the success of viral videos. Other media companies have formed partnerships with video sharing sites in the hope that increased traffic will lead users to their sites. MTV2 provided clips of The Andy Milonakis Show with links to the original content. Advertisers, such as Nike, seed Youtube with clips of their products, hoping to attract consumers.[27]

Political implications

The 2008 United States presidential election showcased the impact of political viral videos. For the first time, YouTube hosted the CNN-YouTube presidential debates, calling on YouTube users to pose questions. In this debate, the opinions of viral video creators and users were taken seriously. There were several memorable viral videos that appeared during the campaign. In June 2007, "I Got a Crush...on Obama", a music video featuring a girl claiming to have a crush on presidential candidate Barack Obama, appeared. Unlike previously popular political videos, it did not feature any celebrities and was purely user-generated. The video garnered many viewers and gained attention in the mainstream media.[28] Another popular video was "Barack Rolled,[29][30] in which someone compiled words from Obama’s speeches to make it seem like he was singing the lyrics from Rick Astley’s song "Never Gonna Give You Up". This video sprung from the concept of Rickrolling, which involves providing links to users that unknowingly lead them to unrelated content.

The proliferation of viral videos in the 2008 campaign highlights the fact that people increasingly turn to the internet to receive their news. In a study for the Pew Research Center in 2008, approximately 2% of the participants said that they received their news from non-traditional sources such as MySpace or YouTube.[31] The campaign was widely seen as an example of the growing influence of the internet on United States politics; further evidenced by the founding of viral video producers like Brave New Films.[32]

Notable viral video sites

See also

References

  1. ^ Urban Dictionary Definition http://www.urbandictionary.com/define.php?term=viral%20video
  2. ^ Starwars kid reference 900 million views MSNBC TV http://www.msnbc.msn.com/id/15958470/
  3. ^ Numa Numa has “…clocked up more than a billion views…” according to The Guardian Newspaper: http://www.guardian.co.uk/technology/2010/sep/08/youtube-viral-promotion-trivial-pursuit
  4. ^ Guardian news reference to Numa Numa popularity: http://www.guardian.co.uk/media/pda/2007/jun/08/guardianviralvideochart23
  5. ^ a b c "The history of viral video". Tuscoloosa News. June 6, 2007. Retrieved November 23, 2009. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  6. ^ a b Lussier, Ron (2005). "Dancing Baby FAQ". Burning Pixel Productions. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  7. ^ Grossman, Lev (April 24, 2006). "HOW TO GET FAMOUS IN 3500 SECONDS". Time Magazine. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  8. ^ Khan, Naila (April 6, 2009). "Viral Marketing". Toronto, Canada: KHNK. Retrieved November 20, 2009. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  9. ^ Feifer, Jason (June 11, 2006). "Video makers find a vast and eager audience". Worcester, Massachusetts: Worcester Telegram. Retrieved July 27, 2009. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  10. ^ Geriatric1927's YouTube profile
  11. ^ Collins, Scott, "Now she has their attention." Los Angeles Times, July 19, 2006. (Accessed July 19, 2006)
  12. ^ "LG15: Viewer's Guide". EQAL. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  13. ^ Foremski, Tom (September 12, 2006). "SVW Exclusive: The identity of LonelyGirl15" (Web). Silicon Valley Watcher. Retrieved July 27, 2009.
  14. ^ "Universal Music Group".
  15. ^ Kulp, Steven (January 1, 2007). "Advertising Amongst Ourselves" (Web). Chapel Hill, North Carolina: University of North Carolina at Chapel Hill. Retrieved November 22, 2009.
  16. ^ "Using Viral Video in Small Business Marketing". Kansas City, MO: Jantsch Communications, Inc. August 25, 2008. Retrieved November 20, 2009. {{cite news}}: |first= missing |last= (help); Italic or bold markup not allowed in: |publisher= (help)
  17. ^ Geoffrey Fattah, Hunters Target Judge, DeseretNews.com
  18. ^ Katherine Leal Unmuth, [1], DallasNews.com
  19. ^ Wendy Leopold, [2], Northwestern.edu
  20. ^ Jackson, Cheryl V. (9 July 2009). "Passenger uses YouTube to get United's attention". Chicago Sun-Times. Retrieved 11 July 2009.
  21. ^ http://www.businessinsider.com/where-are-they-now-the-star-wars-kid-2010-5
  22. ^ 'Jessi Slaughter' YouTube Cyberbully Case: 11-Year-Old Tells GMA She Didn't Want it to Go This Far, CBS News
  23. ^ Jessi Slaughter, nouvelle tête de turc du web américain, L'Express, France
  24. ^ Jessi Slaughter and the 4chan trolls - the case for censoring the internet, news.com.au
  25. ^ Biggs, John (February 20, 2006). "MEDIA TALK; A Video Clip Goes Viral, and a TV Network Wants to Be the Only One to Spread It" (Web). The New York Times Company. Retrieved October 20, 2009.
  26. ^ Oshiro, Dana (July 30, 2009). "Build Profit Not DMCA Suits: YouTube and the Wedding March" (Web). ReadWriteWeb. Retrieved October 20, 2009.
  27. ^ Marrs, Scott (May 8, 2006). "Viral videos publicize- but infringe" (Web). The National Law Journal. Retrieved October 20, 2009.
  28. ^ Seelye, Katharine (June 15, 2007). "A Hit Shows Big Interest in Racy Material — and Obama" (Web). The New York Times Company. Retrieved October 20, 2009.
  29. ^ "'Barack-Roll' Video a YouTube Sensation" (Web). FOX News Network. August 14, 2008. Retrieved December 8, 2009. [dead link]
  30. ^ http://zapom.com/barack+rolled. {{cite news}}: Missing or empty |title= (help)
  31. ^ "The Internet's Broader Role in Campaign 2008" (Web). Pew Research Center. January 11, 2008. Retrieved November 25, 2009.
  32. ^ Rutenberg, Jim (29 June 2008). "Political Freelancers Use Web to Join the Attack". New York Times. Retrieved 2008-10-25.
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