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Unruly MediaYouTube, Music Video, and the New Digital Cinema$
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Carol Vernallis

Print publication date: 2013

Print ISBN-13: 9780199766994

Published to Oxford Scholarship Online: September 2013

DOI: 10.1093/acprof:oso/9780199766994.001.0001

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YouTube Aesthetics

YouTube Aesthetics

Chapter:
(p.127) Chapter 7 YouTube Aesthetics
Source:
Unruly Media
Author(s):

Carol Vernallis

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199766994.003.0007

The number of clips streamed on YouTube stretches to the sublime. This chapter provides close readings of popular YouTube videos with the aim of identifying broader generic features. YouTube’s special qualities derive partly from the clips’ brevity and the ways they’re often encountered through exchange with others: a clip interests us through its associations with colleagues, family, friends, and communities. Often clips get forwarded because there’s an intensity of affect that can’t be assimilated, either humorous or biting. Some of the aesthetic features that define YouTube include (1) pulse, reiteration, and other forms of musicality, (2) irreality and weightlessness, (3) scale and graphic values, (4) unusual causal relations, (5) parametric volubility and intertextuality, (6) sardonic humor and parody, (7) condensation, and (8) formal replication of the web.

Keywords:   Post-classical cinema, aesthetics, digital, soundtrack, music video, YouTube, Evolution of Dance, remix, mashup, audiovisual

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