spreadingcultbody - paper presented at networking images - parìs
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8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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Spreading the cult body:
a comparative analysis of Gleeand Telephonederivative videos
Agnese Vellar
Department of Social Sciences -Universit degli Studi di Torino
Networking Images
Approches interdisciplinaires de la notion de rseauxIRCAVParis 3Sourbonne Nouvelle - 17 - 18 mars 2011
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8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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Viral video
propagation
marketin strategy
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8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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Spreadable media
trasformation
cultural adaptation
(Jenkins et al2009)
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8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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Spreadable media
1. What properties of content make it more likely to be spread?
2. What aspects of the contemporary media environment
support the spread of media across different communities?
3. How do consumers create value for themselves and for
companies through their spread of media?
4. How do companies benefit from the spread of their content?
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8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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Two cases of spreadable media
Teen dramabecame musical
Video clip becameshort movies
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Media cult
Cult text Cult body
auterism
endlessly deferred narrative
hyperdiegesis
(Hills, 2002)
geek digital youth
collective intelligence performative consumption
fans impersonate their idols
stars self-consiusly borrow from prior celebrites.
spoiling - speculationcostuming - impersonation
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Serial music short films as cult text
product
placement
merchandise
Paparazzi(7 10)
"To Be
Continued..."Telephone(9 34)
cinematic
quotation
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8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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A case study onTelephone
derivative videos (70)
users profile
popular culture
Music(40)
Fashion(12)
Parody(18)
Lady Gaga
Haus of Gaga (Lamerichs, 2008; Lange, 2008;Burgess & Green, 2009)
http://localhost/var/www/apps/conversion/tmp/scratch_10/00_LowFi_LadyGaga_Telephone.mp4 -
8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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a) Fashion
amateur
remix
tutorial
p
ro
make up tutorial hair tutorial
Video blogging: dialogic model
http://localhost/var/www/apps/conversion/tmp/scratch_10/03_HowTo_MakeUpTutorial.mp4 -
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b) Parody
amateur
YouTube
star
spoof (parody by imitation) Bananaphone
pro
Repetition based on difference and self-reflexivity. Create awareness of
a cultural repertoire: moking at certain conventions reaffirm them(Lamerichs, 2008)
sem
i-pro
The telephone object as a spreadable logo
(appropriation + recreation in different versions)
http://localhost/var/www/apps/conversion/tmp/scratch_10/02b_BANANAPHONE.mp4http://localhost/var/www/apps/conversion/tmp/scratch_10/02a_Bananaphone_Spoof_Parody.mp4 -
8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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c) music
amateur
semi-pro
professional
me singing (7)
Coreography
(8)
Cover (13)
acapella, acustic, instrumental, live medeley
Pro (5/11)
Semi pro (6/11)
Remix (8)
mash-up (4)
http://localhost/var/www/apps/conversion/tmp/scratch_10/01a_MESINGING.mp4http://www.youtube.com/watch?v=w75givGydukhttp://localhost/var/www/apps/conversion/tmp/scratch_10/01b_PomplamooseMusic.mp4 -
8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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Spreading the Telephone
Music Parody Fashion
derivative
video
Music(al) culture YouTube culture
choreography look
humor + vlogging
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Vlog
Spreading the Glee
Music Parody Fashion
deriva
tivevideo
choreography storyline
Music(al) culture YouTube culture merge Fan culture
narrat
ive
http://localhost/var/www/apps/conversion/tmp/scratch_10/Video/03_GLEE_SUCKS.mp4http://agnesevellar.wordpress.com/http://agnesevellar.wordpress.com/ -
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Both Sides Now Crossover: Rachel & Freddie
(Coppa, 2010)Star Trek Glee
1975
Vidding
mailto:agnesevellar@gmail.comhttp://localhost/var/www/apps/conversion/tmp/scratch_10/Video/03_GLEE_SUCKS.mp4 -
8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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The collapsed contexts of YouTube
Performative
consumption
dance
culture
fashion
impersonationcostuming
Tv fandom
private
house
dance
club
fan
convention
http://localhost/var/www/apps/conversion/tmp/scratch_10/Video/03_GLEE_SUCKS.mp4 -
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Performative consumption in the Web 2.0
New hybrid genre(spoof & make up tutorial & cover)
More visibility(persistency - replicability - searchability - scalability)
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8/12/2019 SpreadingCultBody - Paper presented at Networking Images - Pars
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grassroots promotion
Spreading the cult body
Mass
media star
Cinematic and music
icons of the past
You Tube
star
Amateurproducers
get visibility
get professional
play
peer learning
social media audience
http://agnesevellar.wordpress.com/ -
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Questions?
agnesevellar@gmail.com
http://agneseh.wordpress.com
http://twitter.com/agneseh
mailto:agnesevellar@gmail.comhttp://agneseh.wordpress.com/http://twitter.com/agnesehhttp://twitter.com/agnesehhttp://agneseh.wordpress.com/mailto:agnesevellar@gmail.com
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