glee tube mediamutation
DESCRIPTION
Talk given at MediaMutation 3 Conference, Bologna, 25th May 2011AbstractIn the Web 2.0, traditional audiovisual narratives such as Tv series are evolving. This is the case ofGlee (Fox, 2009 - present), a musical teen dramedy that exploit the opportunities of YouTube to engage audience in a open ended process of spredability. In fact, Fox distributes on YouTube bothGlee music clip and previews in Official Channels. At the same time YouTube users appropriate andre-work professional produced content to fulfil they personal needs. This new scenario rises a whole new set of research questions: which kind of social structuresemerges around YouTube videos? Does fans interact in the same way on Official Channels and inFan Channels? Which YouTube videos stimulate more fans interaction through comments. With theaim to answer to those question we combined a Social Network Analysis (SNA) with a content analysis of both YouTube videos and user’s comments. Glee related videos became a social spacewhere both fans and anti-fans interact but they don’t seem to construct any kind of stable social relationship. In order to observe the emergence of disperse audience, we map the YouTube network ofusers that comment the video to see how this network participates or does not participate in the ongoing conversations about Glee’s videos. At the same time we have mapped all the interactions occurring between fans and anti-fans and we have identified several typologies of comments.The major research results that will be discussed in our paper will be: the analysis of the commentsand textual interactions and their role within the YouTube social practices, the analysis of the videosand their ability to start different kind of social interactions, a reflection upon the new relationshipbetween fans and anti-fans that emerges in YouTube as a consequence of the “collapsed context”between fan cultures and generalistic audience.TRANSCRIPT
Media Mutation24-25 Maggio 2011
Luca Rossi (University of Urbino “Carlo Bo”, Department of Sucate) Agnese Vellar (University of Torino, Puppa Department)
The expanded Glee narrative and the emergence of disperse audience on YouTube
Teen drama & Self reflexive musical
Franchise
Engage Youth Demographic
Spreadability
Research questions
1. What kind of interaction is emerging from Glee Videos? 2. Which kind of social structures emerges around YouTube videos?
(more general)Is it possible to trace and observe a specific fan community as a sub-community within YouTube?
Methodology and Dataset
• Data: 100 most viewed YouTube videos with the keyword “Glee”.(ContextMiner)
• Content analysis: video and comments
• Social Network Analysis: friends networks of fan (Gephi)
Mass Media
YouTube Star
Glee fans
Music consumption
From viewing to participation
avg. view avg. comment correl.
Official 3947949,13 1698,94 0,57
YouTube Star 3558876,18 9915,27 0,95
Mass Media 2566671,43 1625,43 0,59
Fans 1846185,12 1980,98 0,71
Views distribution
Official Videos
Fan Videos
The Long Tail ?
“I DO NOT own the music, this has been uploaded strictly for promotional purposes and I strongly recommend that you buy it on iTunes.”
Comments: comparing coversGummyBearGleeks2 – FanLady Gaga's version is much much much better. She's the new Queen of Pop. So, thumbs ub, free bitch!i cannnot honestly listen to Gaga's version but this is AMAZInnnG!
KurtHugoSchneide – YouTube StarI liked the intro. Journey is my favorite band. I can appreciate your attempt at a very difficult song! However, you need a special voice and attitude to pull it off! Not saying you are not a good singer, but you need more range and soul to really make this song stand out. It's an emotional song that demands an extremely strong voice. Anyway, "Don't stop believing...“
Glee On Fox - Official:ahhh... youtube a very potter musical.. and thank me lateran someone explain to me whats going on?The guy that Kurt was staring at was Harry Potter in A Very Potter MusicalTHAT CANT B!!!! REALLY?!
Fan tactics
YouTube friends network of every fan that share a Glee video.
Amateur producers friends network
EdvinTv 29: webTv
Jasonwhipple“storyteller”
theshowstoppahFilipino glee fan
KStewFanDotCom fan
EuroIceFan Icelandic glee fan
BlaiseLeone
GleekDaily“micro fan blog”
Qualitymusiccompany17 y.o. musician
Networked music audiencehood
Watching and re-broadcasting music on YouTube
