spreadingcultbody - paper presented at networking images - parìs

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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Viral video

propagation

marketin strategy


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Spreadable media

trasformation

cultural adaptation

(Jenkins et al2009)


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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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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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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


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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


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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


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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:[email protected]://localhost/var/www/apps/conversion/tmp/scratch_10/Video/03_GLEE_SUCKS.mp4


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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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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?

[email protected]

http://agneseh.wordpress.com

http://twitter.com/agneseh
mailto:[email protected]://agneseh.wordpress.com/http://twitter.com/agnesehhttp://twitter.com/agnesehhttp://agneseh.wordpress.com/mailto:[email protected]

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