Viral videos : a YouTube phenomenon

Abstract

YouTube has become a major part of modem culture. It is considered as a platform where one can 'Broadcast Yourself' as the motto of the site goes. This platform created a space where anyone can produce and share their own content, regardless of professionalism. YouTube is seen as the main online representative for the 'viral video phenomenon'. Though, what constitutes the characteristics of 'viral videos' is unknown and limited studies have expanded on this aspect. Through previous studies on participatory culture and word-of mouth processes, it is evident that the online culture works with features which define its popularity amongst social network sites. This study aims to reveal the characteristics which attempt at defining viral videos within the phenomenon of sharing amongst others in an online culture. The study adopted a semiotic method of analysis on ten online viral videos. Two samples from different genres and sub-categories were compared with one another. The characteristics found from the initial analysis were considered as variable for a non representative survey. The results revealed two common features amongst 'viral videos': unpredictability and unique signifiers which evoke emotion.