Inspired by the topic of my pecha kucha presentation, my first reflective journal entry will discuss the nature of authenticity in online mediation. With the slogan ‘Broadcast Yourself’, YouTube is the ideal platform used by vloggers all over the world. The video sharing website is defined as a form of ‘post-television’ (Tolson, 2012, p.283) but what is it about user generated content that has become so popular?
According to Tolson (2012, p.277), it’s the ‘freshness’ and ‘spontaneity’ of user generated material which offers a new form of authenticity. Although traditional broadcast talk may appear to be conversational, I completely agree with Tolson in that ‘because of its institutional location, its authenticity can be called into question’(p.278). As you sit in your pyjamas on a week day morning, munching on your cornflakes, you will be greeted with a whole-hearted “Good Morning” from Holly and Phil. It may seem as if they’re nestled next to you on the sofa, ready for a good chat but unfortunately, the ‘silver fox’ is reading off an autocue in a fake, ceiling-less living room, somewhere in London.
I don’t tend to watch much TV anymore, as long as I have my laptop I’m pretty content with cosying up for the evening and searching through YouTube. Vlogging is something I only discovered in the past year or so but I’m not ashamed to say that I’ve become a little obsessed. Unlike broadcast media where big bright lights and fancy cameras are used, vlogs are technically very easy to produce. As long as you have a camera and internet connection you’re pretty much set to go. Documenting each and every aspect of your daily whereabouts can be very intrusive and personally, this is not something I could ever see myself doing. Quite frankly, I don’t think anyone would be the slightest bit interest in seeming my trip to town but these are the kind of mundane activities vloggers are receiving millions of views for.
Tolson (2012) examines vlogging in terms of presentation, interactivity and expertise (p.280-282) which I think is more evident in this second type of YouTube video.
The presentation of these videos appears much more professional and polished than traditional vlogs. They are usually filmed in the person’s bedroom where the perfect background has been carefully selected (no one wants to broadcast their dirty washing to the world). Interactivity was also outlined as a reason why vlogs are seen to be more authentic than traditional television. The use of ‘conversational character’ and direct address to the audience gives the illusion of a face-to-face relationship with the performer (Horton and Wohl, 1965, p.215). I have been known to spend six hours straight watching video after video from some of my favourite YouTubers. I now feel like I know more about them than some of the people I see every day in real life. I know all about Zoella moving to Brighton. I’ve joined her brother, Joe at work, thatching a roof. I felt genuinely proud of Tanya Burr when she released her own make-up line and I even know what kind of soap Jim Chapman uses in the shower (‘FUN’ from Lush in case you were wondering). As viewers we are not just an over hearing audience, we are a participatory audience. We’re able to respond by commenting or liking the video. We can even use Twitter to directly talk to the YouTuber, asking them questions or requesting future videos.
Expertise is the final thing which Tolson identifies. YouTube videos generally follow a structure and have a specific topic to discuss. This could be absolutely anything from beauty to baking, gaming or fashion. Sometimes if a vlogger endorses a product it has more of an impact of viewers than if it was just featured on the page of a magazine. I can vouch for this as I have previously rushed out to buy a jumper which I saw in one of Zoella’s Primark haul videos. Some companies will even pay you for advertising their products – Zoella was unemployed before starting her YouTube channel but has now managed to turn it into a career.
Personally, I would rather spend my time online, searching through YouTube than watching most of the rubbish which is on TV these days. I still don’t really understand why vlogs can entertain me for hours in end but for some reason they are just so addictive and it’s nice to see what your ‘friends’ have been getting up to!
Tolson, A (2012) 'A New Authenticity? Communicative Practices on YouTube', Critical Discourse Studies, 7:4.
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