Media Mutation 24-25 Maggio 2011 Luca Rossi  ( University of Urbino “Carlo Bo”, Department of Sucate )   Agnese Vellar ( U...
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 a...
Methodology and Dataset <ul><li>Data:   100 most viewed YouTube videos with the keyword “Glee”.(ContextMiner) </li></ul><u...
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...
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 i...
 
Comments: comparing covers GummyBearGleeks2 – Fan Lady Gaga's version is much much much better. She's the new Queen of Pop...
Fan tactics
Amateur producers friends network <ul><ul><li>YouTube friends network of every fan that share a  Glee  video. </li></ul></ul>
EdvinTv 29 : webTv  Jasonwhipple “ storyteller” theshowstoppah Filipino glee fan  KStewFanDotCom  fan  EuroIceFan   Icelan...
Networked music audiencehood Watching  and  re-broadcasting music  on  YouTube
Thank You! [email_address] [email_address]
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Glee tube mediamutation

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Talk given at MediaMutation 3 Conference, Bologna, 25th May 2011

Abstract
In the Web 2.0, traditional audiovisual narratives such as Tv series are evolving. This is the case of
Glee (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 both
Glee music clip and previews in Official Channels. At the same time YouTube users appropriate and
re-work professional produced content to fulfil they personal needs.
This new scenario rises a whole new set of research questions: which kind of social structures
emerges around YouTube videos? Does fans interact in the same way on Official Channels and in
Fan Channels? Which YouTube videos stimulate more fans interaction through comments. With the
aim 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 space
where 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 of
users 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 comments
and textual interactions and their role within the YouTube social practices, the analysis of the videos
and their ability to start different kind of social interactions, a reflection upon the new relationship
between fans and anti-fans that emerges in YouTube as a consequence of the “collapsed context”
between fan cultures and generalistic audience.

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  • In the Web 2.0, traditional audiovisual narratives such as Tv series are evolving. This is the case of Glee (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 both Glee music clip and previews in Official Channels. At the same time YouTube users appropriate and re-work professional produced content to fulfil they personal needs. This new scenario rises a whole new set of research questions: which kind of social structures emerges around YouTube videos? Does fans interact in the same way on Official Channels and in Fan Channels? Which YouTube videos stimulate more fans interaction through comments. With the aim 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 space where 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 of users 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 comments and textual interactions and their role within the YouTube social practices, the analysis of the videos and their ability to start different kind of social interactions, a reflection upon the new relationship between fans and anti-fans that emerges in YouTube as a consequence of the “collapsed context” between fan cultures and generalistic audience.
  • Official (16) GleeOnFox channel Musical clip and sneak preview
  • 25 were not Glee related or it wasn’t possible to use 3 private; 3 have been removed for copyright infrangement; 1 the account have been closed; 1 wasn’t accessable out of the US; 1 the comment have been disactivated.
  • Mass Media (7) People Magazine interview
  • (11) Cover - Nick Pitera, Sam Tsui parody - Corey Vidal
  • (41) video mashup GummyBearGleeks2
  • Colore: numero di connessioni Dimensione: centralità nella rete
  • Glee tube mediamutation

    1. 1. Media Mutation 24-25 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
    2. 2. Teen drama & Self reflexive musical
    3. 3. Franchise
    4. 4. Engage Youth Demographic
    5. 5. Spreadability
    6. 6. 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?
    7. 7. Methodology and Dataset <ul><li>Data: 100 most viewed YouTube videos with the keyword “Glee”.(ContextMiner) </li></ul><ul><li>Content analysis: video and comments </li></ul><ul><li>Social Network Analysis: friends networks of fan (Gephi) </li></ul>
    8. 8. Mass Media
    9. 9. YouTube Star
    10. 10. Glee fans Music consumption
    11. 11. 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
    12. 12. Views distribution Official Videos Fan Videos
    13. 13. The Long Tail ?
    14. 14. “ I DO NOT own the music, this has been uploaded strictly for promotional purposes and I strongly recommend that you buy it on iTunes.”
    15. 16. Comments: comparing covers GummyBearGleeks2 – Fan Lady 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 Star I 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, &quot;Don't stop believing...“ Glee On Fox - Official: ahhh... youtube a very potter musical.. and thank me later an someone explain to me whats going on? The guy that Kurt was staring at was Harry Potter in A Very Potter Musical THAT CANT B!!!! REALLY?!
    16. 17. Fan tactics
    17. 18. Amateur producers friends network <ul><ul><li>YouTube friends network of every fan that share a Glee video. </li></ul></ul>
    18. 19. EdvinTv 29 : webTv Jasonwhipple “ storyteller” theshowstoppah Filipino glee fan KStewFanDotCom fan EuroIceFan Icelandic glee fan BlaiseLeone GleekDaily “ micro fan blog” Qualitymusiccompany 17 y.o. musician
    19. 20. Networked music audiencehood Watching and re-broadcasting music on YouTube
    20. 21. Thank You! [email_address] [email_address]

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