Glee tube mediamutation
by Luca Rossi on May 26, 2011
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Talk given at MediaMutation 3 Conference, Bologna, 25th May 2011...
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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