Build your nation in 5′25″: social constructions of Italy in official and user-generated videos on YouTube

This article focuses on the differences between the official video clip of a song dedicated to the nation and the remakes uploaded on social media by anonymous users. It argues that social media act as the semiosphere boundary, on which, for Lotman [2005. “On the Semiosphere.” Sign Systems Studies 33 (1): 205–229] central dominant texts and peripheral structures meet to generate new meaning. The work draws on Lotman's semiosphere, on nation-building, and on the bottom-up construction of reality of social media. Methodologically, semiotic analysis is applied to the images of all the videos. Results show that the peripheral elements theorised by Lotman adapt to and renew the language of the centre. In fact, they adopt the same structure of the official video but expand, revitalise and deconstruct the sedimented versions of Italy that it offers. As in Lotman, the periphery challenges the dominant hierarchy. Finally, all the videos agree on relegating the woman to a secondary role.     

New media and old stereotypes. Images and discourses about drunk women and men on YouTube

Female alcohol consumption has long been judged more harshly than male behaviour of the same nature. Scholars have shown that traditional mass media contribute to strengthening these stereotypes. The hypothesis of the present study is that new media, especially Web 2.0 environments, provide room for rewriting gender roles in relation to alcohol. To test this hypothesis, 2000 videos were retrieved on YouTube using a list of Italian keywords relating to drunkenness. The 142 most frequently viewed clips were then analysed through a multilayer visual ethnography method. It was found that representations of drinking practices on YouTube seem to reflect the conventional double standard. Female drinking is mainly interpreted as a sign of sexual willingness, and is strongly stigmatised. In most cases, moreover, women themselves actively contributed to creating the sexual meaning, both as video protagonists and as commenters. Analysed materials seem to show that even in a user-generated content medium such as YouTube, old gender stereotypes about drinking fail to be deconstructed. Conversely, the images and discourses that were analysed reinforce these stereotypes, reproducing the messages conveyed by mainstream media in an even more explicit and risky manner.     

Between a croc and a herd place: Battle at Kruger and nature interpretation

Abstract

The article examines the popular YouTube clip Battle at Kruger and its National Geographic spin-off Caught on safari: The battle at Kruger. In seeking to account for the clip's popularity and National Geographic's motivations for making the hour-long feature, the author draws on the burgeoning studies of wildlife film in an effort to contextualise this new ‘eye-witness’ approach within the traditions of documentary films focusing on nature – particularly animals. Furthermore, do the clip and its online popularity suggest a new direction for wildlife documentary in an age of increasingly advanced filming technologies and digital broadcast platforms?     

The authenticity of social-media performance: lonelygirl15 and the amateur brand of Young-Girlhood

This article analyzes the gendered expectations of authenticity in online amateur media performances through a reading of the 2006 vlog series lonelygirl15. Actress Jessica Rose was part of an artistic collective that created the character of Bree, a teenage girl who posted a series of confessional vlogs on YouTube under the screen name lonelygirl15. The vlog quickly went viral due, in part, to the almost immediate suspicion that the series was “fake.” Through a close reading of both the coverage of the sting that revealed Bree's true identity, and the narrative of the series itself, the author illustrates how the series aestheticizes precarity in order to facilitate escalating modes of intimacy with Bree's character. By placing such demands within the longer history of girls’ media production, such as the video work of Sadie Benning and Camgirl websites, this article argues that the reaction to the series makes visible the increasing political significance of the entanglement of economic concerns and identity production within the networked social sphere.     

Santam and Nando's: An advertising narrative of local humour,local conflict,local co-branding

ABSTRACT

In 2011 South African short term insurer Santam (Santam Ltd.) put in place an advertising initiative that illustrates the power of a humorous brand narrative effected in conjunction with another brand. In this case, it is the South African arm of Nando's (Nando's Chickenland Ltd.), a fast food restaurant chain specialising in Portuguese-themed chicken dishes that rely heavily on peri-peri spices. The two well-known brands aired a series of five commercials on television and the Internet, trading good-humoured jibes centred around the value proposition of each company's offering. The resultant rise in social media viewership and consumer engagement was notable and illustrates the efficacy of a cobranded narrative run over numerous media platforms; in this case radio, television, social media, print and the Internet.     

YouTube: A Political Advertising Tool? A Case Study of the Use of YouTube in the Campaign for the European Parliament Elections 2009

Political campaigns are made to attract the attention from citizens. The beginning of its adaption is linked to the appearance of the social media and user-generated content. Since the number of users of social network sites in Europe constantly grows, 2009 was the first time that these websites were used in political marketing purposes for the European Parliament elections. This is an exploratory study of the nature and extent of video-based social media, studied through the content analysis of YouTube videos created for the electoral campaign for the 2009 European Parliament . ( 2009 ). European elections . Retrieved from http://www.europarl.europa.eu/elections2009/default.htm?language=en  [Google Scholar] European Parliament elections by 13 political parties from four EU states. Results have shown the specificities of political advertising on the YouTube, a raising interest in social media among citizens in Europe, and the development of this way of campaigning.