School of Culture and Communication - Research Publications

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CUBITT, SEAN (Institute of Network Cultures, 2008)

What makes a YouTube video good? Maybe it is the political tenor, or perhaps you like the ethics. Perhaps it looks nice. Or it’s funny. Perhaps a YouTube video is good when it reaches a lot of people. But the great thing about the internet is that it allows every minor interest, every academic specialism, every rare and refined hobby a place, so the numbers really don’t matter in the same way as the old media. Everyone has had that lovely serendipitous moment when you find exactly the right piece of data, exactly the right image, on the site dedicated to collecting photos of old street lights or the history of dye-transfer techniques. Popularity isn’t in question. Looking nice, being funny, politics, even ethics are pretty much personal opinion in the globally connected, rapid and fragmentary culture of the internet post-2002. It may be better to ask what makes a YouTube video bad. Then we have some answers. Slow download. Too much fuzz in the image or the soundtrack. Stutter. Technical qualities are what make a bad video. Things that go wrong, like using a pine green title on a black background. There is always a workaround, an optimal way of using the tool that’s available, but the tool has to be available, and a network tool has to be as nearly universally available as it can if it is to permit the serendipitous discovery of the lone like soul to yours among the billion pages.