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    SpreadingCultBody - Paper Presented at Networking Images - Parìs

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    Agnese Akame Vellar
    This document analyzes and compares how the TV show Glee and Lady Gaga's music video for "Telephone" spread through derivative videos on YouTube. It discusses how both became cult texts that fans impersonated and performed, with Glee spreading through choreography, music, parody, and fashion videos while Telephone spread through fashion, parody, and music videos. The document examines how YouTube allows for performative consumption and the blending of contexts like dance, fashion, and fandom cultures. It argues this leads to new hybrid video genres and gives amateur producers more visibility as cult icons get grassroots promotion through social media audiences.

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    SpreadingCultBody - Paper Presented at Networking Images - Parìs

    Uploaded by

    Agnese Akame Vellar
    20 views18 pages
    This document analyzes and compares how the TV show Glee and Lady Gaga's music video for "Telephone" spread through derivative videos on YouTube. It discusses how both became cult texts that fans impersonated and performed, with Glee spreading through choreography, music, parody, and fashion videos while Telephone spread through fashion, parody, and music videos. The document examines how YouTube allows for performative consumption and the blending of contexts like dance, fashion, and fandom cultures. It argues this leads to new hybrid video genres and gives amateur producers more visibility as cult icons get grassroots promotion through social media audiences.

    Original Description:

    From viral video to spreadable media. The case of Lady Gaga's Telephone.

    Original Title

    SpreadingCultBody - Paper presented at Networking Images - Parìs

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    This document analyzes and compares how the TV show Glee and Lady Gaga's music video for "Telephone" spread through derivative videos on YouTube. It discusses how both became cult texts that fans impersonated and performed, with Glee spreading through choreography, music, parody, and fashion videos while Telephone spread through fashion, parody, and music videos. The document examines how YouTube allows for performative consumption and the blending of contexts like dance, fashion, and fandom cultures. It argues this leads to new hybrid video genres and gives amateur producers more visibility as cult icons get grassroots promotion through social media audiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    20 views18 pages

    SpreadingCultBody - Paper Presented at Networking Images - Parìs

    Uploaded by

    Agnese Akame Vellar
    This document analyzes and compares how the TV show Glee and Lady Gaga's music video for "Telephone" spread through derivative videos on YouTube. It discusses how both became cult texts that fans impersonated and performed, with Glee spreading through choreography, music, parody, and fashion videos while Telephone spread through fashion, parody, and music videos. The document examines how YouTube allows for performative consumption and the blending of contexts like dance, fashion, and fandom cultures. It argues this leads to new hybrid video genres and gives amateur producers more visibility as cult icons get grassroots promotion through social media audiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 18

    Spreading the cult body:

    a comparative analysis of Glee and Telephone derivative videos


    Agnese Vellar
    Department of Social Sciences -Universit degli Studi di Torino

    Networking Images Approches interdisciplinaires de la notion de rseaux


    IRCAV Paris 3 Sourbonne Nouvelle - 17 - 18 mars 2011

    Viral video
    marketin strategy

    propagation

    Spreadable media
    (Jenkins et al 2009)

    trasformation

    cultural adaptation

    Spreadable media
    1. What properties of content make it more likely to be spread?

    2. What aspects of the contemporary media environment support the spread of media across different communities?

    3. How do consumers create value for themselves and for companies through their spread of media?

    4. How do companies benefit from the spread of their content?

    Two cases of spreadable media

    Teen drama became musical

    Video clip became short movies

    Media cult
    (Hills, 2002)

    Cult text
    auterism endlessly deferred narrative hyperdiegesis

    Cult body
    fans impersonate their idols
    stars self-consiusly borrow from prior celebrites.

    geek
    collective intelligence
    spoiling - speculation

    digital youth
    performative consumption
    costuming - impersonation

    Serial music short films as cult text


    Paparazzi
    (7 10)

    Telephone
    (9 34)

    "To Be Continued..."

    cinematic quotation

    merchandise

    product placement

    A case study on Telephone


    Lady Gaga Haus of Gaga

    popular culture
    (Lamerichs, 2008; Lange, 2008; Burgess & Green, 2009)

    derivative videos (70)


    Music
    (40)

    Parody
    (18)

    Fashion
    (12)

    users profile

    a) Fashion
    Video blogging: dialogic model

    pro

    make up tutorial

    hair tutorial

    amateur

    remix tutorial

    b) Parody
    Repetition based on difference and self-reflexivity. Create awareness of a cultural repertoire: moking at certain conventions reaffirm them
    (Lamerichs, 2008)

    YouTube star

    semi-pro

    pro

    spoof (parody by imitation)

    Bananaphone

    amateur

    The telephone object as a spreadable logo


    (appropriation + recreation in different versions)

    c) music
    professional Cover (13)
    acapella, acustic, instrumental, live medeley

    Coreography (8)

    Remix (8)
    Pro (5/11)

    amateur

    semi-pro

    Semi pro (6/11)

    mash-up (4)

    me singing (7)

    Spreading the Telephone

    choreography

    look

    Music
    derivative video

    Parody

    Fashion

    humor + vlogging
    Music(al) culture YouTube culture

    Spreading the Glee


    choreography Music Parody Vlog Fashion storyline

    derivative video

    Music(al) culture

    YouTube culture merge Fan culture

    narrative

    Vidding
    (Coppa, 2010)

    Star Trek
    Both Sides Now

    Glee
    Crossover: Rachel & Freddie

    1975

    The collapsed contexts of YouTube

    dance
    culture

    fashion

    Performative consumption

    Tv fandom

    dance club

    private house

    fan convention

    costuming

    impersonation

    Performative consumption in the Web 2.0


    New hybrid genre
    (spoof & make up tutorial & cover)

    More visibility
    (persistency - replicability - searchability - scalability)

    Spreading the cult body


    Cinematic and music icons of the past Mass media star grassroots promotion

    You Tube star

    get visibility get professional play peer learning

    Amateur producers

    social media audience

    Questions?

    agnesevellar@gmail.com http://agneseh.wordpress.com
    http://twitter.com/agneseh

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