In a previous post I talked about YouTube. About it becoming another branch of the mainstream media. About its promotion of certain videos over others. And about how this combination undermines the formation and nurture of online communities. Especially marginal ones.
But wait. There may still be hope yet. I’ve got some good news, from watching the news.
The mass media is realising the power and popularity of posting on YouTube, but it’s also working in reverse. YouTube videos are increasingly being shown on the mass media. It’s in this partnership that lies a glimmer of hope for some (definitely NOT mainstream) communities.
Chat show hosts like Ellen De Generes and David Letterman are inspiring video trawling copycats around the world. In Australia, Channel 7’s ‘The Morning Show’ has been at it for a while, and now the evening news programmes are getting on board.
Allow me to elaborate.
I first saw this clip on the Channel 10 news.
Amazed, I immediately started researching “parachute skiing”. Hardly the type of thing you can read about in the sport section of the local newspaper. Though maybe it should be.
**UPDATE: I recently found this little gem. Yeah, I’m hooked.**
Initially I was shocked, but delighted, to see something like this on the news. Though it’s not even a new trend. In fact, the mainstream media has long been a handy way to discover some of the more obscure, yet interesting (they have to be to get a gig during prime time) things in life. You just need to know where to look.
For instance, I saw this on 60 minutes a long time ago:
From which I discovered…
And now I’m seriously considering booking tickets to Norway. Well, in my dreams at least.
Yet, wicked videos aside, this does show the power of mainstream and alternative media working together. As mainstream content moves onto YouTube, (arguably) alternative content is also moving onto mainstream media. And, if they are lucky enough, some of these more obscure communities will undoubtedly benefit from the widespread exposure in the mass media. Hopefully helping to promote and develop these communities on a scale that they probably never predicted.
It can be so simple, yet effective. I see one video, I show a friend, he shows someone else, they put it on Facebook and bam! Thousands of new wingsuit BASE jumping enthusiasts are born, just like that.
**UPDATE: One more recent example. Planking. The social media phenomenon that began with a bang. It popped up all over Facebook, jumped into the mass media spotlight (and the police’s for that matter) and is now a dinner table, or perhaps bar stool, topic of conversation around the world. Not bad for a sport that consists of lying down, well, anywhere.**
Whether parachuting avalanche-starting skiiers, or grown men lying on the floor, the line between the mainstream media and (what has typically been considered) alternative media continues to blur. Hopefully, this can breathe new life into the many marginal communities that are just waiting for some good news, and more views.
(On a brief, but slightly related tangent. YouTube recently announced a YouTube Live service; where, according to their blog, you will soon be able to watch “the most compelling live events happening on YouTube”. Could this be another way for marginal communities to get exposure? Here’s hoping that this is more than just computer TV, and we get to see some new, interesting stuff!)