Publication: El vídeo viral: claves de difusión masiva
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2017-04-24
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Universidad Complutense de Madrid
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Abstract
La interactividad de la web 2.0 y la expansión comercial de los dispositivos de captación de imágenes abren al usuario la posibilidad de situarse a un lado o a otro del proceso comunicativo, prestándole las herramientas necesarias para que emita y consuma libremente contenidos (ya sean fotografías, vídeos, sonidos o textos), sin límites materiales ni profesionales. Así, acostumbrado a ser exclusivamente receptor del mensaje, tiene ahora la oportunidad de emitirlo: en la web 2.0, el esquema comunicativo ha evolucionado y se ha vuelto bidireccional. En esta circunstancia, la respuesta del usuario, relegado antes exclusivamente a la función de la recepción o a un feedback limitado, es la de aprovechar sus nuevas oportunidades y expresarse según su criterio propio, construido en base a lo aprendido de los medios tradicionales de los que lleva un siglo siendo receptor y a sus propias inquietudes y experiencias. Esta es la raíz de la inspiración amateur. Establecidos los principios, es esperable que el resultado sea aquel que ya caracteriza el espacio de Internet: la proliferación de contenidos de factura amateur (consistan o no en contenidos específicamente caseros) y el control casi monopolista de los tres productos estrella del 2.0: Las webs de contenidos, la red social y las plataformas de content sharing. El fenómeno de la viralidad en vídeo se genera como producto de esta democratización comunicativa y, especialmente, por la inclinación hacia el consumo y emisión del texto videográfico. La corriente viral se identifica por lograr que un contenido alcance en poco tiempo, a través de los mecanismos de la red, a usuarios que no forman parte de su target o público objetivo o, dicho de otro modo, que se expanda más allá de las posibilidades previstas en un breve período de tiempo. Para enfocar más de cerca el comportamiento viral hemos determinado que la plataforma que nos sirva de fuente sea YouTube. Se trata de la plataforma de videosharing más extendida a nivel mundial, la más utilizada para el visionado y publicación de vídeos y, por ello, la más adecuada para enmarcar nuestro objeto de estudio...
The interactivity of the web 2.0 and the commercial opening out of mechanisms of images reception open to the user the possibility of standing to one side or to another of the communicative process, lending the necessary hardware for freely giving out and consume contents (whether photographs, videos, sounds or texts), with neither material limits nor professional ones. Like that, used to being exclusively the message receiver now it has the opportunity to diffuse it: in the web 2.0, the communicative scheme has evolved and became bidirectional In this circumstance, the user’s answer, before relegated exclusively to the function of the reception or to a limited feedback, is the one to be taken advantage of his/her new opportunities and express himself/herself according his/her own criteria, built on the basis of what has been learned of traditional media which has been the receptor of their own concerns and experiences. This is the root of the amateur inspiration. Having established the principles, it is hoped that the result be that which already characterizes the space in Internet: the proliferation of the contents of amateur style (whether or not they consist in contents specifically homemade) and the almost monopolistic control of the three star products of 2.0: The webs of content, the social network and the platforms of content sharing. The virality phenomena in video generates itself as a product of this communicative democratization and, particularly, for the inclination toward the consumption and emission of the video graphic text. The viral curent is identified for achieving that content reaches in short time, through the network’s mechanisms, to users that are not part of his/her target or public objective or, said otherwise, which expands itself beyond the envisaged possibilities in a brief period of time. In order to focus more closely the viral behaviour we made sure that You Tube will be our platform source. Being the more widespread video sharing platform on a global scale; the more used for the viewing and publication of videos and, therefore, the most suitable for framing our object of study...
The interactivity of the web 2.0 and the commercial opening out of mechanisms of images reception open to the user the possibility of standing to one side or to another of the communicative process, lending the necessary hardware for freely giving out and consume contents (whether photographs, videos, sounds or texts), with neither material limits nor professional ones. Like that, used to being exclusively the message receiver now it has the opportunity to diffuse it: in the web 2.0, the communicative scheme has evolved and became bidirectional In this circumstance, the user’s answer, before relegated exclusively to the function of the reception or to a limited feedback, is the one to be taken advantage of his/her new opportunities and express himself/herself according his/her own criteria, built on the basis of what has been learned of traditional media which has been the receptor of their own concerns and experiences. This is the root of the amateur inspiration. Having established the principles, it is hoped that the result be that which already characterizes the space in Internet: the proliferation of the contents of amateur style (whether or not they consist in contents specifically homemade) and the almost monopolistic control of the three star products of 2.0: The webs of content, the social network and the platforms of content sharing. The virality phenomena in video generates itself as a product of this communicative democratization and, particularly, for the inclination toward the consumption and emission of the video graphic text. The viral curent is identified for achieving that content reaches in short time, through the network’s mechanisms, to users that are not part of his/her target or public objective or, said otherwise, which expands itself beyond the envisaged possibilities in a brief period of time. In order to focus more closely the viral behaviour we made sure that You Tube will be our platform source. Being the more widespread video sharing platform on a global scale; the more used for the viewing and publication of videos and, therefore, the most suitable for framing our object of study...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad II, leída el 18/12/2015