In the following project, I intend to explore the social dynamics surrounding this relatively unexamined occurrence, whilst focusing specifically on the processes and motivations behind video sharing.
In the past decade alone, the aptly named “viral video” has progressed from a novel phenomenon, to an almost daily occurrence on the internet. These are defined by their capacity to spread through social media outlets at alarming rates, and gain the attention of staggering numbers of people throughout the world.
Importantly, the mass dissemination of these videos relies substantially on individuals choosing to share them online, through websites such as Facebook and Twitter.
Table of Contents
1. Introduction
2. The Viral Video and the Response
3. Gift-Giving
4. Community Through Sharing
5. Conclusion
Research Objectives and Themes
The research explores the social dynamics of viral video sharing, specifically examining how the act of sharing online content functions as a form of social gift-giving and contributes to identity construction and group formation within both online and offline contexts.
- Anthropological perspectives on gift-giving behaviors
- The role of viral videos in identity formation
- Social dynamics and community construction through sharing
- Reciprocity and social ownership in digital interactions
- The intersection of online virtual spaces and offline social contexts
Excerpt from the Book
The Viral Video and the Response
To begin this discussion, it is beneficial to provide a degree of context to the viral video itself, as well as the reactions to it from my interviewees. “Charlie bit my finger - again” was first uploaded onto YouTube in 2007, two years after the website was first founded. The content itself (link provided above) shows two young brothers, Harry and Charlie, sitting together on a chair when Charlie, as the title suggests, begins to bite his older brother’s finger. The resulting footage of Harry screaming while Charlie laughs, earned 92 million views within the first year, and currently stands at over 814 million views. With this startling figure in mind, I began my interviews with Adam and Nathan by seeking to understand why they thought the video was received with such enthusiasm. In order to gain a more natural reaction from these participants, neither of them knew what video they were about to be shown before starting. However, as soon as they saw the beginning of the video, they smiled in recognition of the two boys who they had both watched on multiple occasions before.
Both my interviews were conducted in a semi-structured format, as I had some specific questions I hoped to ask them, but I also encouraged the conversation to continue in its natural direction. My first interview was with Adam, and when I asked him why he thought it was so popular, he provided several interesting suggestions;
…especially with videos like that, you get a snapshot of real life and real people, and it’s real stories that we can relate to… and it’s shown on TV shows, like there are now TV shows about viral videos, it’s just culturally such a massive thing. I think also it’s so immediate, it’s so easy to access if you need a pick-me-up, then you just type it into YouTube and there you go… Also, it’s just cute.
Summary of Chapters
1. Introduction: Introduces the phenomenon of viral videos as a significant cultural occurrence and outlines the research objective to explore video sharing through anthropological theories of gift-giving and community formation.
2. The Viral Video and the Response: Contextualizes the study using the viral video "Charlie bit my finger - again" and presents qualitative insights from interviews regarding why individuals share content and how they perceive their own identity through these actions.
3. Gift-Giving: Applies anthropological theories of gift-giving, particularly those of Mauss and Sherry, to modern digital video sharing, arguing that videos function as social gifts that create bonds and reflect the giver’s identity.
4. Community Through Sharing: Investigates how sharing actions contribute to group membership and identity construction, emphasizing that online community interactions cannot be fully understood without considering their impact on offline social dynamics.
5. Conclusion: Summarizes the findings, concluding that viral video sharing is a culturally significant behavior that aligns with established anthropological frameworks concerning individual identity and group integration.
Keywords
Viral Video, Video Sharing, Gift-Giving, Social Media, Identity Formation, Community, Online Communities, Anthropology, Reciprocity, Social Dynamics, Material Culture, Digital Interaction, Group Membership, YouTube, User Behavior
Frequently Asked Questions
What is the primary focus of this research paper?
The paper examines the social impact of viral videos, specifically focusing on the motivations behind why people share them and how this sharing activity functions as a form of social engagement and identity expression.
What are the central themes discussed in the work?
The work covers themes such as gift-giving theory in an anthropological context, the construction of personal and social identities, community formation, and the blurred boundaries between online and offline social interactions.
What is the core research question or goal?
The goal is to explore the extent to which the act of sharing viral videos contributes to the success of such content and how it relates to theoretical concepts of gift-giving and belonging to a group.
Which scientific methods were employed for this study?
The author utilized qualitative research methods, specifically conducting semi-structured interviews with individuals familiar with social media processes, combined with a review of relevant anthropological and sociological literature.
What topics are covered in the main body of the text?
The main body discusses the "Charlie bit my finger" case study, the application of Mauss’ and Sherry’s gift-giving theories, and the exploration of identity and community within virtual and real-world social environments.
Which keywords best characterize this study?
Key terms include viral video, gift-giving, identity formation, online communities, social media sharing, and anthropological perspectives on modern digital behavior.
How does the author connect the video "Charlie bit my finger" to gift-giving theories?
The author posits that sharing a video is like giving a gift: the sharer "charges" the content with personal energy and expects a positive social response or recognition, thereby reinforcing their identity and social standing.
What conclusion does the author draw regarding "offline" context?
The author concludes that online interactions cannot be understood in isolation; viral videos often trigger conversations in "real-world" settings, leading to feelings of social inclusion or exclusion among peer groups.
- Quote paper
- Timothy McGlinchey (Author), 2015, Anthropology and "Charlie Bit My Finger". The Social Impact of Viral Videos and Video Sharing, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/322769
