Videocracy

February 1, 2018

Allocca (head of culture & trends, YouTube) examines the role of the user in this analysis of the internationally popular video-sharing site. Behaviors of uploading content, liking, commenting, and sharing are the biggest contributors to what is popular and what goes viral (not necessarily the same thing) online. Beyond simple metrics of likes and shares, Allocca also delves into how we form and reinforce community identities around the content, as well as how online video-sharing has changed several industries, including popular music and advertising. Cultural phenomena such as remixing and memes, political implications of wide distribution of cell phone citizen journalism, and the surfacing of previously isolated subpopulations are explored in light of a global, grass-roots, interconnected technology platform. What is missing is much insider information about the business side of YouTube, or how its own practices affect user behavior, whether through placement, site design, algorithms, advertising revenue, or censorship. Readers will likely enjoy revisiting their favorite quirky, emotional, or viral videos used as examples. VERDICT A surprisingly thoughtful read for cultural scholars or any member of this video democracy, which is most of us.--Wade M. Lee, Univ. of Toledo Lib.

Copyright 2018 Library Journal, LLC Used with permission.

November 13, 2017
Allocca, the head of culture and trends at YouTube, gleans cogent insights into the human psyche from his analysis of popular clips, vlogs, and communities on his company’s popular video-sharing platform. Allocca offers a glimpse into the mind’s “subconscious drives” through what he describes as “oddly satisfying” videos featuring cookies undergoing surgery and a dishwasher cycle seen through the lens of a GoPro camera, and explores the success of channels such as the popular AsapScience, which he credits to the channel’s short, pop-science “explainer” style of videos. He elaborates on technical aspects of YouTube mechanics, including the surprisingly complex way the company determines what constitutes a “view.” Allocca also points to the impact YouTube has had on culture globally by “democratizing the power of distribution.” This leveling of the playing field is responsible for achievements large and small—particularly the blossoming of niche communities built around, for example, an autistic man’s vlog about elevators. Allocca’s perspective is skewed by his obvious desire to put a positive spin on all things YouTube, and his suggestion that corporations are using YouTube to “meaningfully interact” with consumers is naive. Still, his sunny disposition is a forgivable flaw for readers looking for a light and entertaining overview of a popular digital platform.

November 1, 2017
The story of YouTube and the video platform's vast cultural influence.Since its inception in 2005, YouTube has grown exponentially from the first video posted by co-founder Jawed Karim of a trip to the zoo to its current state of more than 1 billion active users. Charting the site's development from early days when it was conceived partly as a way for the developers to meet women, Allocca, the company's head of culture and trends and "one of the world's leading experts on viral video," cites the massively popular "Double Rainbow" upload as one of the key moments in YouTube history. The seemingly innocuous footage of a man witnessing two rainbows and his astonished response would become an early viral hit and is a standout example of how YouTube has grown into a platform that enables everyday users to broadcast their voices. The author also highlights several other YouTube success stories, including Korean pop artist Psy's 2012 smash hit "Gangnam Style," which became the first video to reach 1 billion views, the "How-To" video craze, and how uploads have affected political movements in Libya and other hot spots around the world. As a YouTube employee, Allocca has plenty of insider information and access to the company's research and engineering stars that helped create the content powerhouse. However, his position also means that some of the presentation of YouTube's value reads like marketing material for the company. Refreshingly, the author offers more than just a history of YouTube; he takes on the role of anthropologist as he riffs on the current state of popular culture and content consumption. With traditional cultural gatekeepers increasingly strained to maintain relevance and more individuals empowered to create and distribute their own content, YouTube will only grow as a major cultural force.A mostly informative and insightful look into the inner workings of YouTube and its wide-ranging influence.

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