Recently at Hampshire College, the Center for the Study of Science in Muslim Societies invited Dr. Joshua Green to talk about the concept of popularity in online video. Dr. Green, who is Vice President of Digital Strategy at the Boston based advertising agency Arnold Worldwide, discussed the impact of online video in the world of advertising and the ways in which media platforms like YouTube are restructuring established norms in broadcasting.
Joshua Green earned his PhD in media studies from Queensland University of Technology in Australia. He has spent the past decade following popular YouTube videos and trends – like the beauty tutorial, or famous vloggers like Tyler Oakley – to track the ways in which online video has impacted how consumers interact with media. His recent publications include Spreadable Media: Creating Value and Meaning in Network Culture (which he co-wrote Henry Jenkins and Sam Ford) and YouTube: Online Video and Participatory Culture (with Jean Burgess).
Green concludes that, even though the old standards of success and popularity don’t apply to the world on online video, there are new discussions to be had about the emergence of new audiences and content creators that are swiftly taking over the media world.
This lecture was delivered on February 9th, 2016 at Franklin Patterson Hall at Hampshire College.