YouTube at 8: A journey to the centre of the internet meme

Five things we now know.

The first YouTube clip is eight years old this week. I thought I’d write a brief note detailing some of the things I think of when I think of YouTube. Here are five things that came to my mind:

1. Trolling

One of the things that YouTube is often linked with is trolling – the practice (or the art) of being mean or controversial to get a reaction. The rest of the media, particularly non web-native media outlets, love to talk about trolling because it suits particular techno-dystopian narratives and it relates to things like cyber-bullying (or bullying in general). At its worst trolling is of course very damaging and is often implicated in tragic stories where bullying has got out of hand. YouTube is like the Premier League of trolling: nothing good comes from reading YouTube comments.

2. The YouTube generation

I hear these words a lot – a few months ago Wired ran a big feature on it, and last week the Guardian wrote a rather gushing piece about the YouTube generation too. Commentary on the YouTube generation is focussed around a strand of youth produced and youth oriented YouTube channels. The YouTube generation tends to be presented as evidence of a major disruption in media production and consumption which reduces to “the kids like making and watching their own TV”.

At the heart of the YouTube generation lies a number of prominent video bloggers who discuss their personal and cultural lives in pieces to (web) camera. For various reasons these few have risen to be the most watched and the most talked about (the talking and the watching fuelling one another) and this begins to afford them the opportunity to make money. The bedroom producer, like the Internet Troll, is a bankable character for a feature writer and so these video bloggers have become of interest to the wider media. Discussion of this blogging sub-culture in wider media tends to be simplistic, overlooking the wider picture: the video bloggers’ successes are offered as indicative not of a sub-culture but of an homogenised, monolithic youth culture and video blogging is presented as being the sum total of those young peoples’ media lives. In fact youth engagement with television, radio, music, and many other aspects of cultural life remains full and diverse. Kids who engage with YouTube content are also doing other things. They are consuming long form video content (films, TV) they are going to gigs, performing in bands and buying music on iTunes (and bandcamp, and independent record shops and all manner of places). Many more kids are doing all of those things and not engaging in YouTube video blogging at all.

3. “The second biggest search engine” – and other ways to explain what YouTube is for

I don’t have the data to hand to check where we are with this, it may not be still, but out there in the real world people tell you that YouTube is the second biggest search engine in the world. Even if it’s no longer true, it’s a useful enough aphorism which gets people thinking when they first hear it.

For many people YouTube is the first port of call for a search, especially if it’s a video search. For that reason YouTube is a valuable place to put good content if you want people to engage with your ideas. At this point it’s worth stopping to think about what YouTube is for, and how people use it. We can easily think of YouTube as:

  • a search engine
  • a content discovery platform (through suggestions based on your profile and the profile of people who watch and like what you like)
  • a social network centred on video content (there are communities within the site, networks of friends, communities of practice, etc.)
  • a primary channel for watching video content (especially through subscriptions to certain producer’s content channels)
  • a video streaming service (a lot of web users place videos on YouTube with no intention of engaging with people on the YouTube website – they just want reliable hosting of video files that they can embed elsewhere)
  • a way of gauging popularity (YouTube hits are a media shorthand for popularity – we only need to consider Gangnam Style here)

4. Memes

YouTube is central to many internet memes. From Rick Rolling to Keyboard Cat, YouTube provides a stable repository for the shareable content at the heart of many call and response or bait and switch jokes. YouTube’s ability to soak up traffic is particularly important here – would Leave Britney Alone or the Star Wars kid have managed to stay up and running for long had they been hosted on a cheap personal grade server package? Doubtful. The video owner’s bandwidth charges would also have gone through the roof, making it hard to sustain the content for long.

In addition to stability, YouTube also offered simplicity. Uploading streaming video used to be the sort of thing that only web designers did: you’d need to know a bit about code and file formats, you’d need a web server and a website to actually embed the video into; YouTube offered a simple way to upload, and simple ways to share the content including a webpage for the video on the YouTube website. That meant that, amongst other things, people could easily offer up their own take on memes, giving rise to the sort of phenomenon you see with the Harlem Shake or Hitler Reacts which add fresh twists to an original idea, mutating and spreading the meme further.

5. Business models

OK it wasn’t the first, but YouTube was one of the big early splashes of the second dot com bubble. Alongside other early successes such as Flickr, YouTube has contributed to a commercial culture that is predicated on romantic story: that groups of friends can get together and put together million (and billion) dollar technology companies in their bedrooms. Of course, this story occurs throughout innovation history, but in its current telling the innovation doesn’t need to make money, it just needs to wait to be bought by a bigger fish, and hope it can keep attracting enough rounds of venture capital to stay afloat until then.

YouTube was started by a group of friends, and it was bought (for $1.65 billion) by a bigger fish. I was interested to read that its founders have distanced themselves from the more romantic elements of their own genesis story, stating that it makes for good marketing copy but isn’t strictly true. Of course we should also remember that they were already known and working on the ground in Silicone Valley – the technology was important, but the networks are part of the story too and we should all think about that before we bet the farm on our own start up ideas.

Jon Hickman, Senior Lecturer in New Media at Birmingham City University. This post is crossposted with permission.

The first YouTube clip is eight years old this week. Photograph: Getty Images
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Emmanuel Macron's French election victory may change less than most expect

The centrist is not the first to succeed from outside the traditional parties in the Fifth Republic.

Emmanuel Macron has won the first round of the French presidential election, and will face Marine Le Pen in the run-off.

The numbers that matter: Emmanuel Macron 24 per cent, Le Pen 21 per cent, François Fillon 19.9 per cent, Jean Luc Mélenchon 19.9 per cent and Benoît Hamon 6.3 per cent.

According to the polls - which came within 0.9 per cent of the correct result in the first round - Macron will easily defeat Marine Le Pen in the second round.

The single transferable take that compares Macron to Hillary Clinton and Le Pen to Trump ignores a few things. Not least his programme, the different electoral system and the fact that Macron is popular - the most popular politician in France, in fact. Jean Luc Mélenchon declined to back a candidate in the second round and will poll his supporters on who his leftist bloc should back. But it's not comparable to the feud between Bernie Sanders and Clinton - which, in any case, was overwritten. Most Sanders supporters backed Clinton in November. The big story of that election was that the American mainstream right backed Donald Trump despite his manifold faults.

The French mainstream right is a very different beast. Fillon has already thrown his weight behind Macron, warning against the "violence" and "intolerance" of the National Front and the "economic chaos" its programme would inflict. And to the extent that it matters, Hamon has also endorsed his former party colleague, saying that there is a difference between a "political adversary and an enemy of the Republic."

So, if he wins, has everything changed, changed utterly? That's the line in most of the papers this morning, but I'm not so sure. French politics has always been more fissiparous than elsewhere, with parties conjured up to facilitate runs for the Presidency, such as the Democratic Movement of perennial candidate, now Macron backer François Bayrou, and Mélenchon's own Left Party.

I'm dubious, too, about the idea that Macron is the first to succeed from outside the traditional centre-right and centre-left blocs in the history of the Fifth Republic. That honour surely goes to Valéry Giscard d'Estaing, a popular finance minister in a Gaullist administration, who ran on a independent centrist platform in 1974 - and won the presidency.

Giscard d'Estaing had no majority in the National Assembly and had to "cohabit" with his former colleagues on the Gaullist right. In the long run, far from upending the left-right pattern of French politics, he continued it. (Indeed, d'Estaing is now a member of the centre-right Republican Party.)

You don't have to look hard to see the parallels with Macron, a popular finance minister in a Socialist administration, running on an independent centrist platform and very likely to win, too.

France's underreported and under-polled legislative elections in June will give us an idea of the scale of the change and how lasting it may be. If, freed from the taint of Fillon's scandals, the French Republicans can win the legislative elections then talk of the "death of the traditional centre-right" is going to look very silly indeed.

Equally, while Hamon won the presidential nomination, the Socialist Party's legislative candidates are largely drawn from the party's right. If En Marche!, Macron's new party, can go from no seats at all to the largest group but are short of a majority their natural allies in getting through Macron's programme will be from the remains of the Socialists. Far from irrevocably changing the pattern of French politics, Macron's remarkable success may simply mark a period of transition in the life of the French Left.

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.

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