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
Photo: Pablo via Creative Commons
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Is Lithuania still homophobic? My girlfriend and I held hands to find out

The Lonely Planet guide warned that for gay and lesbian travelers, "small displays of public affection can provoke some nasty responses".

It’s midnight somewhere on the greyish outskirts of Vilnius, and my girlfriend has just burst out laughing. Our Uber driver starts laughing too. Nonplussed, I scan the oppressively functional Soviet-era architecture we’re driving past for literally anything funny.

Then I see them. A series of panels above the stairway to a basement bar; photos of topless blonde men with glistening six packs. This is – as is usually the case – either a tribute to the most homoerotic scenes in Leni Riefenstahl’s Triumph of the Will, or something deliberately gay. And 99 out of 100 it’s the latter, this being no exception.

Soho Club is the most out-of-context gay venue I’ve ever seen. It sits on a poorly lit street on the edge of Lithuania’s capital, almost as if it’s been plucked out of the city centre and dumped there.

Given the staunchly Catholic and formerly communist Baltic state’s uneasy relationship with its LGBTQ community, this wouldn’t be particularly surprising.

According to the Lonely Planet guide to the Baltic States for gay and lesbian travelers, "small displays of public affection can provoke some nasty responses".

Homosexuality was only decriminalised here in 1993. And, any legislative victories aside, a 2009 poll found that attitudes amongst the population were much the same as the pre-1993 days. Eight in ten respondents considered homosexuality to be anywhere between a perversion and a disease. 

Such a gay-hostile place probably seems like an odd choice for a romantic getaway with my girlfriend, on my birthday weekend. Then again an itinerary like ours, which includes a visit to the both the Museum of the Victims of Genocide, and the Holocaust exhibition at the Jewish museum, is hardly "gondola ride in Venice" or "Eiffel Tower at sunset". This is a stark, ex-Soviet, mostly-raining introduction to being gay outside of the liberal London bubble. Which is to say: dreamy.

Having said that, Vilnius’s cobbled old town is beautiful and, compared to other more mainstream Eastern European capitals, decidedly less stag night-y. Same-sex couples, it turns out, can be drawn to a city for features other than its queer nightlife. 

On the short walk from Vilnius’s central train station to our Airbnb, we passed a mural of Donald Trump smoking a spliff and giving Vladimir Putin blowback. A definite tribute to the gay kiss between the USSR's Brezhnev and East Germany's Honecker depicted on the Berlin Wall.

It was hard to tell what this said about the area’s attitude towards queers, but it was on the side of a bar that’s blasting out Black Lips and full of Lithuanian hipsters in their twenties. Say what you like about hipsters, they are not known for gay-hate. It was difficult to imagine anyone in there giving much of a shit about our sexuality.

At the Airbnb, we were greeted by one such Lithuanian hipster. She was about 20 and seemed a little nervous speaking to us, even though her English was near fluent.

The flat – an immaculate new build – was decked out in Ikea classics. Like the bar with the homoerotic Trump/Putin mural, anywhere with a Malm just seems to radiate gay-friendliness. It’s both sterile and PC. Like the Lib Dems, or a free sachet of lube.

Our host gave us a brief lesson in how to work the flat, before saying a polite goodbye. We’d just started unpacking when there was a knock on the door. It turned out the host had done a 180.

"One last thing," she said, "Do you need an extra duvet, or are you… sharing the bed?"

OH GOD, I thought. This is it. This is the kind of shit you read about. You never do read about anything good.

"Yeah, we’re sharing," I said, feeling both – I hate to say – embarrassed about being in a same-sex relationship, and embarrassed about being embarrassed about being in a same-sex relationship.

"OK, cool. No questions!" said the host, before disappearing into the afternoon at the speed of sound.

"No questions," I repeated, "Hmm."

Just to be clear, no, this wasn’t exactly a hate crime. I’m also reluctant to judge a 20-year-old from a very religious country for – well – judging us. And anyway, maybe "no questions" meant "no judgment". Who am I to… judge?

We’d been in Lithuania for about an hour before my girlfriend and I decided to really test the water and hold hands in the street. Mostly, we were starting to wonder if we were being xenophobic by assuming Lithuanians were probably homophobic.

This, I suppose, is the point at which bigotry really starts to eat itself. Unfortunately though, almost the moment we held hands, a group of...shaven headed individuals, who wouldn’t look out of place in a modern day pogrom, walked past, staring us down as if we’d stopped there for a spot of mid-street fisting.

I made brief eye contact with one of them as I let go of my girlfriend’s hand as fast as a bottle of water at airport security.

"Oh," I said to her, when – as far as we knew – Vilnius’s only out homophobes were at a safe distance. "Yeah…" she said.

There are parts of the world – Uganda, Russia and, most recently, Chechnya –  where both socially and legislatively speaking, things are actually getting worse for queer people. But, the overarching narrative is "it gets better". Visiting anywhere with less good attitudes towards The Gays than I’m used to feels like a step back in time.

I wonder, in terms of acceptance of, say, two women holding hands, which decade in London is reflected in 2017 Vilnius. The 80s? The 70s? I’ve only been gay in London since 1989. And back then – as far as I know – I wasn’t a particularly dykey baby. 

So began a weekend-long game of political PDA. We walked through the cobbled streets of the old town, admiring baroque churches and wondering if we were allowed to be a couple near them.

Without a strict set of rules, every stranger’s glance is open to interpretation. My interpretation being, "Let’s just not make a scene, OK?", my girlfriend’s interpretation being, "Stop being paranoid and xenophobic. No one cares."

In the evening, as we sat in a busy restaurant eating zeppelins (remarkably dense Lithuanian potato dumplings, not airships) we spotted – lo and behold – what we (homophobically?) thought might be another gay couple.

Two men in their twenties stood waiting for a table. They had professionally shaped eyebrows. One of them had earrings. In Nineties terms, they were gay as fuck. At a dumpling joint in Vilnius, at ten at night, who the hell knows? And, more to the point, why the hell should they care? Well, when your relationship has been reduced – via queer invisibility – to a handholding battle, you’re kind of desperate to find another same-sex couple.

"Are they…" I said.

"They must be," she said.

"Should we…?"

"NO."

I’m not even too sure what I was asking we "should" do (speak to them? Buy them drinks? Demand a gay tour of Vilnius?), or why I was shut down without finishing my sentence. Whatever we should or shouldn’t have done, we didn’t.

But back to Soho Club. The car stops and we leave behind our bewildered and slightly too amused Uber driver. Tentatively, as if approaching an ancient Egyptian tomb by lamplight, we walk down the stairs past the muscle man panels.

The complete silence – not even interrupted by passing traffic – doesn’t exactly say "buzzing" or… "Soho". Inevitably, almost, the bar is closed. In fact, it’s arguably the most closed bar I’ve ever seen. We’ve turned up, ready to party with Lithuania’s finest gays, at a giant lead box. What’s more, we look around us and realise we’ve strayed into Murder Town.

On our way to the nearest bus stop, we pass a life-size fiberglass cow devoid of any explanation, and a lit-up poster that looks startlingly like an ad for dead babies. The streets get wider and desolate-er until we’re at a petrol station, holding hands out of pure fear. On my part at least. If this is Vilnius’s gay scene, I’d like to give it some kudos at least for quite strongly resembling a David Lynch film.

Having somehow not been sawn into pieces and turned into outsider art, we find ourselves back at Vilnius airport the next day. While idly internetting on her phone, my girlfriend notices our Airbnb host has reviewed us as guests.

"Leonore and her friend are very friendly people!" she wrote.

In all fairness, I have shared beds in Airbnbs with friends. And whether or not someone is tiptoeing around my sexuality like a puddle of something that may or may not be wee, it’s always nice to be considered friendly. And to have "friends".

Eleanor Margolis is a freelance journalist, whose "Lez Miserable" column appears weekly on the New Statesman website.

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