This is the last week for the Clay Shirky readings, as we have come to the end of the book. I also will summarize an academic article on YouTube in this post so I will make the Shirky summary quick. In Ch. 10, he shares a story of a group called Site Specific attempting to work with AT&T and a “fight” about what type of support to use. The Site Specific people wanted to use Perl, an online community, while the AT&T people wanted to use C++, a commercial support system, but one more complicated than Perl. Today these online community forums are the norm. Yes maybe large companies aren’t using them, but the majority of the public is. These types of fights I’m sure are still common in today’s workplace as old generations meet new generations, and with technology changing so quickly, taking a chance on a new development may seem disastrous to the old generation. Yet technology continues to change and these risks can yield large benefits. In Ch. 11, I enjoyed reading about the White Bicycle program in Amsterdam and the Digg revolt. Both worth reading about if you get a chance. Finally, in the epilogue, Shirky discusses how he has had to relearn many things as technology changes. In comparison, his younger students do not struggle nearly as much with new technological discoveries because they did not learn the things Shirky now has to unlearn.
The academic article I read was “Exploring personal branding on YouTube.” The article discussed the processes individuals use to brand themselves and how these individuals brand themselves on YouTube. The study used qualitative research in the from of in-depth interviews with Taiwanese participants between the ages of 16 and 35. Each participant was asked questions related to their personal YouTube channel or videos. The findings noted that there are 3 stages of personal branding: extract, express and exude. Each participant had a unique promise of personal value for their branding. The participants planned ahead and were careful about editing to make sure the videos were as they imagined. Each of the participants expressed themselves using a personal brand statement. Lastly, to exude, the participants each had a strategy for how they would attract worldwide viewers. In short, the individual attempt to achieve their goals while engaging different strategies for promotion. Additionally, most of the participants formed a consumer-personal brand relationship, meaning the viewer and performer felt a mutual sense of commitment and belonging. The article concluded that organizations and companies wanting to form a similar relationship need to think more about the mutual relationship and less about the company providing a one-sided relationship.
Other readings this week included:
“How to gather, shoot and write for video” by Mindy McAdams
“How to edit your video with iMovie or Windows Movie Maker” by Mindy McAdams