The Musicless Music Video as a Spreadable Meme Video: Format, User Interaction, and Meaning on YouTube

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Title: The Musicless Music Video as a Spreadable Meme Video: Format, User Interaction, and Meaning on YouTube
Authors: Sánchez Olmos, Candelaria | Viñuela Suárez, Eduardo
Research Group/s: Industrias Culturales Hoy: Producción, Difusión, Gestión y Consumo de Productos Culturales en la Era de la Información (IICCXXI)
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: Music video | Music meme | YouTube | Participatory culture | Spreadable media | Interaction
Knowledge Area: Comunicación Audiovisual y Publicidad
Issue Date: Oct-2017
Publisher: University of Southern California. Annenberg School for Communication and Journalism
Citation: International Journal of Communication. 2017, 11: 3634-3654
Abstract: The aim of this article is to analyze the musicless music video—that is, a user-generated parodic musicless of the official music video circulated in the context of online participatory culture. We understand musicless videos as spreadable content that resignifies the consumption of the music video genre, whose narrative is normally structured around music patterns. Based on the analysis of the 22 most viewed musicless videos (with more than 1 million views) on YouTube, we aim, first, to identify the formal features of this meme video format and the characteristics of the online channels that host these videos. Second, we study whether the musicless video generates more likes, dislikes, and comments than the official music video. Finally, we examine how the musicless video changes the multimedia relations of the official music video and gives way to new relations among music, image, and text to generate new meanings.
Sponsor: This study was conducted with funding provided by the MINECO-16-HAR2015-64285-C2-1-P project.
ISSN: 1932-8036
Language: eng
Type: info:eu-repo/semantics/article
Rights: © 2017 (Cande Sánchez-Olmos and Eduardo Viñuela). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd)
Peer Review: si
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Appears in Collections:INV - IICCXXI - Artículos de Revistas

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