Globalization of the privatized self-image: the reaction video and its attention economy on YouTube

Authored by: Yeran Kim

Routledge Handbook of New Media in Asia

Print publication date:  November  2015
Online publication date:  November  2015

Print ISBN: 9781138026001
eBook ISBN: 9781315774626
Adobe ISBN: 9781317684985


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Globalization has shifted the ways in which people experience privatized self-images through media. YouTube, as its slogan of “Broadcast yourself” demonstrates, has become one of the most conspicuous platforms on which young people mutually produce, consume, and circulate their privatized self-images (Light et al. 2012). The present study focuses on “reaction videos” on You-Tube. Reaction videos are a vernacular form of visual production where people use a webcam to record themselves while watching certain media content (Kim and Gang 2012; Ramstad 2012). The name “reaction video” refers to the portion of the video where the producer reacts to the content being watched.

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