by Pixeleen Mistral on 22/12/10 at 12:10 am
How Ad-supported user-generated content subverts the mainstream media
[UPDATE: TheJuiceMedia have pointed out that they depend on donations to fund their productions and do not sell advertisements, so some clarification is in order. I am not suggesting that TheJuiceMedia have adopted Google's ad-supported free services business model. Instead, they are subverting the model by taking advantage of the YouTube viral video distribution platform for more than apolitical cute cat videos. The success of TheJuiceMedia video is that it both entertains and turns YouTube into a distribution channel for cutting satire. - Pixeleen Mistral]
Cablegate/wikileaks partisans are taking advantage of the Google business model – sell advertisements to viewers attracted to user-generated content – while hoping to advance their cause with a series of surprisingly well produced YouTube videos from The Juice Media Rap News with Robert Foster.
But viral marketing-based media is unforgiving environment – entertain or die – a lesson that some would do well to heed.
Perhaps the most successful example of viral political video is Wikileaks’ Cablegate: the truth is out there which skewers both politicians and the 4th estate, while suggesting the national interest has been sold to the highest bidder.
But YouTube is not without risk. Political commentary must find a way to outdraw the competition: cute cats playing patty-cake. Still, having garnered with 300,000 views in 4 days, there is some hope that Rap News Investigative Reporters might trump cute kitties. Maybe.