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by   Michael Wesch
     Kansas State University


     mediatedcultures.net
1984   A.D.
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
Media Ecology
Media are not just tools.
Media are not just means of communication.
Media mediate our conversations
Media
change
Media    our conversations
change   change
“We shape our tools,
and thereafter our tools shape us.”
                    - Marshall McLuhan
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
the conversations
     of our culture
     happen here
the conversations
are controlled by few
the conversations
are controlled by few
        and designed
      for the masses
the conversations
are always entertaining
the conversations
 are always entertaining
(even the serious ones)
the conversations
     are punctuated by
30 second commercials
the conversations
create our culture
the conversations
create our culture
    of irrelevance
     incoherence
   and impotence
“What steps do you plan to take
  to reduce the conflict in the
         Middle East?”
“Or the rates of inflation,
crime, or unemployment?”
“What do you plan to do about
NATO, OPEC, the CIA, etc.?”
“I shall take the liberty of
   answering for you: ...
“You plan to do nothing.”
“You plan to do nothing.”

  - Neil Postman 1984
“The public has adjusted to incoherence
  and been amused into indifference.”
         - Neil Postman 1984
25 years later ...
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
“What we are encountering is a
panicky, an almost hysterical,
attempt to escape from the
deadly anonymity of modern
life ... and the prime cause is
not vanity ... but the craving of
people who feel their
personality sinking lower and
lower into the whirl of
indistinguishable atoms to be
lost in a mass civilization."
“What we are encountering is a
panicky, an almost hysterical,
attempt to escape from the
deadly anonymity of modern
life ... and the prime cause is
not vanity ... but the craving of
people who feel their
personality sinking lower and
lower into the whirl of
indistinguishable atoms to be
lost in a mass civilization."
 - Henry Seidel Canby   1926
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
Assembly line
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
It's a one-way
  conversation
You have to be on TV
      to have a voice
You have to be on TV
     to be significant
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The MTV Generation
 Short attention spans
 Materialistic

 Narcissistic

 Not easily impressed
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
“in the midst of a fabulous array of
  historically unprecedented and
  utterly mind-boggling stimuli ...
“in the midst of a fabulous array of
  historically unprecedented and
  utterly mind-boggling stimuli ...

            whatever.”
“in the midst of a fabulous array of
  historically unprecedented and
  utterly mind-boggling stimuli ...

            whatever.”

                 - Thomas de Zengotita
A brief history of “Whatever”
   pre-1960s: "Whatever. That's what I meant."
   Late 60s: "I don't care. Whatever."
   1990s: MTV Generation – the indifferent "Meh."
“I find it hard.
 It's hard to find,
oh well, whatever,
    nevermind.”
“I feel stupid,
and contagious.
Here we are now.
 Entertain us.”
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
flattering
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
A brief history of “Whatever”
   pre-1960s: "Whatever. That's what I meant."
   Late 60s: "I don't care. Whatever."
   1990s: MTV Generation – the indifferent "Meh."
A brief history of “Whatever”
   pre-1960s: "Whatever. That's what I meant."
   Late 60s: "I don't care. Whatever."
   1990s: MTV Generation – the indifferent "Meh."
   Late 90s - present: "Whatever. I'll do what I want."
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
the search for identity and recognition
the search for the authentic self
the search for the authentic self




      Charles Taylor's “Ethics of Authenticity” (1991)
Two Slides:




     Charles Taylor's “Ethics of Authenticity” (1991)
Two Slides: towards ...




      Charles Taylor's “Ethics of Authenticity” (1991)
Two Slides: towards ...

1. “self-centered modes of self-fulfilment”




      Charles Taylor's “Ethics of Authenticity” (1991)
Two Slides: towards ...

1. “self-centered modes of self-fulfilment”

2. “negation of all horizons of significance”


      Charles Taylor's “Ethics of Authenticity” (1991)
Two Slides: towards ...

1. “self-centered modes of self-fulfilment”
    disengagement
2. “negation of all horizons of significance”


      Charles Taylor's “Ethics of Authenticity” (1991)
Two Slides: towards ...

1. “self-centered modes of self-fulfilment”
    disengagement
2. “negation of all horizons of significance”
    fragmentation

      Charles Taylor's “Ethics of Authenticity” (1991)
Two Slides: towards ...

1. “self-centered modes of self-fulfilment”
    disengagement
2. “negation of all horizons of significance”
    fragmentation
    special interest sound bite politics
      Charles Taylor's “Ethics of Authenticity” (1991)
If the conversations of our culture
        now happen here ...
Why this matters ...
   not controlled by the few
   not one-way
   created by, for, and around networks, not masses
   transform individual pursuits into collective action
   makes “group” formation “ridiculously easy”
                                    (Paquet/Shirky)
Why this might deeply matter ...
   We know ourselves
    through our relations with others.
   New media create new ways of relating to others.
   New media create new ways of knowing ourselves.
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
1,728,000   minutes/day
Over   1,000x faster than you can watch
493,714 videos/day
493,714 videos/day
    (just on YouTube)
1,000,000+   online videos per day
over   99.9% irrelevant to you
              (estimated)
Who is on YouTube
(percentage of videos featuring people of different
                      ages)
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
viewed by less than 1% of Americans
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity
Toward a new future of “whatever”


    60s: “I don't care. Whatever (you think).”

    90s: “Whatever. (I don't care what you think).”

    Future: “I care. Let's do whatever it takes ... by
    whatever means necessary.”
by   michael wesch
        assistant professor of cultural anthropology
                   Kansas State University


         more information, including
     videos viewed over 15 million times
    and translated in over 15 languages ...



mediatedcultures.net

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The Machine is (Changing) Us: YouTube Culture and the Politics of Authenticity

  • 1. by Michael Wesch Kansas State University mediatedcultures.net
  • 2. 1984 A.D.
  • 8. Media are not just tools.
  • 9. Media are not just means of communication.
  • 10. Media mediate our conversations
  • 12. Media our conversations change change
  • 13. “We shape our tools, and thereafter our tools shape us.” - Marshall McLuhan
  • 16. the conversations of our culture happen here
  • 18. the conversations are controlled by few and designed for the masses
  • 20. the conversations are always entertaining (even the serious ones)
  • 21. the conversations are punctuated by 30 second commercials
  • 23. the conversations create our culture of irrelevance incoherence and impotence
  • 24. “What steps do you plan to take to reduce the conflict in the Middle East?”
  • 25. “Or the rates of inflation, crime, or unemployment?”
  • 26. “What do you plan to do about NATO, OPEC, the CIA, etc.?”
  • 27. “I shall take the liberty of answering for you: ...
  • 28. “You plan to do nothing.”
  • 29. “You plan to do nothing.” - Neil Postman 1984
  • 30. “The public has adjusted to incoherence and been amused into indifference.” - Neil Postman 1984
  • 35. “What we are encountering is a panicky, an almost hysterical, attempt to escape from the deadly anonymity of modern life ... and the prime cause is not vanity ... but the craving of people who feel their personality sinking lower and lower into the whirl of indistinguishable atoms to be lost in a mass civilization."
  • 36. “What we are encountering is a panicky, an almost hysterical, attempt to escape from the deadly anonymity of modern life ... and the prime cause is not vanity ... but the craving of people who feel their personality sinking lower and lower into the whirl of indistinguishable atoms to be lost in a mass civilization." - Henry Seidel Canby 1926
  • 42. It's a one-way conversation
  • 43. You have to be on TV to have a voice
  • 44. You have to be on TV to be significant
  • 48. The MTV Generation  Short attention spans  Materialistic  Narcissistic  Not easily impressed
  • 50. “in the midst of a fabulous array of historically unprecedented and utterly mind-boggling stimuli ...
  • 51. “in the midst of a fabulous array of historically unprecedented and utterly mind-boggling stimuli ... whatever.”
  • 52. “in the midst of a fabulous array of historically unprecedented and utterly mind-boggling stimuli ... whatever.” - Thomas de Zengotita
  • 53. A brief history of “Whatever”  pre-1960s: "Whatever. That's what I meant."  Late 60s: "I don't care. Whatever."  1990s: MTV Generation – the indifferent "Meh."
  • 54. “I find it hard. It's hard to find, oh well, whatever, nevermind.”
  • 55. “I feel stupid, and contagious. Here we are now. Entertain us.”
  • 62. A brief history of “Whatever”  pre-1960s: "Whatever. That's what I meant."  Late 60s: "I don't care. Whatever."  1990s: MTV Generation – the indifferent "Meh."
  • 63. A brief history of “Whatever”  pre-1960s: "Whatever. That's what I meant."  Late 60s: "I don't care. Whatever."  1990s: MTV Generation – the indifferent "Meh."  Late 90s - present: "Whatever. I'll do what I want."
  • 67. the search for identity and recognition
  • 68. the search for the authentic self
  • 69. the search for the authentic self Charles Taylor's “Ethics of Authenticity” (1991)
  • 70. Two Slides: Charles Taylor's “Ethics of Authenticity” (1991)
  • 71. Two Slides: towards ... Charles Taylor's “Ethics of Authenticity” (1991)
  • 72. Two Slides: towards ... 1. “self-centered modes of self-fulfilment” Charles Taylor's “Ethics of Authenticity” (1991)
  • 73. Two Slides: towards ... 1. “self-centered modes of self-fulfilment” 2. “negation of all horizons of significance” Charles Taylor's “Ethics of Authenticity” (1991)
  • 74. Two Slides: towards ... 1. “self-centered modes of self-fulfilment” disengagement 2. “negation of all horizons of significance” Charles Taylor's “Ethics of Authenticity” (1991)
  • 75. Two Slides: towards ... 1. “self-centered modes of self-fulfilment” disengagement 2. “negation of all horizons of significance” fragmentation Charles Taylor's “Ethics of Authenticity” (1991)
  • 76. Two Slides: towards ... 1. “self-centered modes of self-fulfilment” disengagement 2. “negation of all horizons of significance” fragmentation special interest sound bite politics Charles Taylor's “Ethics of Authenticity” (1991)
  • 77. If the conversations of our culture now happen here ...
  • 78. Why this matters ...  not controlled by the few  not one-way  created by, for, and around networks, not masses  transform individual pursuits into collective action  makes “group” formation “ridiculously easy” (Paquet/Shirky)
  • 79. Why this might deeply matter ...  We know ourselves through our relations with others.  New media create new ways of relating to others.  New media create new ways of knowing ourselves.
  • 84. 1,728,000 minutes/day
  • 85. Over 1,000x faster than you can watch
  • 87. 493,714 videos/day (just on YouTube)
  • 88. 1,000,000+ online videos per day
  • 89. over 99.9% irrelevant to you (estimated)
  • 90. Who is on YouTube (percentage of videos featuring people of different ages)
  • 107. viewed by less than 1% of Americans
  • 110. Toward a new future of “whatever”  60s: “I don't care. Whatever (you think).”  90s: “Whatever. (I don't care what you think).”  Future: “I care. Let's do whatever it takes ... by whatever means necessary.”
  • 111. by michael wesch assistant professor of cultural anthropology Kansas State University more information, including videos viewed over 15 million times and translated in over 15 languages ... mediatedcultures.net