Month: April 2015

Dubsmash, Selfie, YouTube and the grimaces of Barack Obama on BuzzFeed

obamacare_buzzfeedEveryday a billion of people watches on YouTube approximately three hundred million videos. Are you surprised? Let us suppose you are not because YouTube is a well-known environment and frequently used by all of us: if I have to see a video I go on YouTube, if I have to share a video I put it on YouTube, all the videos of the world are on YouTube! Have you made a video? Have you seen the last video of “that guy” on YouTube?
Yet YouTube is a pretty recent phenomenon, to be more precise the greatest multimedia repository in the history of the humanity has its origin on 23 April 2005, the day when the first video has been posted, therefore it celebrated its 10th anniversary. We may say it is still a child.
In ten years our relation with videos and photos, multimedia material in general, has completely changed, every event is followed live by thousand of mini video cameras placed on our smartphones and shared online and, if it is considered interesting, it is posted on YouTube. The personal sphere has also suffered this multimedia contamination, every event of our life, of that of our relatives, children and friends, is recorded and, often instantly, shared.
In less than one decade our way of communicating, sharing and preserving has completely changed; we have decided to expose ourselves publicly! The widespread phenomenon called Selfie has taken this direction; we have chosen to dedicate an article along with the excessive use of the emoticons, smilies which allow us to express our emotions in a fast and instinctive way.
Many other examples become evidences in support of our vision of the “show-off man” (or woman or teen-ager,…), ready to expose oneself, self-absorbed, eager to reach one’s own personal popularity online. We quote two of them pretty recent:
The president Barack Obama has recently made a video to solicit the public opinion, especially the youngest one, regarding his extremely important health care reform. The video, spread through the Social Platform “BuzzFeed“, posted many times on YouTube (click here to see Obama’s video), does not propose the president in a suit sitting at his desk, flags by his side, intent in reading an institutional statement. On the contrary, he is in front of the mirror, supposedly bright and early, parroting himself, making funny faces, rehearsing his speech, making some grimaces, having an unlikely breakfast and shooting some imaginary and originally hoops.
This is an extremely “selfie” vision of the president, egocentric and modern where the mirror becomes the instrument which reflects the image of the president toward (and in line with) the virtual world.
The video lasts two minutes and it founds itself on fruition and expositive rules typical of the web ones and not on those institutional such as broadcasting or television. An approach on the surface breezy and superficial, but in fact, based on a careful marketing analysis of the audience, the young Americans, which is intended to be obtained by sharing the new healthcare reform (informally called Obamacare, formally called HealthCare).
“Our” teen-agers are on YouTube, making videos, sharing them, watching them, making comments, voting them…they are in continuous transparent and viral, interaction with the multimedia material made by them, therefore with themselves.
Being digital natives, being used to these tools, they don’t see an alternative; they live their community without having any prejudice towards the media exposure of themselves. Not even the choice of BuzzFeed is casual: it is about a generic base, far from an institutional one, but with a great ability of diffusion and support of the mass, of the internet users.
The APP Dubsmash allows to lip-synch starting from a well-known base, deliberately chosen, a sort of “singing ventriloquism“. At first glance, if we go on Youtube and watch some videos, we are inclined to think it is about the usual “village idiot” who wants to make fun of himself, but it is not what it looks like. The phenomenon is global, we find videos practically from every nation, not only about young people and youngest ones. The Dubsmashes are the evolution of the Selfies, they are the continuation of the playful phenomenon inserted online by the Pharrell Williams song, “Happy” which has created thousand of clone videos with euphoric dancers. This is the demonstration that YouTube is becoming the storage of our ego and the smartphones the tool to produce (and to expose) our personal, emotional and visual heritage.
There is a real world, where form and content follow precise rules, where the announcement and the publication are reserved to very few, where the contradictory opinion is often absent, but at the same time, there is the web where each of us, even the youngest (especially the youngest) can expose a significant part of themselves through a direct language, grotesque, ironic. Such exposure is often a multimedia type created by means of homemade images or videos.
The jester is getting more attention online comparing to that of the king’s herald, despite the institutional trumpet blasts which accompany him, maybe because of his ability to make fun of himself and to communicate in a “natural language”, accessible to everyone without any hesitation or superfluity.
This change toward multimedia, so obvious for the youngest and so inexplicable for many others, involves even the most powerful man on the planet, the president Barack Obama (or his marketing office, it doesn’t matter a bit).
In one decade, the rules of the game have completely changed! It is necessary to communicate directly and in a multimedia way, even through a simple video. Words alone are not enough anymore! To be honest, if the words come along without a little tune or a funny face or an “I like”, many of us don’t even bother to listen to them anymore.


Milgram and the social networks that make the world a smaller place

postinoWe are “way back” in 1967, where there is no personal computer, no smartphones and, above all, no internet and no social networks, at most, if we are NASA scientists, we have at our disposal a supermainframe (computer) big like a building and with the power of elaboration of a modern scientific calculator.
During the boom years of the 1950s and the 1960s, while the great Mike Bongiorno was creating the game show, on italian television, “Lascia o Raddoppia” (“Leave It or Double It“), another American was analising, with a simple experiment, the complexity of the American relational net of the Modern Age.
We are speaking of the sociologist Stanley Milgram and his visionary theory “of the small world”, visionary because of its capability to gather the complexity of the social fabric due to the processes of urbanization that took place during the twentieth century, visionary because able to underline the net’s evolution, the dense network among the people, visionary for the demonstration of an ample and complex phenomenon, the globalization.
To be more specific, the theory is not completely original; it is based on the story “Chain-links” published in 1929 by the Hungarian writer Frigyes Karinthy. The story (we provide you the English version in PDF format), even if short, hypothesizes connections among people all over the world in a fast and global way, all this taking place against the 1929 great depression, the most catastrophic event in history on a global scale.
In 1967, Milgram selected, randomly, some Americans in the Midwest asking them to send a long distance package to a stranger of whom they knew only the name and the job, but not the address. In order to reach the goal, they were allowed to use their own personal network of acquaintances, sending the package to a mediator, considered by them closer, or rather, with greater possibility of identifying the receiver.
It is said that Stanley himself was surprised by the final result, the package had reached the “unknown” consignee through an average of five – seven passages, we may say very few.
Milgram was proving how the Modern Age with its (then) modern (now archaic) systems of communication had created a dense relational network, making “the world smaller”. The project got published on “Psychology Today”, where it became famous as “the theory of the six degrees of separation”, inflaming the International Scientific Community divided on the chosen method and the achievements.
The debate continued, on a purely theoretical level, until the internet’s advent; the experiments done in the 21st century had given a new and decisive impulse to the Milgram’s theory.
In 2001, thanks to the electronic mail’s accessibility, the first global and social tool (along with the SMS…), Duncan Watts, professor of Columbia University, repeated the research on a much more significant sample of users, around 50.000. The research did nothing but confirming Milgram’s theory, the degrees of separation proving to be exactly six.
In 2006 two researchers of Microsoft, studying algorithmically the conversations records of the chat MSN messenger, came to the hypothetical result of 6.6 levels of separation.
And then what? Then our world has become 2.0, the social networks have arrived.
In 2011 some of the researchers of the University of Milan in team with some of the Facebook’s experts had carried out a test which, had permitted to check the “degree of proximity” of two subjects on a planetary scale (see “The degrees of separation on Facebook“)
No possible controversy on this sample, certainly significant, 65 billion of relationships and no doubt on the final result, an average of 3,74 degrees of separation, even less than what found by Milgram.
In the first decade of the 21st Century the degrees of separation are less than four, the world (2.0), as Milgram had assumed, is “very small” indeed.
It is important to underline how this result has been obtained: there was a meticulous work carried out by an extremely heterogeneous team for both competences and the used tools: sociologists, university researchers, computer experts, email, log trace, “Big data” of social type and technical tools of the latest generation and last but not least, the involuntary complicity of a significant part of the earth’s population! As the old saying goes: unity is strength!
We believe that the release of smartphones and instant messengers over the last five years, could have only reduced subsequently such distance, in a very significant way. The new way of communication “one to many” of a broadcast type, sometimes even of “multicast” type, can only amplify our acquaintances network and confirm Milgram’s experiments and Karinthy’s vision.
What can we say, there is no doubt that “the global social network” is not the direct consequence of the Internet’s advent: the industrialization, the great urban movements, the release of the communication tools such as mail and telephone as well as of the means of transport such as automobile and airplane, had already created more than fifty years ago a dense network, even though invisible, among people well over the secular bonds among communities, markets, nations, banks, etc…
The advent of internet has probably made this network wider and more instant, always accessible, allowing us to be at the center of our friendships or acquaintances, visually and sentimentally as well.
Internet has not created the global social network, thanks to the imagination of Frigyes Karinthy and to the concreteness of Stanley Milgram we may truly say that in the 20th century the network was already global, even though not instant, multimedia and emotional as it is today.
We are all connected thanks to internet and smartphones, but Sociology, according to the numbers, shows us that this is not something new, many of our parents were already connected in the past.

WorldTwoDotZero cannot happen again that someone should  dare disturb me when I am at play, when I set free the phantoms of my imagination, when I think! (Frigyes Karinthy)