The viral world of teen entertainment
By Ken Mueller
At a recent youth group all-nighter at the home of one our students I was drawn to the laughter I heard coming from the back room. Upon investigation I discovered a group of our teens around the computer watching funny videos of everything from people doing stupid things to humorous homemade parodies of pop culture. We sat there for hours going from video to video. What I was witnessing, and partaking of, was perhaps the hottest new wave of entertainment, especially for our teens.
What is it?
Online video is also known as viral video because of the way that popular videos are passed around the Internet via e-mail and instant messenger. Numerous sites have popped up solely for the purpose of making these videos available to the public. As for the content of the videos, anything is fair game. Think “
Evidence indicates that teens are watching less television in favor of other forms of entertainment, much of it on the Web. This is a generation marked by short attention spans, a growing sense of exhibitionism (hence the popularity of social networking sites), a rather highly developed sense of irony and sarcasm, and a high degree of individualism. Digital entertainment gives the user complete control to watch what they want, when they want it. Advances in digital and Internet technology now allow almost anyone to create their own films and easily upload them to the Web for anyone to see. This is why such a high percentage of online videos are user-generated, rather than coming from traditional sources of entertainment production.
In today’s multi-platform world, computers aren’t the only medium for the viewing and delivery of viral videos. Viewers are now able to download their favorite videos onto video mp3 players and cell phones to watch at any time, anywhere, and share with their friends.
If the teens in your home and church are anything like the rest of American teens, they are spending plenty of time looking for the best and funniest online videos to pass on to their friends.
The types of videos that are popular online generally fall into one or more of seven main categories:
Home videos, particularly of things gone wrong—These are the typical fare that has been seen for years on shows like “America’s Funniest Home Videos”—bad things happening to people, people falling down, animals doing funny things. Plus plenty of generic home videos of kids, animals and grandma simply being themselves. Predictably much of this is rather mundane, but there are some gems to be found.
Movie and TV clips—Internet users often will upload their favorite clip from movies or TV, or even commercials they find particularly funny or creative. Advertisers have taken note and are even uploading their most creative commercials, with the knowledge that the Internet has become a new showcase for ads, much like the Super Bowl. Production companies now see this as a great promotional tool, and movie trailers can be extremely popular, though the large majority of film and TV clips found in the viral video world are there simply because someone thinks they are incredibly creative or funny. One such clip was a “Saturday Night Live” rap parody, “Lazy Sunday.” When the clip became popular on YouTube.com, NBC forced the site to remove it and then featured it solely on its own site—a move that has sparked numerous online video parodies.
People doing stupid things—In the tradition of Johnny Knoxville and the MTV program “Jackass,” plenty of teens have taken it upon themselves to engage in risky behaviors while videotaping themselves. Everything from crazy bike and car stunts to having Roman candles fired at them from a close range. Kids seem to be willing to do almost anything for a small chance at Internet fame. The more dangerous or outrageous, the greater the chance of becoming a viral hit. For instance, the video “Disco Inferno” features a teen in a chicken suit being doused with gasoline then jumping off a pier into the water, only to appear later unharmed and laughing. In another video, 19-year-old Matt Guerra sets his armpit hair on fire. Despite not being able to lower his arm for three days he said, “I have scars on my arm, but it’s worth it because it’s fun memories” (San Francisco Chronicle/SFGate.com, 3/23/06). Also in this category are videos of pranks ranging from milder fare a la “Candid Camera” to material more in the vein of “Punk’d.” One common theme is the practice known as “happy slapping.” An unsuspecting victim is slapped or attacked, while an accomplice catches the whole thing on video using a cell phone camera or other digital camera. These videos are then uploaded to the Web for public consumption.
Webcam videos—Are you familiar with EmoKid or BowieChick? Your teens probably are. People often film themselves via Webcams, doing and talking about just about anything. Some of them even gain fame and a cult following, like 17-year-old BowieChick, who posted a series of videos using special effects from her Logitech Webcam. Logitech caught wind of the videos and has tapped into the free publicity, while also offering the young filmmaker free products. Possibly the most popular Webcam video in recent history is the video commonly known as “Numa Numa,” which features teen Gary Brolsma lip-synching a Romanian pop-song. Webcam videos can range from the mundane (people just sitting there talking about their lives) to the highly provocative (teenage girls dancing suggestively in their underwear).
Parodies—If imitation is the sincerest form of flattery, then the Internet is loaded with flattery. Not only are people filming parodies of mainstream entertainment (such as the “live action” version of the intro to “The Simpsons”), but others are even parodying popular Webcam videos.
Serious creative endeavors—The next generation of music stars is being discovered on MySpace, PureVolume and “American Idol.” In the same way, the next generation of actors, writers and directors may very well be discovered through the short films they are posting online. As technology improves and becomes more affordable, many young aspiring filmmakers are shooting their films, editing them on computers and uploading them. One popular new video form is what is known as the “mash-up,” where users combine content from a variety of sources, including video games, TV and film, to create new art forms. Online video and computer applications are making it easier for budding young animators as well. Bravo vice president Andrew Cohen notes that “the technology has opened up in a massive way so that everyone in some way or another is potentially the next great viral auteur” (
The sites
The most popular kid on the block these days also happens to be one of the newest kids: YouTube.com. The site was officially launched in December 2005 by a pair of unemployed, debt-ridden, 20-something Silicon Valley geeks as a way of making it very easy for people to upload video content to the Internet. As an indicator of how popular online video has become, this site alone features 35,000 new videos each day, with viewers watching more than 40 million videos—every day! According to research from the Online Publishers Association, 5 percent of Internet users view online video on a daily basis, 24 percent view weekly, and 46 percent watch at least once a month. Much of YouTube’s early popularity was driven from MySpace as teens and other social networkers wanted a place to upload videos to put on their own sites.
But YouTube is only one of dozens of such sites that host and highlight these videos. Other popular sites for outrageous videos include eBaum’s World (ebaumsworld.com), StupidVideos.com and Heavy.com, as well as some of the larger search aggregators such as Google Video, Yahoo Video and MSN Video. (See the chart on page 8 for a list of some of the other more popular video sites.)
The popularity of online videos has the big boys of traditional media taking note. While there is a considerable move to make original content available online, the major broadcast and cable networks also are moving to take online content and put it on TV. VH1 now airs a program of online videos called “Web Junk 2.0,” while Bravo airs “Outrageous and Contagious: Viral Videos.” Other new on-air entries include NBC’s “The Net with Carson Daly,” E!’s “Cybersmack” and the USA Network’s version of “eBaum’s World.”
The growing popularity of online video also has caught the eyes of marketers who see money to be made. YouTube and its clones are all working on ways to generate income through advertising, while other sites are offering original and premium content to viewers for a small fee or subscription.
What’s the draw?
First, and most importantly, online videos are … (insert adjective here). Funny. Entertaining. Creative. Sarcastic, Mean spirited. Extreme. All of the above. At a time when TV and other traditional media are finding it hard to engage a young audience, the Internet allows teens to find programming that connects with them and their sensibilities. Remember: in most cases these videos are good, clean fun.
Second, because of their viral nature, finding the best online videos is like digging for buried treasure. Kids vie to find the latest and greatest so they can be the first to share them with their friends. There is a measure of honor given to those who find the best videos online, so some kids will spend hours scouring these sites looking for amazing clips, much like an online treasure hunt.
Third, the hidden online nature of these videos also gives kids a sense of ownership and control. Like a lot of other Web entities, such as social networking sites, there is a sense that this is an adult-free zone. Kids are attracted to those things of which mom and dad aren’t aware. There is something special about something that belongs to you without the knowledge of parents. This doesn’t mean all online videos are bad or forbidden. But there is a sense of individualism and independence. Atom Film vice president Scott Roesch says digital entertainment gives “consumers total control of their viewing experience. Their schedule is no longer two hours or 30-minute shows, rather you can access wherever and however long you want it” (“Internet Vid Content Jumps on Mobile Wave,” UPI, 2/14/06).
Fourth, for those kids who are uploading content, there is the lure of celebrity. MTV Networks executive Brian Graden correctly notes that “fame has become an overblown aphrodisiac in our culture, and now here you go: put your video you made on iFilm and maybe you’ll be on TV next week” (
How do we respond?
First, we need to recognize that online video is here to stay and is paving the way for new forms of entertainment and content delivery. It is a part of our culture, particularly the culture of our Web-connected teens. As a result, we need to approach it the way we approach other media and entertainment: from a posture of mindful critique through the lens of a biblical world and life view. As Christians we need to avoid the extreme of mindless consumption on one end, and the extreme of hiding from the culture at the other end. With that in mind, we should sit down with our kids and view these online videos with them, helping them to process the messages. One helpful tool is our How to Use your Head to Guard your Heart: 3-D Guide.
Second, helping our kids become more discerning about the media they consume will help to protect them as they search the Web for online videos. Many of the sites that offer the best videos are also home to videos we would be wise to have our kids avoid. While most video offerings are harmless, there are plenty of videos that range from the slightly provocative to downright pornographic. It is not uncommon to find videos of teen girls dancing provocatively in their underwear or performing a strip tease. At the same time, pornography sites often upload “teaser” videos to these sites as a way of generating traffic to their site. Our young teen boys are especially vulnerable to the addictive lure of pornography, and there are plenty of online videos that will whet their appetite for sin. Other videos feature extremely graphic violence and the glorification of drugs and alcohol.
Third, while they may be funny, many online videos find their humor and appeal through a mean-spirited approach to life that includes laughing at the expense of others. The subjects of some videos are often the unwitting victims of pranks or hidden cameras. In 2002 a 14-year-old boy filmed himself pretending to be a character from Star Wars, wielding a makeshift light saber. The video, now known as “Star Wars Kid,” was stolen by several of his friends who made it available on the Internet where it quickly became a viral hit. Unfortunately the star of the video was subjected to global taunting, dropped out of school and sued his friends. We need to make sure our kids have a Christ-like attitude toward others and don’t find entertainment value in the misfortune or misery of others.
Fourth, with the prospect of instant fame just a click away, we need to help our kids make wise decisions regarding anything they might choose to put on the Web. None of us wants our daughters performing erotically on the Internet. We also don’t want our kids to imitate or participate in dangerous and extreme activities. MTV’s “Jackass” spawned a host of at-home imitators, some of whom were injured trying to outdo their on-camera heroes. As online videos of dangerous behavior gain popularity, teens will feel a need to push the envelope even further in order to be noticed. We should do everything in our power to educate our kids and discourage them from participating in immoral or reckless behavior they view as fun.
Fifth, we should be encouraging our teens to use their God-given creativity. As beings created in the image of God we are creators ourselves. Those students who exhibit abilities in filmmaking and production should be given the chance to use those gifts. Glorifying God with our talents is not merely a function of producing “Christian” video content. It is more a matter of both the content and quality being marked by technical excellence and truth. (See Francis Shaeffer’s “Four Standards of Judgement” in his book Art & the Bible.) The Internet helps to level the creative playing field and our kids should take advantage of the chance to have their work seen and possibly be “discovered.”
Sixth, we need to make sure our kids are on firm legal ground. Much of the video that is uploaded to the Web comes from other sources, and therefore is in violation of copyright laws. When peer-to-peer file swapping networks such as Napster came on the scene, the music industry actively worked to shut down all channels of illegal downloading. It is expected that the same will happen with video clips that are being uploaded and downloaded illegally. Our teens have grown up online in an environment that sees nothing wrong with taking things found on the Internet. We need to teach them a strong and biblical sense of right and wrong, and a healthy respect for the law.
Seventh, explore the possibilities of using online video as a touch point for ministry. The world of online videos is a window into youth culture. By recognizing what is popular with teens we can take their cultural and spiritual pulse and better minister to them. For teens, talking about their favorite online videos is akin to office water cooler talk. I know of several youth workers who open their weekly youth meetings with interesting online videos, either as icebreakers, attention grabbers or discussion starters. Popular online videos can make great object lessons. And some youth groups even produce their own creative videos that are worthy of delivering to an online audience.
Online video sites:
YouTube.com
StupidVideos.com
MetaCafe.com
iFilm.com
AtomFilms.com
Heavy.com
MilkAndCookies.com
Break.com
Video.google.com
Video.yahoo.com
Video.msn.com
Dabble.com
vMix.com
Grouper.com
MyDAVE.tv
Vidlife.com
Ourmedia.org
Veoh.com
Gorillamask.net
Dailymotion.com
Guba.com
Podzinger.com
Fireant.tv
Dailysixer.com
Pocketmovies.com
CollegeHumor.com
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For more information on resources to help you understand today's rapidly changing youth culture, contact the Center for Parent/Youth Understanding.
©2006, The Center for Parent/Youth Understanding