Vernacular reviews as a form of co-consumption: The user-generated review videos on YouTube

Abstract

Reviews of arts and culture are typically focused on legitimate forms of art rather than popular and consumer culture. Looking beyond such institutionalized reviews, this article inquires into the online-native, bottom-up forms of reviewing. The aim is to identify user-generated reviews of popular cultural objects, defined through the user reviewers’ position as cultural consumers and the size of their audiences. The objects of study are YouTube channels that include a regular output of review videos. First, the 5,000 most-subscribed channels are analysed to identify content creators who establish a relationship to cultural objects. Second, types of reviewing are identified, and the methods and boundaries of ‘vernacular reviewing’ are discussed. User-generated reviewing on YouTube presents a meta-practice related to cultural objects for young audiences that is marked by the use of hybrid genres, humour, irony and the idea of co-consuming, reflected in the concept of intramediation

Useful Creativity: Vernacular Reviewing on the Video-Sharing Platform Vimeo

“…Vimeo allows videos in all genres, with the only condition that they should be original and indicate creative expression. In video cultures, different forms of metacommentaries have become increasingly common, as shown in the video genres of tutorials (e.g., cosmetics), walk-throughs (e.g., gaming), experiments (as used in many pranks or life hacks), and many others (Jaakkola 2018). Ordinary users may show how they play a game, put on makeup, cook, eat, or perhaps play…”

“…Even though this ban is now lifted, Vimeo is apparently still not the first alternative for gamers to publish commentaries on games. In comparison, among the 200 most subscribed review channels on YouTube, over 20 per cent were game review channels (Jaakkola 2018), and the world's best-known gamers, like PewDiePie and Markiplier, have established their brand on YouTube.…”

Cultural journalism—Journalism about culture

“…One consequence is that this type of journalism is often associated with more subjective and analytical styles and genres (Kristensen & From, ; Kristensen & Riegert, ), including not only the review but also critical essays, analyses, and columns. Etymologically, cultural critique, criticism, and reviewing connote slightly different things, but they are often used interchangeably about parts of the work that cultural journalists do—from providing a detailed, expert‐based cultural evaluation to appraising or commenting on a cultural product in the media (e.g., Blank, ; Jaakkola, ; van Rees, ). Such approaches are by nature more subjective and analytical than, for example, news reporting.…”

“…Etymologically, cultural critique, criticism, and reviewing connote slightly different things, but they are often used interchangeably about parts of the work that cultural journalists do-from providing a detailed, expert-based cultural evaluation to appraising or commenting on a cultural product in the media (e.g., Blank, 2007;Jaakkola, 2018;van Rees, 1987). Such approaches are by nature more subjective and analytical than, for example, news reporting.…”

“…It is produced by permanent as well as freelance cultural reporters and critics. The emergence of citizen journalism has resulted in people outside the institutionalised frameworks of the news media contributing to the production and distribution of texts pertaining to culture, such as criticism or reviews of cultural goods on (v)blogs (e.g., Jaakkola, ; Kristensen & From, ; Verboord, , ). These contributions will not represent a central point in the following, however, as the article primarily aims to introduce cultural journalism as a research field and professional practice.…”