Identifying Potential Genres of Viral Videos Essay

Can a medium be a genre? If we casually substitute genre for more general synonyms like category, class, or group, then the answer is â€Å"yes,† as demonstrated by the information architecture of online super-retailers like Amazon.com. Amazon subdivides its massive inventory first by medium, like â€Å"Books† or â€Å"Movies,† before incrementally working toward a finer degree of granularity. Taking books as our example medium, we can navigate by sub-genres to find a title in Books Science Fiction Fantasy Science Fiction Adventure. But this understanding of genre-as-synonym largely ignores the more formal identification process performed within the established field of genre studies. Frow (2005) provides several structural dimensions to use when†¦show more content†¦In the absence of more helpful and readily definable structural dimensions—structure of address, formal features, thematic content—that we could find in more traditional li terary or film genres, we are forced to determine whether viral videos constitute a genre by looking at which videos have â€Å"gone viral† to see what, if anything, they have in common. These common elements are elusive, however, much to the consternation of those seeking to cash in on this digital phenomenon. Because of their ability to reach a large audience from a grassroots approach, viral videos are of particular interest to marketing firms. And yet, a telling sign of why viral videos may not constitute a genre is the inability of marketing gurus to define a set of must-haves for producing a video that â€Å"goes viral,† gaining popularity on its own apparent volition. 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