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1、15Television2.0:YouTubeandtheEmergenceofHomecastingJosévanDijckUniversityofAmsterdamIntroductionTheendof2006wasmarkedbytwoeventsbothflaggingtheremarkableriseofanovelformofmediaproductionandconsumption.InOctober,Googleacquiredthepopularvideo-sharingwebsite
2、YouTube—asitethathadyettocelebrateitsfirstanniversaryandwelcomeitsfirstprofit—forthepreposterousamountof1.65billiondollar.Thebuy-outwaspartofatrend:eightmonthsearlier,MurdochInc.purchasedvideositeMySpaceforanequallyimpressivesum.Obviously,Google’sacquirem
3、entwasnotaboutbringinginnovativetechnologytothehouse,asitsownGoogleVideowasalreadyrunningonsuperiorsoftware;itwasaboutbringingincommunitiesofusers.SitessuchasYouTube,GoogleVideo,MySpaceandDailyMotionboastmillionsofdailyuserswillingtodownloadanduploadself-
4、madevideos,shortTV-clips,andmovietrailers.InDecember2006,TimeMagazine,nominated“You”asitsperson-of-the-year—anunknownweb-soldiersymbolizingtheaggregateproductionprowessofmillionsofwebusersaroundtheworld.The“YouWeb”,alsoknownas“Web2.0”(O’Reilly2005),refers
5、tosecondthegenerationofweb-basedtechnologiesthatforegrounduser-controlledplatforms,invitingproductiveengagementandenticingbloggers,musicuploaders,reviewers,writersofentries,privatetraders,videosharers,andotherstointeractwithandcontributecontenttothevirtua
6、luniverse.Inthelightoftheseevents,whatsignificancedovideo-sharingsitessuchasYouTubeactuallyrepresent?Aretheymerelythelatestsiliconbubbleoraretheyindicativeofanemergingculturalphenomenonthatwarrantsaseriousreconsiderationoftheinstitutionalpracticeofbroadca
7、stingandviewers?Thisessayarguesinfavourofthelatteroption.The“you”inYouTubesignifiesanewtypeofcollaborativeco-producerofmediacontentwhomwehavecometorefertoasa“user”ofaudiovisualcontent.Comparedtotextandaudio,videowasinitiallylaggingbehindinrelationtootherw
8、eb-sharingsites.WhereasAmazon,Wikipedia,KaZaa,andmillionsofblogger-siteshaveboostedtheexchangeofsoundandtextviatheInternetforyearsnow,thematurationofvideo-diaristsandvideoclipproducersasfull-fledgedmembersoftheYouWe
