Online video: theoretical approaches to studying the segment of the media industry

 

For citation: Kovalenko E. Online video: theoretical approaches to studying the segment of the media industry // Mediascope. 2023.4. Available at: http://www.mediascope.ru/2841

 

© Elena I. Kovalenko

Editor at the Chair of New Media and Theory of communication, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), momzina@gmail.com

 

Abstract

Transformation of the audiovisual segment of the Internet and the growing user demand for video content have formed the need for a more detailed study of it. The author makes an attempt to comprehend the theoretical and expert discourse devoted to the study of this segment. The article outlines the main stages of development of online video during the last decade, describes current practices of audio-visual content use in digital media. This review is the first stage of a comprehensive study, a starting point for further analysis of video content in the online environment.

 

Keywords: online video, digital video, visual turn, new media.

 

Notes

‘Way beyond our expectations’: Inside Reuters’ Twitter strategy. Available at: https://digiday.com/media/way-beyond-expectations-inside-reuters-twitter-strategy/ (accessed: 25.02.2023).

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Can the ‘pivot to video’ work for publishers? The Washington Post thinks so. Available at: https://www.thinkwithgoogle.com/marketing-strategies/video/digital-video-strategy/

Content Trends 2018: BuzzSumo Research Report. Available at: https://buzzsumo.com/blog/content-trends-2018/ (accessed: 13.03.2023).

Discover the power of 5G. Available at: https://www.ericsson.com/en/5g (accessed: 13.03.2023).

How People and Entertainment Weekly grow audiences with video. Available at: https://digitalcontentnext.org/blog/2019/11/14/how-people-and-entertainment-weekly-grow-audiences-with-video/ (accessed: 25.02.2023).

Issledovanie: kolichestvo gotovykh platit' za kontent rossiyan uvelichilos' v 1,5 raza za dva goda [Research: the number of Russians willing to pay for content increased 1.5 times over  two years]. Available at: https://mediascope.net/news/1081879/ (accessed: 25.02.2023). (In Russian)

K. Kobre. The Future of Videojournalism. Available at: https://digitaljournalist.org/issue0904/the-future-of-videojournalism.html/

Kak menyalis' trendy YouTube: ot sayta dlya druzey do glavnogo «televizora» v mire [How YouTube trends were changing: from a site for friends to the main ‘television’ in the world]. Available at:https://www.5-tv.ru/tabloid/353618/kak-menalis-trendy-youtube-otsajta-dla-druzej-doglavnogo-televizora-vmire/ (accessed: 02.04.2023). (In Russian)

Mediascope: internetom v Rossii pol'zuyutsya 80% naseleniya starshe 12 let [Mediascope: 80% of Russian population over 12 years of age use the Internet]. Available at: https://mediascope.net/news/1460058/ (accessed: 13.03.2023). (In Russian)

Ne “layka” radi, a “shera” dlya: pochemu SMI obrecheny iskat' uspekha v sotssetyakh [Not for a ‘like’ but for a ‘share’: why media have to look for the success in social networks]. Available at: https://ria.ru/20170203/1487168629.html (accessed: 15.01.2023). (In Russian)

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Spotify will make big waves in video. Available at: https://www.niemanlab.org/2020/12/spotify-will-make-big-waves-in-video/ (accessed: 21.12.2022). (In Russian)

The Washington Post is focused on video. Here’s why. Available at: https://digitalcontentnext.org/blog/2017/02/08/washington-post-focused-video-heres/ (accessed: 08.04.2023).

V usloviyakh samoizolyatsii lyudi gorazdo bol'she smotryat video — kakogo imenno? [Under self-isolation people watch much more video – what exactly?] Available at: https://www.cossa.ru/news/264090/ (accessed: 13.03.2023). (In Russian)

Video: status na konets 2017 goda [Video: status for the end of 2017]. Available at: https://themedia.center/video-status-na-konets-2017-goda/ (accessed: 15.01.2023). (In Russian)

Videoplatforma Yappy nachnet platit' pol'zovatelyam za content [Video platform Yappy to begin to pay users for content]. Available at: https://www.rbc.ru/technology_and_media/17/03/2023/64131b309a79470c0cd6e1da (accessed: 02.04.2023). (In Russian)

What do pictures want? Interview with W.J.T. Mitchell. 2006. Available at: https://www.visual-studies.com/interviews/mitchell.html (accessed: 13.03.2023).

 

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