https://www.youtube.com/channel/UCWVy-RCcGEVnK-n-ciw9DlQ
Today,
social media play an increasingly more important role in the life of society
because users spend a lot of time online and they view social media as an
important source of information about issues which users are concerned with.
YouTube, being one of the mainstream social media, allows users to share their
videos online, create their channels and, thus, create their virtual
communities united by common interests. YouTube also becomes a tool of the
promotion of individuals and ideas because users can use the social media to
promote themselves and their ideas. In such a situation, the distinct feature
of YouTube is its performativity because users publishing their videos on
YouTube focus on their performativity. Otherwise, they will not attract many users
and become virtually useless for other users of YouTube but the authors of
those videos (Lombe & Ssewamala 39). Hence, the performativity is not only
the distinct feature of YouTube but also an essential condition of success of
videos published on YouTube, whereas the public grows too concerned with the
performativity that often leads to the failure of the audience to notice really
significant and important issues, while performability become prior to the
cultural and social value of videos and messages published on YouTube. In such
a way, the performativity of YouTube has a dubious effect, since, on the one
hand, YouTube performativity makes it attractive and powerful social media
allowing sharing visual data by users worldwide, while, on the other hand, At
the same time, social media became generators of the mainstream culture and new
trends. In this regard, it is worth mentioning the fact that the development of
social media, like YouTube, opens new opportunities for the development of
virtual social communities united by their common interests. Users spend more
and more time online developing their virtual social relations online. Social
media become an important part of their life and virtual communities created
with the help of and within social media play an important part in the
development of socio-cultural norms and standards that affect the development
of basic ethical and cultural norms of people and influence their lifestyle
substantially.
