The article attempt to define YouTube's cyberculture by describing a model of its user and by showing the ways of participation in this particular cyberspace. Author starts his research by mentioning the rick roll strategy as one of the major practices of 'using' the YouTube content. However the main part of the article is concentrating on the efforts to reveal YouTube as a cyberculture thanks to the analysis of Life in a Day production and its reception. And so, one of the crucial theories that constitute YouTube as an individual medium is the one explored by Richard Grusin. Grusin's thesis about the re-mediated and pre-mediated aspects of new media helps to understand the main idea of YouTube as a socio- technical proposition as well as Jan van Dijk's characteristic of the new media offers like fragmentarization of the cultural texts or its constant visualization. By referring to the Life in a Day project, author of the article is able to point out the basic determinants of YouTube's cyberculture by describing it as an example of digitalized bedroom culture and snack culture (both terms links with a specific tradition of thinking about the media consumers and consumption itself).
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.