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Creativity chains and playing in the crossfire on the video‐sharing site YouTube

Christèle Boulaire (Department of Marketing, Faculty of Business and Administration, University Laval, Quebec, Canada)
Guillaume Hervet (Department of Marketing, Faculty of Business and Administration, University Laval, Quebec, Canada)
Raoul Graf (Department of Marketing, School of Management, Quebec University at Montreal, Montreal, Canada)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 4 June 2010

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Abstract

Purpose

The purpose of this paper is to analyse how individual creativity of internet users is expressed in the production of online music videos and how the creative dynamic among amateur internet video producers can be characterized.

Design/methodology/approach

The researchers became readers and authors in the aim of providing the academic community with a scholarly narrative of creative YouTube video production. To develop their narrative, they explored the narrative woods that have grown up on the other side of the monitor screen in the form of videos inspired by one song.

Findings

The collective creative force is shown not to be expressed merely through the semantic and non‐semantic montages that make internet users into postmodern tinkerers, but also through such mechanisms as imitation, diversification and ornamentation. This force and these mechanisms give rise to chains that link and connect individual minds, imaginations, interests, enthusiasms, talents, abilities and skills.

Practical implications

As part of a relationship, or even a “conversation” to be initiated, sustained, and maintained on behalf of an industry organization, or brand with its consumers, the authors believe that the way to deal with digital participatory culture and the creative force manifested in innovation communities is to capitalize on these creative chains as judiciously as possible.

Originality/value

The authors suggest that this process should be part of a high‐impact interactive marketing strategy likely to promote (self‐) enchantment and foster loyalty among community members through (self‐) enchantment, particularly via the coproduction of a story, with community members creating the scripts.

Keywords

Citation

Boulaire, C., Hervet, G. and Graf, R. (2010), "Creativity chains and playing in the crossfire on the video‐sharing site YouTube", Journal of Research in Interactive Marketing, Vol. 4 No. 2, pp. 111-141. https://doi.org/10.1108/17505931011051669

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited