Back in 1989 Gregory Ulmer coined the concept of videocy in order to respond to the rapid influx of video on American lives. Ulmer argued that videocy, or video intelligence would become a legitimate form of learning. With the advent of social media and video sharing, Ulmer’s predictions have come to fruition. Video no longer stands for passive consumption; rather, it requires participation. Videos on YouTube cannot be separated from the comments, responses, remixes, and related videos. All of these elements must be considered when studying the culture of video sharing.
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