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When we watch popular viral videos and ask ourselves what makes them popular, we learn a lot about the viral video genre. Today’s, number one video, a 4 1/2 minute prison video is a case in point. The video documents a group of uniformed prisoners performing in the prisoner’s lot of a maximum security prison, as they dance in unison to the tune of the Michael Jackson song “This is it.”
A similar video came out a year ago, and logged millions of views. That video filmed prisoners in the Phillipeans dancing to a different Michael Jackson tune. While not the originator of this genre, this video bests the first one in the dramatic high quality performance of the inmates, who exhibit amazing timing and uniformity, and who obviously practiced under supervision to make the performance. The inmates are divided into groups based on the color of their uniforms, and during the video they create changing geometrical shapes, and at video close they create a peace symbol, which can be seen quite well from the vantage point of the person who filmed the video. The musical background. The effect of the dancing is amplified by the Jackson lyric “all I want to say is that they don’t really care about us.”
The video is certainly attracting views because of its content. But what is it about the content that appeals to people. I believe it is first and foremost the contrast between the stereotype of prisoners in a maximum security prison versus this relatively sophisticated dance performance. Seeing a group of men, some of whom will be incarcerated for years, if not for ever, performing in a creative dance video is an experience which relieves the normal negative stereotype of maximum security prisoners. Like a joke, which lightens a serious situation, this video lightens the otherwise negative thoughts we have about incarcerated prisoners.
There is another quality of opposites which is even more exquisite. Dance is based on movement, a delicate balance between freedom of movement and discipline. Incarceration is first and foremost based on restriction of movement. But in this video, these men are actually exhibited creative movement to the extent that is possible within a prison setting. So as we watch the video we are relieved that we can have a new image of prisons that is lighter than before.
This ability of the video the present content that we want to take with us, is the quality which makes videos become viral.
Thanks to Winmax Video of California for sponsoring this video. Winmax is a video production company that produces trade show video and restaurant video and other types of business and corporate videos.
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Tags: viral video
Posted in Dance · February 3rd, 2010 · Comments (0)