Mix up the Culture: Creative Transformation of Cultural and Pop-Cultural Context on the YouTube Platform

Bartosz Pietrzyk


In the era of participation culture and sharing, the most important value is communication. Every aspect of information and idea exchange is valuable, but there is one type of communication that is precious above all of the others. Taking into consideration all the aspects of the culture of participation such as: creativity, innovation, being up-to-date with pop culture trends, we can say that essential for this type of culture sharing is the idea of new content, created in the process of transforming available culture creations (mashup/remix). In other words, it is based on creating something new with new meaning and new context, using the resources of pop and mass culture.  One of the possible channels of distribution for this new content is a YouTube platform. This communication medium is part of Google inc. and as a web page is representing Web 2.0 idea. This research is focused on the content published by YouTube users (youtubers, vloggers) that was creatively designed (remixed) in correlation to well know pop-culture publications. This research will try to estimate the importance of content mixing via YouTube platform and answer the following questions: What message is this kind of content sharing sending? What types of vlog formats are the most popular at the moment? How does a creative transformation of cultural and pop-cultural context work? Is there something like a community between the youtubers?


communication; participation; content; YouTube; community; remix

Full Text:

PDF (Język Polski)


Awdiejew, A., & Habrajska, G. (2010). Komponowanie sensu w procesie odbioru komunikatów. Łódź: Primum Verbum.

Bolz, N. (1997). Estetyka cyfrowa. In A. Gwóźdź (Ed.), Pejzaże audiowizualne. Telewizja. wideo. komputer ( pp. 357-358). Kraków: Wydawnictwo Universitas.

Burges, J., & Green, J. (2011). YouTube wideo online a kultura uczestnictwa (T. Pudłowski, Trans.). Warszawa: Wydawnictwo naukowe PWN.

Gackowski, T. (2015). Mediamorfozy. Media początku XXI wieku. Warszawa: Instytut Dziennikarstwa Uniwersytetu Warszawskiego.

Gannes L. (2006, October 26). Jawed Karim: How YouTube took off [Blog post]. Retrieved from https://gigaom.com/2006/10/26/jawed-karim-how-youtube-took-off

Gulik, M., Kaucz, P., & Onaka, L. (2011). Remiks teorie i praktyki. Kraków: Liternet.

Hall, S. (1981). Notes on deconstructing ‘the popular. In R. Samuel (Ed.), People’s history and socialist theory (pp. 227-240). London: Routledge & Kegan Paul.

Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York: New York University Press.

Kavoori, A. (2011). Reading YouTube: The critical viewers guide. New York: Peter Lang Publishing.

Lessing, L. (2006). Code: Version 2.0. New York, NJ: Basic Books.

Lessing, L. (2009). Remix aby sztuka i biznes rozkwitały w hybrydowej gospodarce. Warszawa: Wydawnictwo Akademickie i Profesjonalne.

Luhmann, N. (2008). Forma pisma. In A. Gwóźdź (Ed.), Ekrany piśmienności (pp. 7-28, J. Mach, Trans.). Warszawa: Wydawnictwa Akademickie i Profesjonalne.

Majorek, M. (2015). Kod YouTube. Od kultury partycypacji do kultury kreatywności. Kraków: Wydawnictwo Universitas.

Manovich, L. (2006), Estetyka postmedialna. In J. Dąbkowska-Zydroń (Ed.), Redefinicja pojęcia sztuka (pp. 105-116, E. Wójtowicz, Trans.). Poznań: Wyższa Szkoła Nauk Humanistycznych i Dziennikarstwa.

Murphy, P. D., & Kraidy, M. M. (Eds.). (2003). Global media studies: An ethographic perspectives. London & New York: Routledge.

Pleszczyński, J. (2013). Epistemologia komunikacji medialnej: Perspektywa ewolucyjna. Lublin: Wydawnictwo UMCS.

Radosinska, J. (2015). Media culture as a part of globalization processes. In I. Biernacka-Ligięza (Ed.), Media and globalization: Different cultures, societies, political systems (pp. 17-31). Lublin: Wydawnictwo UMCS.

Sonvilla-Weiss, S. (2010). Mashup cultures. Vienna: Springer Vienna.

Data publikacji: 2020-11-01 13:24:22
Data złożenia artykułu: 2020-11-01 13:01:22


Total abstract view - 191
Downloads (from 2020-06-17) - PDF (Język Polski) - 93



  • There are currently no refbacks.

Copyright (c) 2020 Bartosz Pietrzyk

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.