Talk given at MediaMutation 3 Conference, Bologna, 25th May 2011 Abstract In the Web 2.0, traditional audiovisual narratives such as Tv series are evolving. This is the case of Glee (Fox, 2009 - present), a musical teen dramedy that exploit the opportunities of YouTube to engage audience in a open ended process of spredability. In fact, Fox distributes on YouTube both Glee music clip and previews in Official Channels. At the same time YouTube users appropriate and re-work professional produced content to fulfil they personal needs. This new scenario rises a whole new set of research questions: which kind of social structures emerges around YouTube videos? Does fans interact in the same way on Official Channels and in Fan Channels? Which YouTube videos stimulate more fans interaction through comments. With the aim to answer to those question we combined a Social Network Analysis (SNA) with a content analysis of both YouTube videos and user’s comments. Glee related videos became a social space where both fans and anti-fans interact but they don’t seem to construct any kind of stable social relationship. In order to observe the emergence of disperse audience, we map the YouTube network of users that comment the video to see how this network participates or does not participate in the ongoing conversations about Glee’s videos. At the same time we have mapped all the interactions occurring between fans and anti-fans and we have identified several typologies of comments. The major research results that will be discussed in our paper will be: the analysis of the comments and textual interactions and their role within the YouTube social practices, the analysis of the videos and their ability to start different kind of social interactions, a reflection upon the new relationship between fans and anti-fans that emerges in YouTube as a consequence of the “collapsed context” between fan cultures and generalistic audience.

1. Media Mutation 24-25 Maggio 2011 Luca Rossi ( University of Urbino “Carlo Bo”, Department of Sucate ) Agnese Vellar ( University of Torino, Puppa Department ) The expanded Glee narrative and the emergence of disperse audience on YouTube

2. Teen drama & Self reflexive musical

3. Franchise

4. Engage Youth Demographic

5. Spreadability

6. Research questions 1. What kind of interaction is emerging from Glee Videos? 2. Which kind of social structures emerges around YouTube videos? (more general) Is it possible to trace and observe a specific fan community as a sub-community within YouTube?

8. Mass Media

9. YouTube Star

10. Glee fans Music consumption

11. From viewing to participation avg. view avg. comment correl. Official 3947949,13 1698,94 0,57 YouTube Star 3558876,18 9915,27 0,95 Mass Media 2566671,43 1625,43 0,59 Fans 1846185,12 1980,98 0,71

12. Views distribution Official Videos Fan Videos

13. The Long Tail ?

14. “ I DO NOT own the music, this has been uploaded strictly for promotional purposes and I strongly recommend that you buy it on iTunes.”

16. Comments: comparing covers GummyBearGleeks2 – Fan Lady Gaga's version is much much much better. She's the new Queen of Pop. So, thumbs ub, free bitch! i cannnot honestly listen to Gaga's version but this is AMAZInnnG! KurtHugoSchneide – YouTube Star I liked the intro. Journey is my favorite band. I can appreciate your attempt at a very difficult song! However, you need a special voice and attitude to pull it off! Not saying you are not a good singer, but you need more range and soul to really make this song stand out. It's an emotional song that demands an extremely strong voice. Anyway, "Don't stop believing...“ Glee On Fox - Official: ahhh... youtube a very potter musical.. and thank me later an someone explain to me whats going on? The guy that Kurt was staring at was Harry Potter in A Very Potter Musical THAT CANT B!!!! REALLY?!

17. Fan tactics

19. EdvinTv 29 : webTv Jasonwhipple “ storyteller” theshowstoppah Filipino glee fan KStewFanDotCom fan EuroIceFan Icelandic glee fan BlaiseLeone GleekDaily “ micro fan blog” Qualitymusiccompany 17 y.o. musician

20. Networked music audiencehood Watching and re-broadcasting music on YouTube

21. Thank You! [email_address] [email_address]