Viral Video: The New Way to Market Books

Over the week­end, The Wall Street Jour­nal took a look at an emerg­ing trend in the pub­lish­ing world — using viral videos to pro­mote new books. The strat­e­gy, which has­n’t yet gen­er­at­ed much in the way of sales, is being used to mar­ket books by estab­lished authors (take Jodi Picoult’s 19 Min­utes for exam­ple) and new authors as well. One video not men­tioned in WSJ’s piece is the fair­ly slick clip that pro­motes Toby Barlow’s début nov­el Sharp Teeth. Bar­low, when not writ­ing, is the cre­ative direc­tor of a large adver­tis­ing agency. Hence per­haps the will­ing­ness to take this approach:

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India’s Answer to M.I.T. Presents Free Courses on YouTube (in English)

Lots of newsprint has been ded­i­cat­ed to MIT’s Open­Course­Ware ini­tia­tive. And, of course, it’s under­stand­able. MIT’s project offers free access to mate­ri­als from 1800 MIT cours­es, many on the cut­ting edge of tech­nol­o­gy and engi­neer­ing. It is all great. But sud­den­ly MIT is not the only tech pow­er­house get­ting into the busi­ness of pro­vid­ing free edu­ca­tion­al resources.

In India, there are sev­en insti­tutes ded­i­cat­ed to train­ing some of the world’s top sci­en­tists and engi­neers and mak­ing the coun­try an up and com­ing world pow­er. They are col­lec­tive­ly known as the IITs, or the Indi­an Insti­tutes of Tech­nol­o­gy. And now some of the IIT cours­es are being made avail­able in Eng­lish on YouTube for free. (The main page is here; the cours­es are actu­al­ly here.) Some of the titles fea­tured here include: Intro­duc­tion to Com­put­er Graph­ics, Core Sci­ence Math­e­mat­ics, Com­put­er Net­works, Intro­duc­tion To Prob­lem Solv­ing & Pro­gram­ming, Flu­id Mechan­ics, and Envi­ron­men­tal Air Pol­lu­tion.

You can access the full list of IIT cours­es here. And note that we have inte­grat­ed many of these cours­es into our col­lec­tion: Free Online Cours­es from Great Uni­ver­si­ties, which now fea­tures more than 225 free cours­es.

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Teaching on YouTube Goes Viral

Last week, Alexan­dra Juhasz con­tributed a guest piece review­ing her exper­i­men­tal efforts to make YouTube an effec­tive teach­ing tool. And it did­n’t take long for the web to take notice. Soon after we post­ed her review, The Wired Cam­pus (Chron­i­cle of High­er Edu­ca­tion) took an angle on the piece. Next, the ven­er­a­ble Ars Tech­ni­ca used the post as a spring­board for its own sum­ma­ry. And final­ly, that sto­ry soon reached the home­page of Digg.com, which inevitably meant that Alexan­dra’s piece got picked up by umpteen small­er blogs. It’s always fun to watch the rip­ple effects of the web go through their motions.

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Teaching on YouTube

Today, we have a guest fea­ture by Alexan­dra Juhasz, Pro­fes­sor of Media Stud­ies at Pitzer Col­lege, in Clare­mont, CA. This piece con­sol­i­dates length­i­er blog entries about a course she ran on YouTube, called “Learn­ing from YouTube,” in Fall 2007. The whole goal was to bet­ter under­stand this new media/cultural phe­nom­e­non, and how it can be used in the class­room. How did she set up this class? And what did she learn? Find out below. Take it away Alexan­dra (and feel free to check out our YouTube playlist as well as our piece, 60 Smart Video Col­lec­tions on YouTube) .…

I decid­ed to teach a course about YouTube to bet­ter under­stand this recent and mas­sive media/cultural phe­nom­e­non, giv­en that I had been stu­dious­ly ignor­ing it (even as I rec­og­nized its sig­nif­i­cance) because every time I went there, I was seri­ous­ly under­whelmed by what I saw: inter­change­able, bite-sized, for­mu­la­ic videos refer­ring either to pop­u­lar cul­ture or per­son­al pain/pleasure. I called them video slo­gans: pithy, pre­cise, rous­ing calls to action or con­sump­tion, or action as con­sump­tion. I was cer­tain, how­ev­er, that there must be video, in this vast sea, that would sat­is­fy even my lofty stan­dards, and fig­ured my stu­dents (giv­en their greater facil­i­ty with a life-on-line) prob­a­bly knew bet­ter than I how to nav­i­gate the site.

Learn­ing From YouTube was my first tru­ly “stu­dent led” course: we would deter­mine the impor­tant themes and rel­e­vant meth­ods togeth­er. I had decid­ed that I want­ed the course to pri­mar­i­ly con­sid­er how web 2.0 (in this case, specif­i­cal­ly YouTube) is rad­i­cal­ly alter­ing the con­di­tions of learn­ing (what, where, when, how we have access to infor­ma­tion). Giv­en that col­lege stu­dents are rarely asked to con­sid­er the meta-ques­tions of how they learn, on top of what they are learn­ing, I thought it would be ped­a­gog­i­cal­ly use­ful for the form of the course to mir­ror YouTube’s struc­tures for learn­ing, like its ama­teur-led ped­a­gogy. Yes, on YouTube there is a great deal of user con­trol, but this is with­in a lim­it­ed and also high­ly lim­it­ing set of tools. So, I did set forth the rule that all the learn­ing for the course had to be on and about YouTube. While this con­straint was clear­ly arti­fi­cial, and per­haps mis­lead­ing about how YouTube is used in con­nec­tion with a host of oth­er media plat­forms which com­ple­ment its func­tion­al­i­ty, it did allow us to become crit­i­cal­ly aware of the con­straints of its archi­tec­ture for our atyp­i­cal goals of high­er edu­ca­tion. Thus, all assign­ments had to be pro­duced as YouTube com­ments or videos, all research had to be con­duct­ed with­in its pages, and all class­es were taped and put on to YouTube. This gim­mick, plus a press release, made the course sexy enough to catch the eye of the media, main­stream and oth­er­wise, allow­ing for an exhaust­ing, but self-reflex­ive les­son in the role and val­ue of media atten­tion with­in social net­work­ing. Beyond this, stu­dents quick­ly real­ized how well trained they actu­al­ly are to do aca­d­e­m­ic work with the word—their expertise—and how poor is their media-pro­duc­tion lit­er­a­cy (there were no media pro­duc­tion skills required for the course as there are not on YouTube). (more…)

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41 Hours in an Elevator

It’s per­haps a stretch to call this a piece of “open cul­ture,” except that the footage, using time-lapsed video to show a man stuck in an ele­va­tor for 41 hours, accom­pa­nies a piece print­ed in the lat­est edi­tion of The New York­er — Up and Then Down: The Lives of Ele­va­tors.

Then, there’s this note­wor­thy fact: the video (see below) is host­ed on The New York­er’s new YouTube site, which we have added to our col­lec­tion “60 Smart Video Col­lec­tions on YouTube.”

Relat­ed Con­tent:

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Happy St. Patrick’s Day!

A mer­ry, musi­cal St. Pat’s greet­ing to you from your Irish-Amer­i­can cor­re­spon­dent, pre­sent­ed by his three favorite mup­pets:


via Boing­Bo­ing

Intelligent YouTube Channels

Below, we have gath­ered togeth­er some of the most intel­li­gent video col­lec­tions on YouTube. A great place to find cul­tur­al­ly enrich­ing video…

Gen­er­al

  • @GoogleTalks
    • Google has lots of famous vis­i­tors speak­ing at its head­quar­ters, and they’re all record­ed and neat­ly pre­sent­ed here.
  • Al Jazeera Eng­lish
    • The Mid­dle East­ern news ser­vice, which has gen­er­at­ed its share of con­tro­ver­sy, now airs broad­casts in Eng­lish and presents them here.
  • Amer­i­can Muse­um of Nat­ur­al His­to­ry
  • Amnesty Inter­na­tion­al
    • The lead­ing human rights orga­ni­za­tion brings you var­i­ous videos out­lin­ing human rights con­cerns across the globe, and the work they’re doing to improve con­di­tions.
  • Artists Space
    • Artists Space sup­ports con­tem­po­rary artists work­ing in the visu­al arts, video and elec­tron­ic media, per­for­mance, archi­tec­ture and design, and it pro­motes artis­tic exper­i­men­ta­tion and dia­log in con­tem­po­rary cul­ture.
  • Aspen Insti­tute
    • An inter­na­tion­al non­prof­it orga­ni­za­tion ded­i­cat­ed to fos­ter­ing enlight­ened lead­er­ship and open-mind­ed dia­logue.
  • Bad Astron­o­my
    • Bad Astron­o­my is devot­ed to debunk­ing myths and mis­con­cep­tions about astron­o­my, and also to slap down with­out apol­o­gy bad think­ing in all its forms.
  • BBC
    • A series of videos pro­mot­ing pro­grams com­ing out of Britain’s main media out­let. Unfor­tu­nate­ly many of these videos are short and not entire­ly sub­stan­tive. A missed oppor­tu­ni­ty.
  • BBC World­wide
    • Dit­to.
  • Big Think
    • This col­lec­tion brings you videos fea­tur­ing some of today’s lead­ing thinkers, movers and shak­ers.
  • Boing­Bo­ingTV
  • British Film Insti­tute Nation­al Archive
    • The BFI (British Film Insti­tute) pro­motes under­stand­ing and appre­ci­a­tion of Britain’s rich film and tele­vi­sion her­itage and cul­ture. And it claims to have the “world’s largest and most diverse film and TV archive.”
  • Brook­lyn Muse­um
    • A fair­ly rich line­up of videos explor­ing the col­lec­tions at Brook­lyn’s main art muse­um.
  • Canal Edu­catif
    • CED is a phil­an­thropic pro­duc­er of free high-qual­i­ty edu­ca­tion­al videos in the domains of arts, eco­nom­ics and sci­ence.
  • Char­lie Rose
    • PBS inter­view­er Char­lie Rose presents seg­ments of his night­ly inter­views.
  • Cinet­ic
    • Cinet­ic brings audi­ences the lat­est, great­est and clas­sic fes­ti­val favorites from around the globe. From award-win­ners by vet­er­an film­mak­ers to up-and-com­ing tal­ent telling new sto­ries, Cinet­ic prides itself on being at the fore­front of qual­i­ty indie film in the dig­i­tal space.
  • Cit­i­zen Tube
    • YouTube’s own chan­nel presents videos deal­ing with the Amer­i­can polit­i­cal process and the 2008 elec­tion.
  • Com­put­er His­to­ry Muse­um
    • A good num­ber of videos that delve into com­put­ers, net­work­ing, and semi­con­duc­tors.
  • Coun­cil on For­eign Rela­tions
    • A resource designed to pro­vide insight into the com­plex inter­na­tion­al issues chal­leng­ing pol­i­cy­mak­ers and cit­i­zens alike.
  • CSPAN
    • Videos that keep a close eye on the inner-work­ings of the Amer­i­can polit­i­cal process.
  • Dai­ly­Hitchens
    • Christo­pher Hitchens and more Christo­pher Hitchens.
  • FORA.tv
    • Deliv­ers video pre­sen­ta­tions from the world’s great writ­ers, lead­ers, activists and thinkers.
  • Guardian Unlim­it­ed TV
    • The Guardian brings you videos that make the tele­vi­sion world its focus.
  • Giz­mo­do
  • Google Tech Talks
    • The name kind of says it all.
  • Har­vard Uni­ver­si­ty Press
    • HUP, a major pub­lish­er of non-fic­tion, schol­ar­ly, and gen­er­al inter­est books, brings you videos with new authors.
  • HBO
    • Pro­vides out­takes from new HBO pro­duc­tions. The videos are all short and large­ly pro­mo­tion­al. Give us some beef, sirs.
  • KQED on Demand- San Fran­cis­co
    • Media pro­vid­ed by the pub­lic broad­cast­ing com­pa­ny in the San Fran­cis­co Bay Area. I drink at this well dai­ly.
  • MoMA
    • Videos high­light­ing the art col­lec­tion, pub­lic pro­grams, and tem­po­rary exhi­bi­tions at The Muse­um of Mod­ern Art in New York City.
  • Mon­ty Python Chan­nel
    • Their videos have been cir­cu­lat­ing around YouTube for a while. Now, the come­di­ans have their own chan­nel. A good place to have a laugh.
  • Nation­al Geo­graph­ic
    • The col­lec­tion is rich, but the videos are short. Anoth­er instance where the provider could use the medi­um to offer more substance/depth.
  • New Sci­en­tist.
    • Videos and vod­casts cov­er­ing sci­ence, tech­nol­o­gy, space, the envi­ron­ment and a whole lot more. An inter­na­tion­al team of expert jour­nal­ists brings you the lat­est inno­va­tions and ideas in sci­ence and tech­nol­o­gy, from the won­der­ful to the wor­ry­ing to the weird.
  • NOVA
    • Short video out­takes from PBS’s pop­u­lar sci­ence pro­gram.
  • Oscar’s Chan­nel
    • The offi­cial chan­nel of the Acad­e­my of Motion Pic­ture Arts and Sci­ences is the only place to relive favorite Oscar® moments and see exclu­sive inter­views with the tal­ent­ed film pro­fes­sion­als who com­prise the Acad­e­my mem­ber­ship. Includes some good vin­tage clips.
  • Philip Scott John­son
    • Some great videos that put art in motion.
  • PBS
    • Pro­motes new PBS pro­gram­ming with painful­ly short videos.
  • Pol­i­tic­sTV
    • Polit­i­cal videos with a pro­gres­sive bent.
  • Pulitzer Cen­ter on Cri­sis Report­ing
    • The Pulitzer Cen­ter on Cri­sis Report­ing’s mis­sion is to pro­mote in-depth cov­er­age of inter­na­tion­al affairs, focus­ing on top­ics that have been under-report­ed, mis-report­ed — or not report­ed at all.
  • Reel­NASA
    • Videos show the lat­est hap­pen­ings at NASA and new devel­op­ments in space explo­ration.
  • Reuters Video
    • The lat­est video from Reuters.
  • Richard Dawkins
    • The chan­nel fea­tures talks by Richard Dawkins, the Oxford evo­lu­tion­ary biol­o­gist, as well as oth­ers influ­enced by his thought.
  • Sci­en­Cen­tral
    • Sci­en­Cen­tral, Inc. pro­duces sci­ence and tech­nol­o­gy con­tent for tele­vi­sion, video, and the web. From broad­cast news fea­tures to edu­ca­tion­al prod­ucts, they cov­er the med­ical, envi­ron­men­tal, and tech­no­log­i­cal issues that affect dai­ly life.
  • Slate
    • Video from Slate Mag­a­zine
  • Spo­ken Verse
    • Roger Ebert calls it one of the rich­est resources on YouTube. Spo­ken Verse offers over 400 read­ings of great poems in Eng­lish, from Shake­speare to today.
  • Steve Span­gler Sci­ence Show
    • Catch the videos pro­duced by a teacher nation­al­ly known for mak­ing sci­ence fun.
  • Sun­dance
    • Pro­vides video clips from orig­i­nal series and films air­ing on the Sun­dance Chan­nel.
  • The Alcove
    • A pro­gram that fea­tures inter­views with var­i­ous influ­en­tial thinkers.
  • The Amer­i­can Muse­um of Nat­ur­al His­to­ry
    • This chan­nel pro­vides a rare glimpse into the Muse­um’s exhi­bi­tions, sci­en­tif­ic research, pub­lic pro­grams and edu­ca­tion­al endeav­ors. Videos pre­sent­ed by the Muse­um high­light its glob­al mis­sion to advance sci­en­tif­ic dis­cov­ery and increase under­stand­ing of nature and human cul­tures.
  • The Com­mon­wealth Club (San Fran­cis­co)
    • Videos com­ing out of the nation’s old­est and largest pub­lic affairs forum, pre­sent­ing top­ics rang­ing across pol­i­tics, cul­ture, and soci­ety.
  • The Com­mon­craft Show
    • The Com­mon Craft Show is a series of short explana­to­ry videos by Lee and Sachi LeFever. The goal is to fight com­plex­i­ty with sim­ple tools and plain lan­guage.
  • The Davos Ques­tion
    • Every year, glob­al lead­ers attend the World Eco­nom­ic Forum in Davos, Switzer­land to dis­cuss how to bet­ter the world. Here you get to see what they have to say.
  • The Kahn Acad­e­my
    • This chan­nel fea­tures over 800 videos that will teach stu­dents the ins and outs of alge­bra, geom­e­try, trigonom­e­try, cal­cu­lus, sta­tis­tics, finance, physics, eco­nom­ics and more. The clips have been record­ed by Salman Khan.
  • The Library of Con­gress
    • Time­less trea­sures and con­tem­po­rary pre­sen­ta­tions from the Library of Con­gress in Wash­ing­ton, D.C. Fea­tures record­ings dat­ing from the ear­li­est Edi­son films to the present.
  • The New York Times
    • All the news that’s fit to stream.
  • The New York­er
    • The offi­cial video chan­nel of The New York­er mag­a­zine.
  • The Nobel Prize
    • Brings you fas­ci­nat­ing insights into the minds of cur­rent and past Nobel Lau­re­ates.
  • The Onion News Net­work
    • A good dose of fun­ny videos from The Onion. Good for when you need some com­ic relief.
  • The Real News
    • The Real News Net­work is a glob­al online video news net­work that lis­tens to and is depen­dent sole­ly on its audi­ence. No ads. No gov­ern­ment sub­si­dies. No cor­po­rate spon­sor­ship.
  • The Research Chan­nel
    • Based out of the Uni­ver­si­ty of Wash­ing­ton, the ResearchChan­nel brings togeth­er con­tent from lead­ing research and aca­d­e­m­ic insti­tu­tions.
  • The World Bank
    • Videos com­ing out of the insti­tu­tion whose goal is to rid the world of pover­ty..
  • The YouTube Screen­ing Room
    • Pro­vid­ed by YouTube itself, this col­lec­tion presents high qual­i­ty, inde­pen­dent films to web users and promis­es to roll out four new films every two weeks.
  • Thir­teen WNET (PBS New Your)
    • Fea­tures con­tent from New York City’s flag­ship pub­lic tele­vi­sion sta­tion.
  • YouTube Movies
    • YouTube now hosts a series of com­plete stu­dio movies on its site. Above, I’ve linked you direct­ly to the documentary/biography sec­tion. But feel free to peruse the larg­er col­lec­tion. You’ll find some good films there.
  • TED Talks
    • Gen­er­al­ly engag­ing videos com­ing out of the annu­al TED con­fer­ence. Fea­tures impor­tant thinkers from dif­fer­ent walks of life.
  • TED x Talks
    • In the spir­it of ideas worth spread­ing, TEDx is a pro­gram of local, self-orga­nized events that bring peo­ple togeth­er to share a TED-like expe­ri­ence.
  • Trav­el Chan­nel TV
    • The Trav­el Chan­nel brings you around the world on YouTube.
  • Van­i­ty Fair Mag­a­zine
    • Videos from the mag­a­zine launched in 1913.
  • WNYC Radio
    • Videos pro­vid­ed by WNYC, New York Pub­lic Radio, the largest pub­lic radio sta­tion in the US.
  • World Eco­nom­ic Forum
    • The World Eco­nom­ic Forum is an inde­pen­dent inter­na­tion­al orga­ni­za­tion com­mit­ted to improv­ing the state of the world by engag­ing lead­ers in part­ner­ships to shape glob­al, region­al and indus­try agen­das.
  • Yad Vashem
    • Con­tain­ing the world’s largest repos­i­to­ry of infor­ma­tion on the Holo­caust, Yad Vashem is a leader in Holo­caust edu­ca­tion, com­mem­o­ra­tion, research and doc­u­men­ta­tion.
  • 92nd Street Y
    • Pret­ty much any­one and every­one on the cul­tur­al radar pass­es through the 92nd Y in NYC.

Uni­ver­si­ties

Spot­light­ed Col­lec­tions

Oth­er Uni­ver­si­ty Col­lec­tions

  • On this page, you’ll find some of the high­est qual­i­ty open cours­es out there.

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Don’t Forget to Vote

If you’re a res­i­dent of a Super Tues­day state, we hope you can find some time to pull the lever tomor­row. Also, we hope you’ll for­give (at least) one more polit­i­cal post before Super Tues­day. What­ev­er your polit­i­cal affil­i­a­tions, the video below is a com­pelling exam­ple of new media at work. Accord­ing to the New York Times’ polit­i­cal blog, the lead singer of the Black Eyed Peas round­ed up 30 or so celebri­ties and put togeth­er this video set to the sound­track of Barack Oba­ma’s con­ces­sion speech in New Hamp­shire. Because the group worked for free and edit­ed the video on their own, they turned the project around in two days. The effect is pow­er­ful (and the video is added to our YouTube Playlist). You can see Oba­ma’s orig­i­nal speech here.

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Open Culture was founded by Dan Colman.