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From YouTube´s Head of Culture and Trends, a rousing and illuminating behind-the-scenes exploration of internet video´s massive impact on our world

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From YouTube´s Head of Culture and Trends, a rousing and illuminating behind-the-scenes exploration of internet video´s massive impact on our world

What we watch, create, upload, follow, subscribe to and share matters - It reveals more about ourselves and our society than we could imagine.

YouTube is the biggest pool of cultural data since the beginning of recorded communication, with four hundred hours of video uploaded every minute. Its viral fads, endless tutorials and colourful personalities provide us with surprisingly profound insight into human nature - in all its glory and ignominy.

Through rousing and illuminating behind-the-scenes looks at beloved videos and famous trends, Videocracy reveals internet video´s massive influence in our world, explains how awkward dance moves become global phenomena and paints a vivid, multi-layered and unexpected portrait of modern culture.

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A fascinating and illuminating book. Essential reading for everyone who wants to understand the surprising power and reach of internet video Jonah Berger, New York Times bestselling author of Contagious

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Kevin Allocca is Head of Culture and Trends at YouTube, where he has spent more than seven years tracking and explaining trending phenomena. He is one of the world´s leading experts on viral video. Allocca has given conference keynotes around the world on web video culture, including a TED Talk that has been viewed more than two million times. He´s also obsessed over more videos than every teenager and serial workplace procrastinator you´ve ever met. He lives in New York City.

@shockallocca

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