Why videos go viral | Kevin Allocca

837,535 views ・ 2012-02-27

TED


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Translator: Anders Finn Jørgensen Reviewer:
00:15
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
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Hej. Jeg er Kevin Alloca, jeg er trends manager hos Youtube.
00:18
and I professionally watch YouTube videos.
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Jeg ser professionelt YouTube videoer.
00:20
It's true.
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Det er sandt.
00:22
So we're going to talk a little bit today about how videos go viral
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I dag skal vi tale lidt om hvordan videoer bliver virale,
00:25
and then why that even matters.
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og hvorfor det overhovedet er vigtigt.
00:27
We all want to be stars --
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Vi vil alle være stjerner -
00:29
celebrities, singers, comedians --
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berømte, sangere, komikere -
00:32
and when I was younger, that seemed so very, very hard to do.
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da jeg var yngre, virkede det meget svært at blive.
00:35
But now Web video has made it
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Men nu har online video gjort at
00:37
so that any of us or any of the creative things that we do
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At hver og en, eller hver eneste kreativ ting vi laver
00:39
can become completely famous
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kan blive fuldstændig berømte
00:41
in a part of our world's culture.
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i en del af vores verdens kultur.
00:43
Any one of you could be famous on the Internet
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Hver og en af jer kan bliver berømte på internettet
00:45
by next Saturday.
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inden lørdag.
00:47
But there are over 48 hours of video uploaded to YouTube
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Men der bliver uploaded over 48 timers video til Youtube
00:49
every minute.
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hvert minut.
00:51
And of that, only a tiny percentage
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Og af det bliver kun en lille procent
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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virale og får tonsvis af seere og bliver et kulturelt omdrejningspunkt.
00:56
So how does it happen?
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Så hvordan sker det?
00:58
Three things:
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Tre ting:
01:00
tastemakers, communities of participation
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smagsskabere, deltagende fællesskaber
01:02
and unexpectedness.
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og overraskelse.
01:04
All right, let's go.
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okay, lad os gå i gang.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(Video) Bear Vasquez: Åh, Gud. Åh, Gud.
01:10
Oh, my God!
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Åh, Gud!
01:13
Wooo!
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Wooo!
01:15
Ohhhhh, wowwww!
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Åhhhh, wowww!
01:20
KA: Last year, Bear Vasquez posted this video
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KA: Sidste år slog Bear Vasquez den her video op,
01:22
that he had shot outside his home in Yosemite National Park.
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som han havde optaget udenfor hans hjem i Yosemite National Park.
01:25
In 2010, it was viewed 23 million times.
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I 2010 var den set 23 millioner gange.
01:28
(Laughter)
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(Latter)
01:30
This is a chart of what it looked like
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Det her er et diagram over hvordan det så ud
01:32
when it first became popular last summer.
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da den blev populær sidste sommer.
01:35
But he didn't actually set out to make a viral video, Bear.
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Men hans mål var ikke at lave en viral video, Bear.
01:38
He just wanted to share a rainbow.
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Han ville bare dele en regnbue
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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Fordi det er hvad du gør når dit navn er Yosemite Mountain Bear.
01:42
(Laughter)
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(Latter)
01:44
And he had posted lots of nature videos in fact.
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Og han har faktisk slået mange videoer af naturen op.
01:47
And this video had actually been posted
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Og den her video var faktisk slået op
01:49
all the way back in January.
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helt tilbage i januar.
01:52
So what happened here?
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Og hvad skete der her?
01:54
Jimmy Kimmel actually.
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Faktisk Jimmy Kimmel.
01:56
Jimmy Kimmel posted this tweet
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Jimmy Kimmel lavede det her tweet,
01:58
that would eventually propel the video to be as popular as it would become.
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som over tid ville drive videoen ind i den popularitet som den har fået.
02:01
Because tastemakers like Jimmy Kimmel
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Fordi smagsskabere såsom Jimmy Kimmel
02:04
introduce us to new and interesting things
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introducere os til nye og interessante ting,
02:06
and bring them to a larger audience.
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og bringer dem videre til et større publikum.
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
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(Video) Rebecca Black: ♫ Det er fredag, fredag. Skal feste på fredag. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
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♫ Alle ser frem til weekenden, weekenden. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
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♫ Fredag, fredag. Fester på en fredag. ♫
02:21
KA: So you didn't think that we could actually have this conversation
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KA: Så jeg håber ikke, at I tror ikke, at vi faktisk kunne have den her samtale
02:24
without talking about this video I hope.
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uden at tale om den her video
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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Rebecca Blacks "Friday" er en af årets mest populære videoer.
02:29
It's been seen nearly 200 million times this year.
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Den er blevet set næsten 200 millioner gange i år.
02:32
This is a chart of what it looked like.
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Det her er diagrammet over hvordan det så ud.
02:34
And similar to "Double Rainbow,"
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Og det ligner "Double Rainbow",
02:36
it seems to have just sprouted up out of nowhere.
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det ser ud til at have skudt ud af ingenting.
02:40
So what happened on this day?
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Så hvad skete der den dag?
02:42
Well it was a Friday, this is true.
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Tja, det var fredag, det er sandt.
02:45
And if you're wondering about those other spikes, those are also Fridays.
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Og hvis du undrer dig over de andre toppe, de er også fredage.
02:48
(Laughter)
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(Latter)
02:53
But what about this day,
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Men hvad med den her dag,
02:55
this one particular Friday?
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denne bestemte fredag?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
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Tja, Tosh. 0 samlede den op, en hel masse blogs begyndte at skrive om det.
03:00
Michael J. Nelson from Mystery Science Theater
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Michael J. Nelson fra Mystery Science Theater
03:02
was one of the first people to post a joke about the video on Twitter.
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var en af de første der slog en joke op om videoen på Twitter.
03:06
But what's important is that an individual or a group of tastemakers
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Men hvad det er vigtigt er at en enkelt person eller en gruppe af smagsskabere
03:08
took a point of view
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tog stilling
03:10
and they shared that with a larger audience, accelerating the process.
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og de delte den med et større publikum, speedede processen op.
03:13
And so then this community formed
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Og så tog det her fællesskab form,
03:15
of people who shared this big inside joke
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mennesker som som delte den her store indforståede joke,
03:17
and they started talking about it and doing things with it.
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og de startede med at snakke om det og gøre ting med den.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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Og nu er der 10.000 parodier af "Friday" på YouTube.
03:23
Even in the first seven days,
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Selv i de første syv dage
03:25
there was one parody for every other day of the week.
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var der en parodi for hver af de andre dage i ugen.
03:28
(Laughter)
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(Latter)
03:32
Unlike the one-way entertainment of the 20th century,
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Ulige envejs-underholdningen i det 20. århundrede,
03:35
this community participation
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er den her deltagelse i fællesskaber
03:37
is how we become a part of the phenomenon --
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måden hvorpå vi bliver en del af fænomenet,
03:39
either by spreading it or by doing something new with it.
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enten ved at sprede det eller at gøre noget nyt med det.
03:42
(Music)
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(Musik)
03:51
So "Nyan Cat" is a looped animation
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Så "Nyan Cat" er en loopet animation
03:54
with looped music.
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med loopet musik
03:56
It's this, just like this.
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Det er det her og kun det her.
03:58
It's been viewed nearly 50 million times this year.
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Den er blevet set næsten 50 millioner gange i år.
04:02
And if you think that that is weird,
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Og hvis du tænker, det er underligt,
04:04
you should know that there is a three-hour version of this
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så skal I lige vide at der er en tre-timers version af den
04:06
that's been viewed four million times.
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som er blevet set fire millioner gange.
04:08
(Laughter)
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(Latter)
04:11
Even cats were watching this video.
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Selv katte har set den her video.
04:13
(Laughter)
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(Latter)
04:17
Cats were watching other cats watch this video.
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Katte har set andre katte se den her video.
04:21
(Laughter)
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(Latter)
04:29
But what's important here
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Hvad det er vigtigt her
04:32
is the creativity that it inspired
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er den kreativitet det her har inspireret
04:34
amongst this techie, geeky Internet culture.
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mellem den her techie, nørdede internet kultur.
04:37
There were remixes.
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Det var remix.
04:39
(Laughter)
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(Latter)
04:41
Someone made an old timey version.
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Nogen lavede en gammeldags version.
04:44
(Laughter)
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(Latter)
04:46
And then it went international.
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og så blev den international.
04:49
(Laughter)
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(Latter)
05:03
An entire remix community sprouted up
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Et fuldstændig remix fællesskab spirede,
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that brought it from being just a stupid joke
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som løftede det fra en simpel dum joke
05:09
to something that we can all actually be a part of.
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til noget, som vi faktisk kan være en del af.
05:11
Because we don't just enjoy now,
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Fordi vi nyder det ikke kun,
05:13
we participate.
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vi deltager.
05:18
And who could have predicted any of this?
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Og hvem ville have forudset noget af det her?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
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Hvem kunne have forudset "Double Rainbow eller Rebecca Black
05:22
or "Nyan Cat?"
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eller "Nyan Cat"?
05:24
What scripts could you have written
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Hvilke manuskripter kunne man have skrevet
05:26
that would have contained this in it?
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som ville have forudset det her?
05:29
In a world where over two days of video
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I en verden hvor over to dages video
05:31
get uploaded every minute,
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bliver uploaded hvert minut,
05:33
only that which is truly unique and unexpected
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kan kun det fuldstændigt unikke og overraskende
05:35
can stand out in the way that these things have.
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stå ud på den måde, som de her ting har.
05:38
When a friend of mine told me that I needed to see this great video
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Da en ven fortalte mig at jeg blev nødt til at se den her fantastiske video
05:41
about a guy protesting bicycle fines in New York City,
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om en fyr som protesterede mod cykelbøder i New York City,
05:44
I admit I wasn't very interested.
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må jeg indrømme at var meget interesseret.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(Video) Casey Niestat: Jeg fik en bøde for ikke at cykle på cykelstien,
05:49
but often there are obstructions
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men ofte er det forhindringer,
05:51
that keep you from properly riding in the bike lane.
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som forhindrer dig i at kunne cykle ordenligt på cykelstien.
05:54
(Laughter)
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(Latter)
06:08
KA: By being totally surprising and humorous,
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Ved at være fuldstændig overraskende og morsom,
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Casey Niestat got his funny idea and point
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fik Carsey Niestat den her sjove idé og pointe
06:14
seen five million times.
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set fem millioner gange.
06:16
And so this approach holds
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Og denne tilgang gælder
06:18
for anything new that we do creatively.
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for alt nyt kreativt vi laver.
06:20
And so it all brings us
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Og dette bringer os
06:22
to one big question ...
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til det store spørgsmål...
06:24
(Video) Bear Vasquez: What does this mean?
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(Video) Bear Vasquez: Hvad betyder dette?
06:27
Ohhhh.
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Ohhhh.
06:29
(Laughter)
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(Latter)
06:32
KA: What does it mean?
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KA: Hvad betyder det?
06:35
Tastemakers, creative participating communities,
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Smagsskabere, kreative deltagende fællesskaber,
06:38
complete unexpectedness,
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komplet overraskelse,
06:40
these are characteristics of a new kind of media and a new kind of culture
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disse er karakteristikker for en ny slags medium og en ny slags kultur
06:43
where anyone has access
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hvor alle har adgang
06:45
and the audience defines the popularity.
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og hvor publikummet definerer populariteten.
06:47
I mean, as mentioned earlier,
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Jeg mener, som tidligere nævnt,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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en af de største stjerner i verden lige nu, Justin Bieber,
06:51
got his start on YouTube.
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begyndte op YouTube.
06:53
No one has to green-light your idea.
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Ingen behøver at give grønt lys til dine ideer.
06:56
And we all now feel some ownership
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Og vi føler nu et ejerskab
06:58
in our own pop culture.
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i vores egen popkultur.
07:00
And these are not characteristics of old media,
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og disse er ikke karakteristikker af et gammelt medium,
07:02
and they're barely true of the media of today,
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og de er næsten ikke sande i dagens medier,
07:05
but they will define the entertainment of the future.
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men de vil definere fremtidens underholdning.
07:07
Thank you.
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Tak.
07:09
(Applause)
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(Bifald)
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