I spend much of my video-watching hours on either YouTube or Netflix. Or, I think I do anyways. I missed the wave of YouTube becoming a dominant cultural platform, and as a result, I still feel awash with confusion whenever I go to the homepage. The interface is more or less fine–staid, you could call it–but the content itself usually presents itself as somewhere between somewhat off-putting and visually baffling. It’s not always the case, but it often times is.
I don’t consider myself too old or out of touch with the inherent culture of YouTube necessarily (though this article may itself prove that I am), and I don’t believe that the culture of YouTube in itself is specific or introspective enough to validate these specific anti-aesthetic decisions. What I mean is, I don’t think that the typical (forgive the generalizations, I could be very wrong about all this) content generators of YouTube are visually sophisticated enough to consciously decide to make something unpleasant in place of what otherwise would be visually pleasing for their existing audience. That the bombastic nature of their graphic design is not driven by the same unifying ethos as the equivalent would be in a punk scene, despite similarly effective visual results. That it is neither aesthetically, nor ideologically driven. My completely uninformed speculation is that they–given that they all have access to sophisticated analytical tools–are purely responding to the data they have in hand. That loud imagery beats out quiet, and big messaging overshadows modest.