“The YouTube slogan is “Broadcast Yourself”, an encouraging motto that calls up associations of a democratic Internet commons where all voices can speak and be heard. Here, it says, is a space for all individuals to create and control a channel of their own, transmitted to the world.”
Elizabeth Clark - What Good is the ‘You’ in YouTube? Cyberspectacle and Subjectivity
What is objectivity? Is it what we learn in school, the universal truths, that are right and won’t change no matter what context? Water will always frozen under 0 degree Celsius. Fair enough, objective truth. But what happens when objective facts are translated in subjective ways? Where is the neutral space there? What becomes of the neutrality of objectivity? We live in a world of exposure, of the self exploting, where the more you show the more you become. So where is the objectivity in all this? Where does it places itself within this world of subjective googles?
If we take the work of Natalie Bookchin – Laid Off, she shows an objective fact, to be fired, through the light of a lot of different experiences, all of those told by the person fired, in the first person, as if they were talking to a friend, but in fact made for youtube. Here she uses the personal diary of millions of people, put at disposal by them through a videoplateform, to talk about a fact, being fired. There is no maybe in that action, you don’t get “maybe” fired. You are either fired or you are not. But the way this fact it’s told by all these people, expresses more of the sensation of being fired, the feelings, the human side of the objective fact. Though I might question the means of communication that these people felt the urge to use, this self entertainment, I do nevertheless agree that objectivity is useful, but nothing without subjectivity. As one thing can’t exist without it’s opposite. So objectivity has it’s place in this neverending “me” world, it’s neutrality might be hidden under all these personal experiences, but it is the base of any reaction, it gives the impulse of reality that you need in order to jump (or not) into your own truth.