attractions and YouTube videos
This article argues in favor of a proximity between the spectatorship and aesthetics of audiovisual production on the web and the experience of cinema of attractions. Based on a particular case study, but that seems symptomatic, we aim to show how the rhetoric found in most YouTube videos makes intense use of performatic image, of the movement of body towards the camera, directly addressing the spectator, and of the aesthetical excess associated with sensationalism. Such elements convey a participative, erratic and fragmentary spectatorship. Such characteristics show the persistency of attractions regimen in such videos, as well the political strenght of a moral management from sensationalist strategies.