If we look back at the different media platforms that have emerged over the past twenty years, an endless list of applications and websites could be formed. From MySpace to Facebook to Twitter and Instagram, the age of social media, specifically, has created a world in which new platforms of communication emerge almost every day. Among all these platforms, one that has held strong since its creation in 2005 is YouTube. With each channel serving as a blank canvas for video content, it can be argued that YouTube was where the concept of being a “creator” first emerged. Amongst the millions of creators on the platform, one of the most unique and noteworthy is Casey Neistat. From showcasing adventure in daily life to creating public service announcements from the point of view of a civilian, Neistat encompasses what it means to be a creator in an age where everyone wants to be Instagram famous.
One of the most unique aspects of the theme of Casey Neistat’s YouTube channel is that there is no real theme. It’s not abnormal to watch a daily vlog of him capturing the mundane aspects of life in New York City in an enthralling way followed by a video showcasing the amazing adventures of world travel in a somehow cool and casual way. So Neistat’s channel becomes just that: cool and casual. He uses a unique editing style to tell the stories of life. That is, the stories of marriage, kids, and work, but also the stories of riding the subway, getting a ticket, traveling the world and everything in between. In this way, Casey Neistat’s videos are for everyone: the world traveler, the New York City subway rider, the small business owner, the daredevil, the businessman, the athlete, and more. The motivating and uplifting style of his videos provide valuable lessons that are hidden within Neistat’s ability to tell the simple stories of everyday life in a way that repeatedly draws the viewer in. Casey Neistat’s ability to provide for such a wide audience through his all-encompassing video content “encourages students to be players,” an idea popularized by Michael Schudson (Schudson 498). His content forces his viewers, the students, to think. He presents ideas surrounding fear, hustle, risk-taking, education, love, and failure, often tagging them with short slogans or messages left to be interpreted by the millions of people that make up his diverse audience. By giving viewers the ability to be the interpreters of his videos, Neistat provides further motivation for people to be the “players” in their own lives.
The storytelling, lesson-providing style of Casey Neistat’s channel comes to a peak in one of his most popular videos entitled Scariest Day of My Life. Unlike many of his other videos, this one tells a darker, more haunting story as he relays the events of the day on September 11, 2001. Although only having had moved to New York City a few months before the attack, Neistat provides a true insight on what it meant to be a New Yorker on that day. He shows clips of that day filmed from his own point of view that give a small glimpse of the terror and fear faced by every single person. His day-of accounts of this trauma become a source of videography that “has the power to quicken the conscience and motivate political commitments” (Cole 3). By providing such insight, Neistat perpetuates the necessity of 9/11 to never be forgotten while also showing how video and imagery of this day changed American people and politics forever. In watching the video, it quickly becomes evident how much emotions encapsulated both political policy and human interaction in the weeks, months, and years that followed. While this video strays from his normal happy content, the usual quick cut, yet casual editing style tied with a story like plotline remains firm. This combination gives Neistat the ability to share a message of how life is defined by education and experience. These experiences, in particular, can be either what we choose to do or simply what happens to us. In sharing his personal experience of 9/11, Neistat exemplifies how the day was a defining moment for him and for all New Yorkers. While this video may affect an audience of New Yorkers in a deeper, more personal way, it provides a universal message that can be interpreted by all. Thus, Casey Neistat, with his motivating catchphrases and willingness to think outside of the box, becomes a YouTuber for all. As one watches his videos, it quickly becomes a story of life and all of the wins and losses that come with it.
References
Cole, T. (2019). When the camera was a weapon of imperialism – and when it still is.
Schudson, M. (1987). The new validation of popular culture. In J. Storey (Ed.) Cultural theory and popular culture, pp. 495-503. Athens, GA: University of Georgia Press.
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Hi Maggie, thank you for sharing your piece on Casey Neistat. I have been a fan of Casey's for years now. When I first discovered Casey years ago, I took the liberty of watching all of his content- from the very beginning. Doing so left me with a much richer respect for Casey, having seen all of his hardships and personal struggles throughout his career. I recommend listening to the episode of NPR's How I Built This with Guy Raz featuring Casey Neistat. Hearing the in depth firsthand account of his life story and rise to fame is inspiring and enriched his videos for me as a viewer. I think people seek different things from Casey's videos. Some seek inspiration, some motivation, and others may fancy the uplifting aspect that you mentioned. I find Casey's videos to be candid and authentic, which is an impressive achievement given how carefully and artfully they are edited. I watch Casey's videos for inspiration and creativity. His creative and relentless approach to problem solving inspires me when I feel stuck. I think Casey's content fits into Storey's definition of culture due to the fine line between intellect and artistry he achieves. Storey defines culture as the "general process of intellectual, spiritual, and aesthetic" (p. 1) production. Further, Storey's definition appropriately applies to Casey Neistat as his videos in and of themselves actually reveal his creative process of cultural production. I find that his content is often a behind the scenes look at itself. The transparency of his content production adds a layer of realness to his channel which is part of its attraction.
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