DIGITAL RITUALS AND EVERYDAY NARRATIVES: A VISUAL ANTHROPOLOGY OF SHORT-FORM VIDEO CULTURE

Ivana  Ercegovac; Romana  Srncova; Fadžar  Mohamed Alhanai

doi:10.21618/fil2532541e

Autori

Ivana Ercegovac Viši tehnološki koledži (Higher Colleges of Technology) Fakultet primenjenih medija, kampus Fasil, Fudžajra
Romana Srncova Viši tehnološki koledži (Higher Colleges of Technology) Fakultet primenjenih medija, kampus Fasil, Fudžajra
Fadžar Mohamed Alhanai Viši tehnološki koledži (Higher Colleges of Technology) Fakultet primenjenih medija, kampus Fasil, Fudžajra

DOI:

https://doi.org/10.21618/fil2532541e

Ključne reči:

kratki video-format, digitalni rituali, vizuelna antropologija, proceduralni mikronarativ, estetika platforme, semiotika, TikTok, Instagram Reels, YouTube Shorts

Apstrakt

Ovaj rad ispituje kako platforme za kratke video-formate transformišu svakodnevne rutine u prepoznatljive narativne i vizuelne obrasce. Kroz kvalitativnu analizu sadržaja 21 video-zapisa sa platformi TikTok, Instagram Reels i YouTube Shorts, ova pilot-studija identifikuje načine na koje skraćene sekvence radnji postaju proceduralni mikronarativi. Ovi video-zapisi oslanjaju se na minimalne narativne signale – uvod, promenu i završetak – koje dodatno pojačavaju vizuelna gramatika i kulturno kodirani simboli, obezbeđujući prepoznatljivost u brzom ritmu pregleda sadržaja. Analiza pokazuje da ponavljanje i upotreba šablona funkcionišu kao digitalni rituali koji istovremeno odražavaju i standardizuju svakodnevno pripovedanje. Kombinovanjem naratologije, semiotike i digitalne antropologije, studija doprinosi razumevanju načina na koji platforme kratkog formata ne samo da distribuiraju sadržaj već aktivno oblikuju kulturni izraz i identitet. Metodološki, usvajanje mikronarativa kao jedinice analize omogućava poređenje između jezika i platformi, uz isticanje uticaja algoritamske selekcije na formiranje uzorka. Nalazi otvaraju prostor za buduća istraživanja sa većim skupovima podataka i kombinovanim metodama, nudeći uvid u to kako platforme oblikuju forme i ritmove svakodnevnih narativa kroz vreme.

Reference

Abbott, H. P. (2008) The Cambridge Introduction to Narrative (2nd ed.) Cambridge, Cambridge University Press.

Alexander, B. (2011) The New Digital Storytelling: Creating Narratives with New Media. Westport, Praeger.

Barthes, R. (1972) Mythologies. New York, Hill and Wang.

Braun, L. N., & Vollmer Mateus, A. M. (2024) Contemporary Ethnographic Aesthetics: The TikTok Turn. Visual Anthropology. 37(3), 195–211. https://doi.org/10.1080/08949468.2024.2330268

Bruner, J. (1991) The Narrative Construction of Reality. Critical Inquiry. 18(1), 1–21. https://doi.org/10.1086/448619

Chandler, D. (2022) Semiotics: The Basics (4th ed.) London, Routledge.

Chen, Z., Liu, P., Piao, J., Xu, F., & Li, Y. (2024) Shorter is Different: Characterizing the Dynamics of Short-form Video Platforms. arXiv preprint. https://doi.org/10.48550/arXiv.2410.16058

Chiossi, F., Haliburton, L., Ou, C., Butz, A., & Schmidt, A. (2023) Short-Form Videos Degrade Our Capacity to Retain Intentions: Effect of Context Switching on Prospective Memory. Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems (CHI ’23). Hamburg, Germany (1–15). ACM. https://doi.org/10.1145/3544548.3580778

Ebert, N., Geppert, T., Strycharz, J., Knieps, M., Hönig, M., & Brucker-Kley, E. (2023) Creative Beyond TikToks: Investigating Adolescents’ Social Privacy Management on TikTok. Proceedings on Privacy Enhancing Technologies. 2023(2), 221–235. https://doi.org/10.56553/popets-2023-0049

Eco, U. (1979) A Theory of Semiotics. Bloomington, Indiana University Press.

Frenette, A., Millette, M., & Desbiens, C. (2024) Out With the Hero: How TikTok Everyday Stories are Re-writing the Arctic. Social Media + Society. 10(3). https://doi.org/10.1177/20563051241283426

Geertz, C. (1973) The Interpretation of Cultures. Basic Books, New York City.

Kallio, S. M., & Mäenpää, J. (2025) Visuality as an Affordance on Instagram News Production. Digital Journalism. 1–19. https://doi.org/10.1080/21670811.2025.2462558

Kozharinova, M., & Manovich, L. (2024) Instagram as a Narrative Platform. First Monday. 29(3), 1–34. https://doi.org/10.5210/fm.v29i3.12497

Kress, G. & van Leeuwen, T. (2021) Reading Images: The Grammar of Visual Design. London, Routledge.

Marwick, A. E. (2013) Status Update: Celebrity, Publicity, and Branding in the Social Media Age. New Haven & London, Yale University Press.

Molem, A., Makri, S., & McKay, D. (2024) Keepin’ It Reel: Investigating How Short Videos on TikTok and Instagram Reels Influence View Change. Proceedings of the 2024 ACM SIGIR Conference on Human Information Interaction and Retrieval (CHIIR ’24), March 10–14. Sheffield, UK (317–327). ACM. https://doi.org/10.1145/3627508.3638341

Nikulina, O., van Riel, A. C. R., Lemmink, J. G. A. M., Grewal, D., & Wetzels, M. (2024) Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers. Journal of Advertising. 53(4), 605–625. https://doi.org/10.1080/00913367.2024.2309921

Schellewald, A. (2024) Discussing the Role of TikTok Sharing Practices in Everyday Social Life. International Journal of Communication. 18, 909–926. https://ijoc.org/index.php/ijoc/article/view/20993

Social Insider. (2024) TikTok vs. Reels vs. Shorts: A Study. SocialInsider Blog. https://www.socialinsider.io/blog/tiktok-vs-reels-vs-shorts

Srnicek, N. (2016) Platform Capitalism. Cambridge, Polity Press.

Starovolsky-Shitrit, A., Neduva, A., Appel Doron, N., Daniel, E., & Tsur, O. (2025) The Value of Nothing: Multimodal Extraction of Human Values Expressed by TikTok Influencers. arXiv preprint. https://doi.org/10.48550/arXiv.2501.11770

Trillò, T., Hallinan, B., & Shifman, L. (2022). A typology of social media rituals. Journal of Computer-Mediated Communication. 27(4), zmac011. https://doi.org/10.1093/jcmc/zmac011

Turner, V. (1969) The Ritual Process. London, Routledge.

van Dijck, J. (2013) The Culture of Connectivity: A Critical History of Social Media. Oxford, Oxford University Press.

Vlahović, A., Ercegovac, I., & Tankosić, M. (2023) Unraveling the Narrative Structures in YouTube Vlogs: A Qualitative Content Analysis. Media Studies and Applied Ethics. 4(2), 25–42. https://doi.org/10.46630/msae.2.2023.03

Zannettou, S., Nemes-Nemeth, O., Ayalon, O., Goetzen, A., Gummadi, K. P., Redmiles, E. M., & Roesner, F. (2024, May) Analyzing User Engagement with TikTok's Short Format Video Recommendations Using Data Donations. In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems (1-16). https://doi.org/10.1145/3613904.3642433

Zhao, Y. (2024) TikTok and Researcher Positionality: Considering the Methodological and Ethical Implications of an Experimental Digital Ethnography. International Journal of Qualitative Methods. 23, 1–11. https://doi.org/10.1177/16094069231221374