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Seeing how humanity has been edging close and yet even closer to global interconnectivity, it shouldn't be surprising that it has become crucial to global growth.At this point and time in World History, Social Media is a multifaceted creature born of years of innovation and reinvention.
Social media become an important part of their life and virtual communities created with the help of and within social media play an important part in the development of socio-cultural norms and standards that affect the development of basic ethical and cultural norms of people and influence their lifestyle substantially.
You Tube has become a highly influential media which is extremely popular among users worldwide.
You Tube allows watching diverse videos and channels which may vary in their content.
However, the popularity of videos determines their availability to the audience that influences the perception of information by the audience.
Today, social media play an increasingly more important role in the life of society because users spend a lot of time online and they view social media as an important source of information about issues which users are concerned with.
You Tube, being one of the mainstream social media, allows users to share their videos online, create their channels and, thus, create their virtual communities united by common interests.In this regard, it is worth mentioning the fact that the development of social media, like You Tube, opens new opportunities for the development of virtual social communities united by their common interests.Users spend more and more time online developing their virtual social relations online.At the same time, the distinct feature of You Tube is its perfomrability because it is the performativity of videos that attracts users and the more performable a video is the more users will watch it, the more popular it becomes.Even though You Tube focuses on sharing videos mainly, the social media still opens wide opportunities for users to share their creative ideas and make them performable.At the same time, it is necessary to take the commercial background and opportunities offered by You Tube to its users.For instance, users can benefit from the cooperation with advertisers but they need to make their videos and channels popular to attract more advertisers.What makes You Tube really popular and mainstream social media is its performativity because the audience receive what it wants and expects from the media, the performance, the show and entertainment with the possibility of the further communication and even interaction with other users of You Tube.For instance, users publishing the video on You Tube may expect the positive feedback from other users.Users may be driven by different concerns, while publishing their videos and sharing information with others.Some of them may be willing to publishing some interesting facts recorded by them in the real world, while others manifest their creativity with the help of You Tube.