Yaya Dub is one of the intriguing phenomena that ever happened in the digital age. Who is Yaya Dub and how did she become so popular within a short period? Why is she getting so much attention among netizens and television viewers not only in the Philippines but also in other countries?
This article applies the scientific approach in trying to understand why a dubber became an overnight celebrity and why she gained so many followers in youtube, and recently, on television.
I was so intrigued by the Yaya Dub phenomenon as virtually everyone I meet knows about it. The mere mention of the phrase evokes familiarity.
I tried to find out in Google’s Keyword Planner what is the monthly search statistics for just the term “Yaya Dub.” The keyword gained 22,200 searches in July and 49,500 in August. I have set the United States as the target country. However, youtube reaches virtually all countries in the world, so I clicked on All Locations as the target for the keyword. It showed 301,260 in July, and 550,980 in August.
But, what about the Philippines where the youtube videos about Yaya Dub originated? Again, I reset the location to the Philippines. The statistics showed 246,210 in July and 451,310 in August. It goes to say that Filipinos account for most of the traffic.
Why this so much traffic for the apparently simple activity such as dubbing? Do viewers obtain benefit from those videos? The ultimate answer in this case presumably is pure entertainment.
What does the literature say about viral or popular videos? What prompts people to share Yaya Dub’s antics?
What scientists say about viral videos
In her dissertation, Izawa (2010) found out that those who had shared or would share the viral videos felt stronger emotions than those who did not share them. These are emotions of happiness, humor, surprise, fear, sadness, and anger.
Upon sharing the videos, those who shared expect the receiver to feel the same way they did. Southgate et al. (2010) confirmed this observation. Since many people use youtube in sharing videos, the platform facilitated the sharing process.
Yaya Dub Videos: The Emotional Content
See the following viral videos of Yaya Dub. Discern which emotions appealed to you most that made you think of sharing the content to your friends.
The videos showed a diversity of emotions aptly expressed by the comedienne. Did it in any way prompt you to share it with your friends? What could have been the motivation of viewers for sharing what they have seen? Do you agree with the findings of the scientists?
Your comments will help affirm or refute the findings.
Izawa, M. (2010). What Makes Viral Videos Viral?: Roles of Emotion, Impression, Utility, and Social Ties in Online Sharing Behavior. PhD thesis, Johns Hopkins University.
Southgate, D., Westoby, N., and Page, G. (2010). Creative determinants of viral video viewing. International Journal of Advertising, 29(3):349–368.