Lately, I’m noticing a humanizing of the web. Take, for example, Dee Kim and Bistin Chen’s Project Goodcry. It asks users to choose YouTube videos that made them cry.
Until now, YouTube has primarily been about getting a few laughs. This social experiment sets out to make crying a community-building experience. Fascinating.
It’s also a good example of marketing with meaning in a digital age. People want to share their emotions. People want to express how they feel. To facilitate that, Project Goodcry lets you install the ‘I cried button’ on YouTube. When you see a video that make you shed a tear, then you can rank it not by stars, but with tear drops. It works just like the Facebook ‘like’ button.
Every video that gets an ‘I cried’ rating is ranked on the Project Goodcry site. So far, topping the saddest list is a clip from the Disney film The Fox and the Hound. It’s proof that classic culture and digital culture are enmeshed in a remix process that’s generating a new meaning system. In the case of project Goodcry, it’s a virally-devised meaning system for collectively sharing more complex emotions.
We live in a digital age, where the level of noisy content drowns out subtler expressions. That makes this splash of pathos right on time.