Saturday, 3 March 2012
Work from their oeuvre.
“Pronunciation Book is a youtube channel that was registered on April 14, 2010, intended as a resource for “correct” pronunciations of a variety of words that were complex, foreign, or otherwise difficult to pronounce. Each video had a distinct aesthetic, consisting of a still frame with the word being pronounced spelled in a simple, black, sans-serif font on a white background with a copyright date and the channel’s URL. Each word was repeated three times with different emphasis, and videos lasted no longer than 15 seconds. The videos are simple, even artistic in their presentation, reminiscent of On Kawara’s date paintings from his Today series, each word concrete yet abstracted from its context. Early traffic was no doubt driven by sincere users looking for the proper pronunciation of various words. Indeed there exist a number of youtube channels that serve precisely that purpose, many of which are geared toward ESL viewers; but for whatever reason, Pronunciation Book rubbed many the wrong way, and soon the videos became a popular destination for trolling, spam, and rage. The comments section of each video range from angry corrections of the given pronunciation to outright mockery in the form of re-spellings, dislikes, sarcasm, and a strong undercurrent of racism and xenophobia. Commenters often defended regional pronunciations and accents, or simply mocked the need for such a guide in the first place.
Pronunciation Book would seem to have tapped into an essential truth of the Web and all it’s presumed meritocracy: act like you know more or are better than people, and be prepared to drown in a sea of rage. Perhaps the most sophisticated response to the channel came exactly one year later in the form of a separate parody channel titled Pronunciation Manual. Pronunciation Manual adopts the visual aesthetic of Pronunciation Book, but purposefully and comically mispronounces every word. Both Pronunciation Book and Pronunciation Manual continue to actively produce videos, and it is perhaps one of the most devoted and longest running trolls to date…” – via Rhizome.