Mobile Framing: Vertical Videos from User-Generated Content to Corporate Marketing

  • Dave Neal
  • Miriam Ross


Although “vertical videos” have been derided as inelegant, amateur and to be avoided, a number of corporate organisations such as Snapchat and Periscope have been using vertical framing to create marketing content for mobile phones. Blurring the boundaries between amateur and professional media, these companies often encourage the production of user-generated vertical content alongside in-house and commissioned videos. This chapter argues that a shifting mobile media landscape (both technological and social) allows vertical framing to flourish and, in turn, problematises distinction between user-generated and corporate mobile media in the era of the smartphone.


Vertical video Social media Online video 


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  1. 1.Independent ResearcherBuena VistaUSA
  2. 2.Victoria University of WellingtonWellingtonNew Zealand

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