A thought that sparked some thought was the idea of pre-conceiving ideas before viewing video content online. An example of this is viewing a video embedding in a social networking site, framed by positive comments and affirmation by friends, as well as brands that appeal to you/your demographic.

Contrary to this, imagine that you watched the same video with no prior knowledge on a site such as Youtube. You would be applying knowledge from similar content, but your awareness of the videos importance/relevance within a social context would be unknown.

An example from a social situation would be a friend raving about a film you haven’t seen, constantly building up ideas in your head without actually making any of those decisions for yourself. When you finally do see the film, your experience can feel tainted. Even if you do enjoy it, it can still feel like a comparison to your friend’s idea of it. This, of course, doesn’t have to be a negative experience, as it can occur in the opposite way also, with a recommendation giving you a more confident mindset to accept something you may have questioned initially.