The vertical format in the structure of the mobile media ecosystem: aesthetic and technological challenges of algorithmic curation
- 1Kyiv National University of Culture and Arts
- 2Borys Grinchenko Kyiv Metropolitan University
Abstract
This article examines the transformation of the vertical format (9:16) from a marginal amateur practice into an institutionalized element of professional audiovisual production in the 2020s. Driven by smartphone-centric consumption through platforms like TikTok and Instagram Reels, a new aesthetic paradigm is increasingly penetrating traditional media. The research identifies four dimensions: the format's genesis within mobile media evolution; specific aesthetic features (Z-axis emphasis, accelerated editing, and intimization of communication); technological challenges in mobile-first production and distribution; and the systemic response from professional guilds and festivals. The study conceptualizes the vertical format as a core component of mobile algorithmic aesthetics. It argues that the imposition of vertical dynamics and rapid editing rhythms fosters a "clip culture" that impacts cognitive processes and signals a shift toward algorithmic governance. The findings confirm that the vertical format is a sustained factor transforming the mobile media landscape, posing complex technological challenges and profound ethical risks.
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BibTeX
@misc{pecheranskyi2026vertical,
title = {{The vertical format in the structure of the mobile media ecosystem: aesthetic and technological challenges of algorithmic curation}},
author = {Igor Pecheranskyi and Tatiana Korzhova and Yaroslav Yatsevskyi and Vitalii Zhuhai and Volodymyr Mykhalov},
howpublished = {Zenodo},
year = {2026},
month = oct,
doi = {10.5281/zenodo.23669584},
url = {https://zenodo.org/records/23669584},
note = {CC BY 4.0},
}
RIS
TY - UNPB
TI - The vertical format in the structure of the mobile media ecosystem: aesthetic and technological challenges of algorithmic curation
AU - Igor Pecheranskyi
AU - Tatiana Korzhova
AU - Yaroslav Yatsevskyi
AU - Vitalii Zhuhai
AU - Volodymyr Mykhalov
PY - 2026
DA - 2026/10/26
PB - Zenodo
DO - 10.5281/zenodo.23669584
UR - https://zenodo.org/records/23669584
AB - This article examines the transformation of the vertical format (9:16) from a marginal amateur practice into an institutionalized element of professional audiovisual production in the 2020s. Driven by smartphone-centric consumption through platforms like TikTok and Instagram Reels, a new aesthetic paradigm is increasingly penetrating traditional media. The research identifies four dimensions: the format's genesis within mobile media evolution; specific aesthetic features (Z-axis emphasis, accelerated editing, and intimization of communication); technological challenges in mobile-first production and distribution; and the systemic response from professional guilds and festivals. The study conceptualizes the vertical format as a core component of mobile algorithmic aesthetics. It argues that the imposition of vertical dynamics and rapid editing rhythms fosters a "clip culture" that impacts cognitive processes and signals a shift toward algorithmic governance. The findings confirm that the vertical format is a sustained factor transforming the mobile media landscape, posing complex technological challenges and profound ethical risks.
ER -