Patterns of Intertextuality in Online Video Ad Clusters

Authors

CHOVANEC Jan

Year of publication 2015
Type Appeared in Conference without Proceedings
MU Faculty or unit

Faculty of Arts

Citation
Description The presentation deals with some innovative aspects of online advertising on YouTube that involves viral remediation between users. Adopting a broad multimodal pragmatic perspective, it outlines the major formats of ads that can be found on this file-sharing website and illustrates how video ads are related to each other, giving rise to ad clusters. The presentation proposes the concept of semiotic chaining to capture the multi-level intertextual organization of the network of relations existing between official advertising content and users' reactions, most notably their own creations. What emerges is a multi-level communicative space made up of several generations of mutually linked videos (as well as other communicative artefacts).
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