YouTube reaction videos and the performance of branded affect
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| Year of publication | 2024 |
| Type | Requested lectures |
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| Description | The talk deals with the construction of affect and stance in a new format of digital communication - YouTube reaction videos. It suggests a new interpretation of the affective work performed by online influences as both 'synthetic affect' and 'branded affect', due to the underlying economic basis of identity work through discursive self-presentation. |
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