YouTube reaction videos and the performance of branded affect

Authors

CHOVANEC Jan

Year of publication 2024
Type Requested lectures
MU Faculty or unit

Faculty of Arts

Citation
Attached files
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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