Doing Discourse Digitally: Self-presentation in YouTube Reaction Videos
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| Year of publication | 2024 |
| Type | Requested lectures |
| MU Faculty or unit | |
| Citation | |
| Description | The talk deals with the multimodal features of self-presentation and the construction of identity on digital media. Based on a sample of reaction videos from YouTube, the presentation tracks how users perform affect for their followers, highlighting what semiotic resources they use to show such emotions as appreciation, surprise and amusement. It is shown how, while reacting and commenting to the video content produced by others, users develop affective relations with their intended audiences. The talk documents several distinct forms of reacting within what is a specific genre of online communication, and notes how users draw on calculated self-presentation. It is argued that while they try to balance authenticity and self-promotion, users use affective stance in reaction videos strategically rather than spontaneously. |
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