Multimodale Produktbewertungen in Videos von Influencerinnen auf YouTube: Zur parainteraktiven Konstruktion von Warenwelten
Year: 2019
Type: article
Abstract: The presented paper is about the evaluation of products in digital styling formats, such as tutorials, hauls and tops&flops. Therein, we provide an approach to analyze specific para-interactive processes specifically addressing a teenage audience. Semiotic as well as interactional approaches are considered to demonstrate, based on video material, how YouTube influencers use multimodal potentials of various text types para-interactively to integrate their (female) recipients into the video itself. This phenomenon leads to the fact, that the audience may not only share the perception of presented products, but also, the influencers’ evaluation.
Institution: Ruhr University Bochum
Language: English
Subfield: Language and Linguistics
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2920200119