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An analysis of multimodal features of YouTube videos


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Jukić, Anela. (2018). An analysis of multimodal features of YouTube videos. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of English Language and Literature. [mentor Grubišić, Marina].

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This study was conducted as a preliminary analysis of multimodal features of YouTube videos. The all-encompassing subject of digital multimodality is still new in research and I think that this paper made a contribution to it, at least in the discourse of YouTube. The ever increasing relevance of Web 2.0 and YouTube platform in communication between people, sharing information and connecting the world are discussed here as well as digital storytelling – a new way of presenting the old narratives. Notions such as community, channels, comments section and vloggers are something I dedicated the most attention to in the first part of the paper. In the second part of the paper, the situational analysis by Biber and Conrad as well as Ken Hyland‟s features of metadiscourse proved to be the most fruitful when it came to the analysis of multimodal features of YouTube videos. Throughout this part of the paper, I have shown that Jenna Marbles, as a prominent YouTuber, is dependent on formulaic expressions at the textual level and I have provided examples for that statement. What was concluded in the end was that her videos do not show any other agenda but simply to entertain and make potential audience laugh. A fixed set of expressions has proven to be welcomed in order to maintain the old audience and possibly attract newcomers. Many verbal examples serve as a proof of that set of expressions and Jenna‟s vocabulary altogether but they also serve as a representation of a typical language of a YouTuber. In the end, I can conclude that YouTube videos represent an interesting as well as complex object of study and the analysis has much potential for further development. The paper I have produced is merely a scratch on the surface of possible analyses of the language of the YouTubers.

Item Type: Diploma Thesis
Subjects: English language and literature
Departments: Department of English Language and Literature
Supervisor: Grubišić, Marina
Date Deposited: 12 Dec 2018 11:00
Last Modified: 12 Dec 2018 11:00

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