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@proceedings{1298881,
author = {Chovanec, Jan},
booktitle = {Across Borders Conference: The West Looks East, 27.-28. 4. 2015, Krosno, Poland},
keywords = {discourse analysis; advertising; coherence; intertextuality},
language = {eng},
title = {Patterns of Intertextuality in Online Video Ad Clusters},
url = {http://www.pwsz.krosno.pl/gfx/pwszkrosno/userfiles/anna.letkowska/across_borders_-_book_of_abstracts.pdf},
year = {2015}
}
TY - CONF
ID - 1298881
AU - Chovanec, Jan
PY - 2015
TI - Patterns of Intertextuality in Online Video Ad Clusters
KW - discourse analysis
KW - advertising
KW - coherence
KW - intertextuality
UR - http://www.pwsz.krosno.pl/gfx/pwszkrosno/userfiles/anna.letkowska/across_borders_-_book_of_abstracts.pdf
N2 - The presentation deals with some innovative aspects of online advertising on YouTube that involves viral remediation between users. Adopting a broad multimodal pragmatic perspective, it outlines the major formats of ads that can be found on this file-sharing website and illustrates how video ads are related to each other, giving rise to ad clusters. The presentation proposes the concept of semiotic chaining to capture the multi-level intertextual organization of the network of relations existing between official advertising content and users' reactions, most notably their own creations. What emerges is a multi-level communicative space made up of several generations of mutually linked videos (as well as other communicative artefacts).
ER -
CHOVANEC, Jan. Patterns of Intertextuality in Online Video Ad Clusters. In \textit{Across Borders Conference: The West Looks East, 27.-28. 4. 2015, Krosno, Poland}. 2015.
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