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@article{1707498,
author = {Šimková, Maria},
article_location = {Brno},
article_number = {1},
doi = {http://dx.doi.org/10.5817/BSE2021-1-6},
keywords = {Gender identity; branded identity; hegemonic masculinity; inclusive masculinity; Appraisal analysis; YouTube vlogs},
language = {eng},
issn = {0524-6881},
journal = {Brno Studies in English},
title = {Attitude and Graduation as resources of masculinity construction in YouTube vlogs (in press)},
url = {https://digilib.phil.muni.cz/bitstream/handle/11222.digilib/144296/1_BrnoStudiesEnglish_47-2021-1_8.pdf?sequence=1},
volume = {47},
year = {2021}
}
TY - JOUR
ID - 1707498
AU - Šimková, Maria
PY - 2021
TI - Attitude and Graduation as resources of masculinity construction in YouTube vlogs (in press)
JF - Brno Studies in English
VL - 47
IS - 1
SP - 93-127
EP - 93-127
PB - Masarykova univerzita
SN - 05246881
KW - Gender identity
KW - branded identity
KW - hegemonic masculinity
KW - inclusive masculinity
KW - Appraisal analysis
KW - YouTube vlogs
UR - https://digilib.phil.muni.cz/bitstream/handle/11222.digilib/144296/1_BrnoStudiesEnglish_47-2021-1_8.pdf?sequence=1
N2 - The present study examines stance-taking resources engaged in the performance of branded masculine YouTube identities. It aims at determining the role of Attitude and Graduation, two aspects of Martin and White's (2005) Appraisal framework, in the construction of branded masculinity on popular American YouTube vlog channels. The paper also presents adjustments to Appraisal system, which enable its applicability to gender identity analysis in terms Anderson’s Inclusive masculinity theory (2009), namely a developed Affect:Dis/inclination subcategory and a new category of Ironic heterosexual recuperation, which prove to be of considerable importance for determining the resources for the construction of blended masculinities in YouTube vlogs. The quantitative and qualitative analyses of the Appraisal resources employed in the speech of male vloggers have shown that branded masculine identities predominantly rely on the hybridization of orthodox and inclusive masculinities construed by means of evaluative stances targeted at a range of activities, people, objects and concepts indirectly indexing either of the two types of masculinities.
ER -
ŠIMKOVÁ, Maria. Attitude and Graduation as resources of masculinity construction in YouTube vlogs (in press). \textit{Brno Studies in English}. Brno: Masarykova univerzita, 2021, roč.~47, č.~1, s.~93-127. ISSN~0524-6881. Dostupné z: https://dx.doi.org/10.5817/BSE2021-1-6.
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