Performing branded affect in micro-celebrity YouTube reaction
videos

C 2024

Performing branded affect in micro-celebrity YouTube reaction videos

CHOVANEC, Jan

Základní údaje

Originální název

Performing branded affect in micro-celebrity YouTube reaction videos

Autoři

CHOVANEC, Jan (203 Česká republika, garant, domácí)

Vydání

1. vyd. Amsterdam, Influencer Discourse : Affective relations and identities, od s. 200-226, 27 s. Pragmatics & Beyond New Series, 349, 2024

Nakladatel

John Benjamins

Další údaje

Jazyk

angličtina

Typ výsledku

Kapitola resp. kapitoly v odborné knize

Obor

60203 Linguistics

Stát vydavatele

Nizozemské království

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

tištěná verze "print"

Odkazy

Book announcement on publisher's site Full text at publisher's site

Kód RIV

RIV/00216224:14210/24:00135023

Organizační jednotka

Filozofická fakulta

ISBN

978-90-272-1599-4

DOI

http://dx.doi.org/10.1075/pbns.349.08cho

UT WoS

001402155700009

EID Scopus

2-s2.0-85206633744

Klíčová slova česky

sociální média; diskurzní konstrukce identity; YouTube; emoce; expresivita; digitální diskurz; sociopragmatika

Klíčová slova anglicky

social media; discursive construction of identity; YouTube; emotions; expressivity; digital discourse; sociopragmatics

Štítky

rivok

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 5. 3. 2025 10:00, Mgr. Pavla Martinková

Anotace

V originále

While significant attention has been paid to how social media influencers and content creators use diverse channels for self-presentation and self-promotion, there has been relatively less research into how they employ affective resources in on-screen interactions with their audiences. This article analyses the ways in which online micro-celebrities deploy the resources of affective stance in one specific subgenre of YouTube videos, namely reaction videos. It seeks to identify ways of how such individuals perform affect while otherwise passively watching well-known videos which they allegedly had not seen before (‘first-time watching’). Thus, influencers expose online audiences to their (seemingly) authentic reactions, involving a range of affective responses including surprise, appreciation, amusement etc. The findings reveal that YouTube influencers use affective stance in reaction videos strategically rather than spontaneously, consciously performing affect for their audiences. The article argues that such a form of performed affect is closely linked to self-branding and can be described in two ways: not only as ‘synthetic affect’, which is inauthentic and staged for the benefit of the audience, but also as ‘branded affect’, which is interlinked to the ultimate economic success of social media content creators.

Návaznosti

MUNI/A/1328/2023, interní kód MU

Název: Jazyk, literatura a kultura v anglofonních kontextech I

Investor: Masarykova univerzita, Jazyk, literatura a kultura v anglofonních kontextech I

Přiložené soubory

Chovanec__2024__Performing_branded_affect_-_pbns.349.08cho.pdf

Požádat o autorskou verzi souboru

Citovat

CHOVANEC, Jan. Performing branded affect in micro-celebrity YouTube reaction videos. In Georgakopoulou, Alexandra; Garces Conejos-Blitvich, Pilar. Influencer Discourse : Affective relations and identities. 1. vyd. Amsterdam: John Benjamins, 2024, s. 200-226. Pragmatics & Beyond New Series, 349. ISBN 978-90-272-1599-4. Dostupné z: https://dx.doi.org/10.1075/pbns.349.08cho.

@inbook{1861119,
   author = {Chovanec, Jan},
   address = {Amsterdam},
   booktitle = {Influencer Discourse : Affective relations and identities},
   doi = {http://dx.doi.org/10.1075/pbns.349.08cho},
   edition = {1.},
   editor = {Georgakopoulou, Alexandra; Garces Conejos-Blitvich, Pilar},
   keywords = {social media; discursive construction of identity; YouTube; emotions; expressivity; digital discourse; sociopragmatics},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Amsterdam},
   isbn = {978-90-272-1599-4},
   pages = {200-226},
   publisher = {John Benjamins},
   title = {Performing branded affect in micro-celebrity YouTube reaction videos},
   url = {https://benjamins.com/catalog/pbns.349},
   year = {2024}
}

TY  - CHAP
ID  - 1861119
AU  - Chovanec, Jan
PY  - 2024
TI  - Performing branded affect in micro-celebrity YouTube reaction videos
VL  - Pragmatics & Beyond New Series, 349
PB  - John Benjamins
CY  - Amsterdam
SN  - 9789027215994
KW  - social media
KW  - discursive construction of identity
KW  - YouTube
KW  - emotions
KW  - expressivity
KW  - digital discourse
KW  - sociopragmatics
UR  - https://benjamins.com/catalog/pbns.349
N2  - While significant attention has been paid to how social media influencers and content creators use diverse channels for self-presentation and self-promotion, there has been relatively less research into how they employ affective resources in on-screen interactions with their audiences. This article analyses the ways in which online micro-celebrities deploy the resources of affective stance in one specific subgenre of YouTube videos, namely reaction videos. It seeks to identify ways of how such individuals perform affect while otherwise passively watching well-known videos which they allegedly had not seen before (‘first-time watching’). Thus, influencers expose online audiences to their (seemingly) authentic reactions, involving a range of affective responses including surprise, appreciation, amusement etc. The findings reveal that YouTube influencers use affective stance in reaction videos strategically rather than spontaneously, consciously performing affect for their audiences. The article argues that such a form of performed affect is closely linked to self-branding and can be described in two ways: not only as ‘synthetic affect’, which is inauthentic and staged for the benefit of the audience, but also as ‘branded affect’, which is interlinked to the ultimate economic success of social media content creators.
ER  -

CHOVANEC, Jan. Performing branded affect in micro-celebrity YouTube reaction videos. In Georgakopoulou, Alexandra; Garces Conejos-Blitvich, Pilar. \textit{Influencer Discourse : Affective relations and identities}. 1. vyd. Amsterdam: John Benjamins, 2024, s.~200-226. Pragmatics \&{} Beyond New Series, 349. ISBN~978-90-272-1599-4. Dostupné z: https://dx.doi.org/10.1075/pbns.349.08cho.

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