Performing branded affect in micro-celebrity YouTube reaction
videos (forthcoming)

C 2024

Performing branded affect in micro-celebrity YouTube reaction videos (forthcoming)

CHOVANEC, Jan

Základní údaje

Originální název

Performing branded affect in micro-celebrity YouTube reaction videos (forthcoming)

Autoři

CHOVANEC, Jan

Vydání

1. vyd. Amsterdam and Philadelphia, In: Georgakopoulou, Alexandra and Pilar Garces Conejos-Blitvich (eds.) Affect, Hate and Relationality in Discourse of, with and about Influencers, 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

Stát vydavatele

Nizozemské království

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

tištěná verze "print"

Odkazy

URL

Organizační jednotka

Filozofická fakulta

ISBN

978-90-272-1599-4

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 28. 9. 2024 09:05, prof. Mgr. Jan Chovanec, Ph.D.

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/1479/2021, interní kód MU

Název: Paradigms, strategies and developments - English linguistics and translation II

Investor: Masarykova univerzita, Paradigms, strategies and developments - English linguistics and translation II

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 (forthcoming). In Georgakopoulou, Alexandra and Pilar Garces Conejos-Blitvich (eds.). In: Georgakopoulou, Alexandra and Pilar Garces Conejos-Blitvich (eds.) Affect, Hate and Relationality in Discourse of, with and about Influencers. 1. vyd. Amsterdam and Philadelphia: John Benjamins, 2024, s. 200-226. Pragmatics & Beyond New Series, 349. ISBN 978-90-272-1599-4.

@inbook{1861119,
   author = {Chovanec, Jan},
   address = {Amsterdam and Philadelphia},
   booktitle = {In: Georgakopoulou, Alexandra and Pilar Garces Conejos-Blitvich (eds.) Affect, Hate and Relationality in Discourse of, with and about Influencers},
   edition = {1.},
   editor = {Georgakopoulou, Alexandra and Pilar Garces Conejos-Blitvich (eds.)},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Amsterdam and Philadelphia},
   isbn = {978-90-272-1599-4},
   pages = {200-226},
   publisher = {John Benjamins},
   title = {Performing branded affect in micro-celebrity YouTube reaction videos (forthcoming)},
   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 (forthcoming)
VL  - Pragmatics & Beyond New Series, 349
PB  - John Benjamins
CY  - Amsterdam and Philadelphia
SN  - 9789027215994
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 (forthcoming). In Georgakopoulou, Alexandra and Pilar Garces Conejos-Blitvich (eds.). \textit{In: Georgakopoulou, Alexandra and Pilar Garces Conejos-Blitvich (eds.) Affect, Hate and Relationality in Discourse of, with and about Influencers}. 1. vyd. Amsterdam and Philadelphia: John Benjamins, 2024, s.~200-226. Pragmatics \&{} Beyond New Series, 349. ISBN~978-90-272-1599-4.

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