Social semiotics, multimodality and Youtube®
a case study on identity
DOI:
https://doi.org/10.5007/1807-9288.2021.e82410Abstract
This article is the result of a doctoral research, which, considering the popularity of the YouTube® platform, has two main objectives: the first is to show a methodology that we developed for video analysis; the second is to analyze identities presented by so-called “influencers” through visual and kinetic semiotic modes. The corpus of analysis are videos from a YouTube® channel well known by the public, mainly in Brazil: SmallAdvantages, by Gavin Roy. Based on Social Semiotics (HODGE; KRESS, 1988; VAN LEEUWEN, 2005; KRESS, 2010) and from the perspective of multimodality (KRESS; VAN LEEUWEN, 2001; KRESS, 2010), we started our research listing four categories: a) the appearance of the youtuber; b) setting; c) camera and editing; d) the use of colors. For the analysis, we used the Grammar of Visual Design (KRESS; VAN LEEUWEN, 2006, 2021), the Theory of Kineikonic Metamodes (BURN, 2013), and studies on Color (KRESS; VAN LEEUWEN, 2002). Although the youtuber tries to show a stripped and natural image of himself in front of his following audience, even so, we see an attempt at harmonization and validation carried out by the orchestration of visual and kinetic modes.
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