Celebrification and viewer interaction in microcelebrities’ product promotion videos
Bibliographic Data
| ID | 22335539 |
|---|---|
| Authors | Chi-Hua Hsiao (0000-0002-4063-9429, Tunghai University, corresponding author) |
| Year | 2022 |
| Volume | 7 |
| Issue | 3 |
| Pages | 307-331 |
| Publication date | 2022-10-24 |
| Open Access | No |
| Type | ARTICLE |
| Venue | East Asian Pragmatics (JOURNAL) |
| Journal identifiers | ISSN: 2055-7752 • E-ISSN: 2055-7760 |
| Publisher | University of Toronto Press Inc. (UTPress) (PUBLISHER) |
| DOI | 10.1558/eap.23827 |
| OpenAlex | W4310289060 |
| Language | EN |
| References cited | 26 |
This study adopts virtual ethnography and discourse analysis to investigate celebrification in product promotion videos created by microcelebrities based in Taiwan. To explore the communicative functions of celebrification practices, in particular how product features motivate novel practices, this study focuses on three interrelated levels of analysis on videos and viewers’ comments collected from the microcelebrities’ YouTube channels. First, it examines how microcelebrities use multimodal resources to describe products and advertise them. It then analyses how microcelebrities present themselves via celebrification practices to project images suitable for product brands. It also examines viewers’ comments in response to microcelebrities’ self-presentation and celebrification strategies. It is argued that celebrification in product promotion videos constitutes a creative means of communication for microcelebrities to craft a self according to product features (Goffman, 1959). By highlighting salient aspects of their characters or personas, microcelebrities demonstrate their competence related to promoting products and social protocol
Advertising · Art · Business · Craft · Gesture · Human–computer interaction · Multimedia · Persona · Salient · Sociology · Visual arts · Computer Science · Digital Communication and Language · Media Studies and Communication · Media, Gender, and Advertising · Psychology · Social Psychology · Artificial Intelligence
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Social media celebrity and the institutionalization of YouTube
The Match-Up Hypothesis
Capitalizing intimacy
Seeing destinations through vlogs
Live-streaming, games and politics of gender performance
Multimodal amusement resonance as a conversation interactional device
Performative intersubjectivity
Relationship management through social media influencers
Bonding across Chinese social media
The pragmatics of text-emoji co-occurrences on Chinese social media
Discursive approaches to webcare
Selling intimacy online
Ambient affiliation
The celebritization of society and culture
Coordinating Gesture, Talk, and Gaze in Reenactments
Authenticating discourses of “being oneself” on monetary-motivated livestreams
To See and Be Seen
The Presentation of Self in the Age of Social Media
What is the self in the celebrity selfie? Celebrification, phatic communication and performativity
The promotion and presentation of the self
Self-branding, 'micro-celebrity' and the rise of Social Media Influencers
I Guess A Lot of People See Me as a Big Sister or a Friend
Performing microcelebrity
The Making of Microcelebrity
Celebrity capital
| Highly cited | No |
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