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dc.contributor.authorBernad-Mechó, Edgar
dc.contributor.authorGirón-García, Carolina
dc.date.accessioned2023-05-23T11:31:34Z
dc.date.available2023-05-23T11:31:34Z
dc.date.issued2023-03-28
dc.identifier.citationBernad-Mechó, E., & Girón-García, C. (2023). A multimodal analysis of humour as an engagement strategy in YouTube research dissemination videos. The European Journal of Humour Research, 11(1), 46–66. https://doi.org/10.7592/EJHR.2023.11.1.760ca_CA
dc.identifier.urihttp://hdl.handle.net/10234/202593
dc.description.abstractScience popularisation has received widespread interest in the last decade. With the rapid evolution from print to digital modes of information, science outreach has been seen to cross educational boundaries and become integrated into wider contexts such as YouTube. One of the main features of the success of research dissemination videos on YouTube is the ability to establish a meaningful connection with the audience. In this regard, humour may be used as a strategy for engagement. Most studies on humour, however, are conducted solely from a purely linguistic perspective, obviating the complex multimodal reality of communication in the digital era. Considering this background, we set out to explore how humour is used from a multimodal point of view as an engagement strategy in YouTube research dissemination. We selected three research dissemination videos from three distinct YouTube channels to fulfil this aim. After an initial viewing, 22 short humoristic fragments that were particularly engaging were selected. These fragments were further explored using Multimodal Analysis - Video (MAV)[1], a multi-layered annotation tool that allows for fine-grained multimodal analysis. Humoristic strategies and contextual features were explored, as well as two main types of modes: embodied and filmic. Results show the presence of 9 linguistic strategies to introduce humour in YouTube science dissemination videos which are always accompanied by heterogeneous combinations of embodied and filmic modes that contribute to fully achieving humoristic purposes.ca_CA
dc.format.extent21 p.ca_CA
dc.format.mimetypeapplication/pdfca_CA
dc.language.isoengca_CA
dc.publisherCracow Tertium Society for the Promotion of Language Studiesca_CA
dc.relationAnálisis de los géneros académicos en la docencia en inglés de grados internacionales desde una perspectiva multimodal y multicanalca_CA
dc.relationDescripción y análisis multimodal de los repertorios genéricos docentes en contextos académicos de docencia en inglés en las disciplinas de económicas, ingeniería y ciencias de la saludca_CA
dc.relation.isPartOfThe European Journal of Humour Research, 11(1), 2023ca_CA
dc.rightsCopyright (c) 2023 The European Journal of Humour Researchca_CA
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/ca_CA
dc.subjectmultimodalityca_CA
dc.subjectscience disseminationca_CA
dc.subjectengagementca_CA
dc.subjecthumourca_CA
dc.subjectYouTubeca_CA
dc.titleA multimodal analysis of humour as an engagement strategy in YouTube research dissemination videosca_CA
dc.typeinfo:eu-repo/semantics/articleca_CA
dc.identifier.doihttps://doi.org/10.7592/EJHR.2023.11.1.760
dc.rights.accessRightsinfo:eu-repo/semantics/openAccessca_CA
dc.type.versioninfo:eu-repo/semantics/publishedVersionca_CA
project.funder.nameMinisterio de Ciencia, Innovación y Universidades (Spain)ca_CA
project.funder.nameUniversitat Jaume Ica_CA
oaire.awardNumberPGC2018-094823-B-I00ca_CA
oaire.awardNumberUJI-B2020-09ca_CA


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Copyright (c) 2023 The European Journal of Humour Research
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