A multimodal analysis of humour as an engagement strategy in YouTube research dissemination videos
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Título
A multimodal analysis of humour as an engagement strategy in YouTube research dissemination videosFecha de publicación
2023-03-28Editor
Cracow Tertium Society for the Promotion of Language StudiesCita bibliográfica
Bernad-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.2023.11.1.760Tipo de documento
info:eu-repo/semantics/articleVersión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
Science 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 ... [+]
Science 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. [-]
Publicado en
The European Journal of Humour Research, 11(1), 2023Entidad financiadora
Ministerio de Ciencia, Innovación y Universidades (Spain) | Universitat Jaume I
Código del proyecto o subvención
PGC2018-094823-B-I00 | UJI-B2020-09
Título del proyecto o subvención
Análisis de los géneros académicos en la docencia en inglés de grados internacionales desde una perspectiva multimodal y multicanal | Descripción 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 salud
Derechos de acceso
Copyright (c) 2023 The European Journal of Humour Research
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
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