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Books > Language & Literature > Language & linguistics > Semantics (meaning) > Discourse analysis
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The Discourse of YouTube - Multimodal Text in a Global Context (Hardcover)
Loot Price: R4,580
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The Discourse of YouTube - Multimodal Text in a Global Context (Hardcover)
Series: Routledge Studies in Multimodality
Expected to ship within 12 - 17 working days
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The Discourse of YouTube explores the cutting edge of contemporary
multimodal discourse through an in-depth analysis of structures,
processes and content in YouTube discourse. YouTube is often seen
as no more than a place to watch videos, but this book argues that
YouTube and YouTube pages can also be read and analysed as complex,
multi-authored, multimodal texts, emerging dynamically from
processes of textually-mediated social interaction. The objective
of the book is to show how multimodal discourse analysis tools can
help us to understand the structures and processes involved in the
production of YouTube texts. Philip Benson develops a framework for
the analysis of multimodality in the structure of YouTube pages and
of the multimodal interactions from which their content emerges. A
second, and equally important, objective is to show how the
globalization of YouTube is central to much of its discourse. The
book identifies translingual practice as a key element in the
global discourse of YouTube and discusses its roles in the
negotiation of identities and intercultural learning in videos and
comments. Focusing on YouTube as a key example of new digital
media, The Discourse of YouTube makes a substantial contribution to
conversations about new ways of producing multimodal text in a
digital world.
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