On the video-sharing Website YouTube, the ‘video response’ option triggers a new interaction practice, i.e., communication threads started by an initial video, built up by video responses, and resumed by a video-summary. The paper examines a video-thread that starts from one of YouTube most responded videos; by means of a social semiotic multimodal analysis, it investigates how video responses relate to the initial video and how the video-summary selectively transforms the resources of the responses while presenting itself as a resume of the video-thread. This enables the analysis to explore the notion of ‘interest’ which shapes sign-making in a chain of semiosis in video-interaction, so as to inform an approach to communication where traditional notions of coherence and relevance are reshaped in terms of an interest-driven prompt-response relation.
‘We/YouTube’: Exploring sign-making in video-interaction
ADAMI, ELISABETTA
2009-01-01
Abstract
On the video-sharing Website YouTube, the ‘video response’ option triggers a new interaction practice, i.e., communication threads started by an initial video, built up by video responses, and resumed by a video-summary. The paper examines a video-thread that starts from one of YouTube most responded videos; by means of a social semiotic multimodal analysis, it investigates how video responses relate to the initial video and how the video-summary selectively transforms the resources of the responses while presenting itself as a resume of the video-thread. This enables the analysis to explore the notion of ‘interest’ which shapes sign-making in a chain of semiosis in video-interaction, so as to inform an approach to communication where traditional notions of coherence and relevance are reshaped in terms of an interest-driven prompt-response relation.
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