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SO TODAY I WANT to TALK to YOU GUYS ABOUT SOMETHING”: Coming out Videos and the Stance Features of Youtube Celebrity-Fan Relationships

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SO TODAY I WANT to TALK to YOU GUYS ABOUT SOMETHING”: Coming out Videos and the Stance Features of Youtube Celebrity-Fan Relationships “SO TODAY I WANT TO TALK TO YOU GUYS ABOUT SOMETHING”: Coming out videos and the stance features of YouTube celebrity-fan relationships Master’s thesis Katri Mustonen University of Jyväskylä Department of Language and Communication Studies English December 2017 JYVÄSKYLÄN YLIOPISTO Tiedekunta – Faculty Laitos – Department Humanistis-yhteiskuntatieteellinen tiedekunta Kieli- ja viestintätieteiden laitos Tekijä – Author Katri Mustonen Työn nimi – Title “So today I want to talk to you guys about something”: Coming out videos and the stance features of YouTube celebrity-fan relationships Oppiaine – Subject Työn laji – Level Englanti Pro gradu -tutkielma Aika – Month and year Sivumäärä – Number of pages Joulukuu 2017 78 Tiivistelmä – Abstract YouTube kasvattaa jatkuvasti suosiotaan viihdepalveluna ja on tuonut suosituimmille sisällöntuottajille eli ’tubettajille’ myös laajaa julkisuutta. YouTube-julkisuutta ei ole kuitenkaan ilmiönä tutkittu vielä kovinkaan paljon, ja erityisesti YouTube-videoiden multimodaaliset piirteet ovat jääneet toistaiseksi tutkimushuomion ulkopuolelle. Videopalvelussa on myös huomattava queer-edustus, ja seksuaalivähemmistöjen videotuotantoja onkin tutkittu jo jonkin verran lähinnä sosiologisesta näkökulmasta käsin. Tämän tutkimuksen tarkoituksena on tutkia kielitieteellisen stance-käsitteen avulla, miten suositut tubettajat asennoituvat videoissaan yleisöään ja fanejaan kohtaan. Tutkimusaineistona on käytetty viiden suositun englanninkielisen tubettajan ’coming out’ eli ’kaapista ulostulo’ -videoita. Tavoitteena on selvittää multimodaalisen diskurssintutkimuksen keinoja käyttäen, millaisia asenteita faneja kohtaan näillä videoilla esiintyy ja minkälaisia merkityksiä näillä asenteilla on näiden digitaalisen median kuuluisuuksien ja heidän faniensa väliselle suhteelle. Tutkimuksen tuloksena ilmeni viisi erilaista asennetyyppiä, joita rakennettiin multimodaalisin keinoin ja jotka ilmensivät tubettajien erityislaatuista fanisuhdetta. Erityisen yleisiä olivat ystävälliset ja tunnepitoiset asenteet, joilla rakennettiin intiimiä ja henkilökohtaiselta tuntuvaa suhdetta yleisöön. Tyypillinen oli myös aitoutta korostava asenne, jossa tubettajat painottivat esiintyvänsä faneille täysin rehellisinä ja aitoina omina itsenään. Tubettajien fanisuhteen todettiin olevan poikkeuksellinen perinteisen median kuuluisuuksiin verrattuna, mutta sen havaittiin myös ilmentävän yleisempiä sosiaalisen median julkisuuden haasteita, kuten painetta säilyttää somen välityksellä välitön ja intiimi yhteys faneihin. Asiasanat – Keywords discourse analysis, multimodality, sociolinguistics, stance, YouTube, video analysis, coming out, queer, celebrity, social media Säilytyspaikka – Depository JYX Muita tietoja – Additional information TABLE OF CONTENTS 1 INTRODUCTION ............................................................................................................................................ 1 2 BACKGROUND............................................................................................................................................... 3 2.1 YouTube as a platform ................................................................................................................................. 4 2.2 Celebrity culture........................................................................................................................................... 6 2.2.1 Celebrities and fans ........................................................................................................................... 6 2.2.2 The shifting celebrity culture ........................................................................................................... 8 2.2.3 The YouTube celebrity .................................................................................................................... 10 2.3 Coming out ................................................................................................................................................. 12 2.3.1 The coming out process .................................................................................................................. 12 2.3.2 Coming out on YouTube ................................................................................................................ 14 2.4 Theoretical framework ................................................................................................................................ 16 2.4.1 Multimodal discourse analysis ...................................................................................................... 16 2.4.2 The concept of stance ...................................................................................................................... 19 2.4.3 Stance in action ................................................................................................................................ 22 3 THE PRESENT STUDY ................................................................................................................................ 25 3.1 Aims ........................................................................................................................................................... 25 3.2 Research questions ..................................................................................................................................... 27 3.3 Data collection ............................................................................................................................................ 28 3.3.1 Data collection process .................................................................................................................... 28 3.3.2 Overview of creators ....................................................................................................................... 29 3.4 Methods of analysis .................................................................................................................................... 30 3.4.1 Methods ............................................................................................................................................ 30 3.4.2 Transcription practices .................................................................................................................... 31 4 LINGUISTIC STANCE ................................................................................................................................. 32 4.1 Narrative structure of coming out videos .................................................................................................. 32 4.2 Categorizing linguistic stances .................................................................................................................. 36 4.2.1 Claiming expertise ........................................................................................................................... 36 4.2.2 Addressing and affection ................................................................................................................ 38 4.2.3 Building inclusivity ......................................................................................................................... 43 4.2.4 Presenting authenticity ................................................................................................................... 44 5 MULTIMODAL STANCE ............................................................................................................................ 46 5.1 Embodied practices ..................................................................................................................................... 46 5.1.1 Stance through space ....................................................................................................................... 46 5.1.2 Stance through gaze ........................................................................................................................ 48 5.1.3 Stance through gesture ................................................................................................................... 50 5.1.4 Stance through facial expression ................................................................................................... 52 5.2 Multimodal stance...................................................................................................................................... 54 5.2.1 Expressions of vulnerability: Ingrid Nilsen ................................................................................. 55 5.2.2 Confident delivery: Connor Franta ............................................................................................... 59 5.2.3 Passionate gesturer: Troye Sivan ................................................................................................... 63 5.2.4 Calm and friendly: Shane Dawson ................................................................................................ 66 5.2.5 Professional vlogging: Joey Graceffa ............................................................................................ 69 6 DISCUSSION ................................................................................................................................................. 72 BIBLIOGRAPHY ............................................................................................................................................... 79 Primary sources ..............................................................................................................................................
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