‘We Poles are pill poppers’: Proximity in Polish medical popularisation videos on YouTube
The paper focuses on strategies of creating proximity in multimodal online communication. Based on the case study of a popular Polish YouTube medical channel (i.e. Najprościej mówiąc), the analysis examined how, relying on different modes of communication, the authors establish a relationship with t...
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| Vydáno v: | Ibérica (Castellón de la Plana, Spain) číslo 44; s. 207 - 238 |
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| Hlavní autoři: | , |
| Médium: | Journal Article |
| Jazyk: | angličtina |
| Vydáno: |
Castello
Asociacion Europea de Lenguas para Fines Especificos
01.01.2022
Asociación Europea de Lenguas para Fines Específicos |
| Témata: | |
| ISSN: | 1139-7241, 2340-2784, 2340-2784 |
| On-line přístup: | Získat plný text |
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| Abstract | The paper focuses on strategies of creating proximity in multimodal online communication. Based on the case study of a popular Polish YouTube medical channel (i.e. Najprościej mówiąc), the analysis examined how, relying on different modes of communication, the authors establish a relationship with the audience and how they create and display their identity and their position on the issues discussed. It was also the aim to determine whether the socio-cultural context of communication and the national identity of the YouTubers influences the construction of proximity. To uncover these aspects the study drew on the concept of proximity as introduced and defined by Hyland (2010). The results show a diversity of multimodal strategies of establishing proximity along five facets of organisation, argument, credibility, stance, and engagement. The original classification into the proximities of commitment and membership was extended to include a third type, i.e. the proximity of experience, which involves the demonstration of communality with and knowledge of the immediate socio-cultural context of communication. |
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| AbstractList | The paper focuses on strategies of creating proximity in multimodal onlinecommunication. Based on the case study of a popular Polish YouTube medicalchannel (Najprościejmówiąc), the analysis examined how, relying on differentmodes of communication, the authors establish a relationship with the audienceand how they create and display their identity and their position on the issuesdiscussed. It was also the aim to determine whether the socio-cultural context ofcommunication and the national identity of the YouTubers influences theconstruction of proximity. To uncover these aspects, the study drew on theconcept of proximity as introduced and defined by Hyland (2010). The resultsshow a diversity of multimodal strategies of establishing proximity along thefacets of organisation, argument, credibility, stance, and engagement. Theoriginal classification into the proximities of commitment and membership wasextended to include a third type, i.e. the proximity of experience, which involvesthe demonstration of communality with and knowledge of the immediate socio-cultural context of communication
El artículo trata sobre las estrategias utilizadas para crear proximidad en la comunicación multimodal en línea. A partir del análisis de un conocido canal médico polaco en YouTube (Najprościejmówiąc), se ha comprobado de que manera, mediante diferentes modalidades, los autores crean una relación con su audiencia y cómo crean y expresan su identidad y actitud frente a los temas tratados. Otro de los objetivos ha sido determinar si el contexto sociocultural dela comunicación y la identidad nacional de los usuarios de YouTube determinan la forma de crear proximidad. El análisis de los aspectos mencionados se ha basado en el concepto de proximidad definido por Hyland (2010). Los resultados muestran una variedad de estrategias multimodales utilizadas para crear proximidad en función de la dimensión organizativa, la argumentación, la credibilidad, los indicadores de actitud y el compromiso por parte del receptor. La clasificación original, que distingue la proximidad a la comunidad y la proximidad al mensaje, ha sido completada con un tercer tipo, es decir, la proximidad a la experiencia, que abarca la expresión del sentido de comunidad y el conocimiento del contexto sociocultural de la comunicación. The paper focuses on strategies of creating proximity in multimodal online communication. Based on the case study of a popular Polish YouTube medical channel (i.e. Najprościej mówiąc), the analysis examined how, relying on different modes of communication, the authors establish a relationship with the audience and how they create and display their identity and their position on the issues discussed. It was also the aim to determine whether the socio-cultural context of communication and the national identity of the YouTubers influences the construction of proximity. To uncover these aspects the study drew on the concept of proximity as introduced and defined by Hyland (2010). The results show a diversity of multimodal strategies of establishing proximity along five facets of organisation, argument, credibility, stance, and engagement. The original classification into the proximities of commitment and membership was extended to include a third type, i.e. the proximity of experience, which involves the demonstration of communality with and knowledge of the immediate socio-cultural context of communication. |
| Author | Szczyrbak, Magdalena Tereszkiewicz, Anna |
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| SubjectTerms | Case studies Classification Communication Computer mediated communication comunicación médica Credibility Cultural factors divulgación Internet Mass media medical communication Multiculturalism & pluralism multimodalidad Multimodality National identity popularisation proximidad Proximity proximity, multimodality, YouTube, popularisation, medical communication Social factors Social media Sociocultural factors YouTube |
| Title | ‘We Poles are pill poppers’: Proximity in Polish medical popularisation videos on YouTube |
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