‘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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Bibliographic Details
Published in:Ibérica (Castellón de la Plana, Spain) no. 44; pp. 207 - 238
Main Authors: Tereszkiewicz, Anna, Szczyrbak, Magdalena
Format: Journal Article
Language:English
Published: Castello Asociacion Europea de Lenguas para Fines Especificos 01.01.2022
Asociación Europea de Lenguas para Fines Específicos
Subjects:
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
ISSN:1139-7241, 2340-2784, 2340-2784
Online Access:Get full text
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Summary: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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ISSN:1139-7241
2340-2784
2340-2784
DOI:10.17398/2340-2784.44.207