Published in:Zeitschrift für Angewandte Linguistik
Language:
English
DOI:
10.1515/zfal-2019-2003
ISSN:
2190-0191;
1433-9889
Origination:
Footnote:
Description:
<jats:title>Abstract</jats:title>
<jats:p>The presented paper is about the evaluation of products in digital styling formats, such as tutorials, hauls and tops&flops. Therein, we provide an approach to analyze specific para-interactive processes specifically addressing a teenage audience. Semiotic as well as interactional approaches are considered to demonstrate, based on video material, how YouTube influencers use multimodal potentials of various text types para-interactively to integrate their (female) recipients into the video itself. This phenomenon leads to the fact, that the audience may not only share the perception of presented products, but also, the influencers’ evaluation.</jats:p>