Title: Attitude and graduation as resources of masculinity construction in YouTube vlogs
Source document: Brno studies in English. 2021, vol. 47, iss. 1, pp. 93-127
Extent
93-127
-
ISSN0524-6881 (print)1805-0867 (online)
Persistent identifier (DOI): https://doi.org/10.5817/BSE2021-1-6
Stable URL (handle): https://hdl.handle.net/11222.digilib/144296
Type: Article
Language
License: CC BY-NC-ND 4.0 International
Notice: These citations are automatically created and might not follow citation rules properly.
Abstract(s)
The present study examines stance-taking resources engaged in the performance of branded masculine YouTube identities. It aims at determining the role of Attitude and Graduation, two aspects of Martin and White's (2005) Appraisal framework, in the construction of branded masculinity on popular American YouTube vlog channels. The paper also presents adjustments to Appraisal system, which enable its applicability to gender identity analysis in terms Anderson's Inclusive masculinity theory (2009), namely a developed Affect:Dis/inclination subcategory and a new category of Ironic heterosexual recuperation, which prove to be of considerable importance for determining the resources for the construction of blended masculinities in YouTube vlogs. The quantitative and qualitative analyses of the Appraisal resources employed in the speech of male vloggers has shown that branded masculine identities predominantly rely on the hybridization of orthodox and inclusive masculinities construed by means of evaluative stances targeted at a range of activities, people, objects, concepts indirectly indexing the either of the two types of masculinities.
References
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[2] Benwell, Bethan (2004) Ironic discourse: Evasive masculinity in men's lifestyle magazines. Men and Masculinities 7 (1), 3–21. | DOI 10.1177/1097184X03257438
[3] Bhatia, Aditi (2017) Interdiscursive performance in digital professions: The case of YouTube tutorials. Journal of Pragmatics 124, 106–120. | DOI 10.1016/j.pragma.2017.11.001
[4] Burgess, Jean and Green, Joshua (2009) Youtube: Online Video and Participatory Culture. Cambridge: Polity Press.
[5] Burgess, Jean (2013) Youtube and the formalisation of amateur media. In: Hunter, Lobato, Richardson and Thomas (ed.) Amateur Media: Social, Cultural and Legal Perspectives. Abingdon, Oxon; New York, N.Y.: Routledge.
[6] Connell, Raewyn (1995) Masculinities. Sydney: Polity Press.
[7] Chovanec, Jan (2010) Online discussion and interaction: The case of live text commentary. In: Shedletsky, Leonard and Joan E. Aitken (eds.) Cases on Online Discussion and Interaction: Experiences and Outcomes. Neuveden, Hershey, PA: IGI Global.
[8] DeSimone (2016) The 13 most popular types of YouTube videos. Mediakix. https://mediakix.com/2016/02/most-popular-youtube-videos/#gs.bhyEg9E
[9] Dynel, Marta (2014) Participation framework underlying YouTube interaction. Journal of Pragmatics 73, 37–52. | DOI 10.1016/j.pragma.2014.04.001
[10] Frobenius, Maximiliane (2011) Beginning a monologue: The opening sequence of video blogs. Journal of Pragmatics 43, 814–827. | DOI 10.1016/j.pragma.2010.09.018
[11] Fuoli, Matteo (2015) A step-wise method for annotating: Appraisal. Functions of Language 25(2), 229–258. | DOI 10.1075/fol.15016.fuo
[12] Garcia-Rapp, Florencia and Roca-Cuberes, Carles (2017) Being an online celebrity: Norms and expectations of YouTube's beauty community. First Monday 22 (7).
[13] Ibson, John (2002) Picturing Men: A Century of Male Relationships in Everyday Life. Washington, DC: Smithson Books.
[14] Jeffries, Laura (2011) The revolution will be soooo cute: YouTube "hauls" and the voice of young female consumers. Studies in Popular Culture 33(2), 59–75.
[15] Khamis, Susie, Ang, Lawrece and Welling, Raymond (2017) Self-branding, 'micro-celebrity' and the rise of social media influencers. Celebrity Studies 8(2), 191–208. | DOI 10.1080/19392397.2016.1218292
[16] Light, Ben (2013) Networked masculinities and social networking sites: A call for the analysis of men and contemporary digital media. MSC – Masculinities & Social Change 2 (3), 245–265.
[17] Macken-Horarik, Mary and Isaac, Anne (2014) Appraising appraisal. In: Thompson and Alba-Juez (ed.) Evaluation in Context. Amsterdam and Philadelphia: John Benjamins, 67–92.
[18] Maloney, Marcus, Roberts, Steven and Caruso, Alexandra (2017) 'Mmm … I love it, bro!': Performances of masculinity in YouTube gaming. New Media & Society 20 (5), 1697–1714. | DOI 10.1177/1461444817703368
[19] Marketing charts (2017) The State of Traditional TV: Updated With Q2 2017 Data, December 13, 2017. https://www.marketingcharts.com/featured-24817
[20] Martin, Jeannett and White, Peter R. R. (2005) The Language of Evaluation: Appraisal in English. Basingstoke England: Palgrave Macmillan.
[21] Marwick, Alice (2015) You may know me from YouTube: (Micro-)celebrity in social media. In: Marshall and Redmond (ed.) A Companion to Celebrity. Chichester, West Sussex, UK: John Wiley & Sons, Inc.
[22] McCormack, Mark and Anderson, Eric (2010) 'It's just not acceptable anymore': The erosion of homophobia and the softening of masculinity at an English sixth form. Sociology 44 (5), 843–859. | DOI 10.1177/0038038510375734
[23] McCormack, Mark and Anderson, Eric (2014) The influence of declining homophobia on men's gender in the United States: An argument for the study of homohysteria. Sex Roles 71, 109–120. | DOI 10.1007/s11199-014-0358-8
[24] Morris, Max and Anderson, Eric (2015) 'Charlie is so cool like': Authenticity, popularity and inclusive masculinity on YouTube. Sociology 49(6), 1200 –1217.
[25] Raun, Tobias (2018) Capitalizing intimacy: New subcultural forms of micro-celebrity strategies and affective labour on YouTube. Convergence 24 (1), 99–113. | DOI 10.1177/1354856517736983
[26] Riboni, Giorgia (2017a) Between Professionalism and Amateurship: Makeup discourse on YouTube. Lingue Culture Mediazioni – Languages Cultures Mediation (LCM Journal) 4.
[27] Riboni, Giorgia (2017b) THE YOUTUBE MAKEUP TUTORIAL VIDEO. A preliminary linguistic analysis of the language of "makeup gurus". Lingue e Linguaggi 21, 189–205.
[28] Robehmed, Natalie and Berg, Madeline (2018, December 3) Highest-paid YouTube stars 2018: Markiplier, Jake Paul, PewDiePie and More. Forbes.
[29] Wotanis, Lindsey and McMillan, Laurie (2014) Performing gender on YouTube. Feminist Media Studies 14 (6), 912–928. | DOI 10.1080/14680777.2014.882373