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Interactive Advertising: Displays of Identity and Stance on YouTube
Abstract
Recent attempts to theorize identity using sociolinguistic, discourse analytic, and conversation analytic frameworks have focused on discursive constructions of speakers’ identities, especially emphasizing the point that identities are constructed moment by moment through social interaction. Although such frameworks arguably are designed with face-to-face, synchronous interaction in mind, it is well known that other types of discourse, traditionally thought of as distant, asynchronous, and solitary (or non-interactive), are being used in new ways, due to rapid developments in technology. These developments suggest that all language use is inherently interactive, if not interactional (i.e., synchronous). In this chapter, the author uses insights from social semiotics and frameworks grounded in the analysis of spoken interaction to analyze a commercial in conjunction with unelicited comments from people who viewed the commercial on YouTube. The author’s analysis focuses on the multimodal expression of meaning potentials as well as their uptake and the stances displayed in response.
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