“Wow, just look at that!”: Performing affect in YouTube reaction videos
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| Year of publication | 2021 |
| Type | Appeared in Conference without Proceedings |
| MU Faculty or unit | |
| Citation | |
| Description | The data indicate that they tend to frame the act of recording themselves as ‘first-time viewings’, thus priming the audience to expect spontaneous, unpremeditated and unscripted reactions. The analysis shows that reaction video producers (RVPs) employ diverse forms of affect, with their responses ranging from highly appreciative to extremely disaffiliative. However, while they strive to be ordinary and authentic, the palpable absence of unemotional watching marks their responses as less than natural – as ostensible display of affect. |
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