THE CONTEXT OF SITUATION AND CONTEXT OF CULTURE (GENRE) IN THE VIDEO TUTORIALS ON YOUTUBE CHANNEL: A FUNCTIONAL DISCOURSE APPROACH
Abstract
This study examines the contexts of the videos in YouTube videos of Devina Hermawan. In examining the contexts of the videos, the researcher adopts Halliday’s systemic functional linguistics (SFL). The data of this study are collected online from “Masakan Indonesia: Indonesian Cuisine” playlist on Devina Hermawan’s YouTube channel. The results demonstrate that three contexts of situation are comparable in the five videos chosen. The others are the stages which are found in context of culture (genre) of YouTube video tutorials, which include1) notice 2) book promotion 3)ingredient promotion 4) materials promotion 5) other product promotion 6) tips and tricks 7) thanking viewers 8) reminder to tag Devina when recooking the dish; and 9) reminder to like, comment, and subscribe. Those findings highlight the differences of procedural text genre in paper-based tutorials and video-based ones. Overall, the results of this study affirm that both context of situation and context of culture (genre) affect how elements are structured to achieve persuasion in computer-mediated communication (CMC).
Keywords
Full Text:
PDFReferences
Adler, Ronald B., and George R. Rodman. 2006. Understanding Human Communication. 9th ed. New York: Oxford University Press.
Ashman, Rachel, Anthony Patterson, and Stephen Brown. 2018. “‘Don’t Forget to like, Share and Subscribe’: Digital Autopreneurs in a Neoliberal World.” Journal of Business Research 92:474–83. doi: 10.1016/j.jbusres.2018.07.055.
Bärtl, Mathias. 2018. “YouTube Channels, Uploads and Views: A Statistical Analysis of the Past 10 Years.” Convergence: The International Journal of Research into New Media Technologies 24(1):16–32. doi: 10.1177/1354856517736979.
Brian Dean. 2021. “How Many People Use YouTube in 2021? [New Data].” Backlinko. Retrieved May 10, 2021 (https://backlinko.com/youtube-users).
Dynel, Marta. 2014. “Participation Framework Underlying YouTube Interaction.” Journal of Pragmatics 73:37–52. doi: 10.1016/j.pragma.2014.04.001.
Frobenius, Maximiliane. 2011. “Beginning a Monologue: The Opening Sequence of Video Blogs.” Journal of Pragmatics 43(3):814–27. doi: 10.1016/j.pragma.2010.09.018.
Hallinan, Blake, Bumsoo Kim, Rebecca Scharlach, Tommaso Trillò, Saki Mizoroki, and Limor Shifman. 2021. “Mapping the Transnational Imaginary of Social Media Genres.” New Media & Society 146144482110123. doi: 10.1177/14614448211012372.
Hardani, Nur Hikmatul Auliya, Helmina Andriani, Roushandy Asri Fardani, Jumari Ustiawaty, Evi Fatmi Utami, Dhika Juliana Sukmana, and Ria Rahmatul Istiqomah. 2020. Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: CV. Pustaka Ilmu.
Jarboe, Greg. 2009. YouTube and Video Marketing: An Hour a Day. Indianapolis, Ind.: Wiley Pub.
Matwick, Keri, and Kelsi Matwick. 2014. “Storytelling and Synthetic Personalization in Television Cooking Shows.” Journal of Pragmatics 71:151–59. doi: 10.1016/j.pragma.2014.08.005.
Miles, Matthew B., and A. M. Huberman. 1994. Qualitative Data Analysis: An Expanded Sourcebook. 2nd ed. Thousand Oaks: Sage Publications.
Munnukka, Juha, Devdeep Maity, Hanna Reinikainen, and Vilma Luoma-aho. 2019. “‘Thanks for Watching’. The Effectiveness of YouTube Vlogendorsements.” Computers in Human Behavior 93:226–34. doi: 10.1016/j.chb.2018.12.014.
O’Donnell, Mick. 2021. “Dynamic Modelling of Context: Field, Tenor and Mode Revisited.” Lingua 261:102952. doi: 10.1016/j.lingua.2020.102952.
Patton, Michael Quinn. 2002. “Two Decades of Developments in Qualitative Inquiry: A Personal, Experiential Perspective.” Qualitative Social Work 1(3):261–83. doi: 10.1177/1473325002001003636.
Schwemmer, Carsten, and Sandra Ziewiecki. 2018. “Social Media Sellout: The Increasing Role of Product Promotion on YouTube.” Social Media + Society 4(3):205630511878672. doi: 10.1177/2056305118786720.
Thelwall, Mike, and Tamara Nevill. 2021. “Is Research with Qualitative Data More Prevalent and Impactful Now? Interviews, Case Studies, Focus Groups and Ethnographies.” Library & Information Science Research 43(2):101094. doi: 10.1016/j.lisr.2021.101094.
Thompson, Geoff, Wendy L. Bowcher, and Lise Fontaine, eds. 2019. “Preface.” Pp. xxix–xxx in The Cambridge Handbook of Systemic Functional Linguistics. Cambridge University Press.
Thurlow, Crispin, Laura Lengel, and Alice Tomic. 2011. Computer Mediated Communication: Social Interaction and the Internet. Reprinted. Los Angeles: SAGE.
Article Metrics
Abstract has been read : 387 timesPDF file viewed/downloaded: 0 times
DOI: http://doi.org/10.25273/she.v3i1.11980
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Social Sciences, Humanities and Education Journal (SHE Journal)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
SHE Journal managed and published by Universitas PGRI Madiun (UNIPMA), Indonesia
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
View My Stats