REACTION VIDEO AS A FORMAT OF EVALUATIVE DISCOURSE IN COMPUTER-MEDIATED COMMUNICATION
DOI:
https://doi.org/10.17308/lic/1680-5755/2026/2/94-101Keywords:
computer mediated communication, Internet discourse, video blog, reaction video, appraisalAbstract
The paper examines reaction video as a format of virtual communication whose characteristic features were not exhaustively described in contemporary publications on internet-discourse. Reaction video is defined as an appraising oral commentary recorded on camera or broadcast in real time, on another video that is being broadcast simultaneously. The feature that makes reaction video stand out as a distinct blogging format is the way it is organized: the two information channels available at the same time allow the audience form their own opinion on the object of appraisal and on the quality of the blogger’s reaction. The study also examines reaction video characteristics typical for all formats of the Internet-discourse, such as hypertextuality, glocalization, anonymity, etc., as well as its unique features including spontaneity and emotionality of speech alongside non-verbal and paraverbal means. Reaction video creator may pursue several goals: socializing with their audience while being able to control the communicative space; drawing attention to their own product, be it vocal lessons or their own product; making profit out of blogging, etc. It is also noted that the blogger’s choice of discourse strategies might vary depending on their background, e.g. their sex, age, home country, education and the like. The findings show that reaction videos can serve as an indispensable source of empirical research material for studying various aspects of Internet communication and discourse strategies of appraisal in particular.
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