Volume 6, Issue 1
  • ISSN 2542-3851
  • E-ISSN: 2542-386X
Buy:$35.00 + Taxes



This case study discusses audiences’ emotional reactions and convergent alignment in YouTube comment threads observed on four videos of Spanish YouTubers with affective narratives on sensitive topics. The analysis reveals that most single-comment threads are generally positive and that utterances are fairly equally divided in their focus on YouTubers or narratives. The act of taking a stance follow consists of a versatile process in which the convergent alignment or agreement with the YouTubers’ stance lead occurs not just by positively evaluating YouTubers or the story, but also by revealing something highly private concerning the stance topic. The four affective narratives evoke not only compliments, but also the convergent alignment the YouTubers presumably seek with their stories.


Article metrics loading...

Loading full text...

Full text loading...


  1. Adami, Elizabetta
    2014 “‘Why did dinosaurs evolve from water?’: (In)coherent relatedness in YouTube video interaction.” Text & Talk34(3): 239–259. 10.1515/text‑2014‑0001
    https://doi.org/10.1515/text-2014-0001 [Google Scholar]
  2. Ahmed, Sara
    2014The Cultural Politics of Emotion (2nd edn.). Edinburgh: Edinburgh University Press.
    [Google Scholar]
  3. Andersson, Marta
    2021 “The climate of climate change: Impoliteness as a hallmark of homophily in YouTube comment threads on Greta Thunberg’s environmental activism.” Journal of Pragmatics1781: 93–107. 10.1016/j.pragma.2021.03.003
    https://doi.org/10.1016/j.pragma.2021.03.003 [Google Scholar]
  4. Barton, David, and Carmen Lee
    2013 “Stance-Taking through language and image.” InLanguage Online, ed. byDavid Barton, and Carmen Lee, 96–116. Abingdon: Routledge. 10.4324/9780203552308
    https://doi.org/10.4324/9780203552308 [Google Scholar]
  5. Blommaert, Jan
    2017 “Society through the lens of language: A new look at social groups and integration.” Tilburg Papers in Cultural Studies1781: 1–25.
    [Google Scholar]
  6. Bou-Franch, Patricia, and Pilar Garcés-Conejos Blitvich
    2014 “Conflict management in massive polylogues: A case study from YouTube.” Journal of Pragmatics731: 19–36. 10.1016/j.pragma.2014.05.001
    https://doi.org/10.1016/j.pragma.2014.05.001 [Google Scholar]
  7. Caffi, Claudia, and Richard W. Janney
    1994 “Toward a pragmatics of emotive communication.” Journal of Pragmatics22(3): 325–373. 10.1016/0378‑2166(94)90115‑5
    https://doi.org/10.1016/0378-2166(94)90115-5 [Google Scholar]
  8. Chun, Elaine W.
    2013 “Ironic blackness as masculine cool: Asian American language and authenticity on YouTube.” Applied Linguistics34(5): 592–612. 10.1093/applin/amt023
    https://doi.org/10.1093/applin/amt023 [Google Scholar]
  9. Chun, Elaine, and Keith Walters
    2011 “Orienting to Arab orientalisms: Language, race, and humor in a YouTube video.” InDigital Discourse: Language in the New Media, ed. byCrispin Thurlow, and Kristine Mroczek, 251–273. New York: Oxford University Press. 10.1093/acprof:oso/9780199795437.003.0012
    https://doi.org/10.1093/acprof:oso/9780199795437.003.0012 [Google Scholar]
  10. Crilley, Rhys, and Precious N. Chatterje-Doody
    2020 “Emotions and war on YouTube: Affective investments in RT’s visual narratives of the conflict in Syria.” Cambridge Review of International Affairs33(5): 713–733. 10.1080/09557571.2020.1719038
    https://doi.org/10.1080/09557571.2020.1719038 [Google Scholar]
  11. Davies, Bronwyn, and Rom Harré
    1990 “Positioning: The discursive production of selves.” Journal for the Theory of Social Behaviour20(1): 43–63. 10.1111/j.1468‑5914.1990.tb00174.x
    https://doi.org/10.1111/j.1468-5914.1990.tb00174.x [Google Scholar]
  12. De Fina, Anna
    2016 “Storytelling and audience reactions in social media.” Language in Society45(4): 473–498. 10.1017/S0047404516000051
    https://doi.org/10.1017/S0047404516000051 [Google Scholar]
  13. Du Bois, John
    2007 “The stance triangle.” InStancetaking in Discourse: Subjectivity, Evaluation and Interaction, ed. byRobert Englebretson, 139–182. Amsterdam: John Benjamins. 10.1075/pbns.164.07du
    https://doi.org/10.1075/pbns.164.07du [Google Scholar]
  14. Du Bois, John, and Elise Kärkkäinen
    2012 “Taking a stance on emotion: Affect, sequence, and intersubjectivity in dialogic interaction.” Text & Talk32(4): 433–451. 10.1515/text‑2012‑0021
    https://doi.org/10.1515/text-2012-0021 [Google Scholar]
  15. Duprez, Christelle, Verónique Christophe, Bernard Rimé, Anna Congard, and Pascal Antoine
    2015 “Motives for the social sharing of an emotional experience.” Journal of Social and Personal Relationships32(6): 757–787. 10.1177/0265407514548393
    https://doi.org/10.1177/0265407514548393 [Google Scholar]
  16. Dynel, Marta
    2012 “Setting our house in order: The workings of impoliteness in multi-party film discourse.” Journal of Politeness Research: Language, Behaviour, Culture8(2): 161–194. 10.1515/pr‑2012‑0010
    https://doi.org/10.1515/pr-2012-0010 [Google Scholar]
  17. Fetzer, Anita, and Elda Weizman
    2015 “Following up across contexts and discourse domains: Introduction.” InFollow-Ups in Political Discourse: Explorations Across Contexts and Discourse Domains, ed. byElda Weizman, and Anita Fetzer, ix–xx. Amsterdam: John Benjamins. 10.1075/dapsac.60.001int
    https://doi.org/10.1075/dapsac.60.001int [Google Scholar]
  18. Georgakopoulou, Alexandra
    2017 “Life/narrative of the moment: From telling a story to taking a narrative stance.” InLife and Narrative: The Risks and Responsibilities of Storying Experience, ed. byBrian Schiff, A. Elisabeth McKim, and Sylvie Patron, 29–54. New York: Oxford University Press. 10.1093/acprof:oso/9780190256654.003.0003
    https://doi.org/10.1093/acprof:oso/9780190256654.003.0003 [Google Scholar]
  19. Harré, Rom
    2012 “Positioning theory: Moral dimensions of social-cultural psychology.” InThe Oxford Handbook of Culture and Psychology, ed. byJaan Valsinerm, 191–206. Oxford: Oxford University Press.
    [Google Scholar]
  20. Harré, Rom, and Luk Van Langenhove
    1999Positioning Theory. Oxford: Basil Blackwell.
    [Google Scholar]
  21. Ivković, Dejan
    2013 “The Eurovision song contest on YouTube: A corpus-based analysis of language attitudes.” Language@Internet10(1): 1–25.
    [Google Scholar]
  22. Jaffe, Alexandra
    2009Stance: Sociolinguistic Perspectives. Oxford: Oxford University Press. 10.1093/acprof:oso/9780195331646.001.0001
    https://doi.org/10.1093/acprof:oso/9780195331646.001.0001 [Google Scholar]
  23. Jeffries, Laura
    2011 “The revolution will be soooo cute: YouTube ‘hauls’ and the voice of young female consumers.” Studies in Popular Culture33(2): 59–75.
    [Google Scholar]
  24. Johansson, Marjut
    2017 “YouTube.” InPragmatics of Social Media, ed. byChristian Hoffmann, and Wolfram Bublitz, 173–200. Berlin: De Gruyter. 10.1515/9783110431070‑007
    https://doi.org/10.1515/9783110431070-007 [Google Scholar]
  25. Khan, M Laeeq
    2017 “Social media Engagement: What motivates user participation and consumption on YouTube?” Computers in Human Behavior661: 236–247. 10.1016/j.chb.2016.09.024
    https://doi.org/10.1016/j.chb.2016.09.024 [Google Scholar]
  26. Khan, M. Laeeq, and Jacob Solomon
    2013 “Advocacy, entertainment and news – An analysis of user participation on YouTube.” Paper presented at theAssociation for Education in Journalism and Mass Communication (AEJMC), 8–11 August. Washington, D.C., USA. 10.2139/ssrn.2579596
    https://doi.org/10.2139/ssrn.2579596 [Google Scholar]
  27. Koven, Michèle, and Isabelle Simões Marques
    2015 “Performing and evaluating (non)modernities of Portuguese migrant figures on YouTube: The case of Antonio de Carglouch.” Language in society44(2): 213–242. 10.1017/S0047404515000056
    https://doi.org/10.1017/S0047404515000056 [Google Scholar]
  28. Lange, Patricia G.
    2007 “Commenting on comments: Investigating responses to antagonism on YouTube.” Paper presented at theAnnual Conference of the Society for Applied Anthropology, 31 March. Tampa, Florida, USA.
    [Google Scholar]
  29. 2014 “Commenting on YouTube rants: Perceptions of inappropriateness or civic engagement?” Journal of Pragmatics731: 53–65. 10.1016/j.pragma.2014.07.004
    https://doi.org/10.1016/j.pragma.2014.07.004 [Google Scholar]
  30. Madden, Amy, Ian Ruthven, and David McMenemy
    2013 “A classification scheme for content analyses of YouTube video comments.” Journal of Documentation69(5): 693–714. 10.1108/JD‑06‑2012‑0078
    https://doi.org/10.1108/JD-06-2012-0078 [Google Scholar]
  31. Marwick, Alice, and Danah Boyd
    2011 “I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience.” New Media & Society13(1): 114–133. 10.1177/1461444810365313
    https://doi.org/10.1177/1461444810365313 [Google Scholar]
  32. Moor, Peter J., Ard Heuvelman, and Ria Verleur
    2010 “Flaming on Youtube.” Computers in Human Behavior26(6): 1536–1546. 10.1016/j.chb.2010.05.023
    https://doi.org/10.1016/j.chb.2010.05.023 [Google Scholar]
  33. Ochs, Elinor
    1996 “Linguistic resources for socializing humanity.” InRethinking Linguistic Relativity, ed. byJohn J. Gumperz, and Stephen C. Levinson, 407–437. Cambridge: Cambridge University Press.
    [Google Scholar]
  34. Parini, Alejandro, and Anita Fetzer
    2019 “Evidentiality and stance in YouTube comments on smartphone news.” Internet Pragmatics2(1): 112–135. 10.1075/ip.00025.par
    https://doi.org/10.1075/ip.00025.par [Google Scholar]
  35. Pelttari, Sanna
    2020 “¡Hola, amores! Los saludos, las despedidas y las formas nominales de tratamiento de los youtubers españoles [Hello, my loves! The opening and closing greetings, and the nominal forms of address used by Spanish YouTubers].” Neuephilogische Mitteilungen121(1): 45–77. 10.51814/nm.99997
    https://doi.org/10.51814/nm.99997 [Google Scholar]
  36. . Forthcoming. “Spanish YouTubers’ affective narratives and stance-taking on YouTube.”
    [Google Scholar]
  37. Siersdorfer, Stefan, Sergiu Chelaru, Wolfgang Nejdl, and José San Pedro
    2010 “How useful are your comments? Analyzing and predicting YouTube comments and comment ratings.” Paper presented atWorld Wide Web Conference, 26–30 April. Raleigh, North Carolina, USA. 10.1145/1772690.1772781
    https://doi.org/10.1145/1772690.1772781 [Google Scholar]
  38. Stroud, Natalie Jomini, Emily Van Duyn, and Cynthia Peacock
    2016 “News commenters and new comment readers.” Engaging New Projects11:1–21.
    [Google Scholar]
  39. Tagg, Caroline, and Philip Seargeant
    2014 “Audience design and language choice in the construction and maintenance of translocal communities on social network sites.” InThe Language of Social Media, ed. byPhilip Seargeant, and Caroline Tagg, 161–183. Basingstoke: Palgrave Macmillan. 10.1057/9781137029317_8
    https://doi.org/10.1057/9781137029317_8 [Google Scholar]
  40. Thelwall, Mike, Pardeep Sud, and Farida Vis
    2012 “Commenting on YouTube videos: From Guatemalan rock to El Big Bang.” Journal of the American Society for Information Science and Technology6(3): 616–629. 10.1002/asi.21679
    https://doi.org/10.1002/asi.21679 [Google Scholar]
  41. Tovares, Alla V.
    2019 “Negotiating ʻthick’ identities through ʻlight’ practices: YouTube metalinguistic comments about language in Ukraine.” Multilingua38(4): 459–484. 10.1515/multi‑2018‑0038
    https://doi.org/10.1515/multi-2018-0038 [Google Scholar]
  42. Tur-Viñes, Victoria, and Araceli Castelló-Martínez
    2019 “Commenting on top Spanish YouTubers: ʻNo comment’.” Social Sciences (Basel)8(10): 266–280. 10.3390/socsci8100266
    https://doi.org/10.3390/socsci8100266 [Google Scholar]
  43. Varis, Piia, and Jan Blommaert
    2013 “Conviviality and collectives on social media: Virality, memes, and new social structures.” Multilingual Margins2(1): 31–45.
    [Google Scholar]
  44. Vermeulen, Anne, Heidi Vandebosch, and Wannes Heirman
    2018 “Smiling, #venting, or both? Adolescents’ social sharing of emotions on social media.” Computers in Human Behavior841: 211–219. 10.1016/j.chb.2018.02.022
    https://doi.org/10.1016/j.chb.2018.02.022 [Google Scholar]
  45. Walton, Shana, and Alexandra Jaffe
    2011 “ ʻStuff white people Like’: Stance, class, race, and iInternet commentary.” InDigital Discourse, ed. byCrispin Thurlow, and Kristine Mroczek, 1–20. New York: Oxford University Press. 10.1093/acprof:oso/9780199795437.003.0010
    https://doi.org/10.1093/acprof:oso/9780199795437.003.0010 [Google Scholar]
  46. Wesch, Michael
    2009 “YouTube and you: Experiences of self-awareness in the context collapse of the recording webcam.” Explorations in Media Ecology8(2): 19–34. 10.1386/eme.8.2.99_1
    https://doi.org/10.1386/eme.8.2.99_1 [Google Scholar]

Data & Media loading...

  • Article Type: Research Article
Keyword(s): affective narratives; agreement; comments; convergent alignment; stance follow; YouTube
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error