Scholarly record

MEDIAESTHETICS OF YOUTUBE VIDEO (ON THE EXAMPLE OF "DANILA POPERECHNYI" CHANNEL)

E. Y. Panova, A. R. Medvedeva

Abstract

In this study, with the help of aesthetic analysis, we considered the video by blogger Danila Poperechnyi “They are trying to shut me up”. We believe that the video content on YouTube should be viewed from not only communicative positions, but also aesthetic ones. Bloggers trying to influence audience emotionally, to broadcast certain ideas. We developed an approximate algorithm for the mediaesthetic analysis of video on YouTube. Also we used the following methods for video analysis: aesthetically-applied analysis, qualitative content analysis, quantitative content analysis. With this approach, we identified the aesthetic techniques of the blogger and his communicative task, suggested a possible audience’s reaction to the video. Using the comment section on YouTube, we were able to track the response of recipients to the video. By selecting the most popular comments, we revealed the main emotional responses to the video. We suggest that such an algorithm and classification can help in further research of the video content on the YouTube site. A systematic approach to the analysis of videos by particular blogger contributes to the compilation and classification of the main aesthetic features of the channel. It also can reveal the aesthetic strategy of blogger.

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