Publication details

“Wow, just look at that!”: Performing affect in YouTube reaction videos



Year of publication 2021
Type Appeared in Conference without Proceedings
MU Faculty or unit

Faculty of Arts

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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