Publication details
Patterns of Intertextuality in Online Video Ad Clusters
| Authors | |
|---|---|
| Year of publication | 2015 |
| Type | Conference abstract |
| MU Faculty or unit | |
| Citation | |
| Description | The presentation deals with some innovative aspects of online advertising on YouTube that involves viral remediation between users. Adopting a broad multimodal pragmatic perspective, it outlines the major formats of ads that can be found on this file-sharing website and illustrates how video ads are related to each other, giving rise to ad clusters. The presentation proposes the concept of semiotic chaining to capture the multi-level intertextual organization of the network of relations existing between official advertising content and users' reactions, most notably their own creations. What emerges is a multi-level communicative space made up of several generations of mutually linked videos (as well as other communicative artefacts). |
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