Means of attracting and holding attention in personalized video blogs of the demonstration type

INTRODUCTION. The active development of the audiovisual sector of new media in a highly competitive environment suggests that content authors are actively working on developing means of attracting and retaining the audience’s attention to a specific work. This process is especially vividly realized in personalized video blogs of the demonstration type, where the author, as a rule, remains one-on-one with the audience. Therefore, it seems appropriate to analyze the means that video bloggers use in their works in order to ensure their popularity.

MATERIALS AND METHODS. The empirical basis of the study was formed by publications on the channels “The Kate Clapp” and “Sasha Spilberg” on the YouTube platform from September 1, 2023 to September 1, 2024. The study was carried out based on textual, comparative-typological methods and the method of content analysis.

RESULTS AND DISCUSSION. In the course of the study, we came to the conclusion that bloggers work extremely actively with both visual and auditory submodalities. Frequently used visual submodalities include location, size, playing with color, and the use of graphic elements. Auditory submodalities include volume and alternation of speech, music, and noise. We also managed to establish a relationship between the frequency of using visual and auditory submodalities: as a rule, a blogger who actively works with one more often turns to the other. The most popular submodalities are those common to online video content and traditional television. However, in the field of video blogging, their concentration in a work is, on average, higher than on a television screen.

CONCLUSION. Submodalities allow the blogger to attract and hold the audience’s attention to the work. The study managed to establish a correlation between the frequency of submodalities and the degree of audience interest in a video fragment: in episodes where the concentration of submodalities is higher, a surge in user interest in media content is noted.

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