Communicative strategies and tactics used in the celebrity content on YouTube
https://doi.org/10.20310/2587-6953-2025-11-3-789-801
Abstract
INTRODUCTION. Despite the fact that media materials devoted to the private lives of celebrities have been the subject of close attention by specialists in the humanities for quite a long time, onscreen celebrity content remains a little-studied phenomenon. The purpose is to study the features of the speech behavior of gossip columnists on the YouTube media platform and identify the most common communication strategies and tactics.
MATERIALS AND METHODS. The empirical basis of the study is 100 videos in the “review” genre of show business and blogosphere news, posted on the online video hosting YouTube in the period from January 1, 2019 to December 31, 2021. The work uses discourse analysis, comparative and contextual methods.
RESULTS AND DISCUSSION. The specificity of video blogging, which consists in online interaction with a mass audience, the author’s presence in the frame and the dissemination of “new sincerity” concept, determines the set of speech tools used in the framework of new audiovisual media. Unlike their television counterparts, in the celebrity content on YouTube, the communicative behavior of its creators is extremely expressive and personalized, and the speech utterances themselves often carry a denotative or connotative assessment.
CONCLUSION. The most frequently used strategies and tactics on YouTube channels with a “star theme” have been identified, the addressee of which can be both the Internet audience and the subject of discussion, that is, celebrities. If cooperative strategies are used to implement speech effects in relation to the audience, then confrontational ones are addressed in most cases to celebrities.
About the Author
A. D. Kolosova
Voronezh State University
Россия
Россия
Anastasia D. Kolosova, Post-Graduate Student, General Linguistics and Stylistics Department
1 Universitetskaya pl., Voronezh, 394018
References
1. Kosova G.R. The “Starry” interview as a component of the Russian narrative of celebrities (based on the material of leisure publications). Materialy Mezhdunarodnoi nauchnoi konferentsii «Zhurnalistika XXI veka: v prostranstve kul’tury» = Proceedings of International Scientific Conference “Journalism of 21st Centery in Space of Culture”. St. Petersburg, LLC “Mediapapir”, 2023, pp. 418-426. (In Russ.) https://elibrary.ru/ejhgnc
2. Milostivaya A.I. Celebrity as hero of mass media narration (by material of articles about Kim Kardashian). Nauchnyi dialog = Scientific Dialogue, 2017, no. 8, pp. 84-103. (In Russ.) https://doi.org/10.24224/2227-1295-2017-8-84-103, https://elibrary.ru/zekhmv
3. Belenko V.E. Pragmatics of celebrity press. Vestnik Novosibirskogo gosudarstvennogo universiteta. Seriya: Istoriya, filologiya = = Vestnik NSU. Series: History and Philology, 2010, vol. 9, no. 6, pp. 64-70. (In Russ.) https://elibrary.ru/muyuwb
4. Tataru L.V. The history of celebrity as a new phenomenon of mass culture. Filologicheskie nauki, 2010, no. 5-6, pp. 46-55. (In Russ.) https://elibrary.ru/nedyjb
5. Ivanova S.V., Khakimova G.Sh. Celebrity gossip as a genre in English-language mass media discourse. Russian Journal of Linguistics, 2020, vol. 24, no. 2, pp. 386-418. (In Russ.) https://doi.org/10.22363/2687-0088-2020-24-2-386-418, https://elibrary.ru/fanowf
6. Tataru L.V. The history of celebrity: genre and linguistic and cultural features. Materialy Mezhdunarodnoi nauchnoi konferentsii «Russkii sled v narratologii» = Proceedings of International Scientific Conference “Russian Trace in Narratology”. Balashov, 2012, pp. 209-218. (In Russ.) https://elibrary.ru/rwskph
7. Khakimova G.Sh. Functional and pragmatic aspect of celebrity gossip texts in the English language mass media discourse. Sovremennye issledovaniya sotsial’nykh problem = Modern Studies of Social Issues, 2021, vol. 13, no. 2, pp. 164-178. (In Russ.) https://doi.org/10.12731/2077-1770-2021-13-2-164-178, https://elibrary.ru/ikuysn
8. Driessens O. Celebrity capital: redefining celebrity using field theory. Theory and Society, 2013, no. 42, pp. 543-560. https://doi.org/10.1007/s11186-013-9202-3
9. Mills S., Patterson A., Quinn L. Fabricating celebrity brands via scandalous narrative: crafting, capering and commodifying the comedian, Russell brand. Journal of Marketing Management, 2015, vol. 31, issue 5-6, pp. 599-615. https://doi.org/10.4324/9781315188300
10. Moskovichi S. The Age of Crowds. A Historical Treatise on the Psychology of the Masses, Moscow, Tsentr psikhologii i psikhoterapii Publ., 1998, 480 p. (In Russ.)
11. Fromm E. Healthy Society. Moscow, AST Publ., 2022, 528 p. (In Russ.)
12. Adorno T.W. The Culture Industry. Selected Essays on Mass Culture. London, Routledge, 1991, 178 p.
13. Issers O.S. Communication Strategies and Tactics of the Russian Language. Moscow, LENAND Publ., 2021, 308 p. (In Russ.) https://elibrary.ru/ufdxfd
14. Gorshkova L.A. The communicative features of YouTube social media in the modern information space. Mediasreda, 2020, no. 2, pp. 94-100. (In Russ.) https://elibrary.ru/xftjve
15. Shesterina A.M. Videoblog audience as media discourse creator. Voprosy zhurnalistiki, pedagogiki, yazykoznaniya = Issues in Journalism, Education, Linguistics, 2022, vol. 41, no. 4, pp. 662-669. (In Russ.) https://doi.org/10.52575/2712-7451-2022-41-4-662-669, https://elibrary.ru/vtdayv
16. Rettberg J.W. Blogging. Cambridge, Polity Press, 2008, 176 p.
17. Issers O.S. Dimensions of a “new sincerity” in modern political communication. Vestnik Novosibirskogo gosudarstvennogo universiteta. Seriya: Istoriya, filologiya = Vestnik NSU. Series: History and Philology, 2020, vol. 19, no. 6, pp. 216-227. (In Russ.) https://doi.org/10.25205/1818-7919-2020-19-6-216-227, https://elibrary.ru/cszzss
18. Merzlyakova V.N. Celebrity culture in the system of modern cultural industries: features of publicity production in the structure of new media. Monitoring obshchestvennogo mneniya: ekonomicheskie i sotsial’nye peremeny = Monitoring of Public opinion: Economic and Social Changes, 2021, no. 5, pp. 47-63. (In Russ.) https://doi.org/10.14515/monitoring.2021.5.2008, https://elibrary.ru/ewiwsa
19. Sternin I.A. Introduction to Speech Impact. Voronezh, Istoki Publ., 2001, 252 p. (In Russ.) https://elibrary.ru/qxoqup
Supplementary files
Review
For citations:
Kolosova A.D. Communicative strategies and tactics used in the celebrity content on YouTube. Neophilology. 2025;11(3):789-801. (In Russ.) https://doi.org/10.20310/2587-6953-2025-11-3-789-801
Views:
111
JATS XML
Email this article 