Suvremena lingvistika, Vol. 51 No. 100, 2025.
Izvorni znanstveni članak
https://doi.org/10.22210/suvlin.2025.100.01
Multimodality and Redundancy in the Opening and Closing Sequences of the First Episode of the Video Blog “HolaSoyGerman”
Ivana Zovko
orcid.org/0000-0002-7673-3193
; Sveučilište u Zadru, Zadar
*
* Dopisni autor.
Sažetak
This paper analyses, through a multimodal perspective, the opening and closing sequences of the first
episode of the popular Chilean video blog “HolaSoyGerman” published on the YouTube platform. The paper
poses two fundamental research questions: (1) through what multimodal actions and intermodal relations
does the author establish a connection with the audience, the text, and the co(n)text; and (2) in what ways
do multimodal actions create modal density? To answer the research questions, we adopt the premises of
multimodal (inter)action analysis (Norris 2004) and social semiotics (Adami 2009a; Kress 2010; Kress and
van Leeuwen 2001), and we observe multimodal features from the perspective of interactive multimodal
relations between participants, text, and co(n)text on the YouTube platform. Qualitative multimodal
analysis shows that, in the introductory and final stages of the text, the author repeatedly points to
interactive options on the platform, addresses the viewer, and points to textual and co–textual content.
The author achieves these actions through frequent repetitions of communicative modes, and therefore it
is concluded that repeated actions and, consequently, multimodal redundancy, are an important strategy
for directing the focus and attracting the attention of the viewer in the introductory and final parts of
the text. Furthermore, the analysis also indicates frequent changes in short higher–level actions, which
consequently affects frequent changes in the interactional focus. This strategy is also often achieved
through repetitions of the same or different modes, through emphasis on a particular mode or emphasized
interruptions of the action by using montage cuts.
Ključne riječi
HolaSoyGerman (videoblog) videoblogs; multimodality; modal density (discursive pragmatics); digital communication practices; discourse analysis
Hrčak ID:
341933
URI
Datum izdavanja:
21.12.2025.
Posjeta: 641 *