Exploring Intercultural Communication Through Identity Construction: A Case of YouTube Comments

Abstract

This exploratory study examines the strategies used by commenters in the YouTube comment section to facilitate intercultural communication through identity construction in the digital space. Based on critical discourse analysis and the framework of identity regarding indexicality and othering, the study has analyzed 8 extracts selected from 7, 000 comments under one YouTube video talking about political stuff. The findings suggest that individuals could employ explicit ethnicity labeling, rhetorical questioning, othering processes, and humor as key strategies to showcase their cultural identity in intercultural arena. The purpose is to seek support or challenge viewpoints through personal experiences, with the aim of achieving acceptance. The study highlights the challenges posed by digital spaces in intercultural communication and emphasizes the need for further research to address the potential misunderstandings arising from cultural differences.