All you need is guitar pedals: The communicative construction of material culture in YouTube product reviews

IF 2.3 2区 文学 Q1 COMMUNICATION Discourse Context & Media Pub Date : 2022-10-01 DOI:10.1016/j.dcm.2022.100626
Will Gibson
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Abstract

Through an interactionist analysis of guitar pedal review videos this paper explores the communicative practices of product reviewing in YouTube. Focussing on one guitar pedal, the analysis reveals how reviewers positioned the pedal as an ‘idealised object’ and as part of the ‘material good life’ of guitarists. Reviewers’ communicative strategies projected a sense of shared intersubjective experience of the pedal by bracketing out issues of knowledge, skill, and access to technology, and by constructing the vloggers’ credentials as reviewers. This analysis contributes to our understanding of the structures of consumer cultures on YouTube, showing how reviewers communicatively construct audiences, products, themselves, and, more generally, the practices of material culture use in this specific art world. I argue that the interactionist perspective adopted here is an important and under-used framework for analysing consumer culture, and that it helps us to see how material culture is manufactured as a discursive, communicative act through the mundane activities of reviewing.

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你所需要的只是吉他踏板:YouTube产品评论中物质文化的交流建构
本文通过对吉他踏板评论视频的互动分析,探讨了YouTube上产品评论的交际实践。分析集中在一个吉他踏板上,揭示了评论者如何将踏板定位为“理想化的对象”和吉他手“物质美好生活”的一部分。评论者的交流策略通过概括知识、技能和获取技术的问题,并通过构建视频博主作为评论者的证书,投射出一种共享的主体间体验。这一分析有助于我们理解YouTube上的消费文化结构,展示了评论者如何通过交流构建观众、产品、他们自己,以及更广泛地说,如何在这个特定的艺术世界中使用物质文化的实践。我认为,这里采用的互动主义视角是分析消费文化的一个重要而未被充分利用的框架,它帮助我们看到物质文化是如何通过审查的世俗活动被制造成一种话语和交流行为的。
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来源期刊
Discourse Context & Media
Discourse Context & Media COMMUNICATION-
CiteScore
5.00
自引率
10.00%
发文量
46
审稿时长
55 days
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