Patterns of Intertextuality in Online Video Ad Clusters
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F15%3A00082802" target="_blank" >RIV/00216224:14210/15:00082802 - isvavai.cz</a>
Alternative codes found
RIV/00216224:14210/15:00082803
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Patterns of Intertextuality in Online Video Ad Clusters
Original language description
The presentation deals with some innovative aspects of online advertising on YouTube that involves viral remediation between users. Adopting a broad multimodal pragmatic perspective, it outlines the major formats of ads that can be found on this file-sharing website and illustrates how video ads are related to each other, giving rise to ad clusters. The presentation proposes the concept of semiotic chaining to capture the multi-level intertextual organization of the network of relations existing betweenofficial advertising content and users' reactions, most notably their own creations. What emerges is a multi-level communicative space made up of several generations of mutually linked videos (as well as other communicative artefacts).
Czech name
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Czech description
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Classification
Type
O - Miscellaneous
CEP classification
AI - Linguistics
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů