Patterns of Intertextuality in Online Video Ad Clusters
Identifikátory výsledku
Kód výsledku v 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>
Nalezeny alternativní kódy
RIV/00216224:14210/15:00082803
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Patterns of Intertextuality in Online Video Ad Clusters
Popis výsledku v původním jazyce
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).
Název v anglickém jazyce
Patterns of Intertextuality in Online Video Ad Clusters
Popis výsledku anglicky
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).
Klasifikace
Druh
O - Ostatní výsledky
CEP obor
AI - Jazykověda
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2015
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů