Shaping values with "YouTube freedoms": linguistic representation and axiological charge of the popular science IT-discourse

Abstract

Drawing on the studies of linguistics, axiology and discourse analysis, this paper contributes to the linguistic framework of value-based communication studies by establishing the algorithm of shaping values in popular science IT discourse via the set of linguo-axiological methods. The authors' aims include establishing dominating communicative strategies employed by the authors of the texts; identifying language structures and lexical means responsible for the both explicit and implicit formation and verbalization of certain values represented in the texts about YouTube; organizing the identified values into a system as presented by the authors of the texts. The paper uncovers dominant YouTube text characteristics, focusing on the instrumental role of values this type of discourse represents, and implements a complex methodological set (CDA and linguo-axiological analysis) in order to outline three basic communicative strategies that the authors of the texts employ: the information strategy; the instruction strategy; the evaluation strategy. The conducted research reveals that the texts of mass media about YouTube contain the following values, classified by the authors into three axiological groups: relevance (approval, authenticity, entertainment, fame, influence, popularity); relationship (accessibility, connection, feedback, relatability); profession (career, competitiveness, money, promotion, time). The results of the study include theoretical conclusions about how the modern-day discourse of information technology (IT-discourse) reflects both fundamental and profession-specific human values, thus shaping the way addressees perceive the industry through language. These findings make it possible to form a new type of IT-discourse text architecture, which would take into account the pragmatic-axiological charge necessary to shape and divert the set of addressees’ values.

The real value of words: how target language linguistic modelling of foreign language teaching content shapes students’ professional identity

“…This is achieved through constructing value-charged concepts of the professional discourse in question (cf. : Shiryaeva et al., 2019 ).…”

Analysis on Adjective Suki and Its Co-occurrences in Japanese Youtube’s Comment

“…Siersdorfer et al (2010) explained that an adjective is used to write a comment that may aggravate strong responses of approval or denial in the Youtube community. However, many papers involved in the study of adjectives in Youtube focus on their analysis on English language (Shiryaeva et al, 2019;Siersdorfer et al, 2010;Zaikovskii, 2019) creating a gap in research on other languages. Thus, this research aims to examine the adjectives within Youtube Japan comments section.…”

“…Besides, Youtube researchers who used corpus linguistics as their instrument of study mainly analyzed a large number of words or huge English corpora (Schmidt & Marx, 2019;Shiryaeva et al, 2019;Zaikovskii, 2019) instead of focusing on a specific word (or also known as Key Word In Context (KWIC) in corpus linguistics) and its co-occurrences. These studies of English language in Youtube focused either on Multimodal of Discourse Analysis (Darvin, 2019;Schmidt & Marx, 2019;Zappavigna, 2019), communicative strategy (Shiryaeva et al, 2019), code-switching (Darvin, 2019), or non-verbal (Feng et al, 2020).…”

“…The novelty of this research is determined by its focus on Japanese language from the perspective of a foreigner and the use of corpus linguistic in Japanese language within the research environment of Malaysia. Lastly, it is vital to look at language materials involving Youtube as an information and communication phenomenon, branching this research into the various social science field, specifically linguistics (Shiryaeva et al, 2019).…”

English discourse practices in terms of linguo-axiological approach

“…Тем не менее, разрабатывается алгоритм идентификации и структуризации нацио нально-обусловленной социальной аксиосферы на основе ее лингвистического представления (например, в британском драматургическом дискурсе 12 ). Лингвоаксиологический анализ дискурса с позиций актуализации в нем компонентов ценностной системы социальной группы также носит в существенной степени фрагментарный характер: в частности, определена представленная в научном дискурсе ценностная парадигма ученых как профессионального сообщества 13 и репрезентированная в медиа-дискурсе ценностная система специалистов в области информационных технологий 14 . Личностная лингвоаксио сфера также пока не получила должного научного осмысления, хотя уже состоялись отдельные дискурсивные исследования по определению индивидуальной лингвоаксиологической траектории выдающихся политических фигур 15 , тем не менее, личностная лингвоаксиосфера политика рассматривается исключительно с позиций вероятного манипулятивного воздействия на медиа-адресата.…”