YouTube: Audience emotional reactions and convergent alignment

Abstract

<p>This case study discusses audiences’ emotional reactions and convergent<br>alignment in YouTube comment threads observed on four videos of Spanish<br>YouTubers with affective narratives on sensitive topics. The analysis reveals<br>that most single-comment threads are generally positive and that utterances<br>are fairly equally divided in their focus on YouTubers or narratives. The act<br>of taking a stance follow consists of a versatile process in which the convergent<br>alignment or agreement with the YouTubers’ stance lead occurs not just<br>by positively evaluating YouTubers or the story, but also by revealing something<br>highly private concerning the stance topic. The four affective narratives<br>evoke not only compliments, but also the convergent alignment the<br>YouTubers presumably seek with their stories.<br></p>