사회언어학 제29권 제3호 (p.223-251)

프로모션 사회의 어린이 유튜브 담화 연구 : 부모와 자녀가 출연하는 어린이 채널을 중심으로

Children's YouTube Discourse Study of Promotion Society: Focused on Children's Channels Featuring Parents and Children
키워드 :
children's YouTube contents,play activities,promotion,advertising discourse,commercialization,media practice,critical discourse studies

목차

Abstract
1. 들어가기
2. 연구 방법과 대상
3. 어린이 유튜브 담화의 광고적 특성
   3.1. 광고를 명시적으로 추구하는 양상
   3.2. 광고를 비명시적으로 추구하는 양상
4. 어린이 유튜브 담화의 물신주의적 특성
   4.1. 부모-자녀 간 ‘놀이’에 대한 표상
   4.2. 일상적, 사적 공간 ‘집’에 대한 표상
5. 어린이 유튜브 담화의 중층 프로모션과 어린이의 시청 노동
6. 마무리
참고문헌

초록

The purpose of this study is to examine children's YouTube contents that intensively show the characteristics of a promotional society from the perspective of critical discourse studies. This starts to view of the concept of discourse as ‘use of language in a social context’. Discourse can be approached in terms of texts, discourse practices, and sociocultural practices. And the analysis was carried out within the dialectical relationship of these three dimensions. Children's YouTube discourse superficially pursues an entertainment genre, but has the characteristics of an advertising genre. The discourse practice of YouTube text makes it natural to watch a commercial presented before watching main contents. In addition, it commercializes play activities between parents and children in the home domain. Representing ‘play’ and ‘home’ at the text level as excessively abundant goods is related to ‘discourse on happiness through material’. In terms of discourse practices, the value of the play activities of parents and children as media products, and the guarantee of (advertising) viewing act for consumption of these texts, is based on the characteristics of the promotion and consumption society. Capturing the ideology of fetishism that penetrates these three dimensions contributes to the recognition of the act of watching as labor.