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Zhu Yu. [Features of the implementation of the emotional category in online videos such as «family reports»] World of Science. Series: Sociology, Philology, Cultural Studies, 2022, Vol. 13, No. 4. Available at: https://sfk-mn.ru/PDF/17FLSK422.pdf (in Russian).

Features of the implementation of the emotional category in online videos such as «family reports»

Zhu Yunping
Saint Petersburg State University, Saint Petersburg, Russia
E-mail: 2763496449@qq.com

Abstract. The article discusses the features of the implementation of the emotional category in the Online video «First snow / Ice and drifts on the road», posted on the Youtube video hosting, which received over 112,000 views and about 700 comments.

The polylogical video we have chosen contains a large number of means of implementing the emotional category, the analysis of which is based on the scientifically developed concepts of emotional context, emotional tonality and emotional system.

During the analysis, it is revealed that both linguistic emotional elements (emotional phrases, emotional utterances) and paralinguistic emotional elements (type and color scheme of the channel logo, rhythm of speech and volume of the communicator) are present in the implementation of the emotional category in the video, forming a special, simultaneously negative and positive emotional background and equally emotionally complex tonality of the material. The interaction between the emotional background and emotional tonality of the material created in the text forms its emotional space, which helps the recipient to participate in the situation recorded by the video and elicit his emotional response. The means influencing the receiver’s response to emotional needs such as excitement, empathy and real feelings describe a multifaceted video’s emotional generation, appreciated in the modern society where emotions are missing in everyday life.

At the end of the article, it is concluded that the emotional category in our chosen material, realized in communicative and thematic terms, contributes to enhance the appeal of the chosen video to the audience, which determines the great success of the video as an information and propaganda material.

Keywords: emotional; emotional background; emotional tone; emotional theme; online video; colloquial speech; emotional imperative

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