Multimodalnost i redundancija u uvodu i završetku prve epizode videobloga „HolaSoyGerman“
Multimodality and Redundancy in the Opening and Closing Sequences of the First Episode of the Video Blog “HolaSoyGerman”

Summary/Abstract: This paper analyses, through a multimodal perspective, the opening and closing sequences of the first episode of the popular Chilean video blog “HolaSoyGerman” published on the YouTube platform. Th e paper poses two fundamental research questions: (1) through what multimodal actions and intermodal relations does the author establish a connection with the audience, the text, and the co(n)text; and (2) in what ways do multimodal actions create modal density? To answer the research questions, we adopt the premises of multimodal (inter)action analysis (Norris 2004) and social semiotics (Adami 2009a; Kress 2010; Kress and van Leeuwen 2001), and we observe multimodal features from the perspective of interactive multimodal relations between participants, text, and co(n)text on the YouTube platform. Qualitative multimodal analysis shows that, in the introductory and fi nal stages of the text, the author repeatedly points to interactive options on the platform, addresses the viewer, and points to textual and co–textual content. Th e author achieves these actions through frequent repetitions of communicative modes, and therefore it is concluded that repeated actions and, consequently, multimodal redundancy, are an important strategy for directing the focus and attracting the attention of the viewer in the introductory and fi nal parts of the text. Furthermore, the analysis also indicates frequent changes in short higher–level actions, which consequently aff ects frequent changes in the interactional focus. Th is strategy is also often achieved through repetitions of the same or diff erent modes, through emphasis on a particular mode or emphasized interruptions of the action by using montage cuts.

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