Persuasion 2.0: Überlegungen zur multimodalen Persuasionskonstitution in Videoblogs
Persuasion 2.0: Considerations on multimodal constitution in video blogs

Summary/Abstract: The video platform YouTube plays a popular role in the Web 2.0 and encourages with its slogan Broadcast Yourself users all around the world to publish their own content. A multitude of these published videos are so-called video blogs, in which users publicize personal reviews about different topics that are highly subjective. Companies discovered therein an opportunity to advertise for themselves: Video bloggers could subtly and authentically promote for these companies to a potential target audience. In this article complex and persuasive strategies, which videobloggers use in their videos and in which certain products are presented, will be identificated and analized multimodally.

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