Politeness strategies used by Youtube creators in apology videos

Mohd Yunus, Anis Sofia and Ariffin, Adlina (2022) Politeness strategies used by Youtube creators in apology videos. International Journal of Advanced Language & Educational Linguistics, 3 (2). pp. 1-25. ISSN 2442-2789

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Abstract

Social media is a part of Computer-Mediated Communication (CMC) which has been taking the lead in place of human interaction. This includes Facebook, Twitter, Instagram and YouTube. In the recent years, YouTube has gained more users which includes its viewers and creators. For YouTube creators who use the platform to generate income and enhance passion, YouTube has also acted as the medium to resolve arising conflicts and controversies. Thus, this study analysed the politeness strategies used by YouTube creators in apology videos and the pattern used by them through Brown and Levinson’s politeness theory. 11 apology videos from different YouTube creators were selected for the purpose of this study. The apology videos were published from 2018 – 2021. Each video was transcribed word by word and the utterances were categorised according to the respective politeness strategies. It was found that YouTube creators applied a balanced number of positive and negative politeness strategies depending on the situations. However, negative politeness strategy of ‘apologising’ recorded the highest number in usage followed by ‘offering promises’.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Politeness Strategies; Apology; Computer-Mediated Communication (CMC); YouTube.
Subjects:	H Social Sciences > H Social Sciences (General) > H61.8 Communication of information
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of English Language & Literature Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User:	AP Dr Adlina Ariffin
Date Deposited:	03 Nov 2023 14:57
Last Modified:	03 Nov 2023 16:13
URI:	http://irep.iium.edu.my/id/eprint/107776

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