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• Exploring the possible expressions of social dominance in an online context: Discourse analysis below the video contents of the representatives of Finn’s Party

  1-24

  Márton Markovics

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  10

  In the course of the study, discourse analysis was used to examine the comments posted under the videos of three representatives of the Finns Party with the largest YouTube following. The aim of the research was to identify discoursive manifestations of social dominance in the comment field. In addition, we also aimed to validate a word list of socially dominant terms. To this end, we have identified four linguistic categories that could form the basis of socially dominant communication, based on the literature of social dominance. The words with the highest number of elements in each category were presented in a word cloud. After collecting the most frequent terms, three external groups were identified against which social dominance orientation may be relevant. These suggest that the European Union, immigrants and the domestic left may constitute the out-group category in the eyes of populist supporters. Finally, the hierarchical terms were not validated as they occured in a negligible number of items in the sample. The successfully validated categories were plotted on a cross-tabulation, from which we created four different types of Finns Party supporters based on the out-group they named and the dominant common words and phrases in the comment categories. The presence of authoritarian, political out-group category points to the spread of political polarization in Finland. Since social identity underlies both social dominance orientation and political polarization, it may be relevant to examine both together in future research. Nonetheless, social dominance was not expressed in the way that was initially assumed and commentators perceived “real Finns” as the sufferers of a socially dominant situation. The background to this phenomenon is presumably the populist political rhetoric of the Finns’ Party, which tries to portray Finns as people left behind in disadvantaged social positions.

• Hungarian Videoblogger Networks Online

  43-67.

  Hegedus Daniel

  Views:

  39

  The web 2.0 phenomenon and social media – without question – not only reshaped our everyday experiences, but they have established an environment for new types of social practices and social actors. The demotization (Turner 2010) effect of such technologies has created entirely new fields where celebrities might emerge from: one of them is videoblogging. Many video bloggers gained great reputation through peculiar micro-celebrity practices (Marwick 2015, Senft 2012), and, as a result, became key figures in distributing ideas, values and knowledge in today’s society. These cognitive patterns are disseminated with a discursive apparatus that is largely based on social media activity, including posts, tweets, self-imagery and the videos themselves, which are tied to a certain logic according to environmental affordances, creating the possibility for fans to interact (share, comment, like, retweet etc.) with artifacts of the celebrity. This mechanism puts the celebrity in a so-called expert system (Giddens 1990) position as they provide adequate schemas of attitude, mentality or behavior. Most importantly, all of these public interactions are accessible for scholars to conduct scientific research. With the help of the SentiOne application this research attempts to reconstruct online networks of video bloggers based on mentions, which either occurred in an artifact (post, video description etc.) or in a fan comment. Apart from the network itself, SentiOne enables us to get insights regarding each individual connection established in it with different types of aggregated data.