Welcome to the GCN Show!: Community and Identity on YouTube
This chapter explores corporate identity and consumer participation through a consideration of how identities are signaled and evoked on a YouTube cycling channel. The Global Cycling Network (GCN) is currently the most successful among English YouTube cycling channels. It recreates cycling as media entertainment, reaching one million subscribers for the first time in March 2017. This chapter considers the potential of mapping the broad range of video types available on the GCN Channel in accordance with an account of registerial cartography (Matthiessen. Register in the round: registerial cartography. Funct Linguist 2(9). doi: 10.1186/s40554-015-0015-8, 2015) and explores how presenter identities and audience positioning, as well as relationships with others who feature in the videos, are managed; it proposes a three-point model of generic features that might be considered as potentially impacting the interpersonal positioning of presenters in relation to their audiences.
- Benson, P. (2016). The discourse of YouTube: Multimodal text in a global context. New York: Routledge.Google Scholar
- Coulthard, M. (Ed.). (1992). Advances in spoken discourse analysis. London: Routledge.Google Scholar
- Hollis, N. (2008). The global brand: How to create and develop lasting brand value in the world. Basingstoke: Palgrave Macmillan.Google Scholar
- Kosoff, M., & Harrison, J. (2015). The 15 most popular YouTubers in the world. http://uk.businessinsider.com/. Accessed 31 May 2017.
- Matthiessen, C. (2015a). Modelling context and register: The long-term project of registerial cartography. Letras, Santa Maria, 25(50), 15–90.Google Scholar
- Matthiessen, C. (2015b). Register in the round: Registerial cartography. Functional Linguistics, 2(9). doi: 10.1186/s40554-015-0015-8.
- Strangelove, M. (2010). Watching YouTube: Extraordinary videos by ordinary people. Toronto: University of Toronto Press.Google Scholar