Catchphrases as means of individualization on YouTube

Sitnikov Aleksei Aleksandrovich

The article analyzes the emergence and functioning of catchphrases on YouTube, with an emphasis on the role of catchphrases in creating the individual verbal style of YouTube vloggers. As an example, the video material of two large English-language YouTube channels is analyzed, the creators of which actively use catchphrases when communicating with the audience. As a result of the analysis, conclusions were drawn about the frequency of use, methods of appearance and functions of catchphrases on YouTube.

Keywords:Internet communication, YouTube, catchphrases, participatory culture, polymodal communication