Means of Emotional Impact on the Audience in User Media Conten

Abstract

The purpose of the study is to try to specify the means of emotional impact that modern publishers use in user-generated content. Based on the material of the analysis, the key means of emotional impact on the audience were identified: the principle of exoticism, tempo-rhythm failure, archetypization of images, infotainment, text metaphorization, assimilated symbols and nostalgic images. The results of the study prove the fact that video bloggers use almost all means of emotional impact that are typical for television programs, but submodalities are the most effective means of attracting and retaining attention in video blogging.The conclusion is made that video bloggers use both the means of emotional impact on the audience already known to traditional media and specific ways of keeping the audience's attention: aggressive announcement, a special approach to creating their own image, shocking the audience, active work with the sound range, the use of graphic elements that are not motivated by the content, non-existent sounds, playing with time. In the analyzed video content, the significant role of interactivity elements is noted, which have a strong emotional impact on the audience and form a stable community, turning casual viewers into the category of regular subscribers.