‘Coming here you should speak Chinese’: the multimodal construction of interculturality in YouTube videos

Abstract

YouTube is increasingly used as a platform for knowledge sharing and construction. It provides a space for micro-celebrities to interact with audience from different lingua-cultural backgrounds. Such interactions, provide opportunities for people to make aspects of identities (ir)relevant through doing interculturality. While studies on interculturality tended to focus on language, how multimodal resources are used to perform interculturality warrants further investigation. This paper explores how interculturality is constructed by a strategic deployment of multimodal and multilingual resources. By conducting multimodal analysis on two ‘moments’ of a video, this paper contributes to an understanding of multimodal construction of interculturality.

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