Problematizing cultural difference: YouTube narratives about COVID-19 by South Korean and American Vloggers

Abstract

In this study we compare 8 American and 8 South Korean vlogs by YouTubers documenting their experiences of COVID in 2020. We propose a nuanced approach to cross-cultural difference that rejects binaries and involves the study of how communicative resources are used by participants in specific events. We detail similarities and differences between the vloggers, from trends in the distribution of topics to use of visual and linguistic resources. Drawing on a narratives as practices approach and multimodal discourse analysis, we demonstrate that differences in the data are related to various scales that vloggers navigate in their experiences with COVID.

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