Abstract
YouTube apology videos from social media influencers offer a compelling perspective on personal accountability, the intricate bond between creators and viewers, and a way to take a closer look into them. This study employs the situational crisis communication theory and expands upon the trans-parasocial relationship model to elucidate how YouTubers leverage these theoretical frameworks in their apology videos. Through a qualitative thematic analysis of 30 videos spanning the last eight years on YouTube, this research seeks to identify common apology strategies, linguistic patterns, nonverbal cues, and technical aspects to uncover recurring themes and consistencies. The analysis found strong themes of SCCT within YouTube influencer apology videos, and evidence of relationship maintenance strategies from these influencers in crises
Degree
MA
College and Department
Fine Arts and Communications; Communications
Rights
https://lib.byu.edu/about/copyright/
BYU ScholarsArchive Citation
Tenney, Callie Day, ""HEY, GUYS": How Youtubers Attempt to Fix Their Mistakes with Apologies and Transparasocial Relationships" (2024). Theses and Dissertations. 10739.
https://scholarsarchive.byu.edu/etd/10739
Date Submitted
2024-04-15
Document Type
Thesis
Handle
http://hdl.lib.byu.edu/1877/etd13575
Keywords
YouTube, influencers, crisis communication, trans-parasocial relationships, relationship maintenance, apology
Language
english