YOUTUBE STORYTELLING AS A DOUBLE-EDGED SWORD-A critical discourse analysis of brand Kenya's representation on video blogs.
(2019) SKOM12 20191Department of Strategic Communication
- Abstract
- Africa has in the past received negative portrayal on traditional media. It has been portrayed as a continent full of endless problems. The positive aspects have been ignored and the negative aspects amplified. Thus, the discourse surrounding the continent has been majorly negative. This study seeks to understand storytelling by different groups of video bloggers on YouTube and the effect their videos have on influencing discourse about Africa, using Kenya as a case. It problematizes the many conflicting discourses the Destination Marketing Organization (DMO) may have to deal with, some that are conflicting with their intended positioning and furthermore the conflicting discourses with colonial stereotypes that Destination Marketing... (More)
- Africa has in the past received negative portrayal on traditional media. It has been portrayed as a continent full of endless problems. The positive aspects have been ignored and the negative aspects amplified. Thus, the discourse surrounding the continent has been majorly negative. This study seeks to understand storytelling by different groups of video bloggers on YouTube and the effect their videos have on influencing discourse about Africa, using Kenya as a case. It problematizes the many conflicting discourses the Destination Marketing Organization (DMO) may have to deal with, some that are conflicting with their intended positioning and furthermore the conflicting discourses with colonial stereotypes that Destination Marketing Organizations of countries with a postcolonial history may face. To address the main aim of this study, I carried out a qualitative study, collecting data online and a critical discourse analysis. The theoretical framework was grounded on postcolonial discourse and theory on power and discourse. The analysis shows that indeed there is conflicting discourse on place brands online. Different groups online tell different stories. Furthermore, the main Destination Marketing Organization’s official positioning messages still advance postcolonial discourse in its advertising. Therefore, postcolonial discourse still dominates many descriptions of place brands with a postcolonial history. Secondly, storytelling on YouTube contributes to advancing postcolonial discourse and at the same time it contributes positively to demystifying the negative discourse and creating new discourse. The type of story told depends on the storyteller. Hence, YouTube and social media in general may be a useful tool in transforming this by enhancing creation of balanced discourses. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8995487
- author
- Muriithi, Margaret LU
- supervisor
- organization
- course
- SKOM12 20191
- year
- 2019
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Social media, storytelling, postcolonial discourse, Critical discourse, YouTube
- language
- English
- id
- 8995487
- date added to LUP
- 2019-11-15 12:32:41
- date last changed
- 2019-11-15 12:32:41
@misc{8995487,
abstract = {{Africa has in the past received negative portrayal on traditional media. It has been portrayed as a continent full of endless problems. The positive aspects have been ignored and the negative aspects amplified. Thus, the discourse surrounding the continent has been majorly negative. This study seeks to understand storytelling by different groups of video bloggers on YouTube and the effect their videos have on influencing discourse about Africa, using Kenya as a case. It problematizes the many conflicting discourses the Destination Marketing Organization (DMO) may have to deal with, some that are conflicting with their intended positioning and furthermore the conflicting discourses with colonial stereotypes that Destination Marketing Organizations of countries with a postcolonial history may face. To address the main aim of this study, I carried out a qualitative study, collecting data online and a critical discourse analysis. The theoretical framework was grounded on postcolonial discourse and theory on power and discourse. The analysis shows that indeed there is conflicting discourse on place brands online. Different groups online tell different stories. Furthermore, the main Destination Marketing Organization’s official positioning messages still advance postcolonial discourse in its advertising. Therefore, postcolonial discourse still dominates many descriptions of place brands with a postcolonial history. Secondly, storytelling on YouTube contributes to advancing postcolonial discourse and at the same time it contributes positively to demystifying the negative discourse and creating new discourse. The type of story told depends on the storyteller. Hence, YouTube and social media in general may be a useful tool in transforming this by enhancing creation of balanced discourses.}},
author = {{Muriithi, Margaret}},
language = {{eng}},
note = {{Student Paper}},
title = {{YOUTUBE STORYTELLING AS A DOUBLE-EDGED SWORD-A critical discourse analysis of brand Kenya's representation on video blogs.}},
year = {{2019}},
}