'OH MY GOD! BUY IT!' A multimodal discourse analysis of the discursive strategies used by Chinese ecommerce live-streamer Austin Li

Ecommerce livestreaming, also known as live commerce or social commerce, has taken off over the past two years in East Asia and is showing the tendency of going global. Intrigued by the phenomenal success of ecommerce livestream, we concentrate on analyzing the most prominent and illustrative ex- ample of Chinese ecommerce live-streamer Austin Li. Through this individual case study, we aim to investigate discursive strategies employed in ecommerce livestreaming and reveal resources specific to this new media genre. Guided by multimodal discourse analysis, our research first accommodates the socio-eco- nomic context of Li’s success to warrant social situatedness in interpreting data. After that we move into analyzing his discourse employed in livestreaming. Re- search findings suggest that in attention economy, Li strategically utilizes his male gender as a resource in trying on lipsticks for female customers. His dis- course in multiple modes serves to build consumer trust and propagate products. An in-depth analysis of his discursive strategies indicates that, ecommerce livestreaming as a new form of advertising not only shares commonalities with traditional advertisement discourse but also embodies affordances that are spe- cific to livestreaming platforms. To be more specific, livestreaming is featured with delimitation of time, real-time interactivity, and video-aided communica- tion. These affordances enable Li to adopt more interactive and personalized per- suasive discourse than conventional advertisement

Write, draw, show, and tell: a child-centred dual methodology to explore perceptions of out-of-school physical activity

Background Research to increase children’s physical activity and inform intervention design has, to date, largely underrepresented children’s voices. Further, research has been limited to singular qualitative methods that overlook children’s varied linguistic ability and interaction preference. The aim of this study was to use a novel combination of qualitative techniques to explore children’s current views, experiences and perceptions of out-of-school physical activity as well as offering formative opinion about future intervention design. Methods Write, draw, show and tell (WDST) groups were conducted with 35 children aged 10–11 years from 7 primary schools. Data were analysed through a deductive and inductive process, firstly using the Youth Physical Activity Promotion Model as a thematic framework, and then inductively to enable emergent themes to be further explored. Pen profiles were constructed representing key emergent themes. Results The WDST combination of qualitative techniques generated complimentary interconnected data which both confirmed and uncovered new insights into factors relevant to children’s out-of-school physical activity. Physical activity was most frequently associated with organised sports. Fun, enjoyment, competence, and physical activity provision were all important predictors of children’s out-of-school physical activity. Paradoxically, parents served as both significant enablers (i.e. encouragement) and barriers (i.e. restricting participation) to physical activity participation. Some of these key findings would have otherwise remained hidden when compared to more traditional singular methods based approaches. Conclusions Parents are in a unique position to promote health promoting behaviours serving as role models, physical activity gatekeepers and choice architects. Given the strong socialising effect parents have on children’s physical activity, family-based physical activity intervention may offer a promising alternative compared to traditional school-based approaches. Parents' qualitative input is important to supplement children’s voices and inform future family-based intervention design. The WDST method developed here is an inclusive, interactive and child-centred methodology which facilitates the exploration of a wide range of topics and enhances data credibility

Internet Memes as Partial Stories: Identifying Political Narratives in Coronavirus Memes

This article advances a narrative approach to internet memes conceptualized as partial stories that reflect, capture, and contribute to wider storylines. One key difficulty in studying memes as stories rests in the fact that narrative analysis often focuses on plot at the expense of roles and characters. Building on narrative psychology and, in particular, transactional and linguistic types of analysis, we propose a typology of character roles\u2014Persecutor, Victim, Hero, and Fool\u2014that is useful to uncover scenarios within memes and, thus, reveal their intrinsic narrative structure. We apply this framework to the analysis of political narratives embedded within 241 coronavirus memes systematically sampled from Reddit\u2019s r/CoronavirusMemes between January and May 2020. Five main scenarios or storylines emerged from this analysis, the first four depicting a more or less common narrative of protest against the incompetence and/or malevolence of the political class\u2014from Donald Trump and the Republicans in the United States to Boris Johnson and the Conservatives in the United Kingdom and, finally, to politicians in Asia such as Xi Jinping and Kim Jong-un\u2014while the fifth scenario brought to the fore social categories made salient by the pandemic and focused especially on the relation between people who respect and don\u2019t respect measures. The psychological, social, and political implications of these scenarios in relation to the pandemic are discussed, as well as the broader consequences of studying memes as narrative structures