Abstract

MUNOZ YANEZ, Brenda Azucena. Semantic frameworks: a proposal for the analysis of the reconfiguration of meaning in YouTube. Signo pensam. [online]. 2014, vol.33, n.64, pp.16-29. ISSN 0120-4823.

YouTubes main feature is the diversity of content, which supports this website popularity among Internet users. From this idea, the concept of semantic framework is proposed as a case study to analyze the reconfiguration of meaning in that platform. A methodological strategy is developed, taking as an example the videos from Harry Potters film franchise. In the case of the hegemonic meanings inscribed in a primary media text, such reconfiguration can be studied in two levels: through the interaction of the promotional videos of the franchise with the amateur videos produced, and by the actual content of the latter. The article concludes that the access of cultural practices associated with fandom, as it is the amateur video production, stresses the urgency to question and discuss the legitimacy of the exacerbated consumption in industrial societies.

Keywords : YouTube; semantic frameworks; reconfiguration; You Tube (Electronic resource); semantic web.

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