Eksperter på YouTube

Eske Rasmus Jeppesen, Kristoffer Bavngaard Thrane, Jonathan Vesth & Lars Thomas Emil Johansson

Studenteropgave: Semesterprojekt


In our post-modern society of mass media, the video platform, YouTube, has become a giant of distributing all sorts of information and entertainment. Movie criticism is one particular category which has found its place in the online media, offering some thorough analysis, and lots of short fluff pieces of personal opinion. Around the pinnacle of popularity of this particular cultural section of YouTube, stands the channel Screen Junkies. This project aims to investigate the effects rhetorical means has on a perception of movie debating channels as distributors of factual movie critique, using Screen Junkies as a representative of the genre related channels. Utilizing the rhetorical perspective of ethos from Aristotle and the theory about modern day neotribalism from Michelle Maffesoli, we pin-point how the collective values of this cultural group is defined, based on seven qualitative interviews with subscribers of the channel. From this method, we reveal how Screen Junkies adapt to certain collective values through discursive practices appealing to a certain film culture, and discuss whether Screen Junkies can be perceived as movie experts. We express which kind of expertise Screen Junkies represent and how they radiate this through the values shared by their audience. As support for our argumentation we include theories on expertise from Bruce D. Weinstein and Kathrine Margot Bell. Through the perspective of our interviewees we see how Screen Junkies violates with a traditional perception of expertise. Finally, we conclude how the mass media has paved the way for lifestyle expertise, which is associated with the related culture through a set of shared values and common frame of reference.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato5 jan. 2015
VejledereTobias Raun


  • Expert
  • YouTube
  • Screen Junkies