Online ethos i sponsorerede videoer på YouTube

Michele Gjerløv Jørgensen, Gita Rugtved Aakesen, Nikolaj Eibye & Tobias Midtgaard

Studenteropgave: Semesterprojekt


This paper explores online ethos based on selected sponsored videos from the media platform YouTube. The intention is to analyze why and how a sender-recipient relationship develops online. We have analyzed the selected videos based on the communication model developed by Roman Jakobson with Lisbeth Thorlacius’ reflections to gain insight into sender’s media, whereas we by a categorization of the comments associated with the various videos have received notice of the recipient's feedback to the sender. By using observations made here it has been made possible to discuss the culture that prevails on the platform, which Henry Jenkins describes as Participatory Culture. In order to discuss sender’s ethos, we have obtained the understanding of ethos from the combination of Aristotle as well as Hoff-Clausen and McCroskey. These analytic tools have shown to be essential in understanding how ethos is developed between sender and recipient. As a conclusion on this paper’s thesis statement we have, with the previous combination of theories and understandings, been able to develop our own modern virtue’s catalog, where we pinpoint important virtues concerning online ethos on YouTube. Finally, this paper draws a parallel to the Danish YouTube market to put the topics and observations made in perspective.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato18 dec. 2014
VejledereSine Carlsen


  • Henry Jenkins
  • dyder
  • Elisabeth Hoff-Clausen
  • Michelle Phan
  • sponsored
  • Online ethos
  • video
  • YouTube
  • Tyler Oakley
  • PewDiePie
  • McCroskey
  • Felix Kjellberg
  • participatory culture
  • Roman Jakobson
  • sponsorerede
  • troværdighed
  • dydskatalog
  • Aristoteles
  • kommentaranalyse
  • Ethos