‘It took me about half an hour, but I did it!’ Media circuits and affinity spaces around how-to videos on YouTube

Combining sentiment analysis and discursive network analysis, this article looks to answer which sentiments characterize YouTube comments discourse, with a specific focus on how-to videos. What are the differences between comments to various types of videos, and which discursive contexts seem to promote positive sentiment and a participatory climate? Furthermore, the aim is to map out a variety of existing user strategies in terms of their degree of participation. What various modes of taking part and/or giving support are made discursively possible, and what degrees of detachment or engagement are expressed through these identified strategies?

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