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This research proposes a socio-rhetorical analysis of videos posted on YouTube under the tag “Sports”, specifically the regular content created by users, so-called YouTubers. The theoretical basis contemplates the concept of technology – based on the works by Viera Pinto (2005) – and participatory cultured – mainly guided by ideas from Shirky (2008, 2011). The analytical device is derived from work by Swales (1990, 1998, 2004), Askehave & Swales (2001), and Miller (1998, 2012). A hybrid methodology was created, resulting from the sociological and linguistic concepts applied to the organizational reality of virtual massive communication. The analysis decomposes the video in rhetorical movements. We follow the hypothesis that the main purpose of such communicational practices is self-promotion of the individual who produce the YouTube channel, or the promotion of the brand of which constitutes the channel produced by multiple users. Furthermore, the self-promotion and widening of audience is pursued with financial purpose.
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