The video essay as a persuasive genre: A qualitative genre analysis with a focus on evaluative and persuasive linguistic features

So called ‘video essays’ on films and cinema have gained substantial popularity on the video sharing internet site YouTube in the past years. This essay explores this relatively recent type of video production from the perspective of genre analysis in order to investigate whether a pattern of form, content and style can be identified, which would suggest the emergence of a new genre. Previous research has investigated a similar genre, the film review, by identifying its pervasive or obligatory moves or stages (Taboada, 2011; de Jong & Burgers, 2013). However, video essays seem to be a rather subjective form of communication, with a clear persuasive purpose. For this reason, linguistic elements expressing evaluation, assessment, feelings and opinions are analyzed in the following under the umbrella term for evaluative language use, that is Appraisal (White, 2015). Five video essays from different creators were chosen for the present analysis, which is focused on situational, structural, and Appraisal elements. The analysis shows that there indeed are similarities between the video essays, pertaining both to their situational context and structure, and their use of evaluative language. Several overall pervasive moves were found, which suggests that the essays follow a specific structural pattern. The evaluative language indicates an intention of persuading the viewer