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Abstract(s)
Asian Boss est une start-up médiatique qui diffuse son contenu principalement sur la plateforme YouTube. Afin de fonctionner, être financée et avoir un maximum de visibilité, celle-ci se plie aux règles de la plateforme et notamment au fonctionnement de ses algorithmes, dans le choix de ses sujets et de la langue utilisée, l’anglais. La chaîne
exploite principalement des micros-trottoirs dans différents pays d’Asie, dont la Chine, qui est le cas qui intéresse cette dissertation. Ses sujets se concentrent sur des faits et événements culturels et sociétaux, qui font référence de façon plus ou moins directe aux stéréotypes culturels. Ces derniers influent sur une narrative de construction d’une
identité nationale-culturelle chinoise, qui passe donc par la définition d’un ‘Nous’, les Chinois∙e∙s de Shanghai, et d’un ‘Autre’, la population occidentale. Les dynamiques des in-group et out-group ainsi que les normes constitutives, le contenu relationnel, le modèlecognitif et les intentions sociales permettent une analyse de cette identité. Elle permet
également de définir une des particularités du ‘Nous’, avec le cas des sheng nü 剩女, qui permet l’analyse d’un stéréotype propre à la Chine contemporaine. Grâce à cela, Asian Boss souhaite rapprocher son audience visée, plutôt Américaine, aux sujets asiatiques et plus particulièrement ici, chinois, en renforçant une idée de similarité sur certains aspects.
Asian Boss is a media start-up that works primarily on the platform of vídeo sharing, YouTube. In order to function, to be funded, and have as much visibility as possible, the channel must follow the rules of the platform. This includes the operation of specific algorithms, that influences the choice of topics as well as the main language in which the channel works, English. Asian Boss works mostly with street interviews, taking place in various Asian countries, including China, which is the one that this study willfocus on. The topics elaborated are related to cultural and societal fact and events, that always refer to cultural stereotypes, whether directly or indirectly. These stereotypes influence a narrative, a construction of a Chinese national-cultural identity, that defines itself through an ‘Us’, the Chinese from Shanghai, and an ‘Other’, Westerners. The dynamics of in-group and out-group, as well as the constitutive norms, relational content, cognitive models and social purpose, enable the analysis of this identity. It also helps in the articulation of one of the specificities of ‘Us’, with the case of sheng nü 剩女, or ‘leftover women’. This permits the analysis of a stereotype that is particular to the Chinese contemporary society. Thanks to these elements, Asian Boss wishes to bring its target audience, more American, and its Chinese topics closer together, by reinforcing similar characteristics.
Asian Boss is a media start-up that works primarily on the platform of vídeo sharing, YouTube. In order to function, to be funded, and have as much visibility as possible, the channel must follow the rules of the platform. This includes the operation of specific algorithms, that influences the choice of topics as well as the main language in which the channel works, English. Asian Boss works mostly with street interviews, taking place in various Asian countries, including China, which is the one that this study willfocus on. The topics elaborated are related to cultural and societal fact and events, that always refer to cultural stereotypes, whether directly or indirectly. These stereotypes influence a narrative, a construction of a Chinese national-cultural identity, that defines itself through an ‘Us’, the Chinese from Shanghai, and an ‘Other’, Westerners. The dynamics of in-group and out-group, as well as the constitutive norms, relational content, cognitive models and social purpose, enable the analysis of this identity. It also helps in the articulation of one of the specificities of ‘Us’, with the case of sheng nü 剩女, or ‘leftover women’. This permits the analysis of a stereotype that is particular to the Chinese contemporary society. Thanks to these elements, Asian Boss wishes to bring its target audience, more American, and its Chinese topics closer together, by reinforcing similar characteristics.
Description
Keywords
Asian Boss Stéréotypes Identité culturelle Représentation YouTube Stereotypes Cultural identity Representation