The Critique of YouTube-based Vernacular Discourse: A Case Study of YouTube's Asian Community

Abstract

Asian/Asian Americans, a minority group traditionally and systematically ignored by the American mainstream media, have become extremely vocal on YouTube. This study analyzes the YouTube-based vernacular discourses created by two of the most well-known and influential Asian American YouTube celebrities: Ryan Higa and Kevin Wu. For analysis, we provide a synthesized model, “hybrid vernacular discourse,” to explore the YouTube-based vernacular discourses from three aspects: content, agency, and subjectivity. The study found that Higa's and Wu's vernacular discourses did demonstrate some revolutionary potential, but the potential was largely limited.

Keywords:

• vernacular discourse
• rhetoric criticism
• Asian/Asian American
• YouTube
• hybridity

Notes

[1] Our study is situated in the context of the United States. We use the term “Asian/Asian American” because we conceptualize Asian/Asian American as a hybrid concept. We do not want to emphasize the distinction between Asians in America from Asians in Asia, or America-born Asians from Asian immigrants. This will be discussed further in the theory section.

[2] The agreements stipulate that partners comply with the rules put forth by Google's AdSense program, in addition to YouTube's Terms of Service and Community Guidelines—the same rules that all YouTube users agree to follow upon registering an account. Moreover, partners should upload “original, quality content” and have at least one video available for monetization. More information about the Partner Program can be found at YouTube (n.d.a, n.d.b).