The influence of the American Culture on the Algerian English Speaking YouTubers’ Cultural Identity when Designing Videos
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Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Mouloud Mammeri University OF Tizi-Ouzou
Abstract
The current study aims to investigate the influence of the American culture on the Algerian English
speaking YouTubers’ cultural identity when designing videos. It is based on three objectives. First,
it seeks to explore YouTube features that contribute to the display of identity and cultural practices
of YouTubers. Second, it aims to find out how the American cultural influences spread among the
Algerian English speaking YouTubers. Third, it aims to find out the place that the American
culture and the English language are acquiring among Algerian YouTubers. In order to meet the
above-mentioned objectives, Hecht’s (2005) Communication Theory of Identity (CTI) is adopted as
a theoretical framework. For collecting data, 30 videos uploaded by 13 Algerian English speaking
YouTubers have been selected as the main corpus of the study. To reinforce the data obtained from
the videos, an online semi-structured interview is conducted with four Algerian YouTubers, whose
videos were selected. The research is qualitative in nature; therefore, the findings of the research
involving both the content of the 30 videos and the responses obtained from the interview are
interpreted using Qualitative Content Analysis (QCA).The results of the study reveal that the video
is the main feature which allows cultural identity expression. The findings of the video analysis
also reveal that a variety of factors, such as the global popularity of the American music, fashion
brands, and film industry that reflect the American lifestyle, along with the influence of their
YouTubers, contributed to the spread of American cultural elements among Algerian YouTubers.
Finally, the Algerian YouTubers’ use of English in their videos demonstrates the significant place
English is acquiring and the co-existence of the Algerian and American cultures on the Algerian
YouTube.
Description
79p. : Ill. en coul. ; 30cm.(+CD-Rom)
Keywords
Algerian YouTubers, American cultural globalization, Cultural identity, video
Citation
Foreign Languages Didactics