Эффективность позиционирования по целевым установкам: дискурсивный аспект (на примере YouTube-канала "вДудь")

Знак: проблемное поле медиаобразования. 2022. № 4. С. 43–53.

Yefanov A., Осокин А. А.

The authors of the study set themselves the goal of identifying the effectiveness of the influencer's use of target positioning. The article uses a set of methods: discourse analysis, case studies, biographical analysis, secondary analysis of statistical data. To achieve the goal of the study, it is proposed to analyze the discourse of the influencer, taking into account three types of positioning in terms of target settings: positioning-associations, positioning-actions, positioning-interactions. According to the results of the study, which was carried out taking into account the indicated varieties of target positioning, it is concluded that the influencer in the process of target positioning is able to influence the minds of Internet users, achieve the goals that he planned, and also influence the existing worldview of a person to make any changes in it. Attention is drawn to the universality of the proposed classification of varieties of positioning according to target settings – its applicability in the analysis of the discourse of public opinion leaders, including outside the Internet.

Keywords: стратегии, воздействие, дискурс, позиционирование, impact, positioning, strategies, influencer, discourse, инфлюенсер