Institute of Education


‘‘I don’t want to be a professional YouTuber’’: An ethnographic case study of vlogging

06 June 2019, 5:00 pm–6:30 pm


This public lecture from the Visual and Multimodal Research Forum asks, what does the design of vlogs say about vloggers and their choices?

This event is free.

Event Information

Open to





UCL Centre for Multimodal Research


Room 803
UCL Institute of Education (IOE)
20 Bedford Way

Video blogs, or 'vlogs' as they're commonly known, are becoming an increasingly popular resource for teaching and learning. Research on vlogs has been focused on vloggers’ identities and audience interaction, while limited work has been done on unpacking their multimodal design.

The practice of vlogging brings about changes in roles of the lay public as they actively curate content which has the potential to reach a large audience. Dr Ho argues for a shift of attention to the notion of design and in particular to how vloggers use a rich repertoire of multimodal resources at their disposal to construct their online persona. 

This talk focuses on a social semiotic analysis of data from a virtual ethnographic study of how one novice vlogger uses a range of multimodal resources to share information on various topics with a global audience. The analysis attends to how this vlogger establishes herself as a legitimate participant in the practice of pedagogical vlogging through the choices of semiotic resources for the design of her vlog.

Drawing on the notion of multimodal orchestration, this research aims to shed light on how pedagogical vlogging, a kind of material creation 'from below', can influence teaching and learning practices which are increasingly dependent on digital technology.

Booking is not required for this event.                                                               



About the Speaker

Dr Wing Yee Jenifer Ho

Dr Ho is Assistant Professor at Department of English, City University of Hong Kong. Her research interests lie in the area of social semiotic multimodality, translanguaging and language learning 'in the wild' using mobile technologies.