Abstract
This paper is devoted to the analysis of phatic function realization in vlogs. Phatic function realization varies in different spheres such as everyday communication or mass media. Phatics in mass media is really significant because holding peoples’ attention is vital in this sphere. That’s why there are some specific phatic tactics which are observed by the author. After this these tactics are compared with phatic arsenal in internet media. The author comes to conclusion that phatics in videoblogs consists of various means from different spheres of communication. What is more, YouTube communication develops its own phatic means based on audience and technical factors.
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