From the perspective of communication science, reaction videos have played a certain role in both cross-cultural communication and cross-circle interaction. When the monopoly of communication power is broken with the rise of new media platforms, cross-cultural communication has also ushered in a new development prospect.

David Morley believes that in the close interaction of transnational geography, cultural subjects should not only look at the world from the perspective of the ‘other’, but also let the ‘other’ ‘find’ us, ‘influence’ us, and even ‘deny’ us. (Morley, 2007) The creators (‘other’) ‘find’ other cultures by reacting to the video, which is one of the ways to promote intercultural interaction.

The Affective Labor theory examines how feelings and emotions are commodified and exploited in the capitalist system. Affective labor theory suggests that emotions have economic value and can be commodified. (McDaniel, 2021) In the Reaction Channel, the emotional response of the creator becomes a central part of the value of the content. So viewers are not only attracted to the original content but also to the emotional expressions and reactions of the reactors. Viewers may find emotional commonalities with the reactors while watching content about different cultures, thus increasing discussion and dissemination about the cultures.

However, some reaction videos may inadvertently perpetuate stereotypes and cultural Appropriation. At the same time, the entertainment purpose of many reaction videos can overshadow the educational or informational aspects of cultural communication, leading to a focus on entertaining reactions rather than promoting true cultural understanding.

In conclusion, while reaction videos on YouTube have the potential to promote cultural exchange and understanding, content creators should approach the genre with sensitivity, respect, and a commitment to promoting genuine cultural exchange. Balancing entertainment and educational value is essential to ensure that reaction videos contribute positively to cultural dialogue on online platforms.

References:

McDaniel, B. (2021) ‘Popular music reaction videos: Reactivity, creator labor, and the performance of listening online’, New media & society, 23(6), pp. 1624–1641. doi:10.1177/1461444820918549.

Morley, D. (2007) Media, modernity and technology the geography of the new. London: Routledge.

by Linzi Zhu 33727704