Reaction Media As A Cross-Platform Practice: A Case Study Of Friction And Flow In Uncle Roger’s Reaction Media On Youtube, Tiktok, Douyin, And Bilibili

Abstract

Studies of reaction media within global networked culture have emphasized the political economy and hegemonic meanings of reaction videos and particularly considered the role of the close-up as creating the meaning of the “reaction.” This article alternatively examines Uncle Roger’s reaction media through a medium-specific and cross-platform perspective, considering both textual and audiovisual image-based reactions, to explore the nuances of reaction media as a meta mode of engagement. Drawing on a case study approach, online observation, and qualitative textual analysis, this research investigates Uncle Roger’s reaction videos and reactions to his content across YouTube, TikTok, Douyin, an..