Abstract

This study draws on interactionist frameworks of sensorial communication to analyse product reviews on YouTube. Existing studies of YouTube review work have focused on how vloggers manage conflicting neoliberal identity discourses such as ‘authenticity’, ‘being entertaining’ and ‘selling’. I argue that this focus has been at the expense of the communicative work involved in constructing products in reviews, and I suggest that identity issues should be conceptually expanded through a much broader focus on communicative action and conventions of practice. In order to achieve a first step in this expansion, my analysis focusses on reviewers’ sensorial engagement with objects and explores the communicative processes through which they symbolically transform products into enlivened, sensorially rich phenomena. I argue that these communicative strategies are important for situating neoliberal discourses within ‘mundane’ actions of description and in broader cultural practices of reviewing.