After conducting qualitative and content analysis research on influencers, the results showed that influencers constantly shift between informal and fAfter conducting qualitative and content analysis research on influencers, the results showed that influencers constantly shift between informal and formal language, the overall tone of their voices, as well as their stuttering and slurs in speech depending on what their video is about. For example, videos that were meant to be fun and carefree were filmed much more casually, not paying attention to the type of language and words that the influencer was choosing to use. Influencers’ tones shifted from lighthearted in their usual videos to very serious in their apologies. Along with that, the sincerity of the video caused influencers to speak more professionally, avoiding stutters and slurred speech when apologizing for something serious, and not caring what they sounded like when it was not serious. These shifts in tone, word choice, and language were a direct result of the type of video that the influencer posted and the reputation and perception of themselves that they wanted to give off to their viewers.
After looking at formal versus informal language, one of the most commonly used informal words throughout all twenty-five of the videos researched was “like”. In this context, it was used unnecessarily as a fill-in word, rather than a needed one in a sentence. For example, Jeffree Star was counted to say “like” eighteen times total in his first two videos, zero in his apology video, and eighteen in his last two videos.
Credit: Doing What’s Right by Jeffree Star.
Credit: Responding to the Backlash Over My Cremated Palette and Cremated DRAG Transformation ft. Gigi Goode by Jeffree Star.
Having used the word informally in his non-apology videos, and not using it at all in his apology, directly shows that he paid attention to the language that he used when the video was serious, and not so much in the others. Another influencer that showed this theme was Tana Mongeau, who said “like” ninety times in her first two videos, and dropped down to zero for the apology. Once the next video was posted, she then continued to bring back this language saying it 15 times in her following video. Influencers used and watched their specific language when creating these apology videos to show that they are being taken formally and seriously.
Along with the informal and formal language use changing, the tone and enthusiasm influencers used also changed from video to video. All of the influencers, Laura Lee, Jeffree Star, Tana Mongeau, Logan Paul, and David Dobrik, posted enthusiastic YouTube videos, with a lot of laughing, sarcasm, smiling, and jokes. For all five of these influencers, the two videos posted before the apology video were fun, and cheerful everyday things that these people do. Each of them was very lighthearted and carefree. This tone completely shifted to more serious, showing none of these lighthearted characteristics in any of the apology videos.
Credit: A Long Overdue Apology by Tana Mongeau.
Credit: trying EVERY SINGLE viral Tik Tok beauty hack blackout drunk and what shooting a YouTube video with Paris Hilton is like + tour her new MANSION…. by Tana Mongeau.
As shown in this example, the way that these apology videos were performed was completely different than what was usually seen in everyday videos. The word “like” was barely one of the top words in Tana’s apology video and was the top word combined in her two videos before the apology, being 207 times total just in those two videos. This showed that influencers do keep an eye on their language and tone during their apology video to create apologies that the public takes seriously and finds meaningful.
Another shift was seen in speech, which included accidental stutters and sAnother shift was seen in speech, which included accidental stutters and slurring in words. For example, Laura Lee stuttered her words five times in videos other than the apology, having to correct or re-share the word that she tried to get out. She did not stutter a single time during her apology video. These accidental errors in language were avoided when Laura Lee had to come off meaningfully in her apology but was not taken into account when it was not a serious video. This increased consideration of speech showed that influencers were more careful about the way they spoke only when they had to be, and continued to make simple little mistakes when it did not matter.
The language, tone, and clarity that was presented said a lot about the influencers, which made it very noticeable when something was meaningful or not. The public eye could pick up on language that was familiarly used in these influencers’ videos, and language that they had never once heard being said before. When influencers posted their apology videos using language that they did not typically use, shifted their tones, and changed their clarity, they did not receive as much forgiveness or support from their viewers. This was because it was clear that these choices were made only to sound “smart” and “meaningful”, rather than having presented themselves the way that they did in every other video.