Emoji-mediated comments in Chinese vlogs: pragmatic and rhetorical perspectives

In the age of information fragmentation, vlogs and emojis in computer-mediated communication (CMC) prevail among internet users both domestically and internationally. Emojis, which have been identified in 40% of all the vlog comments in question, perform speech acts and realize rhetorical identification in CMC, similar to verbal language communication. In accordance with the theoretical framework of Searle’s speech act theory and Burke’s identification theory, via discourse analysis and statistical analysis, this study aimed to explore the pragmatic, rhetorical features and functions of emojis in the comments of vlogs focusing on Chinese regional culture and tourism promotion. The results revealed that emoji-mediated comments included speech acts such as expressives, assertives, commissives, and directives, whereas the speech act of declarations was not identified in the present study. Moreover, emojis realize pragmatic action and reaction functions most frequently, differing from those in Herring and Dainas (2017) study. Furthermore, emojis facilitate audience identification with vlogs through sympathy, antitheses, and inaccuracies in the reception of rhetoric.