Livechat o-jōsama

Abstract This article investigates the linguistic strategies employed by fans of the Japanese virtual YouTuber (VTuber) Hyakumantenbara Salome, a self-described “normal YouTuber who aspires to become an o-jōsama”. Salome is known for her use of o-jōsama speech, a fictionalized speech style characterized by its high frequency of stereotypically “feminine” linguistic features that reflect a sense of refinement and high social standing. As a part of fandom participation, her fans (known collectively as “Salomates”) also utilize this speech style toward Salome during her livestreams. Using a mixed-methods approach to the analysis of six months of livestream chat comments on Salome’s videos, this article applies the lens of “characterological engagement” to examine the role and function of o-jōsama speech usage by Salomates and how this phenomenon contributes to our understanding of the linguistics of fan practice and media consumption.