How Video Bloggers Involve Audience in Internet Communication: PewDiePie YouTube Channel

The YouTube platform offers its users a number of ways to involve audience in Internet communication. This research covered twenty videos from Felix Kjellberg's PewDiePie channel. It involved observation and statistic processing, as well as quantitative and qualitative communication analysis based on special web services that provide access to analytical data for a particular YouTube channel or video. The videos were divided into functional and content elements that played different roles in attracting new viewers and encouraging them to interact with the blogger. The list of involvement techniques included: 1) maximal hashtag coverage of viewers' interests; 2) interaction with the audience in the comments; 3) active community life and demonstrative interest in the viewers; 4) a compelling video title and preview.