Elements of Communication and Identity Reflection through Linguistics Strategies of "YouTuber Seohyun" in a Cross-Cultural Social Context in the Story of Korean Daughter-in-law

Abstract

This article aims to analyze the communicative components of the YouTube channel “Korea Daughter-in-law by korea” through the lens of the ethnography of communication, and to analyze the relationship between linguistic strategies and the identity of the YouTuber Seohyun. The data consist of 24 video clips related to cooking, published on the “Korea Daughter-in-law by korea” YouTube channel between January 1 and June 30, 2023—a six-month period. The findings reveal that key communicative components contributing to identity construction include Setting (S)—South Korea and the YouTube platform as the communication space; Participants (P)—the YouTuber as the message sender; and Ends (E)—to convey lifestyle and culinary practices. The Act Sequence (A) emphasizes storytelling and cooking instructions. The Instrumentalities (I) comprise the internet and informal language alternating between Standard Thai, the Isan dialect, and Korean. The Norms (N) reflect the YouTuber’s control over content and topics. These communicative components contribute to constructing four identities for Seohyun: (1) a “Northeastern Thai (Isan) woman,” (2) a “Korean daughter-in-law,” (3) a “skilled cook,” and (4) a “YouTuber.” These identities are built through seven linguistic strategies: lexical choice, use of the Isan accent, speech acts, metaphors, storytelling, simile and contrast, and presupposition. Seohyun’s identity illustrates both her Thai cultural roots and her smooth adaptation to Korean society, creating a hybrid culture by using Thai and regional dialects, introducing her Korean family to Thai and Isan culture, or embodying the traditional role of a Thai-Isan woman through cooking and family care. Her practice of being a “Thai daughter-in-law” who excels in cooking Thai food becomes a key strategy for negotiating her role within her husband’s family and asserting her identity effectively in the online context.