Online activism and subject construction of the victim of gender-based violence on Spanish YouTube channels: Multimodal analysis and performativity

Abstract

This article analyzes the construction of female subjectivity in the specific context of audiovisual cyberspaces in Spain dedicated to the struggle against violence against women. Looking at the YouTube channels of two virtual feminist communities that deal with violence against women, the authors analyze how the victim-subject is configured in terms of agency and activism. The authors adopt a multimodal model of studying the sign complexes of the videos as semiotic artifacts that produce meaning. Sign complexes are always engaged because representation is never neutral because what is represented in sign is meant to realize the values and positions of those who make the sign. In this article, the authors understand feminist activism in the fight against violence targeting women as constructing in its discourse not only the activist process, but also the subject of this activism: the victim-subject of gender-based violence. The analysis engages in the discussion about the various ways in which this subject is interpellated by the audiovisual texts in terms of agency. As a result, this study proposes the necessity to devise new ways of articulating this subject as a political and agential one.