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Article In: Journal of Language and Pop Culture: Online-First Articles

Livechat o-jōsama

Characterological engagement as fan practice in a Japanese VTuber fandom

ORCiD logo with link | Tohoku University
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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.
Article outline
  • 1.Introduction
  • 2.The making of a virtual o-jōsama
  • 3.Livestream chat and the speech community
  • 4.Data and analysis
    • 4.1Livestream content
    • 4.2Linguistic variables
    • 4.3O-jōsama speech frequency and rate
    • 4.4Greetings and set expressions
    • 4.5O-jōsama speech, creativity, and interaction
  • 5.Conclusion: O-jōsama engagement as play
  • Acknowledgements
  • Notes
  • Author queries
  • References
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