MULTIMODAL CONTENT ANALYSIS OF CHEMISTRY TEACHING VIDEOS ON YOUTUBE FROM THAILAND AND ABROAD
Keywords:
Digital chemistry learning media, Multimodal content analysisAbstract
The objective of this research was to analyze the multimodality usage of digital chemistry learning media in video from YouTube and to compare the differences between digital chemistry learning media videos from Thai and international sources. This study was qualitative research, employing multimodal content analysis techniques to understand the multimodal features embedded in digital chemistry learning media. Chemistry videos from YouTube focusing on the topic of chemical bonding (ionic and covalent bonds) were selected. The findings revealed that the videos from both Thai and international sources utilized text, images, animations, sounds, semiotics, as well as interactions between various modes to collaboratively convey meaning, enabling the videos to better explain abstract chemistry concepts to learners. When comparing the differences, it was found that international videos were shorter in length than Thai videos. Thai videos featured interactions between instructors and learners, while international videos focused more on explaining principles and applications in lessons. In contrast, Thai videos emphasized explanatory teaching, which was more suitable for exam preparation.
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