Genre analysis of Korean beauty content on YouTube: Implications for teaching presentation skills

Recinta Aurora Ramadhani, Velayeti Nurfitriana Ansas, Arif Husein Lubis

Abstract


The rapid growth of educational content on YouTube as learning material for foreign language acquisition and presentation practice has gained widespread popularity, with Korean beauty content emerging as a particularly influential reference for learners seeking to enhance their presentation skills. However, research exploring genre structures and their contribution to presentation effectiveness remains limited. This study aims to identify genre patterns employed in Korean beauty YouTube videos and analyze their implications for the development of presentation skills. Using a qualitative approach and genre analysis method, the study examines purposively selected Korean beauty videos. The research instrument consists of a Move-Step analysis framework adapted from Chang & Huang (2015), with data analysed through identification, categorization, and interpretation of rhetorical patterns. The findings reveal that Korean beauty videos on YouTube follow a well-organized presentation structure—beginning with audience orientation, followed by topic introduction, systematic content development, and concluding with a summary and audience appreciation. Additionally, speakers’ attitude expressions strengthen audience engagement. These results highlight the importance of understanding genre patterns to improve presentation effectiveness, particularly in crafting compelling openings, coherent content delivery, and impactful conclusions. The study recommends that future research integrate multimodal analysis to examine the role of visual and gestural elements in optimizing message delivery in the digital era.


Keywords


genre analysis; Korean beauty content; presentation skills; rhetorical moves

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DOI: https://doi.org/10.17509/jokal.v5i2.88752

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