The Analysis of Digital Rhetoric in The Romance of the Three Kingdoms by Nuttakrit Powintara on YouTube

Abstract

This study employs a qualitative research approach with two main objectives: (1) to analyze the use of digital rhetoric in the storytelling of The Romance of the Three Kingdoms on the YouTube channel "Migs Powintara," and (2) to examine the factors influencing audience preferences toward such digital storytelling. The research tools consist of in-depth interviews with Nattakrit Powintara, content analysis of the most-viewed Three Kingdoms YouTube video clip, and interviews with 10 audience members. The conceptual framework is based on five canons of digital rhetoric.
Findings regardingthe use of digital rhetoric indicate that
the presenter's practice aligns with the five canons: (1) Invention - providing knowledge and contributing to The Romance of the Three Kingdoms online library, with minimal preparation required as the content is internalized by the storyteller; (2) Arrangement beginning with what the audience will gain, followed by an engaging introduction, core content, and a memorable conclusion; (3) Memory - memorizing the spoken content using bullet notes, though these notes may not be referred to during recording; (4) Style - using artistic language; and (5) Digital Delivery employing a warm and pleasant voice for an enjoyable listening experience, appropriate body language, proper lighting, and editing techniques such as text overlays, visual illustrations, sound effects, close-ups and zoom-ins, and special effects. Regarding audience preferences, the results indicate that the most valued elements are the theme, language usage, and tone of voice, followed by various aspects of video editing techniques. This suggests that viewers prioritize the storyteller's personal expression and authenticity over technical production alone.