At the AELFE2025 conference in Castellón, our team member Krystyna Warchał presented a paper titled Multimodal identity construction in science demonstration YouTube channels: The case of Explosions&Fire. The study was motivated by difficulties often reported by scientific digital content creators and educators in finding their own voice when engaging online audiences. It investigated how multimodal resources shape identity construction in a YouTube special interest channel hosted by a chemistry enthusiast and publishing scholar.

The case study, based on five early and five recent episodes from the channel, addressed the following research questions: What multimodal resources are used to express different aspects of the host’s identity? How are these resources combined into a coherent message? How have they evolved over time? The analysis focused on language (spoken and written), image (graphics, gestures, and objects), and sound (paralinguistic elements and sound effects) to identify intersemiotic configurations expressing the host’s multiple identities, such as expert, educator, entertainer, and chemistry fan. The annotation was conducted using ELAN (2024), an open-source annotation tool for audio and video recordings.

The findings suggest that a successful digital presence does not require the creation of a new “digital identity”; rather, it can be built by integrating identities developed independently of digital activities. The interplay of semiotic resources conveys authenticity and expertise, making the host credible and engaging for the audience. The channel communicates a clear message: science is not separate from everyday life but is deeply embedded in ordinary practices and everyday pleasures. This, in turn, helps to build trust in science and raises awareness of its presence in daily routines.