Nataliіa G. Ivanova
PhD in Philology, Associate Professor
at the Department of Foreign Languages for Specific Purposes
I. I. Mechnykov Odessa National University,
Odessa, Ukraine
e-mail: nat-iva@ukr.net
ORCID ID: https://orcid.org/0000-0001-9614-9587
Nataliia Koval
PhD in Philology, Associate Professor
Head of Foreign Languages Department
Ukrainian-German Institute
Odessa Polytechnic National University,
Odessa, Ukraine
e-mail: koval0605@gmail.com
ORCID ID: https://orcid.org/0000-0003-3976-8503
Iryna Marchuk
PhD in Pedagogy, Associate Professor at Foreign Languages Department
National University “Odessa Law Academy”,
Odessa, Ukraine
e-mail: imarchuk6@gmail.com
ORCID ID: https://orcid.org/0000-0002-7278-8664
DOI: https://doi.org/10.24195/2616-5317-2025-41.12
SUMMARY
The article presents a comprehensive interdisciplinary analysis of the terms EDUTUBER / EDUTUBING, which reflect profound changes in educational communication and the emergence of new forms of pedagogical interaction in the context of digital transformation. The relevance of the study is due to the need for terminological normalization of these concepts in Ukrainian academic discourse, despite their active functioning in the global educational space. For this purpose, for the first time, the results of the research published in English, French and Spanish are introduced into Ukrainian academic space, which creates the basis for the integration of domestic science into the international context of digital pedagogy.
The authors highlighted the key characteristics of EDUTUBERS activities, in particular pedagogical effectiveness, communicative strategy, interactivity, and flexibility of content. The authors also determined some parameters of professionalization of the above- mentioned key characteristics as a new group of participants in educational process, combining teaching, digital and media competencies. The mentioned terms are studied as telescopic lexical neologisms of English origin, which actively function in digital educational discourse.
The morphological structure, semantic components and variability of graphic forms of terms (e.g., English edutuber, EduTuber, eduTuber, EDUTuber) are analyzed in three European languages (English, Spanish and French), which indicates an active stage of their formation. The authors substantiated the use of telescoping as a method of word formation and revealed the influence of sociolinguistic factors on the preservation of the English form in a foreign language environment.
Particular attention is paid to the functioning of terms as hashtags in YouTube space. The emphasis is on the frequency of the use of these terms in YouTube digital space, where the singular form EDUTUBER prevails, which indicates a tendency to personify educational activity. In the Ukrainian academic space, these terms remain unregulated, therefore, authors proposed several translation solutions adapted to the contexts of formal and informal education. The research has applied significance for digital pedagogy, lexicology, translation studies; its results will be useful in terminographic ordering of the newest lexical units.
Key words: EduTuber, EduTubing, digital pedagogy, content personification, neologisms, telescopy, Ukrainian scientific discourse, terminological standardization.
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