Where Antagonism on YouTube really shines is in Pihlajas ability to define the scope of his project with great clarity and to analyze his texts thoroughly, milking even the most seemingly-tangential or irrelevant vlogger commentary for all its worth. * Journal of Religion, Media and Digital Culture * The three analyses [ chapters] complement each other well, providing a comprehensive and sophisticated view of antagonistic interactions on one social media channel ... Pihlajas work is a welcome addition to discourse studies on social media and sets a good model on how complex online interactions can be analysed as text-in-context. * Discourse & Communication * Pihlaja's research is innovative in that, while previous studies on YouTube discourse have focused on interaction, Pihlaja argues that it is difficult to elicit and identify 'typical behaviour' and has thus taken a novel approach in analysing a group of YouTube participants over time, through a variety of interactions ... Pihlajas engaging writing style is characterised by clear and concise descriptions of both the discourse he analyses and the theoretical frameworks he uses and develops within his research. As such, this book is a valuable introduction to the discourse analysis of online data, as well as a useful tool for experienced discourse analysts who are keen to discover how communication continues to evolve within the ever-changing landscape of online environments ... In summary, the book is an engaging and well-executed qualitative study that advances the fields of CMC discourse analysis, metaphor analysis, and inter-faith scholarship. -- Lori Gilbert, University of East Anglia * LINGUIST * This book offers a very important next step for the application of the discourse dynamic approach, while also filling an important gap in the analysis of metaphor in language related to religion ... One of the key achievements of the book is that it persuasively highlights the blurred and sometimes porous boundaries between groups that are often viewed as complete opposites. * Metaphor and the Social World *
