At the level of the relationship between interviewee and interviewer, impoliteness manifests itself both at the lexico-grammatical level and interactionally. Th e multifunction-ality of impoliteness in this context has been related to a mismatch between the introduction of impoliteness as a novel staple in the news as confrontation shows, and the unchanged social expectations of politeness as the default term in social interaction. Impoliteness is seen as the driving force behind a new genre, ' news as confrontation ', whose communicative goal is to reaffi rm a view of the world.

Th ese notions are here applied to the study impoliteness within an institutional genre: news interviews. Th is paper argues that genre notions, as understood by (Fairclough, 2003), can provide an over-arching unit of analysis to accommodate both top-down and bottom-up analyses of im-politeness. Findings reveal that extant, models and taxonomies of conflict - developed to account mostly for local, synchronic, dyadic conflict -, if solely digitized, would not be well equipped to explain societal, diachronic, massively polylogal conflict such as the one under analysis and that hybrid models that can tackle the affordances of digital technologies need to be developed. A multilayered methodology was devised and applied to the analysis of a sizeable corpus of comments triggered by a public service announcement on teen homosexuality posted by a Spanish LGBT association. Drawing on the difference between methods of analysis that are natively digital versus those that have been digitized, i.e., they were developed for off-line research and then migrated on-line, one of the goals of this paper is to test whether non-natively digital, extant models and taxonomies, if digitized, would be well equipped to handle massive mediated polylogues. However, to our knowledge, the models and taxonomies developed so far have not been applied to the analysis of the mediated conflict of massive polylogues. Extant research has looked into how conflict begins, unfolds and/or ends. The aim of this paper is to examine how conflict begins, unfolds and ends in a massive, new media polylogue, specifically, a YouTube polylogue.

The former, in addition, are found to relate principally to norms of public discourse associated with civility. Regarding the interpretation of impoliteness, the analysis reveals considerable overlap between ‘lay’ (impoliteness1) and ‘analyst’ (impoliteness2) assessments. In this respect, findings also call for a refinement of existing taxonomies of impoliteness. Findings reveal clear patterns in the realisation of impoliteness strategies, including a preference for on-record impoliteness saliently oriented towards attacking the positive face needs of one's on-line co-participants. A two-prong experimental study is used in order to examine impoliteness realisation and interpretation in the corpus. This is done through integration of quantitative/qualitative analytic tools and of (im)politeness1 and (im)politeness 2 approaches. 13,000 words) triggered by the ‘Obama Reggaeton’ video, which was released during the 2008 US democratic primaries. The overall aim of this paper is to investigate impoliteness in a particular on-line polylogal setting – YouTube postings (c.

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