Multimodal Pragmatics at Its Best: A Qualitative Analysis of ASMR Videos on TikTok

This paper employs a multimodal pragmatic framework to analyse how creators of Autonomous Sensory Meridian Response (ASMR) videos on TikTok strategically use semiotic resources to improve digital intimacy and induce relaxation. While the sensory and psychological effects of ASMR are well-documented (Barratt, Davis 2015; Poerio et al. 2018), its linguistic and pragmatic mechanics remain underexplored (Battista 2025). This study addresses this gap by qualitatively analysing a corpus of popular TikTok ASMR videos to identify recurring pragmatic strategies. It examines how whispered speech acts – primarily directives and pseudo-rogatives – are fused with visual, aural, gestural, and spatial modes to create multimodal pragmatic alignments that blur the line between illocutionary intent and perlocutionary effect. The analysis further investigates whether and how these performances are perceived as polite (Lakoff 1983; Brown, Levinson 1987), balancing simulated personal care with subtle imposition to sustain engagement. Findings illustrate that TikTok ASMR is a sophisticated pragmatic genre where multisensorial communication is leveraged to perform care, build parasocial affiliation (Zappavigna 2019), and cater to contemporary wellness needs within the platform’s short-form format. This analysis expands pragmatic research into digital discourse, highlighting ASMR as a prime case study for how foundational linguistic concepts are reconfigured in multimodal, affectively charged online environments.