This thesis explores multimodal discourse strategies in nine video blog diaries by popular Hispanic video bloggers published on the YouTube Internet platform as their first video blog entries. It combines perspectives of Social Semiotic theory of communication and Multimodal (Inter)actional Analysis, on one side, and theoretical findings of digital humanities and computer mediated discourse, on the other side. The paper is aimed at detecting and analyzing the functioning of: (i) the intermodality of primary communicative modes – verbal, visual, kinetic, graphic and digital – and highly contextualized multimodal actions in the opening and closing textual sequences; and (ii) their mutual and continuous relation with semiotic potentials of the YouTube platform. This basic research paradigm assumes observing the cohesive ties between low-level interactional dimensions – i.e. communicative modes that video bloggers use – and semiotic potentials of the platform which determine the possibilities of the multimodal actions. Viewing the video bloggers as social actors and communicative modes as cultural and social tools used by vloggers (cf. Norris, 2004), this work analyzes key events for establishing interpersonal relations and involvement of viewers in the interactional process. The work is a result of several research stages which, in effect, shaped the structure of its main body: The second part of the text represents the overview of multimodality foundations, basic assumptions, systematizations of approaches towards multimodal artefacts through extensive literature review. Afterwards, the focus shifts to Social Semiotics, Systemic Functional Multimodal Discourse Analysis (SF-MDA) and Interactional Multimodal Analysis (IMA). On the basis of these theories, we are developing our understanding of complexity of multimodality and diversity of multimodal research. Therefore, the primary achievements of this chapter are related to the classification of a wide array of multimodal theories of communication, as well as their common and distinctive approaches to exploring human languages and semiosis (see Adami, 2016; Jewitt, 2009; Jewitt et al., 2016; Lim, 2011; O'Halloran, 2011; O'Halloran and Smith, 2011; etc.). The third part of the work consists of a broad discussion on context and process of video blogging, and representation of the basic characteristics of digital interactions and texts. Starting from the perspective of social semiotic dimensions and techno-interactional affordances, the main contribution in this chapter is the systematization of discussions of characteristics found in digital texts and interactions, structural and functional features of the platform and video blogs. The key questions are related to: reconfigurations of texts and interactional practices (Adami, 2009a; Baldry and Thibault, 2006; Benson, 2017; Jewitt, 2012; Lemke, 2002; Sindoni, 2013 etc.), nonlinear and modular written, visual, graphic and audiovisual representations (Adami, 2009a; Benson, 2017; Domingo et al., 2014; Lemke, 2002; Jewitt, 2012; Martinec and van Leeuwen, 2009; etc), and the understanding and definition of videoblog-diary as a genre. The fourth part of the thesis deals with general questions on researching audiovisual digital texts, multimodal transcripts and methodological steps and criteria. The design of the analytical phase consists of presenting tools and concepts that make up the qualitative research, following videoblogging practices, assessment of different methodological approaches through pilot projects, final selection of the corpus and representation of the corpus in the multimodal transcript. This chapter contributes to the current discussion on the question of e-methodologies, multimodal transcripts and qualitative analyses of multimodal phenomena. The fifth part of the body of the thesis is the analysis of the multimodal strategies of the selected nine video blog-diaries. Qualitative research of the interaction demonstrated the tactics which are used by video bloggers to capture the viewer’s attention and manipulate digital interactive practices between them and the audience. The analysis utilizes concepts of intermodality of modes, high-and low-level actions, focus in interaction and interactional perception as defined within IMA framework (Norris, 2004), combined with ritualized discourse-pragmatic structures in the opening and closing sequences of video blog-diaries. Among other findings, the analysis showed the structural and functional features of verbal, paraverbal, visual, kinetic and digital/ graphic elements used to compose multimodal actions and guide the video blogger’s steering of interactional focus. It is determined that the manipulation of multimodal mechanisms is commonly based on: (i) explicit and implicit strategies of verbal and visual pointing to the context, participants and interactive processes, which includes elements of humor; and (ii) repetition strategies and emphasis of certain multimodal actions within the same video blog – multimodal redundancy. The conclusions on steering the focus in the text have been taken by following the complexity and intensity of multimodal actions taken by the vloggers, their tactical relations towards the physical and digital space and time while they are making choices on the use of deixis and referential structures, metalinguistic and metavisual strategies, etc. The objective of this thesis is to contribute to the theoretical and analytical findings of multimodal studies, especially to the aspects related to multimodal representations, design of multimodal relations, and the application of combined multimodal methodologies and IMA concepts to video blog-diaries. Moreover, the results presented here are relevant for digital humanities, cyberpragmatics and education. Specifically, in our work, the crucial perspective was that understanding the relation between communicative resources and the impact of multimodal rhetoric in audiovisual hypertexts is vital for increasing awareness of multimodal literacy and its implementation (Cope and Kalantzis, 2000a), as well as recognizing the patterns of digital interactions and a critical view towards digital texts and practices.