García-Rapp, F. (2016) The digital media phenomenon of YouTube beauty gurus: The case of Bubzbeauty. International Journal of Web Based Communities, 12 (4). pp. 360-375. ISSN 1477-8394
Abstract
This paper, based on broader digital ethnographic research performed on YouTube, aims at framing issues of online popularity development through the examination of videos and user comments. To explore the phenomenon of beauty gurus I analyse a purposeful sample of 80 videos from the channel Bubzbeauty and introduce an emerged typology of two video categories: tutorials and vlogs. Findings suggest that the strengthening of the guru's role as a popular online personality is the result of two spheres of influence. The commercial side consists of YouTube as a business platform and is represented by her tutorials. The community sphere, sustained by the power of affective ties with her audience, is represented by her vlogs. I argue that her market value as a renowned guru is built through her know-how expressed in straight-forward tutorials. Conversely, her social value as an interesting, trustworthy personality is fostered by intimate vlogs.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016 Inderscience Enterprises Ltd. This is an author-produced version of a paper subsequently published in International Journal of Web Based Communities. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | YouTube gurus; makeup tutorials; beauty gurus; vlogs; YouTube; online communities; online popularity; digital ethnography; web based communities; virtual communities; digital media, Bubzbeauty, videos, user comments, online personalities, market value, social value |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Department of Journalism Studies (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 11 Apr 2019 11:25 |
Last Modified: | 13 Apr 2019 05:21 |
Status: | Published |
Publisher: | Inderscience |
Refereed: | Yes |
Identification Number: | 10.1504/IJWBC.2016.080810 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:144841 |