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'I am not being sponsored to say this': a teen youtuber and her audience negotiate branded content

2018-01-01Journal article Open access
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dc.contributor.authorJorge, Ana
dc.contributor.authorMarôpo, Lidia
dc.contributor.authorNunes, Thays
dc.date.accessioned2021-04-16T15:19:15Z
dc.date.available2021-04-16T15:19:15Z
dc.date.issued2018-01-01
dc.description.abstractThe field of microcelebrity is increasingly monetised, professionalised, and institutionalised, with the growing recognition of content creators as social media influencers. This article looks at the integration of branded content within youth digital culture, where participatory possibilities for self-expression are more and more entwined with consumer culture. It seeks to discuss how digital producers understand brand culture and how audiences negotiate the meanings of the commercialism inserted in their content. We look at the case of SofiaBBeauty, a successful young Portuguese youtuber, who has been vlogging since she was 12. The article analyses her association with brands in 12 videos in 2017 (vlog, haul, giveaway, Q&A, first impression, etc.), and the comments by the users showing acceptance and appraisal of, negotiation, or criticism towards, the brand and/or the youtuber. We explore the way Sofia connects her self-presentation with products/brands to appear close to her young audiences, and brands her persona as she is growing up to adulthood; how she presents her commercial recommendations as genuine and pregnant with affect, and whether the audience accepts it or not; as well as how she positions herself in the global YouTube community of practice, where connection with brands aggrandizes her persona in the eyes of the audience. Sofia's videos create a post-feminist subject where consumption is articulated with independence, capability, and empowerment (Banet-Weiser, 2011), while engaging her audiences in a commodification process (Berryman & Kavka, 2017).pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.15847/obsOBS0001382pt_PT
dc.identifier.eid85054557001
dc.identifier.issn1646-5954
dc.identifier.urihttp://hdl.handle.net/10400.14/32678
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/pt_PT
dc.subjectAudiencespt_PT
dc.subjectCommercialismpt_PT
dc.subjectCommodificationpt_PT
dc.subjectMicrocelebritypt_PT
dc.subjectSocial mediapt_PT
dc.subjectYouthpt_PT
dc.title'I am not being sponsored to say this': a teen youtuber and her audience negotiate branded contentpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage96pt_PT
oaire.citation.issueSpecial Issuept_PT
oaire.citation.startPage76pt_PT
oaire.citation.titleObservatorio (OBS*)pt_PT
oaire.citation.volume2018pt_PT
person.familyNameJorge
person.familyNameMarôpo
person.givenNameAna
person.givenNameLidia
person.identifier.ciencia-idF21A-1BFE-4C26
person.identifier.ciencia-id801F-2368-4801
person.identifier.orcid0000-0002-4069-6212
person.identifier.orcid0000-0003-4687-7628
person.identifier.ridG-1347-2014
person.identifier.scopus-author-id53867987400
person.identifier.scopus-author-id56196180100
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication8af0b14f-cacd-4695-bf10-ea8ea5484973
relation.isAuthorOfPublication767f601c-9030-4639-90a5-67e5ddef41c2
relation.isAuthorOfPublication.latestForDiscovery8af0b14f-cacd-4695-bf10-ea8ea5484973

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