Microcelebrity and the Branded Self

Senft, Theresa M.

doi:10.1002/9781118321607.ch22

Cited by 344 publications

(254 citation statements)

References 3 publications

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“…Thus, amateur aesthetics often become a chief professional device for YouTubers, insofar as these enable the transformation of the display of intimacy into the perception of authenticity -which remains a powerful marketing tool -in an ecosystem that promotes practices of reputation building and entrepreneurialisation of the self and has affordances that enable its translation into value. Yet, this also creates new forms of inequality since the 'microcelebrity' status that some YouTubers are able to achieve (Senft, 2013;Marwick, 2013) remains out of reach for many, and reinvigorates the discourse around 'free labour' practices on the side of content producers -as further demonstrated by the recent launch of a number of 'union-like' initiatives for YouTubers to protect their revenue flows, such as the Internet Creators Guild, or Union for Gamers. Nevertheless, the aspiration to become a celebrity constitutes the foundation of the contemporary popularity of 'vlogging' practices, which are subject to detailed attention in three articles selected for this special issue.…”

Section: Youtube As a Hybrid Commercial Spacementioning

confidence: 99%

“…Since Hearn's (2008) early exploration of the way online affordances fostered the construction of a branded self, several scholars have argued that social media platforms incentivise managerialised practices of celebrity construction (Marwick and boyd, 2011;Senft, 2013;Marwick, 2013;. In the influential 'Status Update' Alice Marwick (2013), outlines how the techniques of selfpresentation that are performed by 'micro-celebrities' -whose celebrity status is established through recognition by a niche group of people online -are at once a marketing device and a form of entrepreneurial labor, that requires them to develop an 'authentic' brand (Banet-Weiser, 2012), while Duffy (2016) notes this as a form of 'aspirational' labor.…”

Section: Vlogging and Youtube Celebritymentioning

confidence: 99%

See 1 more Smart Citation

Researching YouTube

Arthurs

Drakopoulou

Gandini

2018

Convergence: The International Journal of Research into New Med

157

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Section: Youtube As a Hybrid Commercial Spacementioning

confidence: 99%

Section: Vlogging and Youtube Celebritymentioning

confidence: 99%

Researching YouTube

Arthurs

Drakopoulou

Gandini

2018

Convergence: The International Journal of Research into New Med

157

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“…Frequentemente em tom íntimo e confessional, promovem um relacionamento próximo com a audiência, sendo os vlogs consequentemente cruciais para a produção de microcelebridades (Senft, 2013;Marwick, 2015;Jerslev, 2016). O formato pode ter também o estilo documental, por exemplo sobre viagens ou passeios que, no caso dos canais analisados, aparentam frequentemente ser patrocinados, com a identificação e promoção de hotéis, parques e outros.…”

Section: Figura 2 Tutoriais E Reviews De Produtos Nos Canais Júlia Sunclassified

Meninas no YouTube: participação, celebrização e cultura do consumo

Marôpo

Sampaio

Miranda

2018

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ResumoCom base numa pesquisa exploratória, estudamos canais de youtubers mirins com enorme popularidade no Brasil -Isabel Cerer (8 anos), Juliana Baltar (9 anos), Manoela Antelo (10 anos) e Júlia Silva (11 anos) -, com o objetivo de analisar as suas prá-ticas de produção e divulgação de conteúdos, num contexto marcado por estratégias de celebrização (Jerslev e Mortensen, 2016) e por uma forte cultura do consumo (Featherstone, 2007). Como aporte teórico, discutimos as culturas digitais na infância com enfoque de gênero. Observamos, como resultado, um processo de bricolagem no qual as youtubers mobilizam três linhas estratégicas -capital lú-dico, (micro)celebrização e feminilidade emergente -num jogo de forças em que a participação, criatividade e espontaneidade se justapõem a uma lógica de empreendedorismo pós-feminista (Genz, 2015) gerido de forma cada vez mais profissional e subordinado à lógica do consumo.Palavras-chave: youtube; youtubers; crianças; identidade; gênero.Girlhood in YouTube: participation, celebrification, and consumer culture Abstract Based on an exploratory research, we studied popular child YouTube channels in Brazil -Isabel Cerer (8 years), Juliana Baltar (9 years), Manoela Antelo (10 years) and Júlia Silva (11 years) -, to analyze their practices of production and dissemination of content, in a context marked by strategies of celebrification and a strong culture of consumption. As theoretical background, we discuss children's digital cultures with a gender focus. As a result, we see a process of bricolage in which youtubers mobilize three strategic lines -playful capital, (micro)celebrification and emergent femininity -In a game of forces in which participation, creativity and spontaneity are juxtaposed to a postfeminist entrepreneurship (Genz, 2015), increasingly professionally managed, and subordinate to the logic of consumer culture.

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“…El sostenimiento de esta forma de gobierno de la identidad dentro de las redes sociales precisa de un continuo trabajo emocional (Senft, 2013(Senft, y 2008Marwick, 2010;Hearn, 2008Hearn, y 2006 por parte del sujeto, que comienza con un análisis de la competencia y una definición de la "oferta de valor" (Kotler y Armstrong, 2008) que el sujeto puede ofrecer a sus potenciales clientes.…”

Section: La Marca Personalunclassified

El discurso de la autopromoción y la autenticidad en las redes sociales: la marca personal y la microcelebridad

Castaño

2017

ARAB

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Resumen. Este trabajo presenta una propuesta teórica sobre dos nuevos conjuntos de prácticas comunicativas desarrolladas por los usuarios en las redes sociales que comparten el discurso autopromocional y la mercantilización de la identidad: la microcelebridad y la marca personal. Concretamente, el artículo conecta diferentes filosofías de branding con el modo en que muchos usuarios desarrollan sus propias estrategias para competir por la atención e involucrar a sus contactos. De este modo, se observan características del branding de personalidad en la práctica de la microcelebridad, donde el valor predominante es trasladar un mensaje de autenticidad y cercanía. Por el contrario, entre los usuarios que gestionan su perfil como una marca personal se encuentra una comunicación más centrada en sus atributos profesionales, ofreciendo claras similitudes con la filosofía del "branding de producto" (Fernández Gómez, 2013). Estas aproximaciones, al ejercicio de la autopromoción son contextualizadas asimismo en el marco de distintas herencias culturales. Así, la microcelebridad forma parte del metaproceso de celebritización de la sociedad (Driessens, 2013) y su práctica se relaciona con la presunción de que la comunicación en los medios sociales sería más auténtica que la de los massmedia. En el caso de la marca personal, la noción fue formulada desde el ámbito de la mercadotecnia y el emprendimiento empresarial. Esta herencia cultural ha derivado en fórmulas comunicativas excesivamente centradas en trasladar atributos profesionales y que pueden provocar redundancia informativa y "despersonalización" en la presentación del sujeto. Palabras clave: marca personal; microcelebridad; branding; autopromoción; redes sociales; celebritización.[en] The Discourse of Self-Promotion and Authenticity in Social Networking Sites: Personal Branding and MicrocelebrityAbstract. This is a theoretical proposal about two new groups of communicative practices developed by social networking sites users. This kind of practices shares the self-promotional discourse and the commodification of identity: microcelebrity and self-branding. Concretely, this paper connects different branding philosophies with the way that many users are carrying out their own strategies to compete in order to gain attention and engage their personal audiences. In this way, some features from the personality branding are observed in the practices of microcelebrity, where the main value is being able to communicate a message of authenticity and closeness about their identity performance. On the contrary, between users who manage their social profiles as a personal brand, it is observed a kind of communication more focused on their professional attributes, offering clear similarities with the "branding-product" philosophy (Fernández Gómez, 2013). These approaches to the self-promotion exercise are contextualised in different cultural inheritances. In this sense, microcelebrity practices can be analysed as a direct derivation from celebrity culture, related to the meta-proc...

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Microcelebrity and the Branded Self

Cited by 344 publications

References 3 publications

Researching YouTube

Researching YouTube

Meninas no YouTube: participação, celebrização e cultura do consumo

El discurso de la autopromoción y la autenticidad en las redes sociales: la marca personal y la microcelebridad

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