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

2018Journal article Open access
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dc.contributor.authorJorge, Ana
dc.contributor.authorMarôpo, Lidia
dc.contributor.authorNunes, Thays
dc.date.accessioned2018-10-17T14:58:35Z
dc.date.available2018-10-17T14:58:35Z
dc.date.issued2018
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).en
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationJorge, A., Marôpo, L., & Nunes, T. (2018). 'I am not being sponsored to say this': a teen youtuber and her audience negatiate branded content. Observatorio (OBS*), special issue, 76-96.en
dc.identifier.issn1646-5954
dc.identifier.urihttp://hdl.handle.net/10400.26/24337
dc.language.isoengen
dc.peerreviewedyesen
dc.publisherInstituto Universitário de Lisboa, ISCTEpt_PT
dc.relation.publisherversionhttp://obs.obercom.pt/index.php/obs/article/view/1382pt_PT
dc.subjectYouthen
dc.subjectAudiencesen
dc.subjectCommercialismen
dc.subjectSocial mediaen
dc.subjectMicrocelebrityen
dc.subjectCommodificationen
dc.title'I am not being sponsored to say this': a teen youtuber and her audience negatiate branded contenten
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceLisboapt_PT
oaire.citation.endPage96pt_PT
oaire.citation.startPage76pt_PT
oaire.citation.titleObservatorio (OBS*)pt_PT
oaire.citation.volumeSpecial Issueen
person.familyNameBarreto Marôpo
person.givenNameLidia Soraya
person.identifierhttps://scholar.google.pt/citations?hl=en&user=r-JdsO0AAAAJ
person.identifier.ciencia-id801F-2368-4801
person.identifier.orcid0000-0003-4687-7628
person.identifier.scopus-author-id56196180100
rcaap.rightsopenAccessen
rcaap.typearticleen
relation.isAuthorOfPublication92928599-f7ba-42a9-9cbf-c13e3f142255
relation.isAuthorOfPublication.latestForDiscovery92928599-f7ba-42a9-9cbf-c13e3f142255

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