Mac114 social video & personality branding

  • Published on
    11-Apr-2017

  • View
    46

  • Download
    0

Transcript

  • SOCIAL VIDEO & PERSONALITY BRANDSmac114

  • PERSONAL BRANDING

  • http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.pdf

  • most popular YouTube channels

  • Pos. Channel Country Language Subscribers (m) Genre1 PewDiePie Sweden English 54 Comedy2 HolaSoyGerman Chile Spanish 31 Entertainment3 JustinBieberVEVO Canada English 27 Music4 YouTube Spotlight United States English 25 News5 RihannaVEVO Barbados English 24 Music6 elrubiusOMG Spain Spanish 23 Comedy7 Smosh United States English 22 Comedy8 TaylorSwiftVEVO United States English 21 Music9 OneDirectionVEVO United Kingdom English 21 Music

    10 KatyPerryVEVO United States English 21 Music

  • Pos. Channel Country Language Subscribers (m) Genre11 EminemVEVO United States English 21 Music12 Fernanfloo El Salvador Spanish 20 Games13 VanossGaming Canada English 20 Games14 nigahiga United States English 19 Entertainment15 TheEllenShow United States English 19 Entertainment16 JuegaGerman Chile Spanish 18 Games17 whinderssonnunes Brazil Portugues

    e18 Comedy

    18 Yuya Mexico Spanish 17 Howto19 VEGETTA777 Spain Spanish 17 Games20 JennaMarbles United States English 17 Comedy

    as of March 24th 2017

    http://www.apple.com

  • egocentrism among social media users as a result of their empowerment and control in the social media landscape

    - C. P. Chen (2013: 334)

  • where amateur individuals understand and experience themselves as subjects

    - C. P. Chen (2013: 334)

  • Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

    - Peters (1997, 83)

    https://www.fastcompany.com/28905/brand-called-you

  • brand

    organisation

    product

    person

    symbol

    Aaker, 1996

  • brand

    organisation

    product

    person

    symbol

    extract

    express

    exude

    Arruda, 2003

  • extract

    express

    exude

    personal brand statement

    Arruda, 2003

  • personal branding is an art impression management

    projecting a desired impression consumed and affected by external others

    L. Shuker, 2010

  • Consumer-Brand Relationships

    vs

  • THE CHANGING NATURE OF CELEBRITY

  • THEN celebrity is often described as a natural and innate star quality or

    presence (Turner, 2014)

    the result of an individuals ability to differentiate their own personality from others (Boorstin, 1961)

    NOW not a property of specific individuals. Rather, it is constituted

    discursively, by the way in which the individual is represented (Turner et al., 2000: 11)

  • ascribed

    achieved

    attributed

    lineage

    talent/skills

    deemed noteworthy by cultural

    intermediaries

  • achieved/attributed

    promotion and commoditisation of aspirational glamour, allure and personality

  • renown

  • Turner (2006: 158) argues that the demotic turn is not producing democracy

    commercialisation self-interest manipulation

    http://journals.sagepub.com/doi/abs/10.1177/1367877906064028

  • 7 prominent UK YouTubers over 2 year period: Zoe Sugg

    Tanya Burr

    Louise Pentland

    Este Lalonde

    Fleur Bell

    Alfie Deyes

    Marcus Butler

    http://journals.sagepub.com/doi/abs/10.1177/1470593117692022?journalCode=mtqa

  • Without followers continued and active social deconstruction and endorsement of their authorial intent, simulacra and self-presentation, YouTubers personalities could never be realized and confirmed, thus forever negating the presence and operation of charisma

    -Cocker & Cronin, 2017: 7

  • Your personality is what brought me here and kept me watching,

    so true I started watching because of your personality!

  • Shes THANKING US in a really great way. How many other

    YouTubers throw a party for their subscribers, much less

    acknowledge them? Instead of being appreciative of Essie, most

    people are complaining about how shes changed. Quite frankly, I

    still see the same cheerful, intelligent and genuine Estee I

    saw years ago.

  • Tanya you are the happiest, most

    positive woman I have ever seen. ( . . . )

    I love how involved you are with you [sic] viewers and I am a proud BurrBear.

  • You seriously have the most beautiful subscribers! And whats super cute is that I can tell theyre inspired by you in some way with either their sense of style or hair

    or makeup. Its really sweet.

  • Aloha Sprinklerinos

  • No more hello everybody facing the camera? I mean, this looks like a reality show, we just would like to see candid talks to the camera. Nothing too crazy fancy. Makes me

    uncomfortable. I like it when you start your videos by saying Hellooo I feel like you dont do it as much and idk I just really liked it and Im just giving you my opinion idk if anyone agrees with

    me or not but thats how I feel.

  • DANGERS?

  • https://www.wired.com/2017/02/pewdiepie-racism-alt-right/

  • https://www.youtube.com/watch?v=lwk1DogcPmU

  • demotic celebrity status based on attributed renown

    community as co-creator of status

    precariousness of minor celebrity fame?