SOCIAL VIDEO & PERSONALITY BRANDSmac114
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
18 Yuya Mexico Spanish 17 Howto19 VEGETTA777 Spain Spanish 17 Games20 JennaMarbles United States English 17 Comedy
as of March 24th 2017
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)
personal brand statement
personal branding is an art impression management
projecting a desired impression consumed and affected by external others
L. Shuker, 2010
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)
deemed noteworthy by cultural
promotion and commoditisation of aspirational glamour, allure and personality
Turner (2006: 158) argues that the demotic turn is not producing democracy
commercialisation self-interest manipulation
7 prominent UK YouTubers over 2 year period: Zoe Sugg
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.
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.
demotic celebrity status based on attributed renown
community as co-creator of status
precariousness of minor celebrity fame?