The digital media phenomenon of YouTube beauty gurus: the case of Bubzbeauty
by Florencia García-Rapp
International Journal of Web Based Communities (IJWBC), Vol. 12, No. 4, 2016

Abstract: This paper, based on broader digital ethnographic research performed on YouTube, aims at framing issues of online popularity development through the examination of videos and user comments. To explore the phenomenon of beauty gurus I analyse a purposeful sample of 80 videos from the channel Bubzbeauty and introduce an emerged typology of two video categories: tutorials and vlogs. Findings suggest that the strengthening of the guru's role as a popular online personality is the result of two spheres of influence. The commercial side consists of YouTube as a business platform and is represented by her tutorials. The community sphere, sustained by the power of affective ties with her audience, is represented by her vlogs. I argue that her market value as a renowned guru is built through her know-how expressed in straight-forward tutorials. Conversely, her social value as an interesting, trustworthy personality is fostered by intimate vlogs.

Online publication date: Wed, 07-Dec-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Based Communities (IJWBC):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com