Being 'really real' on YouTube: authenticity, community and brand culture in social media entertainment. Issue 1 (August 2017)

• Record Type: Journal Article
• Authors: Cunningham, Stuart; Craig, David
• Is Part Of: Media international Australia. Number 164:Issue 1(2017)
• Page Start: 71
• Page End: 81
• Publication Date: 2017-08
• Subjects: DIY beauty -- gameplay -- Sarah Banet-Weiser -- social media entertainment -- vlogging; Mass media -- Social aspects -- Periodicals; Mass media -- Australia -- Periodicals; Communication -- Australia -- Periodicals; Australia -- Cultural policy -- Periodicals; Médias -- Aspect social -- Périodiques; Médias -- Australie -- Périodiques; Communication -- Australie -- Périodiques; Massamedia; Communication; Cultural policy; Mass media; Mass media -- Social aspects; Australia; Periodicals; 302.23
• DOI: 10.1177/1329878X17709098
• Languages: English
• ISSNs: 1324-5325

Abstract

This article develops an analytical framework to understand the modes of address of native-to-online content types (gameplay, do-it-yourself (DIY) beauty, personality vlogging). These types of content differ sharply from established screen entertainment and are constituted from intrinsically interactive audience-centricity and appeal to authenticity and community in a commercialising space which we call 'social media entertainment'. The article offers a revisionist analysis of the shaping and disciplining of brand culture through the twinned discourses of authenticity and community. The significance of social media entertainment lies in that, for a great many especially young viewers, this is what television is, now.