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SOCIAL VIDEO & PERSONALITY BRANDSmac114
PERSONAL BRANDING
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
“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)
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 individual’s 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
7 prominent UK YouTubers over 2 year period: ➤ Zoe Sugg
➤ Tanya Burr
➤ Louise Pentland
➤ Estée Lalonde
➤ Fleur Bell
➤ Alfie Deyes
➤ Marcus Butler
“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!’
‘She’s 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 “she’s 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 what’s super cute is that I can tell they’re inspired by you in some way with either their sense of style or hair
or makeup. It’s 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 don’t do it as much and idk I just really liked it and I’m just giving you my opinion idk if anyone agrees with
me or not but that’s how I feel.
DANGERS?
➤ demotic celebrity status based on attributed renown
➤ community as co-creator of status
➤ precariousness of minor celebrity fame?