41
SOCIAL VIDEO & PERSONALITY BRANDS mac114

Mac114 social video & personality branding

Embed Size (px)

Citation preview

Page 1: Mac114 social video & personality branding

SOCIAL VIDEO & PERSONALITY BRANDSmac114

Page 2: Mac114 social video & personality branding

PERSONAL BRANDING

Page 3: Mac114 social video & personality branding
Page 4: Mac114 social video & personality branding
Page 6: Mac114 social video & personality branding

most popular YouTube channels

Page 7: Mac114 social video & personality branding

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

Page 8: Mac114 social video & personality branding

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

Page 9: Mac114 social video & personality branding
Page 10: Mac114 social video & personality branding

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

- C. P. Chen (2013: 334)

Page 11: Mac114 social video & personality branding

“where amateur individuals understand and experience themselves as subjects

- C. P. Chen (2013: 334)

Page 12: Mac114 social video & personality branding

“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)

Page 13: Mac114 social video & personality branding

brand

organisation

product

person

symbol

Aaker, 1996

Page 14: Mac114 social video & personality branding

brand

organisation

product

person

symbol

extract

express

exude

Arruda, 2003

Page 15: Mac114 social video & personality branding

extract

express

exude

personal brand statement

Arruda, 2003

Page 16: Mac114 social video & personality branding

“personal branding is an art impression management

projecting a desired impression consumed and affected by external others

L. Shuker, 2010

Page 17: Mac114 social video & personality branding
Page 18: Mac114 social video & personality branding

Consumer-Brand Relationships

vs

Page 19: Mac114 social video & personality branding
Page 20: Mac114 social video & personality branding
Page 21: Mac114 social video & personality branding
Page 22: Mac114 social video & personality branding

THE CHANGING NATURE OF CELEBRITY

Page 23: Mac114 social video & personality branding

➤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)

Page 24: Mac114 social video & personality branding

ascribed

achieved

attributed

lineage

talent/skills

deemed noteworthy by cultural

intermediaries

Page 25: Mac114 social video & personality branding

achieved/attributed

promotion and commoditisation of aspirational glamour, allure and personality

Page 26: Mac114 social video & personality branding
Page 27: Mac114 social video & personality branding

‘renown’

Page 28: Mac114 social video & personality branding

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

•commercialisation •self-interest •manipulation

Page 29: Mac114 social video & personality branding

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

➤ Tanya Burr

➤ Louise Pentland

➤ Estée Lalonde

➤ Fleur Bell

➤ Alfie Deyes

➤ Marcus Butler

Page 30: Mac114 social video & personality branding
Page 31: Mac114 social video & personality branding

“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

Page 32: Mac114 social video & personality branding

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

‘so true I started watching because of your personality!’

Page 33: Mac114 social video & personality branding

‘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.’

Page 34: Mac114 social video & personality branding

‘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.’

Page 35: Mac114 social video & personality branding

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.

Page 36: Mac114 social video & personality branding

“Aloha Sprinklerinos”

Page 37: Mac114 social video & personality branding

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.

Page 38: Mac114 social video & personality branding

DANGERS?

Page 41: Mac114 social video & personality branding

➤ demotic celebrity status based on attributed renown

➤ community as co-creator of status

➤ precariousness of minor celebrity fame?