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Bibliographic Details
Main Author: Jorge, Ana
Publication Date: 2018
Other Authors: Marôpo, Lidia Soraya Barreto, Nunes, Thays
Format: Article
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: https://doi.org/10.15847/obsOBS000
Summary: UID/SOC/04647/2013
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository_id_str https://opendoar.ac.uk/repository/7160
spelling I am not being sponsored to say thisa teen youtuber and her audience negotiate branded contentYouthaudiencescommercialismsocial mediamicrocelebritycommodificationUID/SOC/04647/2013The field of microcelebrity is increasingly monetised, professionalised, and institutionalised, with the growing recognition of content creators as social media influencers. This article looks at the integration of branded content within youth digital culture, where participatory possibilities for self-expression are more and more entwined with consumer culture. It seeks to discuss how digital producers understand brand culture and how audiences negotiate the meanings of the commercialism inserted in their content. We look at the case of SofiaBBeauty, a successful young Portuguese youtuber, who has been vlogging since she was 12. The article analyses her association with brands in 12 videos in 2017 (vlog, haul, giveaway, Q&A, first impression, etc.), and the comments by the users showing acceptance and appraisal of, negotiation, or criticism towards, the brand and/or the youtuber. We explore the way Sofia connects her self-presentation with products/brands to appear close to her young audiences, and brands her persona as she is growing up to adulthood; how she presents her commercial recommendations as genuine and pregnant with affect, and whether the audience accepts it or not; as well as how she positions herself in the global YouTube community of practice, where connection with brands aggrandizes her persona in the eyes of the audience. Sofia’s videos create a post-feminist subject where consumption is articulated with independence, capability, and empowerment (Banet-Weiser, 2011), while engaging her audiences in a commodification process (Berryman & Kavka, 2017).Centro Interdisciplinar de Ciências Sociais (CICS.NOVA - NOVA FCSH)RUNJorge, AnaMarôpo, Lidia Soraya BarretoNunes, Thays2019-03-29T23:21:16Z2018-01-012018-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article21application/pdfhttps://doi.org/10.15847/obsOBS000eng1646-5954PURE: 12438664http://obs.obercom.pt/index.php/obs/article/view/1382https://doi.org/10.15847/obsOBS000info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:38:21Zoai:run.unl.pt:10362/65056Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:09:29.998064Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv I am not being sponsored to say this
a teen youtuber and her audience negotiate branded content
title I am not being sponsored to say this
spellingShingle I am not being sponsored to say this
Jorge, Ana
Youth
audiences
commercialism
social media
microcelebrity
commodification
title_short I am not being sponsored to say this
title_full I am not being sponsored to say this
title_fullStr I am not being sponsored to say this
title_full_unstemmed I am not being sponsored to say this
title_sort I am not being sponsored to say this
author Jorge, Ana
author_facet Jorge, Ana
Marôpo, Lidia Soraya Barreto
Nunes, Thays
author_role author
author2 Marôpo, Lidia Soraya Barreto
Nunes, Thays
author2_role author
author
dc.contributor.none.fl_str_mv Centro Interdisciplinar de Ciências Sociais (CICS.NOVA - NOVA FCSH)
RUN
dc.contributor.author.fl_str_mv Jorge, Ana
Marôpo, Lidia Soraya Barreto
Nunes, Thays
dc.subject.por.fl_str_mv Youth
audiences
commercialism
social media
microcelebrity
commodification
topic Youth
audiences
commercialism
social media
microcelebrity
commodification
description UID/SOC/04647/2013
publishDate 2018
dc.date.none.fl_str_mv 2018-01-01
2018-01-01T00:00:00Z
2019-03-29T23:21:16Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.15847/obsOBS000
url https://doi.org/10.15847/obsOBS000
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1646-5954
PURE: 12438664
http://obs.obercom.pt/index.php/obs/article/view/1382
https://doi.org/10.15847/obsOBS000
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 21
application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833596475936866304

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