"I Guess A Lot of People See Me as a Big Sister or a Friend': the role of intimacy in the celebrification of beauty vloggers
"I Guess A Lot of People See Me as a Big Sister or a Friend': the role of intimacy in the celebrification of beauty vloggers
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DOI：
10.1080/09589236.2017.1288611
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发表时间：
2017-01-01
影响因子：
1.7
通讯作者：
Kavka, Misha
中科院分区：
文献类型：
--
作者：
Berryman, Rachel;Kavka, Misha
Zoe Zoella的Sugg拥有令人印象深刻的1100万订阅者，是最近通过在YouTube上发布视频而获得名声（和财富）的年轻人中最受欢迎的人之一。她在YouTube社区中增长最快、女性化程度最高的美容组中占据突出地位，创作关于生活方式、时尚和美容相关主题的视频。然而，在更大程度上比她的许多同龄人，Sugg支持她的产品为导向的视频与视频博客，提供幕后，亲密接触她的生活（风格）。这样做，佐伊的视频不仅鼓励她的观众和她在屏幕上采用的大姐姐角色之间的亲密关系，而且鼓励她的观众和她与之相关的商品之间的亲密关系。本文认为，YouTube网红经济的成功，无论是在其性别倾向和名人效应方面，都取决于通过亲密关系进行商品化的过程，佐伊·萨格以模范的方式动员了这一过程。
With an impressive 11million subscribers, Zoe Zoella' Sugg is among the most popular of the young adults who have recently obtained fame (and fortune) by posting videos to YouTube. She figures prominently in the beauty group, one of the fastest-growing and most overtly feminized subsets of the YouTube community, creating videos on lifestyle, fashion and beauty-related topics. However, to a greater extent than many of her peers, Sugg supports her product-oriented videos with vlogs that offer behind-the-scenes, intimate access to her life(style). In so doing, Zoe's videos encourage intimacy not simply between her viewers and the big sister' persona she adopts on-screen, but also between her audience and the commodities she associates herself with. This article argues that the success of the YouTube influencer' economy, both in terms of its gender predispositions and celebrity effects, depends on processes of commodification through intimacy, which Zoe Sugg mobilizes in exemplary fashion.