Celebrity Bloggers and Vloggers

Abstract

Social media have opened up the way for two trends in celebrity culture: celebrities from “traditional” spheres have embraced social media to create direct relationships with audiences; and ordinary users have gained visibility using a microcelebrity technique to become increasingly acknowledged as social media influencers. Celebrities and influencers use blogs and vlogs, in combination with other social media, to narrate their everyday lives in order to create an authentic persona to their audiences, which is seen as part of self‐branding inherent to neoliberalist culture. While sharing what were previously private moments, such as breastfeeding or time with their children, may approximate celebrities and microcelebrities from ordinary audiences, and while some opportunities for non‐normative gender and sexual identities exist, the prevalent representation on social media consists of an articulation of empowerment and consumerism that is aggravated regarding women and girls. Elements of celebrity and microcelebrity cultures have even incorporated a “feminist chic” narrative, which can, at best, contest some of the inequality in these cultural fields, or merely represent a superficial and anodyne form of feminism. Moreover, social media have attracted female cultural producers without contesting the inequality of the wider post‐Fordist economy, while their functioning within an attention economy have continued and accentuated the emotional labor necessary to attract and maintain audiences familiar with celebrity culture.

Normalização dos corpos de divas pop: haterização evidenciada por influenciadores digitais

“…A partir do avanço tecnológico e disseminação da web 2.0 (Jorge, 2020;Childers;Lemon & Hoy, 2019;Lévy, 2003) houve uma descentralização do poder de criação de conteúdos juntamente com novos caminhos de participação social (Jenkins, 2015), isto fez com que a influência digital se instaurasse (Childers;Lemon & Hoy, 2019). Neste cenário, usuários das redes sociais, a princípio comuns, passam a ocupar lugares de grande visibilidade e tornam-se celebridades (Cocker & Coronin, 2017), são os influenciadores digitais (Nascimento, Campos & Suarez, 2020;Senft, 2013).…”

“…Os conteúdos criados pelos influenciadores transitam por diversas plataformas digitais e formatos, tais como fotos no Instagram, vídeos no YouTube, e textos em blogs (Karhawi, 2017). Nos blogs, os conteúdos se caracterizam como uma narração de vida cotidiana (Erz & Christensen, 2018), combinando posts audiovisuais, imagens e áudios (Jorge, 2020).…”

“…Os blogs, gerenciados por influenciadores profissionais, tornam-se veículos de comunicação validados pelos seus leitores, mídia e mercado (karhawi, 2017), neles os influenciadores incentivam o envolvimento de seus leitores por meio da apresentação de uma narrativa chamativa, íntima e fluida (Jorge, 2020).…”

Parenting on Celebrities’ and Influencers’ Social Media: Revamping Traditional Gender Portrayals

“…That does not exclude, however, that ordinary and everyday events and matters can ascend to articulate public issues, as an expression of cultural citizenship (Hermes and Dahlgren 2006). Social media presentation by celebrities and influencers often elicits discussions around topics pertaining to lifestyle politics, as well as gender and sexuality (Jorge 2020).…”

“…YouTube has made large investments in audiovisual and media resources to offer users and content creators an increasingly personalized experience, with high levels of interaction (Jorge 2020). Features include social functions such as comments, likes, and automatic lists of video recommendations; YouTube's Partner Program, which compensates content creators with part of the revenue from advertising; and the logistical support given to successful YouTubers around the world such as workshops, events, and recording studios.…”