We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
MICROCONTENT PATTERNS IN A BULGARIAN BEAUTY VLOG: A CASE STUDY OF BORYANA STEFANOVA`S YOUTUBE CHANNEL.
- Authors
Iglikova, Radostina
- Abstract
The hegemony of New Media seems undeniable as the majority of young people (the so-called ―Generation Z‖ and the Millennial demographic) give preference to these computer-mediated means of communication and/or entertainment rather over traditional media modes (such as television, radio and the printed press, for example). In this sense, YouTube as a platform for sharing video content has become fertile ground for the creation of qualitatively new types of content grouped into ever-changing and multiplying genres and types of videos. In the process, the platform has evolved into a unique ecosystem with its own communities, codes and participant roles. The significant purchasing force of the aforementioned generational groups along with their marked interest in makeup and cosmetics have been recognized by beauty and cosmetics companies and their marketing departments, gradually leading to the emergence of the so-called ―beauty community‖ - one of the most powerful both in terms of social recognition and potential for generating profit. It is a gathering ground for renowned ―beauty gurus‖, aspiring beauty ―vloggers‖ and millions of obsessed subscribers forming an extremely demanding and competitive hierarchical structure. By definition, a ―beauty vlogger‖ is a person who creates and posts YouTube videos about fashion, hair-styling, cosmetics and other beauty-related topics. Within the current reality of globalization and with the leading influence of the US in terms of media and entertainment and their utilization for marketing purposes, US-orginating popculture trends quickly spread around the world and proliferate in the form of ―glocalized‖, imitative, emulative versions of their English-language, American originals. In the case of YouTube videos and their creators this can be very clearly observed as the ―beauty vlogger‖ occupation has found its followers in developing countries, including Bulgaria, giving rise to seemingly ―new‖ and ―original‖ content in a new language which is, however, extremely derivative and imitative in its nature, following established formats and genres of video content - including the patterns for the accompanying microcontent (video titles). The present study is focused on the type and frequency of use of microcontent patterns in video titles as employed by Bulgarian beauty vlogger Boryana Stefanova on her YouTube channel. Of particular interest will be a) whether the titles can be grouped into clearly defined patterns of basic constant elements and empty slots to be filled with variables (thus producing specific title occurrences of a particular pattern), and b) the extent to which the employed patterns follow the guidelines set by experts in the field of creating content for digital audiences.
- Subjects
UNITED States; YOUTUBE (Web resource); HEGEMONY; BLOGGERS; TELEMATICS; GLOBALIZATION; POPULAR culture
- Publication
Knowledge: International Journal, 2020, Vol 42, Issue 6, p1141
- ISSN
2545-4439
- Publication type
Article