6533b872fe1ef96bd12d3aff
RESEARCH PRODUCT
The genre repertoires of Norwegian beauty and lifestyle influencers on YouTube
Aleksander Torjesensubject
Communicationmedia_common.quotation_subject05 social sciencesMedia studies050801 communication & media studiesNorwegianInfluencer marketinglanguage.human_languageVDP::Humaniora: 000::Språkvitenskapelige fag: 010::Nordiske språk: 0180508 media and communications050903 gender studiesBeautylanguageSociology0509 other social sciencesmedia_commondescription
Abstract YouTube represents an increasingly popular cultural phenomenon in the contemporary Norwegian media landscape. Since the inception of the digital video platform over 15 years ago, personal videoblogging has emerged as one of its dominant types of user-generated content. In this article, I draw from New Rhetoric genre theory and netnographic approaches to explore the beauty and lifestyle sphere on YouTube, in which several emergent genres are situated within a new media ecosystem. Through a qualitative content analysis of seven established Norwegian YouTube channels, a total of 17 individual genres were identified. Furthermore, I elaborate upon how informational, instructional, and confessional communicative functions are utilised in audiovisual publications through conventionalised digital media production practices.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2021-07-01 | Nordicom Review |