YouTube Stars as Role Models for Teenagers: Display, Affirmation, and Negotiation of Adolescent Identities

• In Event: ICA Interactive Paper/Poster Session II
  In Interactive Paper Session: Popular Communication Interactive Poster Session

Abstract

YouTube is one of the most popular websites among young people, who spend an increasing amount of time watching online videos. Some YouTubers have become stars to whom teenagers look up. Yet little is known about what contents the respective videos display and what role they play for their audience. The study uses qualitative content analysis to examine how popular German YouTubers present adolescent identities and how viewers react to these performances via comments. Affirmation of identities, but also negotiation of the video contents are important functions for the young YouTube audience. Popular YouTubers appear to serve as role models, although they also display problematic behaviors. Both male and female YouTubers tend to reinforce existing stereotypes about gender-appropriate behavior. It thus appears that adhering to the mainstream is a prerequisite for YouTube success in Germany. The implications of these findings with regard to possible effects on young viewers are discussed.

Authors

• Merja Mahrt, U of Duesseldorf

• Annekatrin Bock, Georg Eckert Institute for International Textbook Research