Beautytube: Enacting postfeminism on the YouTube multi-channel network ICON from 2015 to 2016

IF 2.4 2区文学 Q1 COMMUNICATION Convergence-The International Journal of Research Into New Media Technologies Pub Date : 2023-08-31 DOI:10.1177/13548565231199968

A. Weare

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Abstract

This production study utilizes postfeminist theory as a lens for seeing ‘beauty work’ on YouTube via the multi-channel network (MCN) ICON Network, a collaboration between the production company Endemol Shine and beauty YouTuber Michelle Phan. By bringing to focus the unique year of 2015–2016 when YouTube beauty production was largely produced within MCNs, the study sets the stage for the proceeding professionalization of YouTube content creation under legacy production and distribution companies in the 2020s. In-depth producer interviews with ICON management and YouTubers illuminated MCN business practices and producer perceptions of YouTube beauty production. Interview data was analyzed for its articulation within ICON as a postfeminist media culture (Gill, 2007) through (a) work conditions of beauty video production and (b) best practices of beauty video production. Results indicate that ICON is a site where the markers of feminism, postfeminism, and transnational feminism intersect and collide. These intersections contextualize today’s beauty influencing landscape which pushes for independence from MCNs, transparency, and authenticity.

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Beautytube: 2015 - 2016年在YouTube多频道网络ICON上演绎后女权主义

这项生产研究利用后女权主义理论作为镜头，通过多渠道网络(MCN) ICON网络在YouTube上看到“美容作品”，ICON网络是制作公司Endemol Shine和美容YouTube用户米歇尔·潘(Michelle Phan)的合作。通过关注2015-2016年这一特殊年份，YouTube美容产品主要由mcn制作，该研究为2020年代传统制作和分销公司下YouTube内容创作的专业化奠定了基础。对ICON管理层和YouTube用户的深度制作人采访揭示了MCN的商业实践和制作人对YouTube美容产品的看法。通过(a)美妆视频制作的工作条件和(b)美妆视频制作的最佳实践，对访谈数据进行了分析，以确定ICON作为后女权主义媒体文化的表达方式(Gill, 2007)。结果表明，ICON是女权主义、后女权主义和跨国女权主义的标记交汇和碰撞的场所。这些交叉点使今天的美影响景观，推动独立于mcn，透明度和真实性。

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来源期刊

Convergence-The International Journal of Research Into New Media Technologies COMMUNICATION-

CiteScore

5.80

自引率

7.10%

发文量