Youtube Stardom: Taking Over the World ?

Media Example

This article from Vogue, written in October of 2014, outlines the lives of the 8 most popular youtube stars. Taking over the world, and being more popular than Rihanna are among the claims of what these 8 stars are doing. This article definitely follows the neoliberal narrative of “self-branding” outlined by Banet-Weiser in Branding the Post-Feminist Self: Girls’ Video Production and Youtube. As Banet-Weiser states, “…public self-expression and self-branding is validated by the cultural context of post-feminism which, among other things, connects gender empowerment with consumer activity”. This article praises these stars for self-branding and self-empowerment.

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