As we have discussed previously in class, there is a definite distinction between an authentic and 'false' social identity. This idea resonates, especially within the Youtube Beauty Guru Community. While researching for this project, I came upon an ethnographic case study by Professor Jeffries at Florida University, "The Revolution will be So Cute." In her paper, she discusses the earlier stages of this phenomenon (study conducted in 2011), as well as the increasing fascination with Youtube Gurus, tutorials, and 'fashion/makeup haul' videos. I was interested particularly, in the way, in which, Jeffries delved into the actual quotations and 'comments,' which were exchanged between these different women and their subscribers. Although I appreciated her input and analysis of these particular gurus, she seemed quite harsh, whilst critiquing these Gurus' hand gestures, speech, and how they generally expressed themselves 'on screen.' She put a lot of emphasis upon their 'limited speech and vocabulary' (like, so (etc)), as well as upon the conventional attitudes and divisions of 'Beauty' within this community:"Even when the mechanism is in the control of the population itself—after all, YouTube’s slogan is “Broadcast Yourself”—old cultural pressures, paradigms of beauty and importance, and class divisions continue to direct and limit our conversation. Instead of using technology and the new speech forums to resist the corporate culture machine, The powerful consumer group constituted by young American women exhibits a lamentable lack of activism." (Jeffries, 73). Thus, I believe that this stereotypical attitude towards the Youtube Guru Community would be a great topic to uncover through out the semester. As a current subscriber to many of these particular V-logs, I understand the hesitation in accepting the 'authenticity' or 'validity' of their statements. As many of these Gurus must balance between a 'professional' and 'personal' position, they must constantly maintain their social identities, as to not lose their followers, as well as their foundations, of which they have built their 'social empires' upon. In addition, the different divisions between the community, as well as the high statuses of these girls, often tend to automatically distance themselves away from their audiences. Thus, their subscribers do feel subjected to these 'role models.' They feel obligated to maintain a certain image. This comes up naturally when talking about the superficial nature of the Fashion and Beauty Industry. The power of consumerism does have a strong effect upon a woman's personal self-esteem.
Through my observations, I have noticed a general trend within the Beauty Guru Community,that has begun to combat this specific issue. Through various collaborations, tags, as well as continuous dialogues with viewers, Beauty Gurus have begun to use their high statuses, in order to relate to their audiences and protect the 'self-esteems' of their viewers. They have resisted the tendency to constantly advertise 'high end' products, as well as allow their 'professional' sides to completely override their personal videos.The multiple tags, such as #NoMakeup, #NoMirrorChallenges, or even basic advice V-logs have helped both 'the Guru' and their subscribers to establish a bond, in order to 'humanize' their 'social positions and personas.' In the #NoMakeup videos, girls are simply shown with out any makeup on. They are able to have a candid conversation with out the common detractors, such as, "Where did you get your makeup?" or "How do I do that?" Thus, they can get to the 'nitty-gritty,' concerning particular issues.
- No Make Up Tag:
- Ingid Nilsen (MissGlamorazzi): One of the most genuine Youtubers, that I have come across, thus far. Her genuine personality is a key factor to her large following.
- Chummy Chatter:
- British Youtubers, Louise and Zoe use their friendship, in order to provoke an honest and simplistic dialogue, concerning various issues within the media and in their subscribers' lives. Their effectiveness comes out of their genuine care for each other and for their large followings.
- Advice:
- Youtube Guru, NikkiPhillippi, expands her social platform into various accounts for different social purposes. She has multiple ones for Beauty, her personal life, and advice. Thus, she can expand her status to reach every facet of her subscribers' interests.
- Hilarious Youtube Commentary: What Gurus Don't Say
- A funny, sarcastic account, which makes a parody out of the preconceived ideas about, 'What Gurus Don't Say:' their imperfections and their daily lives.
Beauty gurus are ‘banning’ together, in order to promote a ‘unified’ voice through their videos. Yes, most girls should develop their own personalities, but through these Gurus, they gain the confidence to be able to do so. The relatable aspects (candid interviews and V-logs), as well as their genuine personalities, allow young girls to look up to these ‘older girls,’ as they have already experienced much of what these girls are going through, currently. They open up a dialogue between a ‘virtual world’ and ‘their reality,’ by just setting up a camera and talking to it. Thus, as a viewer, you feel as if you are actually having a conversation with them. Not to seem cliché, but an argument could be made, that this symbolizes a crucial and powerful step towards a type of 'revolution' or 'unification' of the 'feminine world.' These girls are ‘breaking down’ the barriers, which normally divide the ‘walls’ of ‘Girl World.’ These gurus use their voices, in order to influence other people. They transform the conventional, shallow images of themselves, in order to enhance their own individual confidences, which inspire other girls. They have influenced the fashion industry greatly, by implementing a ‘personal, authentic' voice and platform to an otherwise superficially-perceived culture. Seventeen Magazine has just launched a #GirlPower campaign, which many Gurus are involved in. Thus, Seventeen is helping to create awareness and diminish these 'preconceived' notions of the stereotypical, shallow ideas of Beauty and Fashion. People have forgotten, that these ‘Gurus’ have a voice. Now, in these current times, these gurus are using their ‘public statuses,’ in a positive light, rather than in shallow and conventional forms.They are becoming a 'unified' front, with distinct and unique voices. Instead of contributing to the 'cliques' between young girls (as well as adult women), they are finding commonality between these different 'groups' and 'hierarchies.' Thus, this Youtube Guru Community may have a stronger presence and future within the marketing, fashion, and social world, then we (as well as Jeffries) may have presumed.
In terms of my project, I am considering using these different Beauty Gurus as 'case studies,' in order to analyze how they find the balance between their 'personal' and 'public lives,' how they managed to establish a 'voice' within the Beauty community, the way that they started their personal social platforms, and if they agree with this current theory, of which I have just explained above. On the other hand, If I use this idea, I would really like to interview one (or a small group) of Gurus. However, I am not quite sure if some of the more 'popular' Gurus would be more difficult to contact.Please Let me know what you think!
-Zoë