Being 'really real' on YouTube: authenticity, community and brand culture in social media entertainment
This article develops an analytical framework to understand the modes of address of native to online content types (gameplay, do it yourself (DIY) beauty, personality vlogging) These types of content differ sharply from established screen entertainment and are constituted from intrinsically interactive audience centricity and appeal to authenticity and community in a commercialising space which we call 'social media entertainment' The article offers a revisionist analysis of the shaping and disciplining of brand culture through the twinned discourses of authenticity and community. The significance of social media entertainment lies in that, for a great many especially young viewers, this is what television is, now.