YouTube's Vlog Authenticity in the Performance of Femininity

The Value of Authenticity

According to Zygmunt Bauman, traditional resources for identity construction are no longer reliable in our modern world (Buckingham). In this way, as there are no more concrete sources of meanings, as all that is solid melts into air (Berman), we seek social and cultural identification with others to build our values (Buckingham). If the traditional media does not guide people in their lives anymore, people are now turning to new media as a way to gain new meanings from each other. Here, the aura of authenticity creates authentic personas for people to identify with and it gives viewers the feeling of receiving information from friends. This idea of receiving honest advice from peers also gives vloggers a certain level of credibility (Fischer), which is valuable and somewhat lacking in our contemporary manipulative media.

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