Charlie Is So Cool Like: Authenticity, Popularity and Inclusive Masculinity on Youtube Abstract on the World's Most Utilised V
Charlie is so cool like: Authenticity, Popularity and Inclusive Masculinity on YouTube Abstract On the world’s most utilised video-sharing social networking site, YouTube, Charlie McDonnell (Charlieissocoollike), Dan Howell (Danisnotonfire), and Jack and Finn Harries (JacksGap) are Britain’s most popular video-bloggers (vloggers). With more than two million regular subscribers to each of their channels, along with millions of casual viewers, they represent a new form of authentic online celebrity. These young men, whose YouTube careers began as teenagers, do not espouse a traditional form of masculinity; they are not sporty, macho, or even expressly concerned with being perceived as heterosexual. Instead, they present a softer masculinity, eschewing the homophobia, misogyny, and aggression attributed to boys of previous generations. These behaviours are theorised using Anderson’s Inclusive Masculinity Theory. Drawing on analysis of 115 video-blogs (vlogs), along with an in-depth interview with Charlie McDonnell, this article examines how these young men developed and exhibit their inclusive masculinities and attitudes, which we postulate are a reflection of dominant youth culture. Keywords: authenticity, celebrity, inclusive masculinity, popularity, vlogging, YouTube 1 Introduction Research on heterosexual male youth has traditionally found that an anti-gay, anti-feminine model of masculinity has maintained dominance in youth cultures (Connell, 1995; Mac an Ghaill, 1994; Pollack, 1999). Influenced by a broader culture which valorised this model, boys established themselves as both masculine and heterosexual through enacting aggressive, macho, and stoic behaviours. Engaging with these masculine traits raised boys’ popularity, stratifying them according to a narrow set of gendered expectations (Plummer, 1999). Given the cultural conflation of male femininity with homosexuality, homophobia was also central to the social construction of masculinities (Kimmel 1994).
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