DOI
10.17077/etd.34xg9b2o
Document Type
Dissertation
Date of Degree
Spring 2016
Degree Name
PhD (Doctor of Philosophy)
Degree In
Mass Communications
First Advisor
Durham, Meenakshi G
First Committee Member
Sosale, Sujatha
Second Committee Member
Oates, Thomas
Third Committee Member
Tully, Melissa
Fourth Committee Member
Khandelwal, Meena
Abstract
This dissertation study explored women's labor in the beauty industries of the YouTube vlogosphere, specifically beauty video production on the ICON network, the beauty and lifestyle channel of YouTube entrepreneur Michelle Phan. Via a case study of ICON's YouTube creators and their video production, this dissertation explored female digital labor by interrogating gender, ethnicity, bodies, and power to address two interconnected elements situated particularly in the YouTube vlogosphere: beauty and entrepreneurship. The study's key research questions asked: In the transnational world of digital employment, what are the material and ideological complexities of beauty YouTubers' experiences? And how do YouTubers interpret their technical production, their beauty ideologies, their power, their authenticity, and the material outcomes of their production for themselves and others? Following an analysis of ICON as a company, interviews with its management and video creators, and its video products, the case study's findings reveal that while ICON recruits beauty creators to market on behalf of its retail partners, the creators see themselves as entrepreneurs who negotiate their own stances regarding their beauty ideals, user-generated content, (post)feminisms, and online authenticity.
Public Abstract
This dissertation study explored women’s labor in the beauty industries of the YouTube vlogosphere, specifically beauty video production on the ICON network, the beauty and lifestyle channel of YouTube entrepreneur Michelle Phan. Via a case study of ICON’s YouTube creators and their video production, this dissertation explored female digital labor by interrogating gender, ethnicity, bodies, and power to address two interconnected elements situated particularly in the YouTube vlogosphere: beauty and entrepreneurship. The study’s key research questions asked: In the transnational world of digital employment, what are the material and ideological complexities of beauty YouTubers’ experiences? And how do YouTubers interpret their technical production, their beauty ideologies, their power, their authenticity, and the material outcomes of their production for themselves and others? Following an analysis of ICON as a company, interviews with its management and video creators, and its video products, the case study’s findings reveal that while ICON recruits beauty creators to market on behalf of its retail partners, the creators see themselves as entrepreneurs who negotiate their own stances regarding their beauty ideals, user-generated content, (post)feminisms, and online authenticity.
Keywords
publicabstract, authenticity, beauty, entrepreneurship, Michelle Phan, postfeminism, YouTube
Pages
vii, 187 pages
Bibliography
Includes bibliographical references (pages 176-187).
Copyright
Copyright 2016 Andrea Marie Weare
Recommended Citation
Weare, Andrea M.. "Beauty work : a case study of digital video production and postfeminist practices on YouTube's Icon Network." PhD (Doctor of Philosophy) thesis, University of Iowa, 2016.
https://doi.org/10.17077/etd.34xg9b2o