Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 71-81 |
| Number of pages | 11 |
| Journal | Media International Australia Incorporating Culture and Policy |
| Volume | 164 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Aug 2017 |
| Externally published | Yes |