PewDiePie og “indie” som platform for kulturkritik

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The most popular youtuber of all times, PewDiePie, has repeatedly criticized YouTube and mainstream news outlets, though both have contributed to position PewDiePie as a highly successful youtuber. This paper examines how PewDiePie manages his role as a youtuber: How he emerges as a credible youtuber creating an authentic relationship with his audience, while his commercial success depends on the transformation of these authentic relationships into monetary profit. Drawing on the ideology of indie culture, the article explores how the dialectic relation between indie culture and mainstream culture is central for PewDiePie’s criticism of YouTube and mainstream news outlets. In addition, the article draws on the concept of the microcelebrity to fully grasp the internet culture that has produced PewDiePie’s massive popularity. It is concluded that, while PewDiePie draws on indie discourses in the production of video content, the criticism is also a stylistic element in PewDiePie’s brand.
Original languageDanish
JournalMedieKultur
Volume34
Issue number65
Pages (from-to)31-53
ISSN0900-9671
DOIs
Publication statusPublished - 2018

Cite this

@article{44528ae28892484cb0af5d3ac9595d0e,
title = "PewDiePie og “indie” som platform for kulturkritik",
abstract = "The most popular youtuber of all times, PewDiePie, has repeatedly criticized YouTube and mainstream news outlets, though both have contributed to position PewDiePie as a highly successful youtuber. This paper examines how PewDiePie manages his role as a youtuber: How he emerges as a credible youtuber creating an authentic relationship with his audience, while his commercial success depends on the transformation of these authentic relationships into monetary profit. Drawing on the ideology of indie culture, the article explores how the dialectic relation between indie culture and mainstream culture is central for PewDiePie’s criticism of YouTube and mainstream news outlets. In addition, the article draws on the concept of the microcelebrity to fully grasp the internet culture that has produced PewDiePie’s massive popularity. It is concluded that, while PewDiePie draws on indie discourses in the production of video content, the criticism is also a stylistic element in PewDiePie’s brand.",
author = "Nielsen, {Louise Yung}",
year = "2018",
doi = "10.7146/mediekultur.v34i65.104552",
language = "Dansk",
volume = "34",
pages = "31--53",
journal = "MedieKultur",
issn = "0900-9671",
publisher = "Statsbiblioteket",
number = "65",

}

PewDiePie og “indie” som platform for kulturkritik. / Nielsen, Louise Yung.

In: MedieKultur, Vol. 34, No. 65, 2018, p. 31-53.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - PewDiePie og “indie” som platform for kulturkritik

AU - Nielsen, Louise Yung

PY - 2018

Y1 - 2018

N2 - The most popular youtuber of all times, PewDiePie, has repeatedly criticized YouTube and mainstream news outlets, though both have contributed to position PewDiePie as a highly successful youtuber. This paper examines how PewDiePie manages his role as a youtuber: How he emerges as a credible youtuber creating an authentic relationship with his audience, while his commercial success depends on the transformation of these authentic relationships into monetary profit. Drawing on the ideology of indie culture, the article explores how the dialectic relation between indie culture and mainstream culture is central for PewDiePie’s criticism of YouTube and mainstream news outlets. In addition, the article draws on the concept of the microcelebrity to fully grasp the internet culture that has produced PewDiePie’s massive popularity. It is concluded that, while PewDiePie draws on indie discourses in the production of video content, the criticism is also a stylistic element in PewDiePie’s brand.

AB - The most popular youtuber of all times, PewDiePie, has repeatedly criticized YouTube and mainstream news outlets, though both have contributed to position PewDiePie as a highly successful youtuber. This paper examines how PewDiePie manages his role as a youtuber: How he emerges as a credible youtuber creating an authentic relationship with his audience, while his commercial success depends on the transformation of these authentic relationships into monetary profit. Drawing on the ideology of indie culture, the article explores how the dialectic relation between indie culture and mainstream culture is central for PewDiePie’s criticism of YouTube and mainstream news outlets. In addition, the article draws on the concept of the microcelebrity to fully grasp the internet culture that has produced PewDiePie’s massive popularity. It is concluded that, while PewDiePie draws on indie discourses in the production of video content, the criticism is also a stylistic element in PewDiePie’s brand.

U2 - 10.7146/mediekultur.v34i65.104552

DO - 10.7146/mediekultur.v34i65.104552

M3 - Tidsskriftartikel

VL - 34

SP - 31

EP - 53

JO - MedieKultur

JF - MedieKultur

SN - 0900-9671

IS - 65

ER -