What's Behind the Mask? A Qualitative Study of How Male Makeup Vloggers Perform Alternative Identities

Authors

Nicole LaPerna, The College of WoosterFollow

Abstract

The purpose of this study is to see how male makeup artists Manny Mua and jeffreestar construct an identity and create a more inclusive masculinity though their YouTube videos. There is much scholarship on identity, gender, and performativity, but little research on the topic of men using makeup to construct an identity online. Therefore, this research fills a gap in scholarship on gender performativity online. For this study, I watched a selection of each makeup artist's videos and looked for repeated behaviors and actions. The findings revealed three major themes: self-disclosure and the creation of a unique persona, the creation of an alternative masculinity, and the use of makeup and YouTube as both a stage to perform and a shield to hide insecurities.

Keywords: gender, performativity, masculinity, makeup, alternative masculinity, YouTube

Advisor

Singh, Rohini

Department

Communication Studies

Recommended Citation

LaPerna, Nicole, "What's Behind the Mask? A Qualitative Study of How Male Makeup Vloggers Perform Alternative Identities" (2018). Senior Independent Study Theses. Paper 8240.
https://openworks.wooster.edu/independentstudy/8240

Disciplines

Gender, Race, Sexuality, and Ethnicity in Communication | Social Influence and Political Communication | Social Media

Keywords

Gender, Performativity, Masculinity, Makeup, Alternative Masculinity, YouTube

Publication Date

2018

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis