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


Singh, Rohini


Communication Studies


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


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

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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