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
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.
Gender, Race, Sexuality, and Ethnicity in Communication | Social Influence and Political Communication | Social Media
Gender, Performativity, Masculinity, Makeup, Alternative Masculinity, YouTube
Bachelor of Arts
Senior Independent Study Thesis
© Copyright 2018 Nicole LaPerna