Stylistic expressions of YouTube lifestyle influencers: authenticity and professional amateurism

Abstract

This article explores the beauty and lifestyle phenomenon on YouTube in a Norwegian context and addresses questions about self-presentation, new media production, and the construction of authenticity. Through an in-depth qualitative analysis of six selected YouTube videos, the study identifies two distinct styles, termed amateur style and professional style, and subsequently elaborates on how these styles are realised through specific performative practices combined with media production practices. The article contributes to the growing body of literature pertaining to influencers and new media practices by illustrating how the employment of these styles allows for YouTubers to be perceived as ordinary and authentic everyday amateurs, whilst simultaneously framing themselves as new media entrepreneurs and authoritative figures within the beauty and lifestyle community.