![Sample our Communication Studies journals, sign in here to start your access, 2013 & 2014 volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5927/TOC-Subject-Sample-2021-Information-Science2.jpg"})
Abstract
YouTube serves as a safe haven for LGBTQ individuals, wherein LGBTQ creators and content are more prevalent than in mainstream media. Scholarship has primarily focused on YouTube content and LGBTQ audiences. The current study moves the needle forward by investigating the performance and self-branding of LGBTQ content creators. Interviews with 13 creators revealed that self-disclosure, authenticity, and similarity are content-based strategies employed to create connections with audiences. Building community through online and offline interactions and policing negativity were also common themes. YouTubers also discussed the perceived effects of their channel on themselves and their audiences.
Disclosure Statement
No potential conflict of interest was reported by the author(s).
Additional information
Funding
Notes on contributors
Brandon Miller
Brandon Miller is an Associate Professor of Communication at the University of Massachusetts Boston. His research focuses on media’s impact on identity and culture, particularly in relation to sexuality, gender, and mental health.
Bradley James Bond
Bradley J. Bond is an Associate Professor of Communication Studies at the University of San Diego. Hisresearch examines media effects related to identity development, well-being, and outgroup attitudes using social scientific approaches.