We Belong: The Sense of Community in the Complex Culture of the Filipina Fashion and Beauty Vloggers on YouTube

We Belong: The Sense of Community in the Complex Culture of the Filipina Fashion and Beauty Vloggers on YouTube


This study explores the community and culture of the Filipina beauty vloggers on YouTube using an integration of Community Markers theory and the Circuit of Culture model. The study revealed two main recurring concepts that underlie every moment in the circuit: the concept of community and the interactions that take place therein. The vloggers, although at times were found to be motivated by economical reasons when producing vlogs, revealed that their biggest motivation for vlogging is the sense of belongingness to a community that they themselves have fostered, which is highly dependent on their communication with their viewers. The viewers were likewise found to manifest the same longing for community and interaction with the vloggers. All in all, this study was able to establish the existence of a Filipina beauty community on YouTube and explore the culture that the community shares.

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[[Category: < College of Mass Communication > Thesis]][[Category:< Communication Research>]]