Self-Branding and Hotness in the YouTube Video Blogs of Jenna Marbles

This chapter considers the video sharing site and popular video blogging platform YouTube as a perilous landscape where self-representations compete for video views and subscriber tallies, giving rise to self-branding strategies particular to the video blogging site. It takes the case study of Jenna Marbles, a leading female video blogger, to see how she uses parody and play to negotiate the demand for young women to appear as hot, sexy products for consumption.