‘Mmm … I love it, bro!’: Performances of masculinity in YouTube gaming

Marcus Maloney; Steven  Roberts; Alexandra Caruso

doi:10.1177/1461444817703368

‘Mmm … I love it, bro!’: Performances of masculinity in YouTube gaming

Marcus Maloney, Steven Roberts, Alexandra Caruso

Monash University

Research output: Contribution to journal › Article › peer-review

36 Citations (Scopus)

764 Downloads (Pure)

Abstract

Despite being ubiquitous and embedded in everyday life, ‘the centrality of the Internet is still under-theorized in much masculinities research’. Contributing to the knowledge base in this area, here we place under the microscope the performance of hetero-masculinities undertaken by the three most popular YouTube gaming vloggers in 2015–2016: PewDiePie, VanossGaming and Sky Does Minecraft. The focus of this article thus sits at the intersection of YouTube vlogging and gaming cultures, a site that is of particular sociological interest given the latter’s associations with the (re)production and function of hegemonic masculinity. In examining the performances and constructions of gender by male gamers on YouTube, our research adds to the growing body of work highlighting the emergence of increasing levels of complexity in the construction of contemporary masculine identities.

Original language	English
Pages (from-to)	1697–1714
Number of pages	18
Journal	New Media & Society
Volume	20
Issue number	5
Early online date	26 Apr 2017
DOIs	https://doi.org/10.1177/1461444817703368
Publication status	Published - May 2018
Externally published	Yes

Bibliographical note

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

Keywords

Gaming
Gender
Interent
Masculinity
Social Media
You Tube

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10.1177/1461444817703368

Post-PrintAccepted author manuscript, 1.19 MB

Marcus Maloney
- Research Centre in Postdigital Cultures - Assistant Professor (Research)
Person: Teaching and Research

Cite this

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title = "{\textquoteleft}Mmm … I love it, bro!{\textquoteright}: Performances of masculinity in YouTube gaming ",

abstract = "Despite being ubiquitous and embedded in everyday life, {\textquoteleft}the centrality of the Internet is still under-theorized in much masculinities research{\textquoteright}. Contributing to the knowledge base in this area, here we place under the microscope the performance of hetero-masculinities undertaken by the three most popular YouTube gaming vloggers in 2015–2016: PewDiePie, VanossGaming and Sky Does Minecraft. The focus of this article thus sits at the intersection of YouTube vlogging and gaming cultures, a site that is of particular sociological interest given the latter{\textquoteright}s associations with the (re)production and function of hegemonic masculinity. In examining the performances and constructions of gender by male gamers on YouTube, our research adds to the growing body of work highlighting the emergence of increasing levels of complexity in the construction of contemporary masculine identities.",

keywords = "Gaming, Gender, Interent, Masculinity, Social Media, You Tube",

author = "Marcus Maloney and Steven Roberts and Alexandra Caruso",

note = "Copyright {\textcopyright} and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders. ",

year = "2018",

month = may,

doi = "10.1177/1461444817703368",

language = "English",

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AU - Roberts, Steven

AU - Caruso, Alexandra

N1 - Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

PY - 2018/5

Y1 - 2018/5

N2 - Despite being ubiquitous and embedded in everyday life, ‘the centrality of the Internet is still under-theorized in much masculinities research’. Contributing to the knowledge base in this area, here we place under the microscope the performance of hetero-masculinities undertaken by the three most popular YouTube gaming vloggers in 2015–2016: PewDiePie, VanossGaming and Sky Does Minecraft. The focus of this article thus sits at the intersection of YouTube vlogging and gaming cultures, a site that is of particular sociological interest given the latter’s associations with the (re)production and function of hegemonic masculinity. In examining the performances and constructions of gender by male gamers on YouTube, our research adds to the growing body of work highlighting the emergence of increasing levels of complexity in the construction of contemporary masculine identities.

AB - Despite being ubiquitous and embedded in everyday life, ‘the centrality of the Internet is still under-theorized in much masculinities research’. Contributing to the knowledge base in this area, here we place under the microscope the performance of hetero-masculinities undertaken by the three most popular YouTube gaming vloggers in 2015–2016: PewDiePie, VanossGaming and Sky Does Minecraft. The focus of this article thus sits at the intersection of YouTube vlogging and gaming cultures, a site that is of particular sociological interest given the latter’s associations with the (re)production and function of hegemonic masculinity. In examining the performances and constructions of gender by male gamers on YouTube, our research adds to the growing body of work highlighting the emergence of increasing levels of complexity in the construction of contemporary masculine identities.

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KW - Gender

KW - Interent

KW - Masculinity

KW - Social Media

KW - You Tube

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M3 - Article

SN - 1461-4448

VL - 20

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JO - New Media & Society

JF - New Media & Society

IS - 5

ER -

‘Mmm … I love it, bro!’: Performances of masculinity in YouTube gaming

Abstract

Bibliographical note

Keywords

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Marcus Maloney

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