Thanks for joining our life: Intimacy as performativity on YouTube parenting vlogs



Palabras clave:

Social media, Intimacy, Performativity, YouTube, Platforms, Vlogs, Influencers, Content creators, Family, Sharenting


YouTube is currently becoming one of the main international platforms for amateur creators attempting to attract followers through a multiplicity of audiovisual content and engagement strategies based on search and algorithmic recommendation systems. In many cases, this environment, and especially its users, try to adapt to a celebrity network pattern on the basis of the construction of seemingly authentic and close relationships, leading to relevant phenomena such as parenting vlogs. This kind of content is focused on the presence of intimate moments that reflect the daily life of influencers or micro-influencers, capturing large numbers of followers, as well as important communication and information strategies. From this perspective, and through a quantitative content analysis of 1,034 videos and more than 900 viewing hours on two very popular YouTube family influencer channels, this study explores the degree of intimacy portrayed in their video content as performative strategies that configure the profiles´ post through interactions with followers, brands, and self-promotion. The results suggest that the degree of intimacy shown in this content becomes a performative process for these family youtubers, whereby the more intimate the exposure, the more popular the information offered to the user. In short, this type of content prioritizes the routines of the youtubers, who include their closest family members and friends as a means of attracting attention, while dedicating their time to interacting with brands (advertising) and recording, editing, and submitting a vast amount of personal and private information on the platform (dissemination) in a sort of promotional-private performativity.


Los datos de descargas todavía no están disponibles.

Biografía del autor/a

Patricia De-Casas-Moreno, Universidad de Extremadura

Patricia de-Casas-Moreno is PhD in Communication in the field of Media Literacy by the University of Huelva. She is Professor at the University of Extremadura (Spain). BA in Journalism. MA in Communication and Audiovisual Education, specializing in Communication 2.0 and Social Media. She is member of the Comunicar Group and the Technical Council of the Media Education "˜Comunicar´ journal (JCR·JIF-Scopus Q1). She is member of the "˜Agora Research Group´ (HUM-648). Associate Editor of the University Scientific Journal "˜Ágora Digital´. Her line of research focuses on media quality, stereotypes, information language and the habits of the audience as a starting point for educational proposals for better consumption by society.

Daniela Jaramillo-Dent, Universidad de Huelva

Daniela Jaramillo-Dent is Doctoral Candidate in Communication at the University of Huelva and Erasmus University Rotterdam. Her research explores the mediated representations of immigration on social media platforms. She has received awards at the local and European levels for her research on migratory narratives and content creation practices on Instagram and TikTok. She is a Key Regional Leader of the TikTok Cultures Research Network. Her academic career holds a degree in Communication (University of Maryland) and postgraduate studies in leadership and education. She is an expert in various teacher training programmes in Spain, the United States and Ecuador. She collaborates in European projects on media literacy and in a digital innovation project with ACNUR on social media and digital entertainment opportunities for refugees.


Abidin, Crystal (2017). "#familygoals: family influencers, calibrated amateurism, and justifying young digital labor". Social media+society, v. 3, n. 2.

Abidin, Crystal (2018). Internet celebrity: understanding fame online. Emerald Publishing. ISBN: 978 1 78756 076 5

Alexa (2021). The top 500 sites on the web. Alexa. An company.

Androutsopoulos, Jannis; Tereick, Jana (2015). "YouTube: language and discourse practices in participatory culture". In: Georgakopoulou, Alexandra; Spilioti, Tereza. The Routledge handbook of language and digital communication. New York: Routledge, pp. 354-370. ISBN: 978 0 415 64249 1

APA (2017). Ethical principles of psychologists and code of conduct. American Psychological Association.

Arias, Fidias G. (2012). El proyecto de la investigación: introducción a la metodologí­a cientí­fica. Caracas, Venezuela: Editorial Episteme. ISBN: 978 9 800 78529 4

Baigorri-Ballarí­n, Laura (2019). "Identidades robadas. Arte, apropiación y extimidad en la vida online". Arte, individuo y sociedad, v. 31, n. 3, pp. 605-624.

Banks, David A. (2021). "The attention economy of authentic cities: how cities behave like influencers". European planning studies, v. 30, n. 1, pp. 195-209.

Berryman, Rachel; Kavka, Misha (2017). ""˜I guess a lot of people see me as a big sister or a friend´: the role of intimacy in the celebrification of beauty vloggers". Journal of gender studies, v. 26, n. 3, pp. 307-320.

Berryman, Rachel; Kavka, Misha (2018). "Crying on YouTube: vlogs, self-exposure and the productivity of negative affect". Convergence, v. 24, n. 1, pp. 85-98.

Blum-Ross, Alicia; Livingstone, Sonia (2017). ""˜Sharenting,´ parent blogging, and the boundaries of the digital self". Popular communication, v. 15, n. 2, pp. 110-125.

Busse, Kristina (2017). "Intimate intertextuality and performative fragments in media fanfiction". In: Gray, Jonathan; Sandvoss, Cornel; Harrington, C. Lee (eds.). Fandom. Identities and communities in a mediated world. New York: New York University Press, pp. 45-59. ISBN: 978 1 479 88113 0

Cabalquinto, Earvin-Charles; Soriano, Cheryll-Ruth R. (2020). ""˜Hey, I like ur videos. Super relate!´ Locating sisterhood in a postcolonial intimate public on YouTube". Information, communication & society, v. 23, n. 6, pp. 892-907.

Casilli, Antonio A.; Posada, Julian (2019). "The platformization of labor and society". In: Graham, Mark; Dutton, William H. (eds). Society and the internet. How networks of information and communication are changing our lives. Oxford: Oxford university press, pp. 293-306. ISBN: 978 0 191 87932 6

Castillo-Abdul, Bárbara; Bonilla-del-Rí­o, Mónica; Núñez-Barriopedro, Estela (2021a). "Influence and relationship between branded content and the social media consumer interactions of the luxury fashion Brand Manolo Blahnik". Publications, v. 9, n. 1.

Castillo-Abdul, Bárbara; Romero-Rodrí­guez, Luis-Miguel; Balseca, Johana (2021b). "Hola followers! Content analysis of YouTube channels of female fashion influencers in Spain and Ecuador". Sage open, v. 11, n. 4.

Cino, Davide; Demozzi, Silvia; Subrahmanyam, Kaveri (2020). ""˜Why post more pictures if no one is looking at them?´ Parents´ perception of the Facebook like in sharenting". The communication review, v. 23, n. 2, pp. 122-144.

Collings, Beccy (2014). "#Selfiecontrol: @CAZWELLnyc and therole of the ironic selfie in transmedia celebrity self-promotion". Celebrity studies, v. 5, n. 4, pp. 511-513.

Coronado-Padilla, Jorge (2007). "Escalas de medición". Paradigmas, v. 2, n. 2, pp. 104-125.

Das, Ranjana (2018). "Mediated subjectivities of the maternal: a critique of childbirth videos on YouTube". The communication review, v. 21, n. 1, pp. 66-84.

Dezuanni, Michael (2020). "Micro-celebrity communities, and media education. Understanding fan practices on YouTube and Wattpad". In: Frau-Meigs, Divina; Kotilainen, Sirkku; Pathak-Shelat, Manisha; Hoechsmann, Michael; Poyntz, Stuart R. (eds.). The handbook of media education research. Hoboken, NJ: John Wiley & Sons, Inc., pp. 19-32. ISBN: 978 1 119 16690 0

Driessens, Olivier (2013a). "The celebritization of society and culture: understanding the structural dynamics of celebrity culture". International journal of cultural studies, v. 16, n. 6, pp. 641-657.

Driessens, Olivier (2013b). "Celebrity capital: redefining celebrity using field theory". Theory and society, v. 42, pp. 543-560.

Elorriaga-Illera, Angeriñe; Monge-Benito, Sergio (2017). "The professionalization of youtubers: the case of Verdeliss and the brands". Revista latina de comunicación social, v. 73, pp. 37-54.

Enke, Nadja; Borchers, Nils S. (2019). "Social media influencers in strategic communication: a conceptual framework for strategic social media influencer communication". International journal of strategic communication, v. 13, n. 4, pp. 261-277.

Feijoo, Beatriz; Bugueño, Simón; Sádaba, Charo; Garcí­a-González, Aurora (2021). "Parents´ and children´s perception on social media advertising. [La percepción de padres e hijos sobre la publicidad en redes sociales]". Comunicar, v. 67, pp. 99-109.

Fernández-Gómez, Erika; Fernández-Vázquez, Jessica; Feijoo, Beatriz (2021). "Los niños como creadores de contenido en YouTube e Instagram. Análisis de los formatos empleados, la presencia de padres y marcas comerciales". Icono14, v. 20, n. 1.

Flores-Vivar, Jesús-Miguel (2009). "New models of communication, profiles and trends in social networks. [Nuevos modelos de comunicación, perfiles y tendencias en las redes sociales]". Comunicar, v. 33, n. 17, pp. 73-81.

Hearn, Alison (2008). "Meat, mask, burden: probing the contours of the branded self". Journal of consumer culture, v. 8, n. 2, pp. 197-217.

Hearn, Alison; Schoenhoff, Stephanie (2016). "From celebrity to influencer: Tracing the diffusion of celebrity value across the data stream". In: Marshall, P. David; Redmond, Sean (eds.). A companion to celebrity. Wiley Blackwell, pp. 194-212. ISBN: 978 1 786 84423 1

Holiday, Steven; Norman, Mary S.; Densley, Rebecca L. (2022). "Sharenting and the extended self: self-representation in parents´ Instagram presentations of their children". Popular communication, v. 20, n. 1.

Horak, Laura (2014). "Trans on YouTube: intimacy, visibility, temporality". Transgender studies quarterly, v. 1, n. 4, pp. 572-585.

Jaramillo-Dent, Daniela; Vizcaí­no-Verdú, Arantxa; De-Casas-Moreno, Patricia; Baldallo-González, Carmen (2020). Instagramming: temas, tópicos y tendencias. Barcelona: Octaedro. ISBN: 978 84 18 34865 5

Jenkins, Henry (2006). Fans, bloggers and gamers: exploring participatory culture. New York: NYU Press. ISBN: 978 0 814 74285 3

Jerslev, Anne; Mortensen, Mette (2015). "What is the self in the celebrity selfie? Celebrification, phatic communication and performativity". Celebrity studies, v. 7, n. 2, pp. 249-263.

Jorge, Ana; Marí´po, Lidia; Coelho, Ana-Margarida; Novello, Lia (2021). "Mummy influencers and professional sharenting". European journal of cultural studies, v. 25, n. 1.

Krippendorff, Klaus (2004). "Reliability in content analysis: some common misconceptions and recommendations". Human communication research, v. 30, n. 3, pp. 411-433.

Lanza, Elizabeth (2020). "Digital storytelling: multilingual parents´ blogs and vlogs as narratives of family language policy". In: Kulbrandstad, Lars-Anders; Bordal-Steien, Guri (eds.). Sprí¥kreiser. Festskrift til Anne Golden pí¥ 70-í¥rsdagen 14. Juli 2020. Oslo: Novus Forlag, pp. 177-192. ISBN: 978 8 283 90042 2

Marí´po, Lidia; Jorge, Ana; Tomaz, Renata (2019). ""˜I felt like I was really talking to you!´: intimacy and trust among teen vloggers and followers in Portugal and Brazil". Journal of children and media, v. 14, n. 1, pp. 22-37.

Martí­n-Criado, José-Marí­a; Casas, José-Antonio; Ortega-Ruiz, Rosario; Del-Rey, Ramón (2021). "Parental supervisión and victims of cyberbullying: influence of the use of social networks and online extimacy". Revista de psicodidáctica, v. 26, n. 2, pp. 161-168.

Marwick, Alice (2015). "You may know me from YouTube: micro-celebrity in social media". In: Marshall, David; Redmond, Sean (eds.). A companion to celebrity. Malden, Massachusetts: Wiley Blackwell, pp. 333-350. ISBN: 978 1 786 84423 1

Marwick, Alice; Boyd, Danah (2011). "To see and be seen: celebrity practice on Twitter". Convergence, v. 17, n. 2, pp. 139-158.

Meloní§on, Lisa; Arduser, Lora (2022). "A theory of collective intimacy". In: Meloní§on, Lisa; Molloy, Cathryn (eds.). Strategic interventions in mental health rhetoric. Milton: Taylor & Francis, pp. 23-37. ISBN: 978 0 367 70158 1

Nottingham, Emma (2019). ""˜Dad! Cut that part out!´. Children´s rights to privacy in the age of "˜generation tagged´: Sharenting, digital kidnapping and the child micro-celebrity". In: Murray, Jane; Swadener, Beth-Blue; Smith, Kylie (eds.). The Routledge international handbook of young children´s rights. New York: Routledge. ISBN: 978 0 367 14201 8

Orlandoni-Merli, Giampaolo (2010). "Escalas de medición en estadí­stica". Telos, v. 12, n. 2, pp. 243-247.

Palys, Ted (2008). "Purposive sampling". In: Given, Lisa M. (ed.). The Sage encyclopedia of qualitative research methods. Los Angeles: Sage, pp. 697-698. ISBN: 978 1 412 94163 1

Papacharissi, Zizi (2011). A networked self: identity, community, and culture on social network sites. New York: Routledge. ISBN: 978 0 415 80181 2

Pérez-Torres, Vanesa; Pastor-Ruiz, Yolanda; Abarrou-Ben-Boubaker, Sara (2018). "Youtuber videos and the construction of adolescent identity. [Los youtubers y la construcción de la identidad adolescente]". Comunicar, v. 55, pp. 61-70.

Raun, Tobias (2018). "Capitalizing intimacy: new subcultural forms of micro-celebrity strategies and affective labour on YouTube". Convergence, v. 24, n. 1, pp. 99-113.

Riffle, Daniel; Lacy, Stephen; Fico, Frederick G. (2014). Analyzing media messages: using quantitative content analysis in research. New York: Routledge. ISBN: 978 1 138 61397 3

Rubio-Hurtado, Marí­a-José; Fuertes-Alpiste, Marc; Martí­nez-Olmo, Francesc; Quintana, Jordi (2022). "Youths´ posting practices on social media for digital storytelling". Journal of new approaches in educational research, v. 11, n. 1, pp. 97-113.

Senft, Theresa M. (2013). "Microcelebrity and the branded self". In: Hartley, John; Burgess, Jean; Bruns, Axel (eds.). A companion to new media dynamics. Somerset: John Wiley & Sons, pp. 346-354. ISBN: 978 1 118 32483 7

SensorTower (2021). Top apps worldwide for august 2021 by downloads. Sensor Tower.

Sibilia, Paula (2008). La intimidad como espectáculo. México: Fondo de Cultura Económica de Argentina. ISBN: 978 950 5577545

Silva, Sara; Quelhas-de-Brito, Pedro (2020). "The characteristics of digital influencers and their ethically questionable attitudes". In: Rocha, Álvaro; Reis, José-Luis; Peter, Marc K.; Bogdanović, Zorica (eds.). Marketing and smart technologies. Proceedings of ICMarkTech 2019. Singapur: Springer, pp. 101-111. ISBN: 978 9 813 34185 2

Stefanone, Michael A.; Lackaff, Derek (2009). "Reality television as a model for online behavior: blogging, photo, and video sharing". Journal of computer-mediated communication, v. 14, n. 4, pp. 964-987.

Tambunan, Shuri-Mariasih-Gietty (2020). "Linking privatized large-family domestic space with a public audience: an analysis of housewives who are YouTube vloggers". Pertanika journal of social sciences and humanities, v. 28, n. 1, pp. 575-588.

Tur-Viñes, Victoria; Núñez-Gómez, Patricia; González-Rí­o, Marí­a-José (2018). "Menores influyentes en YouTube. Un espacio para la responsabilidad". Revista latina de comunicación social, v. 73, pp. 1211-1230.

Vizcaí­no-Verdú, Arantxa; Aguaded, Ignacio (2020). "Análisis de sentimiento en Instagram: polaridad y subjetividad de cuentas infantiles". Zer, v. 25, n. 48, pp. 213-229.

Wang, Tien; Lee, Fu-Yu (2020). "Examining customer engagement and brand intimacy in social media context". Journal of retailing and consumer services, v. 54.

YouTube (2022). YouTube for press. YouTube.



Cómo citar

Vizcaí­no-Verdú, A., De-Casas-Moreno, P., & Jaramillo-Dent, D. (2022). Thanks for joining our life: Intimacy as performativity on YouTube parenting vlogs. Profesional De La información Information Professional, 31(4).



Artí­culos de investigación / Research articles