Field notes from my PHD on Zoella
Sophie used to work in the SEO, or perhaps more accurately the content marketing, industry in Brighton but is now a fully funded PhD student. Her PhD project involves looking at discourses surrounding entrepreneurship for young women on YouTube, specifically looking at beauty vlogging. She asks questions like: is the ‘career’ of beauty vlogging actually as accessible as the Guardian keeps saying it is? Is the YouTube algorithm sexist? Does it matter (yes)?
This talk draws from academic research and fieldwork to ask: how can industry practitioners and academics come together to understand how do algorithms, platforms and optimisation practices affect the media and marketing communications that people experience on a day to day basis? I have no idea, but I will run down some of the insights […]