Influencing nach Geschlecht

Influencers on social media address their fans on a personal level, as this is the key to making their product recommendations credible. But to what extent do they address their followers' gender? Anastasia-Patricia Och provides insights into the multimodal design of YouTube videos produced by successful influencers and into young people's media usage, which includes gendered practices both during and after reception. Her parainteractive and genderspecific analyses focus on beauty videos and FIFA Let's Plays. Additionally, teenagers discuss their experiences with these formats and their own use of YouTube.