YouTubers, Combining Intimacy and Authenticity

My daughter helped me to pick out the YouTube Channel called MrBeast. The YouTuber for the account, Jimmy Donaldson, is known for his extreme stunts and challenge videos, and his stardom includes a nomination for a Kid’s Choice Award.

The video I have chosen, “$60,000 Extreme Hide and Seek – Challenge,” shows a group of friends playing hide-and-seek in an abandoned town for a chance to win money. Everyone has personal cameras, there is no obvious staging, and it is as if everyone is interacting directly with the audience. It was interesting to note a reference to “New Merch: shopmrbeast.com” to make money.

There are several aspects of this Youtube channel that seems to directly connect with our assigned reading by Peterson. First, being a master of reaction shots are important. The YouTube video from beginning to end seems to center on the reaction of being caught by surprise and this is captured time and time again. Second, Peterson describes a star text of connection meaning that “videos make you feel you are doing these kinds of things with friends.” (Peterson, 2015). This is also prominent throughout the video and the easy comradery between friends was inviting to the viewer. Finally, the video experience through lack of staging allows the viewer to feel like they are looking right into someone’s personal experiences (Peterson describes it as projecting into the home) as if you were skyping with friends.

As I reflect on this assignment, I appreciate the opportunity to better understand why my children are drawn to this type of new media technology. Additionally, by having a better understanding about the value of branding within this medium, my company may benefit by rethinking the approach to their own YouTube Channel.

Reference

Peterson, A. H. (2015, February 9). Why Teens Love YouTube’s Grace Helbig. BuzzFeed News. https://www.buzzfeednews.com/article/annehelenpetersen/why-teens-love-grace-helbig