Date of Degree


Document Type


Degree Name



Liberal Studies


Barbara Katz Rothman

Subject Categories

Other Feminist, Gender, and Sexuality Studies | Other Film and Media Studies | Visual Studies | Women's Studies


online, femininity, work


This paper looks at the YouTube beauty community and how this presentation of beauty gurus and subscribers expresses ideas about femininity and work family balance. Through a media analysis of YouTube videos and commentary, the content of this online community space is discussed to further explore the representations of women in various working roles as YouTubers. The ways select women including Anna Saccone, Michelle Phan, Jewel Sha’ree, and Dani Meza-Hung portray their lives through YouTube videos and speak about their YouTube experience is analyzed to express potential meaning within this unique media presentation. Following the content analysis of these specific YouTube channels is a discussion of how beauty gurus representations may relate to feminist ideas and work-family balance theories



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