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    Rights statement: The final, definitive version of this article has been published in the Journal, Marketing Theory, 17 (4), 2017, © SAGE Publications Ltd, 2017 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/

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Charismatic authority and the YouTuber: unpacking the new cults of personality

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Charismatic authority and the YouTuber: unpacking the new cults of personality. / Cocker, Hayley Louise; Cronin, James Martin.
In: Marketing Theory, Vol. 17, No. 4, 01.12.2017, p. 455-472.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

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Cocker HL, Cronin JM. Charismatic authority and the YouTuber: unpacking the new cults of personality. Marketing Theory. 2017 Dec 1;17(4):455-472. Epub 2017 Feb 9. doi: 10.1177/1470593117692022

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Bibtex

@article{e4c948709d764fbb96537c603ec313a0,
title = "Charismatic authority and the YouTuber: unpacking the new cults of personality",
abstract = "In this article, we draw upon Weber{\textquoteright}s concept of charismatic authority to unpack the appeal that YouTube video bloggers have galvanized among their fan communities. We explore how followers interact to articulate the appeal of British YouTube personalities and consequently, how they contribute to the nature of these {\textquoteleft}new cults of personality{\textquoteright}. By observing the content of seven of Britain{\textquoteright}s most popular {\textquoteleft}YouTubers{\textquoteright} and engaging in a sustained non-participant netnography of responses to these videos, we argue new cults of personality differ from their traditional counterparts through collaborative, co-constructive and communal interdependence between culted figure and follower. While Weber maintained charismatic authority has its source in the innate and exceptional qualities of an individual{\textquoteright}s personality, we submit that in consumer culture{\textquoteright}s current era of consent, the {\textquoteleft}culting{\textquoteright} of social actors becomes a participatory venture. We shed light on the fading and routinization of charisma and the dissipation of the relationship between the culted figure and followers.",
keywords = "Celebrity, charisma, charismatic authority, cult of personality, netnography, Weber, YouTube",
author = "Cocker, {Hayley Louise} and Cronin, {James Martin}",
note = "The final, definitive version of this article has been published in the Journal, Marketing Theory, 17 (4), 2017, {\textcopyright} SAGE Publications Ltd, 2017 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/",
year = "2017",
month = dec,
day = "1",
doi = "10.1177/1470593117692022",
language = "English",
volume = "17",
pages = "455--472",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",
number = "4",

}

RIS

TY - JOUR

T1 - Charismatic authority and the YouTuber

T2 - unpacking the new cults of personality

AU - Cocker, Hayley Louise

AU - Cronin, James Martin

N1 - The final, definitive version of this article has been published in the Journal, Marketing Theory, 17 (4), 2017, © SAGE Publications Ltd, 2017 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/

PY - 2017/12/1

Y1 - 2017/12/1

N2 - In this article, we draw upon Weber’s concept of charismatic authority to unpack the appeal that YouTube video bloggers have galvanized among their fan communities. We explore how followers interact to articulate the appeal of British YouTube personalities and consequently, how they contribute to the nature of these ‘new cults of personality’. By observing the content of seven of Britain’s most popular ‘YouTubers’ and engaging in a sustained non-participant netnography of responses to these videos, we argue new cults of personality differ from their traditional counterparts through collaborative, co-constructive and communal interdependence between culted figure and follower. While Weber maintained charismatic authority has its source in the innate and exceptional qualities of an individual’s personality, we submit that in consumer culture’s current era of consent, the ‘culting’ of social actors becomes a participatory venture. We shed light on the fading and routinization of charisma and the dissipation of the relationship between the culted figure and followers.

AB - In this article, we draw upon Weber’s concept of charismatic authority to unpack the appeal that YouTube video bloggers have galvanized among their fan communities. We explore how followers interact to articulate the appeal of British YouTube personalities and consequently, how they contribute to the nature of these ‘new cults of personality’. By observing the content of seven of Britain’s most popular ‘YouTubers’ and engaging in a sustained non-participant netnography of responses to these videos, we argue new cults of personality differ from their traditional counterparts through collaborative, co-constructive and communal interdependence between culted figure and follower. While Weber maintained charismatic authority has its source in the innate and exceptional qualities of an individual’s personality, we submit that in consumer culture’s current era of consent, the ‘culting’ of social actors becomes a participatory venture. We shed light on the fading and routinization of charisma and the dissipation of the relationship between the culted figure and followers.

KW - Celebrity

KW - charisma

KW - charismatic authority

KW - cult of personality

KW - netnography

KW - Weber

KW - YouTube

U2 - 10.1177/1470593117692022

DO - 10.1177/1470593117692022

M3 - Journal article

VL - 17

SP - 455

EP - 472

JO - Marketing Theory

JF - Marketing Theory

SN - 1470-5931

IS - 4

ER -