{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,1]],"date-time":"2026-04-01T07:33:49Z","timestamp":1775028829962,"version":"3.50.1"},"reference-count":61,"publisher":"SAGE Publications","issue":"5","license":[{"start":{"date-parts":[[2017,4,26]],"date-time":"2017-04-26T00:00:00Z","timestamp":1493164800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["New Media &amp; Society"],"published-print":{"date-parts":[[2018,5]]},"abstract":"<jats:p> Despite being ubiquitous and embedded in everyday life, \u2018the centrality of the Internet is still under-theorized in much masculinities research\u2019. Contributing to the knowledge base in this area, here we place under the microscope the performance of hetero-masculinities undertaken by the three most popular YouTube gaming vloggers in 2015\u20132016: PewDiePie, VanossGaming and Sky Does Minecraft. The focus of this article thus sits at the intersection of YouTube vlogging and gaming cultures, a site that is of particular sociological interest given the latter\u2019s associations with the (re)production and function of hegemonic masculinity. In examining the performances and constructions of gender by male gamers on YouTube, our research adds to the growing body of work highlighting the emergence of increasing levels of complexity in the construction of contemporary masculine identities. <\/jats:p>","DOI":"10.1177\/1461444817703368","type":"journal-article","created":{"date-parts":[[2017,4,26]],"date-time":"2017-04-26T11:26:48Z","timestamp":1493206008000},"page":"1697-1714","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":36,"title":["\u2018Mmm \u2026 I love it, bro!\u2019: Performances of masculinity in YouTube gaming"],"prefix":"10.1177","volume":"20","author":[{"given":"Marcus","family":"Maloney","sequence":"first","affiliation":[{"name":"Monash University, Australia"}]},{"given":"Steven","family":"Roberts","sequence":"additional","affiliation":[{"name":"Monash University, Australia"}]},{"given":"Alexandra","family":"Caruso","sequence":"additional","affiliation":[{"name":"Monash University, Australia"}]}],"member":"179","published-online":{"date-parts":[[2017,4,26]]},"reference":[{"key":"bibr1-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/00918369.2011.563654"},{"key":"bibr2-1461444817703368","volume-title":"Inclusive Masculinity: The Changing Nature of Masculinities","author":"Anderson E","year":"2009"},{"key":"bibr3-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/09540253.2010.528377"},{"key":"bibr4-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1057\/9781137394842_8"},{"key":"bibr5-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/09589236.2016.1245605"},{"key":"bibr6-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1111\/j.1468-4446.2012.01435.x"},{"key":"bibr7-1461444817703368","unstructured":"Blattberg E (2015) The demographics of YouTube, in 5 charts. Digiday. Available at: http:\/\/digiday.com\/platforms\/demographics-youtube-5-charts\/"},{"key":"bibr8-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/0891243213503901"},{"key":"bibr9-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1111\/soc4.12134"},{"key":"bibr10-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1111\/j.1468-4446.2012.01414.x"},{"key":"bibr11-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/00918369.2015.1008280"},{"issue":"1","key":"bibr12-1461444817703368","first-page":"60","volume":"9","author":"Christensen AD","year":"2014","journal-title":"International Journal for Masculinity Studies"},{"key":"bibr13-1461444817703368","volume-title":"Gender and Power","author":"Connell RW","year":"1987"},{"key":"bibr14-1461444817703368","volume-title":"Masculinities","author":"Connell RW","year":"2005","edition":"2"},{"key":"bibr15-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1007\/s11186-016-9275-x"},{"key":"bibr16-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/0891243205278639"},{"key":"bibr17-1461444817703368","doi-asserted-by":"publisher","DOI":"10.4324\/9781315683713"},{"key":"bibr18-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/0038038512437898"},{"key":"bibr19-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1097184X14554951"},{"key":"bibr20-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1023\/A:1017596718715"},{"key":"bibr21-1461444817703368","unstructured":"DeSimone E (2016a) The 13 Most Popular Types of YouTube Videos. Mediakix. Available at: http:\/\/mediakix.com\/2016\/02\/most-popular-youtube-videos\/#gs.IvoksdM"},{"key":"bibr22-1461444817703368","unstructured":"DeSimone E (2016b) Why YouTube Gaming Channels are Seeing Immense Growth. Mediakix. Available at: http:\/\/mediakix.com\/2016\/01\/youtube-gaming-channels-unprecedented-growth\/#gs.Iqegn9w"},{"key":"bibr23-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1440783313518251"},{"key":"bibr24-1461444817703368","volume-title":"Essential Facts About the Computer and Video Game Industry","author":"Entertainment Software Association (ESA)","year":"2015"},{"key":"bibr25-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1353\/csd.2014.0084"},{"key":"bibr26-1461444817703368","volume-title":"Masculinity as Multiple Masquerade \u2013 Screening the male: Exploring Masculinities in Hollywood Cinema","author":"Holmlund C","year":"1993"},{"key":"bibr27-1461444817703368","doi-asserted-by":"publisher","DOI":"10.4324\/9780203698921"},{"key":"bibr28-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1057\/9781137394842_3"},{"key":"bibr29-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1012690213482481"},{"key":"bibr30-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/13691058.2015.1085094"},{"key":"bibr31-1461444817703368","volume-title":"Guyland: The Perilous World Where Boys Become Men","author":"Kimmel MS","year":"2008"},{"issue":"3","key":"bibr32-1461444817703368","doi-asserted-by":"crossref","first-page":"245","DOI":"10.4471\/mcs.2013.34","volume":"2","author":"Light B","year":"2013","journal-title":"Masculinities & Social Change"},{"key":"bibr33-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/00918369.2011.563665"},{"key":"bibr34-1461444817703368","volume-title":"The Declining Significance of Homophobia","author":"McCormack M","year":"2012"},{"key":"bibr35-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/0038038510375734"},{"key":"bibr36-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1007\/s11199-014-0358-8"},{"key":"bibr37-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1111\/1468-4446.12203"},{"key":"bibr38-1461444817703368","unstructured":"Maloney M, Roberts S (2017) PewDiePie, new media stars and the court of public opinion. The Conversation. Available at: https:\/\/theconversation.com\/pewdiepie-new-media-stars-and-the-court-of-public-opinion-73263"},{"key":"bibr39-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1097184X11428384"},{"key":"bibr40-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1012690213501168"},{"key":"bibr41-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/09589230701562970"},{"key":"bibr42-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/0038038514562852"},{"key":"bibr43-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1555412016640408"},{"key":"bibr44-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1012690215609786"},{"key":"bibr45-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1097184X14553056"},{"key":"bibr46-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1525\/9780520941045"},{"key":"bibr47-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1525\/si.2010.33.2.163"},{"key":"bibr48-1461444817703368","unstructured":"Ramdurai G (2014) Think Gaming Content is Niche? Think Again. Think with Google. Available at: https:\/\/www.thinkwithgoogle.com\/articles\/think-gaming-content-is-niche-think-again.html"},{"key":"bibr49-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/10350330408629681"},{"key":"bibr50-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1555412014567228"},{"key":"bibr51-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1007\/s11199-010-9764-8"},{"key":"bibr52-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1080\/01425692.2011.649832"},{"key":"bibr53-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/0038038512453791"},{"key":"bibr54-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1057\/9781137394842"},{"key":"bibr55-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1111\/1468-4446.12237"},{"key":"bibr56-1461444817703368","volume-title":"Visual Methodologies: An Introduction to the Interpretation of Visual Materials","author":"Rose G","year":"2001"},{"key":"bibr57-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1177\/1363460716678559"},{"key":"bibr58-1461444817703368","doi-asserted-by":"publisher","DOI":"10.1057\/9781137394842_5"},{"key":"bibr59-1461444817703368","doi-asserted-by":"publisher","DOI":"10.4324\/9780203143148"},{"key":"bibr60-1461444817703368","unstructured":"Walker R (2014) PewDiePie is the Most Popular YouTube Star in the World. Why? Yahoo Tech. Available at: https:\/\/www.yahoo.com\/tech\/pewdiepie-truly-why-96476190194.html"},{"key":"bibr61-1461444817703368","unstructured":"Wallenstein A (2013) If PewDiePie Is YouTube\u2019s Top Talent, We\u2019re All Doomed. Variety. Available at: http:\/\/variety.com\/2013\/biz\/news\/if-pewdiepie-is-youtubes-top-talent-were-all-doomed-1200607196\/"}],"container-title":["New Media &amp; Society"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1461444817703368","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/1461444817703368","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1461444817703368","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,3,4]],"date-time":"2025-03-04T02:34:57Z","timestamp":1741055697000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/1461444817703368"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2017,4,26]]},"references-count":61,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2018,5]]}},"alternative-id":["10.1177\/1461444817703368"],"URL":"https:\/\/doi.org\/10.1177\/1461444817703368","relation":{},"ISSN":["1461-4448","1461-7315"],"issn-type":[{"value":"1461-4448","type":"print"},{"value":"1461-7315","type":"electronic"}],"subject":[],"published":{"date-parts":[[2017,4,26]]}}}