What’s Behind the ‘Likes’? – Development of Self-Image in Young YouTubers

Abstract

The present work analyzes the impacts that fame, audience, and acting as a YouTuber can have on the formation of identity, self-esteem, and psychological well-being of the individual. To do so, a content analysis was conducted through a case study based on the audiovisual production of Whindersson Nunes, a YouTuber with significant visibility and engagement with the Brazilian public, who experienced a depression process at the peak of his fame. It was found that the relationship with followers, the impact of haters‘ actions, and practices as a YouTuber consequently produced effects on his identity. Based on the analysis of this case, the contributions of media literacy are discussed as a tool to interact with media autonomously and critically, aiming to increase awareness of its effects with the goal of safeguarding psychological well-being.