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This article develops an analytical framework to understand the modes of address of native-to-online content types (gameplay, do-it-yourself (DIY) beauty, personality vlogging). These types of content differ sharply from established screen entertainment and are constituted from intrinsically interactive audience-centricity and appeal to authenticity and community in a commercialising space which we call ‘social media entertainment’. The article offers a revisionist analysis of the shaping and disciplining of brand culture through the twinned discourses of authenticity and community. The significance of social media entertainment lies in that, for a great many especially young viewers, this is what television is, now.
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Cunningham et al. (2017) studied this question.
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