YouTube fandom names in channel communities and branding

Abstract

The YouTube channels Good Mythical Morning, grav3yardgirl, and the Vlogbrothers are analyzed to understand the function of fandom names on the platform. The selected YouTubers explain that their named fandoms create a sense of community on their channels. However, YouTube celebrities attempt to assert control over the narrative of their fan groups and encourage viewers to perceive them in a particular way. This control often relates to how content creators use the names to brand their channels and sell merchandise. Names of fan groups emphasize communal relationships but also perform a prominent business function. Understanding how the demonyms try to balance these different motivations reveals that the commercialization of fandom is embedded in everyday social media practices and the relationship between online celebrities and fans.