‘Mmm … I love it, bro!’: Performances of masculinity in YouTube gaming

Marcus Maloney, Steven Roberts, Alex Caruso

Research output: Contribution to journalArticleResearchpeer-review

32 Citations (Scopus)


Despite being ubiquitous and embedded in everyday life, ‘the centrality of the Internet is still under-theorized in much masculinities research’. 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 2015–2016: 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’s 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.

Original languageEnglish
Pages (from-to)1697-1714
Number of pages18
JournalNew Media and Society
Issue number5
Publication statusPublished - 1 May 2018


  • Gaming
  • gender
  • Internet
  • masculinity
  • social media
  • YouTube

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