Multimodal and commercial identity work by Fortnite content creators

Abstract

In this article, identity practices by a group of Australian Fortnite content creators are analysed. These creators stream themselves playing the game and create videos for YouTube. Identity practices relate first of all to the game itself. The choice of avatar indexes the individual creator, especially when the avatar is used regularly or is specific to a creator. Choice of lexis in the form of jargon indexes the skill level and experience of the creators, with some indexing an identity as a skilful experienced player, and others indexing a less serious playing style. Finally, we have identified a commercial identity with creators indexing their brand as a creator through asking viewers to subscribe to their channel and support them.