Governing the Resilient Self: Influencers’ Digital Affective Labor in Quarantine Vlogs

Abstract

This article explores quarantine vlogs on YouTube to examine the cultural production of influencers during the early days of the COVID-19 pandemic. By using a grounded theory approach to analyze 9 quarantine vlogs filmed by woman creators along with 480 user comments, this article argues that quarantine vlogs are shaped by influencers’ competing desires of (1) offering care and soothing content to the viewers and (2) instrumentalizing the discontents of the pandemic moment as a neoliberal device to preserve their aspirational self. In quarantine vlogs, influencers interact with their audiences by recognizing the emotional and mental strains of navigating the pandemic or their relative privilege, while they reframe the pandemic experience as an opportunity for productivity and self-growth. Consequently, influencers engage in significant affective labor and self-governance during a global health crisis to establish a resilient persona and maintain their online visibility.