Innovative Communication Learning about Beauty on YouTube

Abstract

           This research aims to: 1) study the perception of beauty image of Thai women through beauty programs on YouTube, 2) describe the exposure of the audiences of beauty programs on YouTube, and 3) explain the negotiation of beauty content between the audience with beauty gurus on YouTube. The research methodology is qualitative research by using the textual analysis of 100 beauty programs on YouTube from 5 channels; Momay with you, Pearypie, wwwerkerkcom, missPimpaka and Yaeuunws, the interviews of 2 beauty gurus, and focus group on 30 YouTube audiences who subscribed at least 2 channels from sample.

           The study found that the beauty image of Thai women which reflect through beauty programs on YouTube is an external appearance that can be adjusted and the attitude and intelligence that women need to have critical thinking and rational synthesis. The exposure behavior of the audience has 3 steps; searching, watching and utilizing content, and the method of viewing beauty program is sequential timeline, selected range and stop for considering. Moreover, the positive attitude affects directly to knowledge and behavior. In addition, the negotiation of content happens in 3 parts; firstly, episode selection, secondly, while watching the program, and finally, the utilizing content by the audiences. Therefore, the individual beauty creation by audience shows that there are the most powerful of content bargain.