MAKEUP TUTORIALS ON YOUTUBE: THE POWER OF EXPRESSION Jarrod stiver Youtube is one of the most popular social media platforms. Youtube is the most popular video sharing platform. This platform allows its users to access thousands of videos from many different genres online with one search. One genre that has been increasingly popular is beauty “vlogging,” or video blogging. Beauty vlogging is a way for the user to “ teach new makeup techniques, demonstrate and review new products, or circulate beauty-related information” (p.1). While these videos are meant for the use of beautification, the producers and people in the vlogs tend to share very personal stories of their lives. By telling these stories, they are self-representing themselves to their viewers much like users of other social media platforms, like twitter and instagram. Kennedy says that beauty vlogging is unique due to the producer “not only presenting the self, but they are also visually constructing the...