The Push from Below : Contested Narratives by Bangladeshi Fans towards Influencers on YouTube in Bangladesh

Sammanfattning: The purpose of my research is to investigate the contestation of narratives formed by Bangladeshi fans towards online influencers on YouTube. The evolution of digital technology and the usage of social media platforms (Facebook, YouTuber, Instagram, etc.) is competing with traditional media. It has given power to ordinary people and led to the rise of micro-celebrities. Microcelebrities are gaining popularity and influence amongst the users of these social media platforms. They are often labelled as online influencers. Audiences formed digital communities around these online influencers. The effect of the online influencers is having an impact on the lives of the viewers in both online and offline environment. These digital communities consist of different sub-groups with “fans” being one of them. These fans have the most knowledge of online influencers compared to other sub-groups such as enthusiasts. They regulate the quality of content by collectively exchanging knowledge amongst each other with the help of digital technology. Using this knowledge, they formulate contestation if they collectively agree on any forms of irregularity. Thus, playing an important role in the digital community that revolves around these online influencers. Using ethnography and different methodological tools, I interviewed several Bangladeshi fans and enthusiast to understand their functionality. Using the extracted data, I had the opportunity to evaluate their motive behind their ideology of contestation. To get understand the way contestation is being carried out and how they voice their opinion of what is right and wrong. Using the extracted data and the relevant academic concepts, I conducted a detailed analysis. My investigation resulted in going beyond the online communities to understand the online-offline relations between the fans and the influencers. The positive and negative relations that exists between these two groups. I was able to evaluate how the functions of contestation were carried out using collective intelligence and the effects of the online promotions on the fans by the online influencers who are backed by media corporations.