Vtubers as a phenomenon of modern media culture

Малюк, Євген Олександрович and Вітковський, Денис Ігорович (2024) Vtubers as a phenomenon of modern media culture Питання культурології (44). pp. 107-119. ISSN 2616-4183

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Abstract

The aim of the article is to systematize the available information on the functioning of VTubers as a phenomenon of contemporary media culture. Results. The specifics of the functioning of VTubers in contemporary media culture are considered. The importance of parasocial relations as a factor in the popularity of VTubers is emphasized. The influence of VTubers as influencers, including in political issues, is characterized. It is revealed that the main sources of the aesthetics of VTubers are the culture of idols and the Internet culture associated with anonymous imageboards. The specifics of local VTubing are outlined on the example of Ukrainian material. The scientific novelty. The research offers several contributions to the field. It clarifies the term “VTuber” within Ukrainian academic discourse, analyzes the specifics of Ukrainian-language VTubing for the first time in scientific literature, and introduces the concept of VTubing as a media culture phenomenon within Ukrainian-language academic discussions. Conclusions. The defining characteristics of VTubers, made possible by technological advancements, are anonymity and transmediality. Anonymity allows them to work with different identities and create parasocial relationships with the audience. Transmediality allows VTubers to exist in the media space outside of the usual constraints, which can potentially turn them into important influencers if they gain mainstream popularity. Independent VTubers are not very different from streamers, while the specifics of corporate VTubers are more peculiar due to the greater diversity of content and the exploitation of Japanese idol culture. The Ukrainian VTubing landscape is primarily composed of independent VTubers, with one third of them using the LGBTQ+ tag, potentially indicating their identity. The author stresses the need for further research into the content produced by Ukrainian VTubers to better understand their unique characteristics.

Item Type:	Article
Uncontrolled Keywords:	streaming; transmediality; audiovisual production; Hololive; Kizuna Ai; digital avatar; vtubing; media culture
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет української філології, культури і мистецтва > Кафедра інформаційних комунікацій
Depositing User:	Євген Олександрович Малюк
Date Deposited:	19 Dec 2025 10:56
Last Modified:	19 Dec 2025 10:56
URI:	https://elibrary.kubg.edu.ua/id/eprint/51183

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