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<p>In the age of digitalization, private and professional identities are increasingly intertwined in a&#xa0;tension between personal expression and strategically staged online personas. This applies above all, but not exclusively, to the increasingly important group of content creators (CC), who are the focus of this article. Based on a&#xa0;thematic analysis of 30&#xa0;problem-centered interviews with creators on YouTube, we examine how authenticity is institutionalized in practice in a&#xa0;dynamic, context-dependent process. Our findings show that CC are subject to a&#xa0;constant balance between the idea of an authentic self and a&#xa0;deliberately constructed online presence in their professional self-presentation. Key dynamics here are the cultivation of relationships of trust with the audience, public self-economization, and adaptation to platform-specific and economic conditions.</p>

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„Ich gehe vor die Kamera und ich muss jetzt mich selber spielen“ – Authentische Darstellung von Content Creator:innen auf YouTube

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年2月24日

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  • Sarah Weißmann,
  • Luise Graw,
  • Samira Rißmann,
  • Inken Rabea Schmidt,
  • Laura Wagner

摘要

In the age of digitalization, private and professional identities are increasingly intertwined in a tension between personal expression and strategically staged online personas. This applies above all, but not exclusively, to the increasingly important group of content creators (CC), who are the focus of this article. Based on a thematic analysis of 30 problem-centered interviews with creators on YouTube, we examine how authenticity is institutionalized in practice in a dynamic, context-dependent process. Our findings show that CC are subject to a constant balance between the idea of an authentic self and a deliberately constructed online presence in their professional self-presentation. Key dynamics here are the cultivation of relationships of trust with the audience, public self-economization, and adaptation to platform-specific and economic conditions.