QUARANTINE VLOGS: DIGITAL AFFECTIVE LABOR AND SELF-GOVERNANCE DURING COVID-19

This research explores how did influencers incorporate the Covid-19 pandemic into their regular content production on YouTube by specifically examining recent genre of "quarantine vlog," which emerged in concurrence with global lockdowns. I adopt a grounded theory approach to analyze transcriptions purposefully selected 9 quarantine vlogs filmed women during early months pandemic, along 250 user comments. My analysis shows that are significantly different than ordinary vlogs. draw existing influencer cultures explain this dissimilarity as tension between influencers' struggle form an intimacy viewers - can have soothing effect moment crisis and use neoliberal device order preserve aspirational image. demonstrate reveal no longer able perform ideal videos without first engaging mental stress, anxiety, confusion, loneliness brought COVID-19 or apologizing for relative privilege demonstrating sympathy towards followers who hardship. At same time, persona, they reframe opportunity productivity self-growth. As result, carry out substantial affective labor engage delicate self-governance relevance online visibility crisis.