ABSTRACT
In this chapter, drawing out the semioscape of confidence and care, we consider the role that beauty vloggers, as micro-celebrities, increasingly play in providing advice and support to girls and young women, bringing into being ‘digital intimate publics’ that represent important spaces of community and belonging. Analysing two popular Australian beauty vloggers – Lauren Curtis and Danielle Mansutti – we find that, despite also taking part in the production of normative femininities, feminism (as in our other case studies) is neither disavowed nor forgotten as these vloggers perform a contemporary version of sisterhood and care.
