Content Analysis of Gamer Image and Channel Popularity on YouTube: Negotiating Stereotype

Evidence shows that traditional media presents online gamers in a consistently negative way. Nontraditional media, such as YouTube, may have alternative depictions of this social group for its openness of content sharing. The present quantitative content analysis explored new media's potential to redefine the misrepresented gamer image by examining the extent to which YouTube's gamer portrayals reflect the online gamer stereotype. The findings reveal YouTube's preferred online gamer image as a young, White, fit male who is sociable, verbally appropriate, and neat, suggesting a different gamer portrayal from traditional media. Also, YouTube gamers who are young, white, fit males receive greater popularity on the site than the ones who are not.