An exploration of the ‘Get Ready with Me’ (GRWM) culture within YouTube today and how it performs heteronormative femininity

Abstract

This undergraduate dissertation focused on studying a niche culture within YouTube called ‘Get ready with Me’ (GRWM) videos. These videos consist of young women, who are all particularly interested in makeup and using the ‘power of makeup’ to transform a look. Social media platforms are influential within society through reinforcing socially accepted norms, which is correlated within the makeup industry to reinforce a standard of appearance. This causes extreme issues for women to conform to an unrealistic attraction level daily. This study focuses on key issues within expectations towards women’s appearance, which are reproduced through social media platforms and society. Additionally, it highlights issues of negative emotions towards the self without makeup, in comparison to positive emotions whilst wearing makeup. It also highlights the issue that makeup is deemed to be the reason as to how we achieve the expected levels of appearance. Through analysing YouTube videos using a media analysis and thematically coding the data, this research was able to discuss these issues and understand creators’ justifications behind their choices. This research reflects the major issues within the makeup industry for women by emphasising that the natural self is not worthy of being attractive.