Vloggers: the importance of charismatic legitimacy and authenticity in online video bloggers

Abstract

Introduction (part): The dawn and growth of the Internet has changed the way people communicate, with social media shifting the paradigm from consumer-based communication to participatory-based communication (Wyrwoll 2014); both organisations and consumers have the ability to create and share their own content with the world. In 2015, the Office for National Statistics found that 78% of adults in the UK access the Internet on a daily basis. They also found that 61% of adults use a social networking site and that 79% of them access at least one daily (Office for National Statistics 2015). It is therefore clear that social media is an interesting and important area for investigation within the communications field.