Written by Lachlan Doherty

Abstract

This piece of writing focuses on the digital personas that online creators and influencers may construct. This is especially seen through livestreaming platforms, where creators are crafting an exaggerated sense of self, to attract an audience for personal benefit. These heightened personas are usually in contrast to their offline personalities, and can potentially lead to digital fatigue or burnout, as well as dangers from their viewers.

 

 

Over the last few years, many different social media and entertainment platforms have risen in popularity, providing a space for creators of recorded or live content (Pires & Simon, 2015). YouTube is seen as the foundation for the concept of ‘content creators’ but platforms such as Twitch have allowed the types of creators to evolve and adapt to changing audiences (Poirier-Poulin, 2020). Both YouTube and Twitch allow creators to livestream both videogame and lifestyle content to potentially thousands of viewers, with some popular creators maintaining hundreds of thousands of concurrent viewers every single day. Many creators, or streamers, on these platforms are fortunate enough to earn a financial income that covers the costs of necessities such as rent, groceries, and other essentials (Atanasova & Svensson, 2022). This is usually seen with streamers that have a community that is built and grown from the content they make and persona they display when live. However, the success levels of these streamers can differ depending on what persona they portray to audiences, and what kind of community they have built (Diwanji et al., 2020). I argue that as livestreaming platforms for video games and everyday lifestyle, Twitch and YouTube allows creators to construct a persona that attracts a desire and engagement from audiences that is often in contrast to their offline personality. I will discuss why streamers may create an online persona and the separation between their online and offline self. I will explore if these creators construct these personas with the sincere purpose of entertainment, or if they have more malicious intentions of profiting from susceptible audiences. I will also touch on the success of maintaining an online persona whilst navigating the shifts of the digital and social media environment.

 

A digital persona is the individual identity of someone that has been extended to an online environment, being presented to others in that space. As they are digital, the reliability of how genuine these personas are can vary drastically as some may exaggerate themselves to other internet users. (De Kerckhove & De Almeida, 2013). Streamers may construct a digital persona for a plethora of reasons, whether they be for entertainment, financial, or personal benefits. These creators portray themselves in a way that is inviting to specific audiences from across the globe, allowing a sense of community to be built within their livestreams (Sheng & Kairam, 2020). This could be as a heightened version of themselves, or as a ‘character’ that they purposely present to their viewers. Creators may do this to stand out on platforms like YouTube and Twitch, where there are thousands of creators all trying to grow their audiences (Sjöblom et al., 2019). The media shared on these livestreaming platforms may have started as simple videogame playthroughs, but has adapted to also include sports, cooking, fashion, dance, general chatting, and more. As the content on these platforms have evolved, so have the platforms themselves. Twitch has introduced features such as live communication between the creator and audience, paid subscriptions, and donations of real or virtual currency (Suganuma, 2018). This has encouraged some creators to exaggerate their personality to attract more viewers and interaction, leading to an increased financial benefit. There may be more than just financial motivation for some of these creators to curate a digital persona for their livestreams. There are those who present a ‘character’ in their livestreams and commit to multiple hour streams every day whilst maintaining that persona. When executed well, these ‘characters’ can attract potentially thousands of viewers, with some of the largest creators on Twitch and YouTube displaying these clear personas (Gros et al., 2018).

 

For streamers, especially those displaying a digital persona, the separation between their online and offline selves can often be quite draining. Creators who possess appealing and exciting personas have attained success due to their commitment to entertaining their audience. The digital personas they project may be perceived differently in non-virtual settings, where the protective barrier provided by online platforms is absent. In such face-to-face interactions, any insincerity and false authenticity that some streamers exhibit may be revealed (Dekavalla, 2020). A study by Mancini and Sibilla (2017) revealed that individuals crafting a digital persona tend to present themselves as more confident, outgoing, and emotionally stable than they are in reality. This supports the argument that the distinction between a streamers digital and offline identity can be substantial and plays a crucial role in forming a trust between creator and viewer (Hilvert-Bruce et al., 2018). When live, streamers are often interacting with hundreds or thousands of people at once, bouncing conversations and jokes around whilst simultaneously entertaining viewers with videogame or lifestyle content (Zhao et al., 2019). However, when offline, the personality of these creators may contrast dramatically. This can also be observed through different social media platforms, such as X (formerly Twitter) and Instagram. Users may share posts about themselves displaying travel, food, and other exciting personal updates, however what isn’t seen is the mundane aspects of everyday life that most people experience (Farrugia, 2017). That is why many audience members are drawn to creators that provide livestreams with viewer interaction, entertainment, and an exciting, bubbly personality, as they provide an ‘escape’ for many who tune in (Wulf et al., 2020). Though, for most creators, finding success on Twitch or YouTube requires more than just an entertaining digital persona. What content they play or stream, how often they go live, and their community building skills are all major factors into what makes a streamer successful (Woodcock & Johnson, 2021). For those wanting to earn a liveable income from streaming, they would need to find fun and exciting ways to continuously grow their audience and sense of community. This is often done through Discord channels where viewers of a specific streamer can not only interact with that creator, but with each other as well. Some of the most popular streamers have thousands of community members interacting and forming friendships with one another daily (Sheng & Kairam; Sherrick et al., 2023).

 

There are different types of personas that a streamer may present to successfully build and maintain a loyal sense of community from their viewers. The first are streamers who display a more calm and genuine personality to provide a comfortable and safe space for viewers. These creators can often find success on livestreaming platforms, attracting audience members from across the globe. Through their choice of game or the content they share, many of these relaxed, “cosy” streamers provide a fantastic environment for a community to be built (Youngblood, 2022). Secondly, are streamers whose audience thrives off of a chaotic and controversial personality which that creator may present. Specific types of viewers are attracted to these creators and communities as there is less of a focus on moderation or consequences for anything that the streamer and audience may say or do (Poyane, 2019). Lastly, are streamers who present a more sexual persona, encouraging engagement through intimate actions and conversations. These creators rely on specific types of audiences who may financially contribute to that streamer for the promise of certain ‘rewards’ in return (Ruberg & Lark, 2021). Examples of streamers that fit these categories include ‘lilsimsie’, ‘xQc’, and ‘Amouranth’. Twitch “cosy” streamer, lilsimsie, has created a comforting and relaxing space for her viewers to unwind and engage with one another, as well as with her. This environment has fostered a sense of friendship between lilsimsie and her community (lilsimsie, n.d.). On the other hand, xQc, a variety streamer, has adopted a chaotic and controversial persona, who frequently goes on loud, unintelligible rants during videogame playthroughs. His persona is also kept consistent through posts and updates on his other social media platforms like X and Instagram (xQc, n.d.). Lastly, Amouranth, a well-known creator, has gained recognition primarily through her hot tub streams on Twitch, where she actively encourages donations and financial support in exchange for exhibitionist actions (Amouranth, n.d.). Despite differing intentions towards their audience and communities, all three creators have achieved success in effectively portraying their digital personas. There are also some creators who choose not to curate a digital persona for their audience, and instead present their genuine self, even if it may result in less success and financial benefit. These streamers aim to present themselves online as they would offline, in a way to become more personable and relatable to their audience. This might result in a smaller viewership but can also still build a loyal and strong sense of community between the streamer and audience members (Papacharissi, 2010; Brown & Moberly, 2020).

 

In recent years, presenting a more sexual persona on Twitch has become a popular way to attract more audience engagement and financial benefit. Many of these creators observe Twitch’s changing Terms of Service and format their content to remain within the barriers of the platforms rules. However, this allows creators to livestream what many consider to be “softcore porn” with highly revealing outfits and sexual actions being on display (Gonzalez, 2021). Many of these creators encourage financial donations through individual or gifted paid subscriptions, direct donations, or bits (Twitch’s form of digital currency). In return for these financial contributions, they may complete actions such as changing bikinis, showing specific body parts to the camera, or direct interaction with that donator (Huang et al., 2017; Gonzalez, 2021). Some audience members may be blinded by the enticing nature of these creators and choose to contribute financially to have their actions potentially rewarded. Streamers who create this type of content usually have a malicious intent that would result in only a personal benefit for themselves. Wulf et al. (2021) highlights the potential dangers that these types of streams can have in regard to the development of parasocial relationships with a susceptible audience. A parasocial relationship is the one-sided sense of intimacy or close friendship felt by a fan of a well-known media figure (Hoffner & Bond, 2022). Streamers have the ability to influence their viewers’ behaviours and opinions, potentially hindering their ability to think independently (Lieberman & Schroeder, 2020). Additionally, individuals without a strong support system offline may turn to streamers for social connection. Horton and Wohl (1956) explore the evidence that individuals might develop routines based on the timetables of their idols, which can be observed in the context of livestreams. Due to the personal circumstances of these viewers, they may be more inclined to financially support these creators in order to experience a sense of social connection and fulfillment from someone they admire (Hilvert-Bruce et al., 2018).

 

The digital landscape provided by platforms such as Twitch and YouTube offers a secure and comfortable environment for individuals who may struggle with social awkwardness or lack experience in face-to-face communication. Those who are introverted and less inclined to engage in real-life interactions can find solace in some online streamers and their inclusive communities (Lieberman & Schroeder, 2020). However, there is also the chance for some viewers to develop aspects of a parasocial relationship with the streamers they watch. Although many streamers strive on building a sense of ‘community’ between them and their viewers, they should still aim to maintain healthy boundaries in regard to the relationship they have with one another. Some viewers treat livestreams as seemingly real interactions and may become too comfortable or believe that the more they contribute financially, the more they are “owed” from the streamer (Wulf et al., 2021). This can lead to dangerous circumstances of stalking and targeted harassment from those types of viewers if these situations aren’t handled correctly. A specific example of this was when the streamer Amouranth shared her experience with a stalker who located and trespassed on her private residence, which could have resulted in her being harassed or injured (Ratcliff, 2023). There are also circumstances of ‘trauma dumping’, which is when viewers unload heavy or traumatic information onto the streamer while they are live. Audience members may do this when they feel too comfortable with the streamer, as if they are close friends. This has the potential to mentally affect the creator if certain topics are too uncomfortable or triggering to deal with, especially when live (Johnson, 2023).  That is why it is crucial for streamers to establish healthy boundaries in order to ensure the safety of both them and their audience, while still fostering a strong sense of community among their viewers.

 

Maintaining a digital persona can be difficult, especially as the online environments of Twitch and YouTube are constantly shifting. New algorithms, videogames, rules, and the rise of other creators can disrupt the routine that many streamers have established (Cai & Wohn, 2019). There is a risk of burnout and digital fatigue that comes with maintaining an entertaining persona for hundreds or thousands of viewers. Streamers face a demanding task of upholding their persona not only on Twitch or YouTube, but also their other social media platforms, all while preserving a degree of closeness with their audience and followers (Jerslev and Mortensen, 2018). The pressure of managing these expectations, as well as potential backlash and harassment, can lead to burnout for a streamer, resulting in the eventual disappearance of their community and their success on the platform (Thomas et al., 2022). This proposes that digital personas are unsustainable as the demands placed on the creators are often underestimated.

The construction of digital personas can vary between different creators depending on their opinions, goals, intent, and outlook when it comes to livestreaming. While personas can range from genuine to exaggerated, they serve as a connection between creators and viewers, offering opportunities of community and escapism. However, finding the balance between authenticity and entertainment value can greatly affect the boundaries between streamers and their audience. Controversial and sexual personas can have malicious intentions, with financial benefit being the primary goal of the creator. Furthermore, this behaviour leads to the risk of inappropriate parasocial interactions, as well as real-world dangers caused by some viewers. There is also the digital fatigue that can affect creators trying to maintain their persona over several online platforms, which can lead to the loss of viewership and income. Streamers with continued success are able to achieve as such due to the dedication to their persona and community on their specific livestreaming outlet and social media platforms.

 

 

 

 

 

 

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