Abstract
This conference paper examines how the social media platform YouTube encourages users to construct a specified online identity, which may distort the audience’s reality of their perception of them. Conducting a content analysis on South Korean YouTuber Tzuyang’s domestic abuse case, pinpointed how a curated online identity can deceive viewers for obtaining self-preservation. In contrast, research also leads to understanding YouTube as a major platform to combat condonement of domestic abuse, with ongoing chains of advocacy for social change regarding awareness and action.
Discussion and Analysis
YouTube channels may disguise domestic abuse cases if the channel alters the audience’s perception to be in favour of their curated identity. An online platform, for instance YouTube, allows its users to construct a preferred identity to present to an audience online. This fosters creativity, freedom and ambiguity for the platform holders to master the version of themselves they seek to publicly advocate via their video channels. To construct an online identity, one must confine their target audience and create a persona to match the audience’s demand. Once a content creator has their audience’s appeal, it is difficult to perceive them as anything else than the image they have created (Li, 2023). This notion alludes users masking behind curated identities and implies the likelihood of deception, altering their audience’s reality of them online. Lanchimba et al., 2023, discusses social media as a contributing factor to influencing domestic violence situations, which can be linked with the concepts of deception and self-preservation in a user’s presented online identity.
YouTube is a form of social media which provides its users with platforms to upload videos, which are made discoverable for other users for viewing and interaction purposes. YouTube’s existing popularity enhances the platforms appeal for newly introduced content creators, because of accessibility to audience reach, shareability and payments upon channel growth (YouTube, 2025). Uploaded YouTube content is generally pre-recorded and may assist in abetting domestic abusers to construct a likeable online persona, filtering out what the abuser chooses to hide from public view. In Tzuyang’s case, her ex-partners strategy in using YouTube to exploit her was financially driven, profiting off her channel by entitling himself to her earnings. Tzuyang is a popular South-Korean youtuber with over 10million followers, well-known for producing mukbang videos and has acquired an international and domestic following. Tzuyang’s mukbang videos are described as content her audience resonates with, as opposed to just food consumption on screen. She is bestowed as a beloved online companion, due to her inviting nature and energetic presence. Her persona attributes portrayed on screen are innocent, happy and fixated with mukbang’s, making it difficult to distinguish suspicions of a sinister situation behind the scenes.
After 5 years of uploading mukbang content on her channel, Tzuyang posted a YouTube video revealing her identity as a domestic abuse victim and survivor. Tzuyang shared her story virally reaching her following of 10million people plus, as well as external viewers, where she detailed the severe abuse endured over those 5 years from her ex-partner (Yim, 2024). It had been revealed that Tzuyang was forced by her ex-partner into her role as a mukbang youtuber, to produce mukbang content for a living. He crafted the identity she would advocate online for her viewers, revealing how her online identity deceived her fans from realising the truth behind her channel (Dragiewicz et al., 2018). Through threatening to disclose intimate videos taken of her to the public, he blackmailed her into granting him the position of CEO of her agency and claimed 70 percent of the revenue she earned. Tzuyang was left with only the remaining 30 percent and couldn’t afford necessities without financial assistance. When Tzuyang attempted to halter the continuation of her mukbang videos, she received an increase in physical, emotional and sexual abuse from her ex-partner. Her videos would often feature her with bruises and wearing plasters and bandages, but when asked to address her injuries, she would deflect saying she was clumsy, with her fans assuming her injuries were from food related incidents. Therefore, the possibility of an abusive situation was ruled out, and she continued with her Mukbang videos as normal, with her fans believing the curated narrative. Behind the scenes, her ex-boyfriend would strategically avoid using physical violence against her face, focusing only on her body so that she would present healthy to her audience and could continue to create her content, mostly pictured wearing long sleeves to cover up evidence of her injuries. Tzuyang suffered in silence for 5 years before mustering up the courage to file multiple evidence-based lawsuits against her ex-partner, although the case was discontinued when her ex-partner took his own life.
After the news release of her case, Tzuyang took 3-months off from posting content on her YouTube Channel. This was due to the assumption that with her cases public reveal, it wouldn’t be possible to continue her line of work anymore. Although Tzuyang was initially forced into the content creation industry, she wanted to launch her comeback and continue her mukbang content which she gained popularity for. This was because although her online presence stemmed from an abusive situation, her audience who loved her content is what kept her going, indirectly aiding her with the courage and confidence to truly take ownership of her platform and continue producing her mukbang videos. After her time off, Tzuyang released a 23-minute video on her YouTube channel titled “it’s been a while” (tzuyang쯔양, 2024). The video features her in front of the camera, answering comments on live stream about the aftermath of the public release of her story. In her video she addresses comments, concerns and shares insights on her current life in a friendly open-minded and respectful manner. Tzuyang managed to reinvent herself online and not let her endured abuse dictate and define her, ultimately using her platform to speak out on raising awareness of her situation, in hopes to prevent others from experiencing similar (Hyun-hee, 2024). Tzuyang’s story reinforces how curated online identities can distinctly distort an identity holder’s reality for their viewers. Her story demonstrates the dangers of one-sided portrayal for identities advocated online, and how easy an audience can become so consumed in content, that they are unable to discern an abusive situation. Tzuyang’s story also highlights how having an online platform can bring immense confidence to a user, even if they are situated in the lowest of moments. The love and support Tzuyang felt from her platforms following, encouraged her to persevere forward in life despite her suffering, and externally aided her through tough times. Tzuyang’s channels audience was the reasoning behind wanting to resume her Mukbang channel; to continue the established connection she has made with her fans.
When a curated online identity is advocated specifically to the public, speaking out about an important cause in a rightful and authentic way, an audience often feels inclined to engage their gratitude and support towards the platform, which may instigate a movement for social change (Nolet et al., 2020). Correspondingly, when a famous YouTube personality reveals to be a victim of an abuse case, other creators, regardless of their platform size feel inclined and encouraged to speak out about their thoughts on the situation, sharing personal stories sparking a conversationalist movement on the topic. Because Tzuyangs domestic violence case was broadcasted throughout South-Korea and internationally, this started a wave of discussions with many creators using their platforms to share their own experiences, as a safe space to advocate themselves, and in support for Tzuyang amongst other victims of domestic abuse cases.Liberating Tzuyangs story to the public, encouraged other South Korean YouTubers to use their platforms for advocating the importance of Influencer well-being. Although not all content circulating this topic was related to domestic abuse, Tzuyangs story was another case made public to initiate media conversations about surrounding issues of mental health and all forms of abuse. Her story contributed to combatting an on-going issue which has inspired more people to come forward with their own stories. The goal of this conversationalist movement is to raise awareness and prevent other people from succumbing to abusive situations. Using media platforms to advocate against domestic violence and for mental health, in particular influencer mental health, can provide a sense of comfort to people experiencing abusive situations, for reassurance that they are not alone, and that there are accessible resources for support and assistance. Additionally, an individual in an abusive environment may not realise the detrimental effects of their situation and be unaware that they are experiencing abuse. Therefore, online advocacy for domestic abuse awareness, may enlighten a person of their situation, providing the clarification they need to seek refuge (ANROWS, 2016). These actions may equip from online movements in the form of campaigns, which stem from publicly disclosed abuse cases. A past global YouTube hashtag campaign known as the #MeToo movement, sparked the beginning of a symbol of unity for victims who experienced forms of domesticated abuse. #MeToo was introduced to the media in 2017, following a worldwide movement of people using their platforms to come forward with videos using the ‘#Me Too’ in their captions, sharing their victim stories. The hashtag campaign allowed victims to feel empowered and heard, enabling global action for a specified focus on the topic of sexual partner abuse (Global Fund for Women, 2021). #MeToo was the beginning of an activist movement for raising awareness and aiding support for all abuse victims and was a beacon for actioning social change, using YouTube as the frontline network to do so. Gordon, 2023, explains that the launch of #MeToo, has increased the discussion for domestic abuse awareness and support platforms. The platforms provide content ranging from victim documentaries to short narrative videos, assisting in understanding the effects of domestic abuse. Having this content accessible contributes heavily to supporting victims, providing educational and emotional aid.
Furthermore, domestic abuse awareness platforms remain as beneficial eye-opening material for YouTube’s audience, which holds importance amongst curated identity content. Vahed et al., 2024, unravels how an audience’s viewing pattern filters out negative behaviours to present most platform holders in a positive light, appealing to the likes and interest of their audience. These viewing patterns ensure difficulty to differentiate between real identities and curated identities, as the identities we perceive online are made specifically for us, meaning we seek to believe they are reality, with most circumstances highlighting that they are not (Lestari et al., 2019). Tzuyang’s Case was one of thousands of victims of domestic abuse, many who may also portray an online identity which has been curated to mask underlying issues. With increasing numbers of YouTube viewers, educating themselves on the forms of domestic abuse through the awareness channels, Platforms like Tzuyang’s YouTube channel which may be disguising abusive situations, can be unmasked sooner, as viewers will be more equipped to facilitate recognising warning signs and distinguishing curated content from reality.
Conclusion
To summarize, YouTube enables platform holders to create curated online identities, distorting the viewers reality of them. YouTube gifts a user with the ability to invent a new persona curated in favour of the platforms target audience, and the platform holder themselves. Broadcasting a new persona online and gaining audience attention and support, assists in building confidence and creativity. However, although a platform’s curated identity may attract high levels of audience appeal, a popular YouTuber’s perceived identity admiration may be susceptible to disguising domestic abuse cases. Tzuyang’s story, of a YouTube personality silently battling domestic abuse from her ex-partner over 5 years, reveals how much a curated identity can influence our perception. The #MeToo movement initiated a call for awareness on the seriousness of domestic and sexual abuse, enabling many campaigns and media usage to follow, keeping the topic live and heard. To conclude the analysis, a viewer’s education towards the topics of domestic abuse awareness via viewable media platforms like YouTube, may assist in bringing to light a disguised domestic abuse case, in daily consumed content.
References
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Hi Shannon Kate, You’re right to ask; it is incredibly difficult to police these issues today. Predatory behaviour isn’t exclusive…