Crying on YouTube

In this article, we challenge dominant perceptions of social media as an archive of endlessly positive self-documentation by examining two subgenres of YouTube vlogging predicated on the expression of negative affect. Through analysis of the crying and anxiety vlogs of YouTubers ZoeSugg, Trisha Paytas and Nicole Klein, we recognize the productivity of negative affect, charting the translation of the mediated tears, sobs and struggles of these young female vloggers into affirmations of authenticity, (self-)therapy and strengthened ties of intimacy with followers. While these negative affect vlogs work outside of YouTube’s consumer economy, their popularity points to a booming economy of affective labour, where the exchange of tears for sympathetic ears is in consistently high demand.