Amulets, boxers, and cybersecurity: influencer metaphors in VPN advertising and the communication of cybersecurity risk

Introduction. VPNs primarily establish encrypted tunnels for network traffic and mask users’ IP addresses; they do not inherently block malware, phishing, or denial-of-service attacks. Yet advertising content often portray VPNs as comprehensive security solutions, blurring public understandings of what these tools can and cannot do. This exploratory study examines how YouTube influencers in Taiwan frame VPNs in sponsored content and communicate cybersecurity risks. Method. This study employs qualitative content analysis of sponsored VPN videos published by top Taiwanese YouTube influencers. Data include 20 videos and 99 close-watching observation notes documenting narrative strategies in promotional contexts. Analysis. Using open coding and iterative qualitative analysis, we examine influencer narratives across four analytical dimensions informed by risk communication frameworks: technical accuracy, risk translation, metaphorical strategies, and audience engagement. Results. This study identifies several recurring strategies in VPN-sponsored videos, including simplifying technical descriptions, reframing risks as consumer disadvantages, and using metaphors or everyday scenarios to make VPNs more relatable. While these tactics increased accessibility and entertainment value, they also risked obscuring the conditional and limited scope of VPNs. Conclusion. The findings show how vernacular metaphors and promotional framings shape public understandings of digital security, extending cybersecurity communication research beyond news or policy discourse.