Postfeminist Heroines: Contradictions of Female Audiovisual Production on YouTube/ Heroinas pos-feministas: as contradicoes da producao audiovisual feminina no YouTube

This article investigates the language and sociocultural characteristics of vlogs published by ordinary women on YouTube. The paper examines the origins of amateur videos on the Internet and the relationship between TV and web, discussing the elements of TV series and intimacy's television. More specifically, the research analyses Flavia Calina's channel, which has nowadays more than 3 millions of subscribers and 800 millions views. The investigation examines videos, comments from viewers and a meeting between the vlogger and her audience, in view of post feminist criticism. The findings suggest that Flavia Calina, famous because of its digital reality show, synthesizes a kind of heroism neoliberal middle class, where feminine empowerment is associated with the display of intimacy and individual choices.