Self

This chapter underscores the brokering of ideal and dominant discourses of femininity among Filipina YouTubers. Applying the concept of “cultural whitening” and a postfeminist critique, it analyses the diverse affective, creative and ambivalent tactics performed by YouTubers. It first situates the examination of YouTubers’ imaginaries of standard femininities within the socio-historical context of gendered, racial and classed hierarchy in the Philippines. On top of magnifying the tropes, tactics, and tools articulated by YouTubers in legitimising bodily care routines and showcasing transformations, it also captures the platform-specific mechanisms and marketised logics in the brokerage of beauty ideals. The chapter concludes by underlining the paradoxical outcomes of gendered, racialised, and classed visibility, performativity, and engagement on YouTube.