Male dominance and sexism on YouTube: results of three content analyses

This study conceptually and empirically extends a study by Wotanis and McMillan in which the authors claimed that female video producers are underrepresented on YouTube and receive much more negative (including hostile and sexist) feedback than male YouTubers. Using quantitative content analysis, this study supported the claim of female underrepresentation. Among the top 100 most subscribed YouTube channels in nine different countries (N = 900 channels), with a statistically significant proportion of only 25%, female video producers were strongly underrepresented. Additionally, a second content analysis of N = 2,400 video comments directly replicated the original study’s main quantitative results. This analysis confirmed that the popular female US comedy YouTuber Jenna Mourey (“JennaMarbles”) received much more negative (including hostile and sexist) feedback than her male counterpart Ryan Higa (“nigahiga”). However, a third content analysis of N = 6,000 video comments from five other pairs of comparable comedy YouTubers did not reveal that women’s videos generally attract a larger number of negative video comments. Possibly, women attract more negative comments only if they display their sexuality (like Jenna Mourey) or address feminist topics, but not if they conform to gender role expectations. Future research directions and practical implications are discussed.