How to be a choni

Tutorial videos, class and gender in Spain’s economic recession

Bibliographic Data

ID12928345
AuthorsIgnacio Moreno Segarra (0000-0002-0578-5391, Universidad Complutense de Madrid, corresponding author), Asunción Bernárdez-Rodal (0000-0003-4081-0035, Universidad Complutense de Madrid)
Year2017
Volume9
Issue2
Pages265-284
Publication date2017-10-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueCatalan Journal of Communication & Cultural Studies (JOURNAL)
Journal identifiersISSN: 1757-1898 • E-ISSN: 1757-1901
PublisherIntellect (PUBLISHER • GB)
DOI10.1386/cjcs.9.2.265_1
OpenAlexW2775419645
LanguageEN
Citations received8

This article examines the construction of the choni (chavette) character through ironic and popular beauty tutorials created by Spanish vloggers and their connection with the economic recession in Spain. Our main objective is to discover the use of gender, cultural and class markers in this process and their relation to the dynamics of self-construction and self-differentiation existent on YouTube. In order to identify these characteristics, we are going to use a semiotic and Foucauldian discourse analysis based on the cultural approach to the chav phenomenon in the United Kingdom. The findings from our research illustrate how the figure of the choni is defined by the process of racialization and sexualization and by a lack of cultural competence

Aesthetics · Art · Beauty · Economics · Epistemology · Human sexuality · Humanities · Linguistics · Phenomenon · Racialization · Recession · Semiotics · Sexualization · Sociology · Gender Studies · Gender, Feminism, and Media · Media, Gender, and Advertising · Migration, Ethnicity, and Economy · Philosophy

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