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Cassey Ho’s fame, and therefore the POPster community, was generated through YouTube with videos she posted on her workouts. The channel now boasts over three million subscribers (YOUTUBE) and over 300,000,000 views. The channel provides step-by-step workouts, clean eating recipes and informative video logs. Youtube lets content creators to upload videos in which users can view, comment and reply too. Burgess and Green (2009) argue that content creation is less significant than the uses of that content within social network settings. The ‘reply’ format allows members comments to be directly answered by community mediators or Ho herself, who can be identified as a lead-user. (Burgess & Green 2009) This creates a personal engagement between Ho and community members.

Sophie Finckh

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