Dwelling on Vlogging: A Case Study of an Amateur Technical Communicator

Tactical technical communication and user-generated content have been the research focus in recent years. This article presents a preliminary case study of a type of tactical technical communication-beauty vlogging. Using a rhetorical cluster analysis, I examined an American champion beauty vlogger's ten most popular YouTube videos and elicited seven techniques that were projected in those videos to unpack how the vlogger constructed her ethos that ultimately advanced her status from an amateur technical communicator to a young entrepreneur. Those techniques can shed lights on technical communication in extrainstitutional settings.