This master’s thesis examines how relatability is constructed at the aesthetic and affective levels
in lifestyle content on YouTube and how it shapes the relationship between creators and their
audiences. The central research question focuses on defining the concept of relatability and on
how and why YouTube creators employ it. The theoretical part of the research addresses the
concepts of authenticity and affect in relation to relatability and situates them more broadly
within the cultural and creative industries in the context of globalisation and digitalisation. The
empirical part of the study, based on a survey and video analysis, demonstrates how relatability
is realised in practice. The results show that creators construct relatability through the use of
elements of everyday life, intimacy, and spontaneous communication, which strengthens
viewers’ sense of closeness and trust. Relatability thus becomes a key strategy for maintaining
attention and building relationships between audiences and creators. The study confirms that,
in the period between 2012 and 2017, relatability in the lifestyle genre is closely associated with
high reach. This reach and the emotional bond that creators establish with their audiences are
directly linked to success. The thesis therefore contributes to a better understanding of the
relationship between digital authenticity and contemporary forms of online content creation and
highlights the role of online influencers in shaping young people’s identities.
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