Scholarship on digital media has extensively covered parasocial relationships (Horton & Wohl, 1956; Dibble, 2016), wherein audiences develop one-sided bonds with media figures. In the context of YouTube, Berryman and Kavka (2017) argue that “vlogging operates as a gift economy of personal information.” However, most studies focus on Western creators. Recent work on Asian digital media (Jung, 2019; Haryanto, 2021) highlights the concept of “cultural proxemics”—how Asian vloggers negotiate closeness differently, often referencing filial piety, modesty, and collective shame.
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