A field site is loosely defined as the space in which field work is carried out. In terms of ethnography, a field site is not a single physical or digital space, but rather an interconnecting system of relationships between actors; both human and non-human. As ethnography is the study of a particular group of people, a field site is essential in conducting research as it can better refine the topic at hand.
Because the world of true crime on YouTube is so broad, I have chosen to focus on one channel in particular, Kendall Rae. This allows for my field site to be centred around one particular voice in the true crime realm, rather than just the whole niche in itself, which is quite a large and diverse area. Field research requires actually being within the field in order to gain knowledge, and can either be via observation or participation observation. As mentioned in my previous blog post, I have been a loyal subscriber to this channel for a very long time and have better insight into audience, as I myself am part of the audience, and so my fieldwork would be participatory.
Edit 28/8: Just as YouTube is a broad space, so is Instagram, and so we have chosen to focus on the hashtag #creamaesthetic on the photo sharing platform. This will allow us to gain insight into what exactly people are posting that relate to our aesthetic of choice. Again, our field work will be participatory as we immerse ourselves into our particular aesthetic, and also will allow us to gain a better understanding of what exactly the audiences likes to see on Instagram e.g. is there a common theme in terms of what is featured in the top posts within the hashtag.
I have used a diagram to map a general outline and network of my field site;
Edit 29/8: Below I have inserted the field site network for the almond milk aesthetic, with a focus on the #creamaesthetic hashtag;
Kendall Rae is at the heart of the network as her YouTube content is what draws everyone together. Aside from her main channel, Kendall also hosts the Mile Higher Podcast, with her husband Josh, which covers similar content, as well as the occasional conspiracy theory. Further, Kendall also does a lot of work with her cousin, and best friend, Janelle, who is also the producer of the Mile Higher Podcast. Branching off from the Mile Higher channel, Josh recently created his own podcast, titled Lights Out wherein he and his brother Joel dive deeper into darker content, including paranormal cases. And, just two weeks ago, Kendall and Janelle announced that they would be creating their very own podcast, called The Sesh, wherein they will be moving away from the darker side of life to focus on more personal stories that give viewers a break from their usually macabre topics. Josh and Kendall also run a vlog channel, which is also very relaxed, and focuses on their day to day life, and is a place where they can just be themselves.
Edit 1/9: As mentioned earlier, the almond milk aesthetic is present across different social media platforms, such as Instagram, Pinterest, and Twitter. Within the cream aesthetic hashtag, the subject of most photos is either coffee cups and cafés, beige coloured clothing items, and lifestyle images, such as photos of books, home décor, and food. On Instagram related hashtags included #coffeehouse, which had 2.2. million posts, #mybeigelife, which is at 653 thousand posts, and also #quietmoments at 177 thousand posts. The Instagram accounts with the biggest following, that fall into the almond milk aesthetic, and also use the cream aesthetic hashtag, include @beige_and_co, @coffeeandbookss, and @dosesofcalm.
As of August 13 2020, Kendall’s channel has just over 1.91 million subscribers, 559 videos, and gains about 1-5 million views per video. Kendall is also present on Twitter, @KendallRaeOnYT wherein she spreads awareness on missing people and unsolved cases, as well as updating her 169 thousand followers on the progression of the cases she has already covered. Kendall also uses her Instagram @kendallraeonyt, wherein her 180 thousand followers see a less serious side to her. Her online persona across all channels reflects her true personality, which includes being very down to earth, relatable, and genuine. She is very respectful in the more serious topics and understands that different kinds of videos have different tones that need to be considered.
Edit 1/9: For our new topic, it is difficult to pinpoint one specific personality that trickles through all the images. Different accounts post different images based on their personal preference. Some accounts that fit into the almond milk aesthetic also use slightly different effects on their photos, such as focusing more on solid, plain images, rather than busy images with a lot going on. Filters and texture also vary; some accounts prefer a browner tone with grain, while others prefer creams and smoothing effects. These differences make up the network, and allows people to express themselves creatively, whilst still adhering to a certain aesthetic. This makes our field site both narrow and broad, and something worth looking into, especially in terms of why our chosen audience likes this specific aesthetic.
In terms of advertisements, Kendall choses to work with companies that she feels aligns with her interests such as Nord VPN, Squarespace, and Audible. Kendall is also very passionate about charity work and uses her platform to raise money for organisations she thinks are important. In particular, Kendall is a huge advocate for missing persons and has devoted her attention to Thorn. Thorn is a non-profit international organisation that focuses on child trafficking. Created by Ashton Kutcher and Demi Moore, Thorn believes that every new platform and new technology can enable an abuser, but they also believe that new technologies are the best weapon against such criminals. They are dedicated to ending the sexual exploitation of children and will not consider their work to be finished until “every child can just be a kid”. Recently, Kendall collaborated with Candles By Victoria, wherein a portion of all proceeds from purchased candles will be donated to Thorn. On August 8, 2020, Kendall announced on Twitter that she had raised over $82 thousand (USD) for Thorn through her channel, and is hopeful that this number will increase further. She also made $50 thousand (USD) for the Guillen family, whom are still fighting for justice for their daughter, by donating all proceeds from custom T-shirts and stickers to the family.
(Thirteenth of August 2020)
References
Britannica, n.d., Ethnography, website, Britannica, viewed 13 August 2020, <https://www.britannica.com/science/ethnography>
Emerald Publishing, n.d., Using Ethnographic Methods and Participant Observation, website publication, Emerald Publishing, viewed 13 August 2020, < https://www.emeraldgrouppublishing.com/services/researchers/researchers-how-guides/using-ethnographic-methods-participant-observation>
Murdoch, J 1997, ‘Inhuman/Nonhuman/human: Actor-Network Theory and the Prospects for a Nondualistic and Symmetrical Perspective on Nature and Society’, Environment and Planning D: Society and Space, vol. 15, no. 6, pp. 731-756, viewed 13 August 2020, <https://journals.sagepub.com/doi/10.1068/d150731#articleCitationDownloadContainer>
Your Dictionary, n.d., Fieldsite, online dictionary, Your Dictionary, viewed 13 August 2020, <https://www.yourdictionary.com/fieldsite#:~:text=Noun,where%20fieldwork%20is%20carried%20out.>
in omnia paratus 