Jawline

2019 1h 39min

Available on Hulu

Jawline is an intimate look into young men aspiring to social media fame. Profiling a number of “influencers”, the film focuses on a teenage boy as he attempts to grow his social media followers. Platforms like Instagram, Twitter, YouTube, and TikTok mean that celebrity is no longer institutionalized in Hollywood but rather available to anyone with a camera and Internet connection. While this has democratized celebrity to some degree, it has also opened the door to self-professed “experts” who seek to exploit those hoping to go viral. Jawline features several talent agents/managers who arrange tours, produce videos, and supervise the young men (the segments with manager Michael Weist are simply fantastic). Unsurprisingly, their promises and management tactics are just as unscrupulous as their showbusiness peers. As such, the film reveals the intersections of social class and masculinity within the world of streaming celebrities since many of these young men perceive Internet fame as the ticket to social mobility.  

Though many online videos appear to be raw, authentic glimpses into a person’s life, Jawline takes us behind the scenes of the social made frame. What makes this documentary great are the little moments where “backstage selves” emerge while the young men attempt to record videos. We get to see the tremendous amount of emotional labor and impression management required for the “frontstage selves” portrayed in videos posted online. This is interesting as cultural constructions of masculinity assume men are not interested in appearances. Indeed, the young men featured in the film are hyper-aware of their looks and actions as they strive to impart coolness and competency.

Perhaps even more interesting is the fan base associated with young male streaming celebrities. While we cannot generalize based on the film, the majority of fans appear to be lonely young girls who want to feel part of a community. Fans interviewed in the film speak about their depression, anxiety, and alienation (content warning for suicide ideation). Since they can interact with the content made by streaming stars and comments posted by other fans, this modern-day cult of celebrity appears to function as something like a support group. In fact, many videos posted by the young men center on inspirational messages while off-camera, the young men struggle with their own mental health and self-confidence. The film leaves us pondering the ramifications of such a relationship, particularly when the quest for followers is unsuccessful.

Sociological themes include: Impression management, dramaturgy, masculinity, social media, social class, fame/celebrity, metrics & the quantified life…