THE INFLUENCE OF YOUTUBE AND VLOGGING ON NEPALI YOUTH CULTURE

 

The emergence of YouTube as a dominant platform for content creation and consumption has had a profound impact on the social and cultural dynamics of Nepali youth. With increasing internet access, affordable smartphones, and a rise in digital literacy—especially in urban and semi-urban areas—YouTube has become not only a source of entertainment but a powerful tool for identity formation, economic opportunity, and social influence. Vlogging, in particular, has emerged as a popular genre among young Nepalis, reshaping how youth communicate, express themselves, and engage with wider society. However, this transformation is layered with both opportunities and challenges that merit critical attention.

At its core, YouTube allows Nepali youth to bypass traditional media gatekeepers and directly participate in content creation. This democratization has enabled the rise of a new generation of digital influencers, vloggers, and creators who document their lives, discuss social issues, promote local culture, or engage in satire and commentary. These creators often speak in colloquial Nepali or ethnic languages, making content more relatable and accessible than mainstream media, which historically favored formal Nepali and elite representation (Bhattarai, 2022). This accessibility fosters a sense of empowerment among youth who previously lacked platforms for public expression.

Economically, YouTube has also opened alternative career paths. Successful vloggers earn revenue through ad monetization, brand sponsorships, and fan support, challenging conventional narratives of success that emphasize government jobs or foreign employment. This has been particularly significant in a country where youth unemployment is high and migration is often seen as the only viable option for upward mobility (Poudel & Sapkota, 2021). Yet, the aspirational model of YouTube fame can also create unrealistic expectations, especially when influencers flaunt lifestyles detached from the socio-economic realities of most Nepali youth.

Culturally, YouTube has facilitated the hybridization of identities. Nepali vloggers often combine local traditions with global aesthetics, blending rural festivals with Western editing styles, or interweaving English phrases with native dialects. This has led to the emergence of a hybrid youth culture that is neither fully traditional nor entirely globalized but negotiated in between. However, this blending sometimes results in superficial representations of culture, where tradition is commodified or romanticized for views rather than respected as lived experience (Tamang, 2021). Moreover, gender norms are often reinforced rather than challenged in vlogs, with many female creators facing online harassment or pressure to conform to beauty standards.

Despite the inclusive potential of vlogging, digital divides persist. Access to technology and digital literacy is still uneven across class, caste, gender, and geography. Most prominent creators come from relatively privileged urban backgrounds, and rural or marginalized voices remain underrepresented. Even when rural life is featured in vlogs, it is often presented through an exoticizing or performative lens designed to attract urban or diaspora audiences (Ghale, 2023). This raises ethical questions about authenticity, exploitation, and the politics of representation in youth-centered digital content.

Furthermore, the YouTube ecosystem in Nepal is largely unregulated. Content that spreads misinformation, reinforces stereotypes, or promotes sensationalism often gains more visibility than informative or ethical content. The algorithmic structure of YouTube favors engagement over accuracy, encouraging creators to chase trends rather than promote meaningful narratives. As a result, harmful content—such as caste-based mockery, gender insensitivity, or political misinformation—can go viral without adequate checks (Shrestha, 2020). There is also limited digital education in schools to help youth critically evaluate or produce online content.

In conclusion, YouTube and vlogging have become integral components of contemporary Nepali youth culture, reshaping social behaviors, aspirations, and cultural expression. They provide vital platforms for creativity, self-representation, and income generation. Yet, these benefits are accompanied by risks of exclusion, misinformation, performativity, and cultural dilution. A more equitable and reflective digital culture requires investment in digital literacy, critical media education, and policies that encourage inclusive, ethical, and locally rooted content creation. Only then can the influence of YouTube become a transformative rather than extractive force in Nepal’s youth landscape.

REFERENCES

Bhattarai, B. (2022). Social Media and Youth Identity in Nepal: A Study of YouTube Narratives. Media Adhyayan, 17(1), 33–49.

Ghale, T. (2023). Rural Representation and Digital Gaze: The Ethics of Vlogging in Nepal. Studies in Nepali Culture and Communication, 6(2), 57–72.

Poudel, M., & Sapkota, J. (2021). Youth Aspirations and Employment Crisis in Nepal: Rethinking Migration and Entrepreneurship. South Asia Economic Journal, 22(1), 34–53. https://doi.org/10.1177/1391561421999375

Shrestha, R. (2020). The Rise of Digital Influencers in Nepal: Algorithm, Attention, and Accountability. Journal of Communication and Society, 10(2), 91–106.

Tamang, S. (2021). Gendered Spaces in Nepali Vlogging: Representation, Resistance, and Reinforcement. Feminist Media Studies Nepal, 3(1), 15–29.