Youtube sensation Nigahiga’s star persona is actually a contradictory concept of sorts for the fact that he is famous for his relatability and silly humor. Social media forms, especially Youtube, have given the power of publicity and fame to the normal viewer. Like every other Youtube user, Ryan Higa started out with humble beginnings by uploading amateur videos during the early heyday of the social media platform. Pretty soon, however, his unprofessional home videos, in particular his “How To Be” videos, became viral and started gaining international attention in the millions. Why were these poorly made videos gaining more views than the much more professional, artistic videos also all over youtube? Because Nigahiga’s videos were silly, fun, and completely relatable. Whether or not a video production’s quality should determine the number of views it receives always remains a topic of debate between fans and critics, but no one can argue that Ryan Higa is a star because he is not a walking celebrity of a god or at the same level of Hollywood stars. He is just the same as you and me with quirky, forced senses of humor, just with more success with a camera.
Ryan (Nigahiga) in a very old Youtube video called “The Big Bouncing Inflatable Green Ball.” The video currently has over 20 million hits.
Ryan’s star persona also surrounds the iconic representation of new media Asian American celebrities. He was one of the first Asian Americans of the social media culture to break the stereotype of the uncreative “Asian Nerd” that is abused constantly in cinema by either parodying the stereotype or by simply producing videos that have nothing to do with the trope. Ryan has never presented an image that he is academically focused nor submissive to strict “Asian Parents” that want him to become a lawyer or doctor. The fact that is living successfully on his own in a bachelor pad with other friends and with a unique career in Youtube blogging and general filmmaking presents the uncommon or avant-garde path Asian Americans once they grow up and live independently. Interestingly enough, Ryan never even graduated college, but is most likely making more money than the average college graduate due to his stardom and company sponsorship for his videos.
A good example of a video that explores how much Ryan Higa’s life breaks the stereotype surrounding Asian Americans.
Another short video example that parodies Asian American stereotypes:
Fortunately, due to Ryan Higa’s popularity, he has professionalized his youtube videos over the years with better film techniques and special effects that completely overshadow his amateur days. He also has made connections and videos with other celebrities outside of the Asian American social media stardom, such as a recent “Harlem Shake” video with famous actor, singer, dancer, and comedian Wayne Brady.
link here: http://www.youtube.com/watch?v=V6A5ti7xFRM
To conclude, Ryan Higa or Nigahiga’s star persona is essentially a normal, hilarious Asian American blogger with access to a camera who has been able to take advantage of the social media platform to gain fame and to break the Asian American stereotype. Kudos to you, Ryan. Best of luck in your future Youtube endeavors and other non-blogger pursuits.
Fan Culture and Celebrity 