The interest in this content from young women speaks to what scholars of girls’ studies and youth behaviour have dubbed a “bedroom culture” — that is, a recognition of the private spaces and networks in which girls create their own sociocultural norms. Girls’ studies scholars Angela McRobbie and Jenny Garber use the notion to explain seemingly insignificant practices among young women (talking about makeup, learning about clothes, even just gossiping) as “alternative ways of organising their cultural life.” And they assert that the goal is "to gain private and accessible space. This in turn allows ... girls to remain seemingly inscrutable to the outside world." The popular YouTube beauty subjects (how to apply a bright lipstick properly, for example) also carry the unspoken "this is just between us girls" connotation, and with it an implicit trust. The more open and honest a girl gets on YouTube, then surely the more trustworthy and "real" she must be.
