*3.2.1 Simulative icons from "The lovebird in the Amazon Jungle" to the makeup of a girl who becomes a DJ when she becomes a phenomenon"*

Although the main finding is that Duygu Özaslan and Danla Bilic created a prosumer female simulation by simulative labor in their videos, the research revealed that the hyperreality created by both phenomena had different aspects from each other. In this context, Duygu Özaslan exhibits a "beauty and makeup guru" attitude in her videos, at a level of hegemonizing with technical terms and even the old series of many brands. Thus, she forms a relationship between the choice of making up and female subjectivity. The statements, "*makeup and makeup style is a completely personal preference; what you choose is very subjective*" and "*what you like or dislike is unique to* 

<sup>2</sup> 33 minutes and 35 seconds long, uploaded on July 4, 2019, viewed 7,431,473 times.

<sup>3</sup> 12 minutes 36 seconds long, uploaded on August 7, 2016, viewed 4,053,477 times.

<sup>4</sup> 19 minutes and 9 seconds long, uploaded on March 15, 2019, viewed 3,034,410 times.

<sup>5</sup> 19 minutes 20 seconds long, uploaded on March 19, 2019, viewed 2,798,326 times.

<sup>6</sup> 10 minutes and 26 seconds long, uploaded on January 15, 2016, viewed 2,724,555 times.

<sup>7</sup> 20 minutes and 31 seconds long, uploaded on July 14, 2017, viewed 11,245,647 times.

<sup>8</sup> 29 minutes 8 seconds long, uploaded on July 14, 2019, viewed 7,405,954 times.

<sup>9</sup> Yeditepe University is one of the private universities in Istanbul, Turkey.

<sup>10</sup> 10 minutes long, uploaded on November 11, 2016, viewed 6418,032 times.

<sup>11</sup> 16 minutes and 21 seconds long, uploaded on November 11, 2016, viewed 6418.032 times.

<sup>12</sup> 18 minutes and 45 seconds uploaded on May 12, 2017, viewed 5,832,983 times.

#### *Women Entrepreneurs as Vloggers: Turkish Beauty YouTubers in the Context of Simulative Labor DOI: http://dx.doi.org/10.5772/intechopen.109501*

*you*," remind third- and fourth-wave feminism's assumption that deciding on physical beauty is not independent of women's liberation.

Danla Bilic, unlike Duygu Özaslan, defines the makeup styles she applies in her videos as designed specifically for female identities ranging from "female student of the fashion design department" to "sneaky girlfriend," "club girl," to "girl who becomes a DJ when she becomes a phenomenon." She builds an identity of a woman who sets in ways, does not care, is free, sometimes even contentious, inclined to compete, has fun, and often laughs. Besides revealing her privacy, she does not hesitate to share the exciting and funny events she experiences daily with her followers. On the other hand, contrary to what was expected, she interestingly subordinates her makeup applications in her videos. What stands out in Bilic's videos is the "girl simulation" she creates instead of being a master of makeup. Although the fact that she uses the word "girl" rather than "woman" may seem that she addresses young women more, what lies in the subtext of this discourse is Bilic's lack of awareness of femininity. Thus, it is noticed that the word "girl" is often mentioned in the videos' titles of the well-known phenomenon, as mentioned above.

The fact that Danla Bilic's simulativity goes beyond makeup is also evident in choosing how to use her name. Bilic, originally Damla Neslihan Aktepe, chose the name she would use on YouTube as "Danla," as she constantly wrote it wrong. Furthermore, she explained that her surname was based on Slaven Bilic, one of the former coaches of the Beşiktaş.13 In addition, the pop music singer Ece Seçkin, whom she hosted in one of her videos, called Danla Bilic "Daniella," and Bilic's expressions, "*I was born in Kütahya*<sup>14</sup> *and being born in Kütahya as a Russian is hard. I was born knowing Russian and crying in Russian," suggest that she creates "the desired 'other' woman simulation not belonging to this land*." The fact that the number of subscribers of Duygu Özaslan's YouTube channel is 1.42 million, while Danla Bilic's is 2.9 million, shows that these hyperrealities created by Bilic are attracted the attention of a wider audience.

The most outstanding common trait of both phenomena's vlogs is the creation of hyper-realities about different images of women, in conjunction with YouTube's feature of providing people with a way to build identities, as discussed in the theoretical framework. The first video on the YouTube channel that made Danla Bilic famous, titled "Yeditepe University 50% Scholarship Girl Makeup," is one of the examples of this argument. The content produced in this video builds the "girl from the Yeditepe University" simulation explained by Bilic:

*"She even goes to 9 a.m. class in heels, wears full makeup… She is the type of girl I envy but can never be. She is very well-groomed and beautiful. If a girl studies at Yeditepe, her hair must be platinum for at least 1–1.5 years during her education period. It is like a rule. I used platinum hair color for 1.5 years in 2013, in the same way as well."*

This simulation built in this content is not limited to makeup application. However, it is strengthened by Danla Bilic's wearing a blond wig at the end of the video to embody her assertion: "*Now, if you will excuse me, I want to change my hair color*."

While producing content focusing more on makeup techniques and applications, Duygu Özaslan also creates simulations that shape different woman's identities. For example, in one of her videos, she makes herself look like "a love bird in the Amazon

<sup>13</sup> Beşiktaş is one of Turkey's three major football teams.

<sup>14</sup> Kütahya having a conservative social structure, is a small city in the inner west of Turkey.

jungle" with her eye makeup in vivid and bright green tones. In another video, applying American-style/Instagram makeup, she gives the clues of the "American Instagram phenomenon woman" simulation she will create with the following expressions: "*I was inspired by those accounts of the American vloggers we see on Instagram, love and watch a lot, while I was doing this makeup*." These words reveal a westernoriented approach to the notion of beauty, reflecting the internet culture's hegemonic structure. Besides, while explaining how much the preferences of making up vary at the international level, Özaslan makes us think about how she feels alienated in the virtual web universe:

*"(In this video), I tried something that did not fit my style, was very different for me, and I felt very alienated too. I could not use this makeup daily. This makeup is not something I can do, and I do not prefer it. My face and eyelids have incredible density because this makeup changes masks and shades too much."*

That is, the necessity of exhibiting, in addition to exploiting the visible, eliminates the faces of individuals [9].
