This paper examines forms of self-representation on YouTube with specific focus on Vlogs (Video blogs). The analytical scope of the paper is on how User-generated Content on YouTube initiates a certain kind of audiovisual representation and a particular interpretation of reality that can be distinguished within Vlogs. This will be analysed through selected case studies taken from a representative sample of empirically based observations of YouTube videos. The analysis includes a focus on how certain forms of representation can be identified as representations of the self (Turkle 1995, Scannell 1996, Walker 2005) and further how these forms must be comprehended w...