Much research has been done in the area of code-switching; that is, changing from one language to another in the middle of the same utterance, especially in bilingual communities. Yet, there seems to be little research done on code-switching between English and Swedish among Swedish young adults. In this study, the speech of four different young beauty vloggers will be investigated with regard to their use of code-switching between English and Swedish. All four have Swedish as their first language. The results show that the amount and the types of code-switching differ between the four vloggers in the study.  The results also show that code-switching occurs relatively frequently, and that it is especially common to use English words and expressions with Swedish morphology. This is also supported by previous studies. Furthermore, two areas were found to be especially prone to code-switching: commerce (i.e. the make-up industry with imported brands and names), and youth culture; i.e. the vloggers seem to want to code-switch to be trendy and to communicate something about their identity.

Travel vloggers are a relatively new phenomenon that appeared around 2016. These are travelers who share their experiences in a video format, mostly on YouTube. Whereas their motives might be out of self interest - in reality they market the destination they are in, drawing attention to new potential destinations for the viewer. The aim of this study is to examine the relevance of travel vloggers as a tourist research method. More specifically regarding tourists visiting Georgia, if travel vloggers are beeing used before departure, if it influences the tourists' perception of Georgia and what they want to experience when they visit. The study also intends to examine what travel vloggers show in their videos of Georgia. To analyze the results theories regarding guided tourism, cognitive distance and youth tourism will be used. The results indicate that travel vloggers are established as a tourist research method and that it does affect what tourist want to experience when they visit. It also shows that travel vloggers show what is considered not typical tourist attractions, differentiating them from more traditional means of research. The results could be linked with the theories regarding guided- and youth tourism, however not with cognitive distance.

In the past decades a lot of research has been dedicated to widening the understanding of different media audiences, as well as to determining the motivations behind both, creation of user-generated content (UGC) as well as audience behavior. This thesis seeks to broaden this knowledge by studying vloggers and their interaction with their audiences. Instead of asking the audience members: In what ways are the vloggers an influence on you, this thesis asks: “Can the audience be a source of inspiration and influence for vloggers? The thesis aims also at recognizing typicality’s in vloggers audio-visual content as well as strategical approaches for audience engagement. Approach in order to find answers to the set questions is critical yet humanistic. Empirical research is divided in two parts, of which the first is done by qualitative content analysis and the second part by semi-structured interviews. The aim of this multimethod approach is to get a broad yet deep view on this commercial, and contemporary storytelling form. Appadurai’s five scape- theory is used as the theoretical framework, and the research findings as well as conclusions are also viewed through other recent studies from media and communications field.