When thinking about masculinity and popularity, the ‘coolest’ boys have traditionally been those who physically intimidated their peers through aggression, misogyny and homophobia. In this guest blog, Max Morris asks whether this model of popularity still exists for members of the YouTube Generation by looking at some of the UK’s most popular vloggers (or video bloggers). He argues that these vloggers reflect how many boys today find homophobia to be unacceptable and value public displays of affection – often by sharing photos, videos and emotional care work on social networking sites such as Facebook, Instagram and YouTube.