This book analyses popular works by the first generation of Israeli independent content creators who gained their reputation by achieving viral success on social media. During the past few years, some of them paved their way from the web to mainstream Israeli culture, yet so far, their fascinating innovations have not been researched. This pioneering book makes an important advancement in filling this gap, by addressing, among others, issues of temporality, ideology, ontology, aesthetics, industry and commerce, humor, stardom, and transnationalism.

The first half of the book provides a comprehensive panoramic overview of Millennial online content creators in Israel. The second half of the book features a thorough investigation of prominent case studies. One of the main focal points is the discussion of cross-over and its failures: medium-wise, between web to TV; ethnically, with performativity that ends in a homogenized identity; temporally, with the collapse of the chronological order of time.