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- Title
Youtubers infantiles: los menores como recurso para generar nuevas tendencias publicitarias.
- Authors
Sánchez-Labella Martín, Inmaculada
- Abstract
This paper has two goals. On the one hand, it analyzes the brands featured in videos from internationally recognized child YouTubers. And on the other, it stresses the need to look at these young stars from the point of view of their identity, and to chart how they have turned from prosumers into influential personalities in the eyes of their viewers and subscribers. This second goal is a response to the existing literature on the subject, which fails to account for how child YouTubers, due to their success, have become very much like fictional characters. To this end, we adopted a qualitative descriptive approach and settled on twelve main indicators, which offer insights on the presence of brands as well as on the activities carried out by these YouTubers in their respective videos. In a second phase of this study, the featured YouTubers will be analyzed from iconographical, psychological, and sociological perspectives, as one would pick apart the construction of a fictional character. Our results show that the brands in these videos do not always advertise products aimed at children. And as for child YouTubers, the identities they have forged for themselves are oî€,en riddled with stereotypes - which can, in some cases, convey attitudes and behaviors that are harmful to young audiences.
- Publication
Austral Comunicacion, 2020, Vol 9, Issue 2, p249
- ISSN
2313-9129
- Publication type
Academic Journal
- DOI
10.26422/aucom.2020.0902.san