Kid influencers on YouTube. A space for responsibility

Abstract

This article analyses the practices of kid influencers on YouTube and the presence of brands in the videos they generate. Methods: This is an exploratory study based on content analysis performed on a sample of videos collected from the five most-viewed and most-subscribed YouTube channels starring Spanish children in January 2018. To be precise, we selected the five most-viewed videos from each of the selected channels (a total of 25 videos and 400´). The analysis of the engagement strategies is based on the models developed by McRoberts et al. while the analysis of brand presence is based on the model of Smith et al. Results: There is a common typology in the contents, a semi-professional management style and the simultaneous omnipresence of brands. Conclusions: Recommendations are made for the regulation and management of the communication practices of kid influencers on YouTube to ensure they are developed in a secure, positive, fun and responsible environment.

Pendampingan Ibu Bekerja (Working Mom) Terhadap Penggunaan Youtube pada Anak

“…Pertumbuhan konsumsi internet oleh anak-anak menempati urutan kedua setelah usia remaja ("Digital 2019: Indonesia -DataReportal -Global Digital Insights," 2019) menjadikan sebuah fakta yang kini menjadi bahasan dan resistensi di masyarakat dan tentunya pendidikan dan pengetahuan tentang bagaimana mengakses internet secara aman tentu sangat dibutuhkan (Tur-Viñes, Núñez-Gómez, & González-Río, 2018).…”

Web 3.0’da Çocukların Sanal Mahremiyetine Adli Bir Bakış

“…En büyük video paylaşım platformu olarak kabul edilen Youtube, 76 farklı dil ve 88 ülkeden erişim imkânı ile bir milyardan fazla kullanıcıya sahiptir (2). On üç yaş altı çocukların sıklıkla kullandığı ve 8 yaşa kadar çocukların en önemli eğlence aracı olarak gördüğü bu platform kullanıcıların kendi içeriklerini üretip kişisel bilgilerini anonim izleyicilere paylaşabilmesini sağlıyor (3)(4)(5). Youtube İş Ortağı Programı ile Youtube, içerik üreticisi kullanıcılarına reklam geliri gibi maddi kazanç sağlayacak bir sistem geliştirmiştir.…”

La comunicación de las empresas de moda en TikTok: ASOS como caso de estudio

“…Testigo de la popularidad adquirida por los medios sociales, la Academia también ha manifestado un creciente interés por las redes sociales (Almansa & Fernández, 2011;Aguilar et al, 2015, Martínez-Sala et al, 2018Cristófol et al, 2018;Tur et al, 2018; Villena Alarcón, 2019), siendo el análisis de contenido la metodología más recurrente a la hora de analizar la comunicación en estas plataformas (Phan et al, 2011;Vuori, 2012;Hutter et al, 2013;Hudson & Hudson, 2013;Almansa et al, 2013;Phan & Parks, 2014;McCarthy et. al, 2014;López et al;2015;Rodríguez et al, 2017) y en especial en el sector de la moda (Kim & ko, 2010;Kim & Ko, 2012;Pihl & Sanström, 2013;Wolny & Mueller, 2013;Kontu & Vecchi 2014;Ng, 2014;Park, Ciampaglia & Ferrara, 2016;Geissinger & Laurell, 2016;Gautam & Sharma 2017;Helal, Ozuem & Lancaster, 2018;Lee, Hur & Watkins, 2018;Loureiro et al, 2018;Martínez et al, 2019;Cristófol et al, 2019, Koivisto & Mattila 2020.…”