Menores influyentes en YouTube. Un espacio para la responsabilidad

Victoria Tur-Viñes; Patricia  Núñez-Gómez; María José  González-Río

doi:10.4185/RLCS-2018-1303

Authors

Victoria Tur-Viñes University of Alicante https://orcid.org/0000-0002-8442-8068
Patricia Núñez-Gómez Complutense University of Madrid https://orcid.org/0000-0002-0073-2020
María José González-Río University of Alicante https://orcid.org/0000-0003-3828-2720

DOI:

https://doi.org/10.4185/RLCS-2018-1303

Keywords:

Young people, Influencers, YouTube, brands, User-Generated Content, Collaborative Culture

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.

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Author Biographies

Victoria Tur-Viñes, University of Alicante

Victoria Tur-Viñes holds a PhD degree in Sociology and a BA degree in Psychology. Associate Professor at the University of Alicante (Spain). Professor of advertising creativity.

Author of Comunicación publicitaria de juguetes en televisión (“Toy advertising on television”) (2004) and Marketing Infantil (“Child Marketing”) (2008). Main researcher of the Communication and Childhood research group.

Founding member of the Spanish Association of Communication Research (AEIC) and the Latina Society of Social Communication (SLCS), and member of the Ibero-American Forum on Communication Strategies (FISEC) and the International Association of Young Communication Researchers (AIJIC). Vice President of Kids & Com.

Director of Revista Mediterránea de Comunicación. Her research interests are: communication and childhood; scientific communication, and innovation and creativity in persuasive communication.

Patricia Núñez-Gómez, Complutense University of Madrid

Patricia Núñez Gómez holds a PhD degree in Information Sciences; Advertising and Public Relations. University.

Researcher in the areas of digital natives and new technologies applied to advertising and education. Specialist in the Third Sector as consultant and researcher. Member of the SocMedia and Fonta research groups.

Academic president of the International Advertising Association. Member of the International Communication Association (ICA) and the European Communication Research and Education Association (ECREA).

Director of the Department of Audiovisual Communication and Advertising I. Director of the Extraordinary Chair of Child and Youth Marketing and Communication.

María José González-Río, University of Alicante

María José González Río holds a PhD degree in Sociology from the University of Alicante (1996). Professor of sociology at the University of Alicante, School of Economics and Business Sciences, Department of Sociology II.

Author of several books and articles published in prestigious national and international journals. Speaker in conferences. Member of the research groups: E-COM and Communication and Specific Publics.

Main researcher of the R&D project: “Youth and New technologies. The impact of the Internet in the everyday life of young people” (SEJ2004-06651).

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