Children in Youtubers’ web (analysis of selected sociocultural aspects of the Youtuber scene)
Children in Youtubers’ web (analysis of selected sociocultural aspects of the Youtuber scene)
Author(s): Erika MoravčíkováSubject(s): Media studies, Behaviorism, Crowd Psychology: Mass phenomena and political interactions, Social Informatics, Sociology of Culture
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Celebrity culture; Internet social networks; Sociocultural environment; Trends; YouTube; YouTubers;
Summary/Abstract: The present paper focuses on a relatively new sociocultural phenomenon of YouTubers, who are hugely popular mainly among members of the Generation Z (i.e. people aged 15-20). Internet social networks, the YouTube channel and mainly YouTubers (authors of audio-visual works posted chiefly on YouTube) represent a significant cooperative and participatory platform taking part in the shaping of thinking, values and patterns of behaviour in children and the youth. This contribution is aimed at reflecting on this problem through the prism of trends representing a driving force inside the media industry and show business from its inception to the present. We will also take a closer look at the marketing potential of YouTubers and YouTubering, and the birth of new-era celebrities in the process.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 154-164
- Page Count: 11
- Language: English
