CHILDREN IN YOUTUBERS’ WEB (ANALYSIS OF SELECTED SOCIOCULTURAL ASPECTS OF THE YOUTUBER SCENE)
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
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.
Authors and Affiliations
Erika Moravčíková
Keywords
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