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https://doi.org/10.17645/mac.v11i4.7141
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Advertising on Video-Sharing Platforms in the Toy and Food Categories in Spain
[Zeitschriftenartikel]
Abstract This article reviews the advertising content on the YouTube channels featuring kid influencers with the highest number of subscribers in Spain. The goal is to observe the evolution of the elements that define this type of content as advertising content, even though the vast majority of the advertisi... mehr
This article reviews the advertising content on the YouTube channels featuring kid influencers with the highest number of subscribers in Spain. The goal is to observe the evolution of the elements that define this type of content as advertising content, even though the vast majority of the advertising content is not labelled as such. An analysis was conducted of all the videos posted during the 2022 Christmas period on the 15 YouTube channels with the largest audiences, which produced a sample of 61 videos that possessed the pertinent characteristics. Content analysis was applied and the degree to which the content complied with food and toy advertising regulations was examined.... weniger
Thesaurusschlagwörter
Online-Medien; Lebensmittel; Werbung; Spielzeug; Selbststeuerung; Video-Clip; Kind; Werbeträger
Klassifikation
interaktive, elektronische Medien
Medieninhalte, Aussagenforschung
Werbung, Public Relations, Öffentlichkeitsarbeit
Freie Schlagwörter
YouTube; influencers; kid influencers; media regulation
Sprache Dokument
Englisch
Publikationsjahr
2023
Seitenangabe
S. 214-226
Zeitschriftentitel
Media and Communication, 11 (2023) 4
Heftthema
Digital Media and Younger Audiences: Communication Targeted at Children and Adolescents
ISSN
2183-2439
Status
Veröffentlichungsversion; begutachtet (peer reviewed)