La influencia de los YouTubers en los niños (8-12 años): actualidad y marcas

Beatriz Pinto; Alexandre Duarte; Patrícia Dias

doi:10.31921/doxacom.n36a1638

Authors

Beatriz Pinto Portuguese Catholic University, Portugal https://orcid.org/0000-0002-0730-8062
Alexandre Duarte Universidade do Minho - CECS, Portugal https://orcid.org/0000-0002-2665-864X
Patrícia Dias Universidade Católica Portuguesa, Portugal https://orcid.org/0000-0001-7948-4439

DOI:

https://doi.org/10.31921/doxacom.n36a1638

Keywords:

YouTube, digital influencers, 8-12 year-olds, influence marketing, current issues, brands

Abstract

YouTubers have become a worldwide popularity phenomenon, and the ever-more time spent at home helped further amplify its status and relevance, especially with children. The increasing access to broadband internet, the easy and intuitive way of using it, the full control over what they want to see, the proximity to the public and the capacity to surprise and innovate are some of the motifs that make YouTubers so attractive to the youngsters. Using a qualitative methodology carried out in two sequential data collection phases, first with children and then with Youtubers, the authors aimed to answer the following research question: “How influential are YouTubers in shaping the opinions of 8-12 year-olds on topical issues?” This investigation concluded that children have YouTubers as role models, consider their content a reliable source of information and admit to having changed the way they think because of them. Although Youtubers’ influence diminishes as children grow, this study proved that they tend to adopt the views and perspectives shared by YouTubers. On the other hand, it is also an opportunity for children to learn and be aware of important topics from an early age in a more accessible and interesting way.

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Author Biographies

Beatriz Pinto, Portuguese Catholic University, Portugal

She holds a BA in Public Relations and Corporate Communication by Escola Superior de Comunicação Social of Instituto Politécnico de Lisboa, and a Master in Communication Scientes by the School of Human Sciences of Universidade Católica Portuguesa. She collaborates as junior researcher at CECC - Research Center in Communication and Culture, also at Universidade Católica Portuguesa. Her research interests are within the scope of digital marketing. She currently works as a marketeer at Jerónimo Martins Group.
Alexandre Duarte, Universidade do Minho - CECS, Portugal

With a PhD in Communication Sciences from University of Minho, a Masters degree in Communication & Image and a degree in Marketing & Advertising by IADE, Alexandre Duarte is the coordinator of various courses in IADE, visiting Professor in several Universities, developer of the Research Unit CECS from Univ. Minho, and Course Coordinator of OFICINA de PORTFOLIO™. He have worked in several multinational advertising agencies, in Portugal and Brazil, such as TBWA, Saatchi & Saatchi, Ogilvy, W/Portugal, W/Brazil, Lowe&Partners, or BrandiaCentral as a Senior Creative Copywriter. In 2012, he was nominated Tutor of the EUROBEST Young Marketers Academy and, in 2013, was elected member of the Directors Board of EDCOM - European Institute for Commercial Communications Education. In the beginning of 2014, was appointed CEO of RESTART, an Institute of Creativity, Arts and New Technologies and in 2018 was invited to teach in the Communication Sciences Master and the Post-Graduation of Social Brands of Universidade Católica Portuguesa. Currently, is also Coordinator of the Service Design Course.
Patrícia Dias, Universidade Católica Portuguesa, Portugal

PhD in Communication Sciences by Universidade Católica Portuguesa, coordinates the post-graduate course Social Brands - Communication and Marketing in a Digital Environment. In 2019 was a visiting researcher at the Arctic University of Norway. Researcher at CECC and CRC-W, currently coordinates the project “0-3 DigiKids - Use of Touchscreen Devices by Children up to 3 years old” and leads the Portuguese team of the project “Use of Digital Technologies by Children and Teenagers during the COVID-19 Pandemic in Europe” coordinated by the JRC-European Commission. Her main research interests are the use of digital media by children and algo within organizational communication, marketing and branding. She is author of several publications about the social impact of digital media and the use of smartphones.

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