The Values Associated with Toys in YouTube Channel Contents: Case Study

Methodology: The research focuses on a case study in which the content published by the popular YouTube channel Vlad and Niki has been reviewed over a 24-month period, since its opening until the beginning of 2021. (2022) or Neira (2023) who have investigated the presence of brands in audiovisual co...

Full description

Saved in:
Bibliographic Details
Published inSEECI 2000 Vol. 57; pp. 1 - 17
Main Authors Neira-Placer, Paula, Visiers, Ana
Format Journal Article
LanguageEnglish
Published Madrid Revista de Comunicación de la SEECI (Sociedad Española de Estudios de la Comunicación Iberoamericana) 01.01.2024
Subjects
Advertisements
Advertising
Audiences
Audiovisual communications
Case studies
Children & youth
Collaboration
Product placement
Regulation
Social media
Social networks
Toys
Online AccessGet full text

Cover

More Information
Summary:Methodology: The research focuses on a case study in which the content published by the popular YouTube channel Vlad and Niki has been reviewed over a 24-month period, since its opening until the beginning of 2021. (2022) or Neira (2023) who have investigated the presence of brands in audiovisual content about games and products aimed at minors. Faced with this lack of definition of what is or is not advertising content on social networks, if we look at the regulatory elements in Spain, the General Advertising Law 34/1988 declares as unlawful "advertising aimed at minors that incites them to purchase a good or service, exploiting their inexperience or credulity, or in which they appear to persuade parents or guardians to purchase". The purpose of this measure is to "prevent the presence or the presence or testimony of certain persons or personalities known and admired by minors in advertisements influence on minors" (Asociacion Espanola de Fabricantes de Juguetes, 2022, 8).
ISSN:1575-9628
1576-3420
DOI:10.15198/seeci.2024.57.e858