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
Related Articles
- EP ID EP318526
- DOI -
- Views 94
- Downloads 0
DIGITAL MARKETING COMMUNICATION TOOLS IN THE PROCESS OF IMPLEMENTATION OF MARKETING STRATEGY OF THE TOURIST AREA JESENÍKY - EAST
It is a clear fact that tourism is one of the worlds’s the most important sectors of the economy influencing local, regional and national levels. The complexity of the sector is given by both its structure (predominant n...
ONLINE AND OFFLINE CONSUMER
The article is focusing on the theoretical principles in the area of online and offline consumers purchasing behaviour in general. Contribution is based on online surveys of consumer behavior in recent years and the atte...
PROCESS OF DIGITALISATION OF SOCIETY – DETERMINANT OF CHANGE IN PURCHASING BEHAVIOUR
The radically changing economic conditions in the Czech Republic in the 1990s progressively determined changes in all aspects of social life including the behaviour of consumers and influenced their purchasing, consumpti...
GDPR AND ITS IMPACT ON THE DIRECT MARKETING MANAGEMENT
In relation to the newly adopted statute in the field of personal data protection, the present paper deals with the impact of new regulations for processing of natural persons´ data in the field of the direct marketing m...
DOES THE STRATEGIC APPROACH TO ON-LINE MARKETING WORTH FOR SME?
The classic marketing approach is not enough to safeguard the prosperity of a company in the conditions of the 21 st century. Authors focus on the different forms of an on-line company marketing evaluation, operating in...