PDF Publication Title:
Text from PDF Page: 011
2.4. Awareness of teenagers As YouTubers have a young audience, they have to be careful with their influence and content. This paragraph describes the unawareness of children and responsibilities of YouTubers concerning the influence they have. Media awareness is described as the ‘understanding of the different methods for presenting information in newspapers, on television and on the internet and of the possible uses and dangers of these methods’ (Cambridge University Press, 2016). Children lack a lot of knowledge to make wise decisions. According to a report published by the Dutch Ministry of Health and Consumers Association (2016), children are negatively influenced by some videos that result in eating too much unhealthy food. In the Netherlands, there are no laws about advertisements that focus on young children. However, an alliance called Stop Child Marketing has set up a code of conduct that companies must adhere to. As most teenagers like exclusive food and candy, this is a popular subject to make videos about. In their videos, YouTubers eat candy in front of the camera and try out exclusive candy that can only be bought abroad. Other popular videos are the so-called do-it-yourself tutorials, in which YouTubers explain how teenagers can make special treats themselves. Younger viewers do not know that most of the time YouTubers are asked to promote the candy brands they are showing, in exchange for free goods or compensations. Since January 2016 the Dutch government has started interfering in this kind of advertisement videos and blogs by putting YouTubers as a topic on the political agenda. 2.5. Conceptual framework To summarise, it can be concluded that teenagers grow up in an era of smartphones. On social media they can share, discuss, modify and create content, what is exactly happening on YouTube. Teenagers spend about 11 hours a week watching videos and identifying themselves more with YouTube celebrities than their Hollywood versions. They have more in common and perceive themselves as equal. Companies use YouTubers to promote products among their loyal followers. Teenagers however do not have the ability to distinguish advertisements from reality and can easily be persuaded. Until this point, only little has been studied about the influence of YouTubers on teenagers. Previous research mostly concerned participatory cultures on YouTube (Mueller, 2014), YouTube as reviewing platform (e.g. Dellarocas, 2003) or the difference between YouTube and watching traditional television (e.g. Defy Media, 2015; Variety, 2014). It is interesting to know what role YouTubers play in the life of teenagers and whether their influence is good or bad. Consequently, the present research takes both the perspective of teenagers and YouTubers into account. Four themes can be distinguished from the theory: (1) behavior, (2) identification, (3) influences, (4) awareness. These themes will be used throughout this research. Figure 1: Conceptual framework Children do not have the ability to distinguish advertisements from reality. As a result, young children are often deceived into believing something that is false (Moore & Lutz, 2000). They do not have the ability to distinguish advertisements from reality. Young children are often deceived into believing something that is false. Older children on the other hand are more able to know that advertisements are not always true and therefore are more skeptical to the messages that are shown (Moore & Lutz, 2000). Celebrities are not allowed to promote unhealthy food if 25 percent of the target audience is younger than 14 years old , as most children of these ages are more knowledge to make wise decisions (NOS, 2016). Till now, these restrictions only apply to traditional media. Although YouTubers are seen as celebrities, there are no rules and restrictions yet about what YouTubers might do and say in their videos, as it is hard to measure the actual age of the viewers on YouTube. The Consumers Association believes that the code is not conducted well and that the compliance is inadequate. Videos about unhealthy food are becoming a big phenomenon in the world innocent and lack a lot of of YouTubers (NOS, 2016). W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 11PDF Image | The influence of YouTubers on teenagers
PDF Search Title:
The influence of YouTubers on teenagersOriginal File Name Searched:
Westenberg_MA_BMS.pdfDIY PDF Search: Google It | Yahoo | Bing
Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info
Cruising Review Topics and Articles More Info
Software based on Filemaker for the travel industry More Info
The Burgenstock Resort: Reviews on CruisingReview website... More Info
Resort Reviews: World Class resorts... More Info
The Riffelalp Resort: Reviews on CruisingReview website... More Info
| CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com | RSS | AMP |