“I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel
The main theme of the article is the context of digital microcelebrity experienced by children and adolescents, particularly on social networking sites such as YouTube. The purpose of the study is to understand how young audiences of the popular Portuguese channel Sofia Barbosa on YouTube construct...
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| Yayımlandı: | URI:https://journals.openedition.org/cs, |
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| Asıl Yazarlar: | , |
| Materyal Türü: | Article ou chapitre numérique |
| Dil: | Anglais |
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Comunicação e sociedade
2021
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| Konular: | |
| Online Erişim: | Accès Université d'Orléans et IFPM |
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openedition-oai:revues.org:cs_2495 |
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openedition |
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openedition-oai:revues.org:cs_2495 en https://journals.openedition.org/cs/2495 2021-01-27T01:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/eyni https://creativecommons.org/licenses/by-nc/4.0/ “I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Carvalho, Bárbara Janiques de Marôpo, Lidia jovens YouTube microcelebridade autenticidade comercialismo young people YouTube microcelebrity authenticity commercialism The main theme of the article is the context of digital microcelebrity experienced by children and adolescents, particularly on social networking sites such as YouTube. The purpose of the study is to understand how young audiences of the popular Portuguese channel Sofia Barbosa on YouTube construct meaning about the commercial content and authenticity that the youtuber presents. The methodology used is qualitative bias and netnography is employed in analysing 1.961 comments made by subscribers on 10 videos posted between January and October 2018. As a means of better understanding the context of the comments we also analysed the visual, verbal and commercial aspects of the videos. The comments demonstrate a perception on the part of followers of closeness and intimacy in relation to Sofia and a strong acceptance of the commercial content promoted by the young woman. However, critical reflections about the marketing practices of the youtuber can at various times be perceived, namely on the lack of transparency in commercial relations; this presents itself as an opportunity to balance a romanticised view that many subscribers have of microcelebrities with a more rational understanding of the industry that sustains them. Este artigo trata do contexto da microcelebrização digital vivenciado por crianças e adolescentes, nomeadamente, em sites de redes sociais como o YouTube. O objetivo do trabalho está em perceber como as jovens audiências do popular canal português Sofia Barbosa, no YouTube, constroem sentidos sobre os conteúdos comerciais e a autenticidade que a youtuber apresenta. A metodologia utilizada tem cariz qualitativo e contou com a netnografia para a análise de 1.961 comentários feitos pelos subscritores em 10 vídeos publicados entre janeiro e outubro de 2018. Como forma de melhor compreender o contexto em que estavam inseridos os comentários, analisamos também os aspetos visuais, verbais e comerciais dos vídeos. Os comentários demonstram uma perceção de proximidade e intimidade por parte dos seguidores em relação à Sofia e uma forte aceitação do conteúdo comercial promovido pela jovem. No entanto, percebe-se em vários momentos uma reflexividade crítica em relação às práticas mercadológicas da youtuber, nomeadamente no que diz respeito à falta de transparência nas relações comerciais, o que se apresenta como uma oportunidade para equilibrar uma visão romantizada que muitos subscritores têm das microcelebridades com uma compreensão mais racional sobre a indústria que os sustenta. |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
jovens YouTube microcelebridade autenticidade comercialismo young people YouTube microcelebrity authenticity commercialism |
| spellingShingle |
jovens YouTube microcelebridade autenticidade comercialismo young people YouTube microcelebrity authenticity commercialism Carvalho, Bárbara Janiques de Marôpo, Lidia “I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel |
| description |
The main theme of the article is the context of digital microcelebrity experienced by children and adolescents, particularly on social networking sites such as YouTube. The purpose of the study is to understand how young audiences of the popular Portuguese channel Sofia Barbosa on YouTube construct meaning about the commercial content and authenticity that the youtuber presents. The methodology used is qualitative bias and netnography is employed in analysing 1.961 comments made by subscribers on 10 videos posted between January and October 2018. As a means of better understanding the context of the comments we also analysed the visual, verbal and commercial aspects of the videos. The comments demonstrate a perception on the part of followers of closeness and intimacy in relation to Sofia and a strong acceptance of the commercial content promoted by the young woman. However, critical reflections about the marketing practices of the youtuber can at various times be perceived, namely on the lack of transparency in commercial relations; this presents itself as an opportunity to balance a romanticised view that many subscribers have of microcelebrities with a more rational understanding of the industry that sustains them. |
| author |
Carvalho, Bárbara Janiques de Marôpo, Lidia |
| author_facet |
Carvalho, Bárbara Janiques de Marôpo, Lidia |
| author_sort |
Carvalho, Bárbara Janiques de |
| title |
“I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel |
| title_short |
“I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel |
| title_full |
“I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel |
| title_fullStr |
“I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel |
| title_full_unstemmed |
“I’m sorry you don’t flag it when you advertise”: audience and commercial content on the Sofia Barbosa YouTube channel |
| title_sort |
“i’m sorry you don’t flag it when you advertise”: audience and commercial content on the sofia barbosa youtube channel |
| publisher |
Comunicação e sociedade |
| publishDate |
2021 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/2495 |
| _version_ |
1877293737856466944 |