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    Playing YouTube: How the Nancy YouTuber doll and app position children as aspiring YouTube influencers.

    86829.pdf (877.9Kb)
    Access Status
    Open access
    Authors
    Ruiz-Gomez, Alexandra
    Leaver, Tama
    Abidin, Crystal
    Date
    2021
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Ruiz-Gomez, A. and Leaver, T. and Abidin, C. 2021. Playing YouTube: How the Nancy YouTuber doll and app position children as aspiring YouTube influencers. International Journal of Cultural Studies. 25 (2): pp. 121-140.
    Source Title
    International Journal of Cultural Studies
    DOI
    10.1177/13678779211063222
    ISSN
    1367-8779
    Faculty
    Faculty of Humanities
    School
    School of Media, Creative Arts and Social Inquiry
    Remarks

    This is an accepted manuscript of an article published by Sage in International Journal of Cultural Studies on March 1, 2022 available online at https://doi.org/10.1177/13678779211063222. Ruiz-Gomez, A., Leaver, T., & Abidin, C. (2022). Playing YouTube: How the Nancy YouTuber doll and app position children as aspiring YouTube Influencers. International Journal of Cultural Studies, 25(2). Copyright © 2021 The Authors. DOI: https://doi.org/10.1177/13678779211063222

    URI
    http://hdl.handle.net/20.500.11937/86986
    Collection
    • Curtin Research Publications
    Abstract

    This article analyzes Nancy YouTuber, a popular doll and companion app that is part of a growing trend of children's toys modeled on YouTube influencers. Nancy YouTuber's app is one of the first to provide a fictitious YouTube channel, introducing children to YouTube's affordances. We investigate how the doll and app socialize YouTuber practices, and to what extent the combination of both deepens the commodification of childhood. We use the walkthrough method to analyze the app, and a semiotic approach to study the doll, its accessories and surrounding materials to map the manufacturer's intended use through these discourses. Our research uncovers how children are encouraged to recreate product reviews and internalize commercial digital identity performances. We use Spain, where the doll originates, to contextualize these findings. The article considers how influencer-aspirant toys position children as promotional intermediaries and normalize children's YouTuber aspirations.

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