Playing YouTube: How the Nancy YouTuber doll and app position children as aspiring YouTube influencers.
MetadataShow full item record
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
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.
Showing items related by title, author, creator and subject.
Alcohol marketing on YouTube: Exploratory analysis of content adaptation to enhance user engagement in different national contextsGupta, H.; Lam, Tina; Pettigrew, Simone; Tait, Robert (2018)© 2018 The Author(s). Background: We know little about how social media alcohol marketing is utilized for alcohol promotion in different national contexts. There does not appear to be any academic work on online exposure ...
Shields, Linda (2011)We should not be surprised by the strength of the anti-immunisation lobby (15 January, p 46). In rich nations, the majority of the population has never seen the diseases that we recommend parents vaccinate their children ...
Association between childbirth attitudes and fear on birth preferences of a future generation of Australian parentsHauck, Yvonne; Stoll, K.; Hall, W.; Downie, Jill (2016)Background: The reality of childbirth fear is recognised for expectant parents but we lack knowledge about the childbirth attitudes of the next generation of Australian parents. Aim: Examination of adults' attitudes toward ...