Abstract

SILVA, Tamara Costa da  and  GUIZZO, Bianca Salazar. Childhood and consumption on YouTube. Rev. Educ. Questão [online]. 2022, vol.60, n.65, e-28934.  Epub Feb 24, 2023. ISSN 1981-1802.  https://doi.org/10.21680/1981-1802.2022v60n65id28934.

This article aims to analyze how the content of the YouTube channel Luccas Neto, Luccas Toon, contributes to the propagation of representations of consumer childhoods. For this purpose, 15 videos posted on that channel were selected. The analyzes were carried out taking cultural studies in Education as theoretical framework, with a post-structuralist bias. In order to develop a cultura analysis, from watching the videos, images and transcripts of the YouTuber's speeches considered recurrent and of greater relevance were highlighted. In this article, the category “management of the self as a brand” is discussed. The results pointed out that the channel puts into circulation the representation of a consumerist childhood that incessantly searches for novelties in the market. This implies the presentation of various products and the children's strong identification with an adult individual that forges a childish identity and reinforces child fans' tastes and preferences.

Keywords : Childhood; YouTube; Representation; Identity.

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