The contents spread by ‘youtubers‘ children encourage excessive consumption of toysthey perpetuate stereotypes gender and generate children with a cumulative tendency and little tolerance for frustrationmarketing expert Alba López Bolás tells EFE.
The coordinator of the Master in Digital Marketing from the International University of La Rioja (Spain) has analyzed the contents published in Vlad and Nikione of the channels of ‘youtubers‘ children most popular, aimed at an audience between 3 and 6 years old.
With almost 28 million subscribers on his Spanish channel, the videos focus on the promotion of toysbut they are edited with effects specials and music, which can confuse viewers about the real characteristics of those items, he points out.
This audiovisual post-production with “very shocking“makes the little spectators think that those contents are “more entertaining“than your real life.
In this sense, López Bolás warns that the consumers of these videos are very young children, so they are “very influenced“by the contents of these YouTube channels.
In all episodes, the protagonists of Vlad and Niki live the routines daily surrounded by toys new ones, but “it is not appreciated or shown how the parents have achieved these toys and the effort behind buying them,” he says.
Undisclosed advertising
- The specialist adds that, in some videos, the boys reject toys like dolls Barbiewhich contributes to reinforcing the stereotypes gender.
- Besides, underlines that on this channel it is not detailed when it is a collaboration advertising.
- For this reason, children between 3 and 6 years old who see these videos They consider it “something normal” that protagonists of the videos live “totally surrounded of toys“.
- These channels cause them “frustration“, because they verify that “their daily life” is not so “exciting“like that of the children on the screen, since at that age “they do not know how to differentiate between reality and fiction”.
They also do not learn to value the important things in life and miss the relationship social with other minors, since, in these videosdue to image rights, only two children appear, who are usually brothers.
“The spectators think that the normal thing is to be at home playing with toys new, without social interaction with other children, and neither they do other types of more relaxed activities, such as crafts,” he explains.
Children who don’t know how to be bored
All this has caused some children not to know get bored and believe that it is not something usualbecause in this type of videos there is a frenetic activity in which the children do not stop for a second.
The consumption of these videos in childhood can cause teenagers with “major” dependence of screens” and tendency to accumulate material objects, he specifies.
“The reality It is quite the opposite, because the brands They take advantage of children, since they know they have a greater impact advertising and achieve greater interaction,” warns López Bolás. EFE
