Os youtubers mirins e a indústria cultural: um olhar sobre um novo apelo ao consumismo infantil

Abstract

This paper presents a study on the practices of cultural industry and its links with postmodern society, characterized mainly by living in a consumer culture. Through this, it is sought to investigate how the new media practices provided by the rise of the digital culture, with the virtual social networks, has been transforming the way the children's public is related to consumption. In order to do so, we seek to analyze the ethical bias of advertising and the perspective that the Reception Studies bring from the individual receiving a message, as these new practices are being presented in content consumed by children. The research was carried out through the qualitative method with the use of the focal group technique with children who own and consume channels in the YouTube site, having as media contribution the exhibition of three videos of kid youtubers: Julia Silva, Lulu and Felipe Calixto. The results show that the children investigate wish to become part of the consumer world favored by the cultural industry, and that youtubers, besides being a tool in this process, also contribute to the formation of the identity of these children.