Advertising and entertainment in online media. Youtubers as brand ambassadors through the case study of Makiman131.
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Beatriz Feijoo Fernández
beatriz.feijoo@unir.net
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Aurora García González
auroragg@uvigo.es
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DOI:
https://doi.org/10.4067/S0718-48672020000100133Abstract
YouTube standard advertising formats are commonly used in online video campaigns. However, it would be interesting to reflect on all those inputs from brands, products, goods, and services inserted into the narrative of the video itself. In this context, this research aims to revise the uploaded content in one of the most famous YouTuber channels between the Spanish teenagers (Makiman131) and his role as brand ambassador. Starting from a content analysis of the 292 videos that the Youtuber published in 2017, the main objectives of this research were to define the volume of brands and products on display and describe the Youtuber‘s interaction with those products or brands, among other issues. Among the results, it is noted that these formats do not undergo any alteration from the original format. However, the appearance of brands does not seem accidental, which denotes intentionality and awareness of their advertising influence. Commercial messages appear without warning, fully integrated with entertainment. This study seeks to reflect on the blurred boundaries between advertising and entertainment in strategies that target young audiences through these new platforms.
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