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Abstract(s)
As crianças consomem vídeos do YouTube para obter novas informações e formar a sua própria
opinião sobre diferentes temas. Neste contexto, o papel dos YouTubers e dos vídeos onde
abordam temas sociais e políticos da atualidade, de forma direta ou indireta, torna-se cada vez
mais importante no desenvolvimento da criança.
A presente dissertação foca-se na influência dos YouTubers na formação de opinião das
crianças com idades compreendidas entre os 8 e os 12 anos sobre temas da atualidade. O estudo
utiliza um método qualitativo, pelo que a recolha de dados é feita através de entrevistas a 20
crianças e a 5 YouTubers portugueses e brasileiros, com o intuito de compreender de que forma
é que os conteúdos e as mensagens dos YouTubers impactam as crianças, bem como o ponto
de vista dos YouTubers sobre o seu papel na formação dos mais jovens.
Os resultados sugerem que as crianças adquirem conhecimento no YouTube, sobretudo, através
de uma aprendizagem não planeada, assimilando opiniões e comportamentos dos modelos que
encontram nesta plataforma muitas vezes sem terem essa intenção ou estarem aptos a pensar
criticamente sobre a informação com a qual se deparam. Com base na relação pessoal que as
crianças sentem ter com os YouTubers, estas personalidades, que abordam regularmente
temáticas relevantes para a sociedade nos seus canais, fazem parte do grupo de agentes que as
crianças encaram como uma referência e de quem replicam atitudes, pelo que adquirem hoje
um papel de líderes de opinião entre os mais novos.
Conclui-se que estes indivíduos influenciam a formação de opinião das crianças sobre temas
sociais e políticos, mesmo que nem sempre os abordem de forma direta nos seus vídeos
orgânicos, e que, por vezes, os tratem sem ser em conteúdos de entretenimento, mas sim em
ações de publicidade quando são porta-vozes de campanhas de determinadas marcas.
Children consume YouTube videos to obtain new information and form their own opinions. In this context, the role of YouTubers and the videos in which they address current social and political issues, directly or indirectly, becomes increasingly important in the development of children. This dissertation focuses on the influence of YouTubers on the formation of opinions of children, aged between 8 and 12 years old, regarding current matters of interest. The study uses a qualitative method, namely interviews with 20 children and 5 YouTubers, both Portuguese and Brazilian, in order to understand how the YouTubers' contents and messages impact children, as well as the YouTubers’ point of view about their role in the development of children. The findings suggest that children acquire knowledge on YouTube mainly through incidental learning, assimilating opinions and behaviours from the role models around them, often without having that intention or being able to think critically about the information. Based on the personal relationship that children feel they have with YouTubers, these personalities, who regularly approach relevant societal issues on their channels, are part of the group of agents that children see as a reference and from whom they replicate attitudes, thus acquiring a role of opinion leaders among the youngest nowadays. It is concluded that these individuals influence the opinion formation of children on social and political themes, even if they do not always address them directly in their organic videos and despite the fact that sometimes they deal with them not in entertainment contents, but in advertising actions, when they are spokespersons of campaigns of certain brands.
Children consume YouTube videos to obtain new information and form their own opinions. In this context, the role of YouTubers and the videos in which they address current social and political issues, directly or indirectly, becomes increasingly important in the development of children. This dissertation focuses on the influence of YouTubers on the formation of opinions of children, aged between 8 and 12 years old, regarding current matters of interest. The study uses a qualitative method, namely interviews with 20 children and 5 YouTubers, both Portuguese and Brazilian, in order to understand how the YouTubers' contents and messages impact children, as well as the YouTubers’ point of view about their role in the development of children. The findings suggest that children acquire knowledge on YouTube mainly through incidental learning, assimilating opinions and behaviours from the role models around them, often without having that intention or being able to think critically about the information. Based on the personal relationship that children feel they have with YouTubers, these personalities, who regularly approach relevant societal issues on their channels, are part of the group of agents that children see as a reference and from whom they replicate attitudes, thus acquiring a role of opinion leaders among the youngest nowadays. It is concluded that these individuals influence the opinion formation of children on social and political themes, even if they do not always address them directly in their organic videos and despite the fact that sometimes they deal with them not in entertainment contents, but in advertising actions, when they are spokespersons of campaigns of certain brands.
Description
Keywords
YouTube Crianças YouTubers Formação de opinião Temas sociais e políticos Marketing de influência Publicidade Children Opinion-making Social and political issues Influence marketing Advertising