Narrative of Young YouTubers From the Andean Community and Their Media Competence

Diana Rivera-Rogel, Claudia Rodríguez-Hidalgo, Ana María Beltrán-Flandoli and Rebeca Córdova-Tapia
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Diana Rivera-Rogel: Department of Communication Sciences, Universidad Técnica Particular de Loja, Ecuador
Claudia Rodríguez-Hidalgo: Department of Communication Sciences, Universidad Técnica Particular de Loja, Ecuador
Ana María Beltrán-Flandoli: Department of Communication Sciences, Universidad Técnica Particular de Loja, Ecuador
Rebeca Córdova-Tapia: Department of Communication Sciences, Universidad Técnica Particular de Loja, Ecuador

Media and Communication, 2022, vol. 10, issue 1, 272-285

Abstract: Young people spend an increasing amount of time in front of a screen, developing new forms of content consumption and production. In this context, the so-called YouTubers emerge. They are the new actors of the information society, who acquire prominence specially in the creation of audiovisual content. This article studies the narrative of YouTubers and the media competition behind the process. To accomplish this task we have selected the 10 most relevant young YouTubers in the Andean Community (Bolivia, Colombia, Ecuador, and Peru), ranked by number of followers. Their products were analyzed with the following criteria: the narrative that they use, the impact that they generate, and the media competence that they demonstrate. The research we have made is descriptive and uses a mixed-methods approach, which employs technical datasheets that collect general information on the channels studied and the impact of their accounts. In general terms, we have observed that the videos contemplate new standards, which are not related to the contents of traditional media; the narrative is self-referential and through it, YouTubers manage to identify with niches of younger audiences, that can see in them similar life experiences. An interesting aspect is that a good part of the language used is violent and even foul, considering that young people are a vulnerable population group on the internet. Finally, the use and mastery of technological tools is evident on YouTubers, as well as the interest in self-training in content production processes.

Keywords: Andean Community; digital literacy; media competence; narratives; social media; YouTube (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cog:meanco:v10:y:2022:i:1:p:272-285

DOI: 10.17645/mac.v10i1.4771

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