Korištenje djece u Youtube sadržajima

master's thesis

• Title (english): The use of children in Youtube content
• Author: Sara Hruška
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Tamara Kunić (član povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Tema ovog rada je korištenje djece u YouTube sadržajima. Rad istražuje na koje se načine djeca
prikazuju u sadržajima snimanim na obiteljskim YouTube kanalima i u kojoj su mjeri djeca
prisutna u tim sadržajima. Ciljevi istraživanja su prikazati u kojoj se mjeri djeca u sadržaju i na
početnim slikama prikazuju u nekoj ranjivoj situaciji, te koliko se učestalo koriste clickbait naslovi
kao dodatan mamac za veći broj pregleda na videima. Rad se oslanja na teorijski okvir koji
objašnjava razvoj društvenih mreža i mogućnosti njihovog korištenja u svrhe marketinga, kao i
fenomen influencera i „samo-brendiranje“ na internetu. Teorijski dio također objašnjava relativno
novi fenomen „sharenting“, odnosno trend pretjeranog dijeljenja informacija o djeci na internetu,
te neke od razloga zbog kojih roditelji svoju djecu izlažu internetu i društvenim mrežama.
Drugi dio rada se oslanja na provedeno eksplorativno istraživanje. Uzorak u istraživanju bili su
influenceri u YouTube kategoriji obiteljskih vlogera, čiji se sadržaj temelji na snimanju
svakodnevnog obiteljskog života i aktivnosti. Provedeno je istraživanje pokazalo da influenceri za
svoj YouTube sadržaj učestalo koriste djecu kao glavne aktere u video sadržajima i početnim
slikama. Djeca se također često prikazuju u neugodnim situacijama, primjerice kada su
uznemireni, neodjeveni ili ozlijeđeni, kako bi se snimio sadržaj za video. Takvi postupci ukazuju
na neetično korištenje djece radi video sadržaja i zarade na njemu te dovode u pitanje moguće
posljedice koje odrastanje pred kamerama radi „obiteljskih snimaka“ može imati za djecu.

Abstract (english)

The topic of this paper is the use of children in YouTube content. The paper investigates the ways
in which children are portrayed in content recorded on family YouTube channels and to what
extent children are present in these contents. The aims of the research are to show to what extent
children are depicted in a vulnerable situation in the content and in the thumbnail images, and how
often clickbait titles are used as additional bait for a greater number of views on the videos. The
paper relies on a theoretical framework that explains the development of social networks and the
possibilities of using them for marketing purposes, as well as the phenomenon of influencers and
"self-branding" on the Internet. The theoretical part also explains the relatively new phenomenon
of "sharenting", that is, the trend of excessive sharing of information about children on the Internet,
and some of the reasons why parents expose their children to the Internet and social networks.
The second part of the paper is based on the conducted exploratory research. The sample in the
research was influencers in the YouTube category of family vloggers, whose content is based on
filming their everyday family life and activities. The conducted research showed that influencers
often use children as the main actors in their video content and opening images for their YouTube
videos. Children are also often shown in uncomfortable situations, such as when they are upset,
undressed or injured, in order to capture the content for the video. Such actions point to the
unethical use of children for video content and making money from it, and call into question the
possible consequences that growing up in front of cameras for the sake of "family videos" can
have for children.

• Keywords: društvene mreže; influenceri; sharenting; djeca i mediji; YouTube; obiteljski vlogging
• Keywords (english): social media; influencers; sharenting; children and media; YouTube; family vlogging
• Language: croatian
• URN:NBN: urn:nbn:hr:111:219523
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-26 09:07:36