Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code

The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands...
Ausführliche Beschreibung

Gespeichert in:

Autor*in:	Victoria Tur-Viñes [verfasserIn] Araceli Castelló-Martínez [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch ; Spanisch

Erschienen:	2021

Schlagwörter:	Self-regulation YouTube kids food brands risks

Übergeordnetes Werk:	In: Communication & Society (Formerly Comunicación y Sociedad) - Universidad de Navarra, 2019, 34(2021), 2
Übergeordnetes Werk:	volume:34 ; year:2021 ; number:2

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc

DOI / URN:	10.15581/003.34.2.87-105

Katalog-ID:	DOAJ070789673

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callnumber-first	P - Language and Literature
author	Victoria Tur-Viñes
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topic_title	P87-96 HF5801-6182 Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code Self-regulation YouTube kids food brands risks
topic	misc P87-96 misc HF5801-6182 misc Self-regulation misc YouTube misc kids misc food brands misc risks misc Communication. Mass media misc Advertising
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title	Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code
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title_sort	food brands, youtube and children: media practices in the context of the paos self-regulation code
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title_auth	Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code
abstract	The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication.
abstractGer	The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication.
abstract_unstemmed	The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication.
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title_short	Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code
url	https://doi.org/10.15581/003.34.2.87-105 https://doaj.org/article/649412cb9cfe43ce9f0f67c2897c7f13 https://revistas.unav.edu/index.php/communication-and-society/article/view/39839 https://doaj.org/toc/2386-7876
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The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. 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Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code

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