Kidsinfluencers and the importance of critical media literacy
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Abstract
Children's Youtubers channels have increased in recent years, they are among the most popular audiovisual products with an overwhelming number of followers, most of them also children. These channels are part of the childhood culture and they play a relevant role in children’s daily lifes. This was reflected in one of the phases of the Infanci@ Digit@l project (RTI 2018-093397-B-100), with mentions of the interest aroused among children, channels such as Las Ratitas. These results motivated the study that is presented with a double purpose: the creation of an analysis model, based on studies carried out on the phenomenon of kidsinfluencers and on the dimensions and indicators of media literacy competences; and the analysis of a sample of videos in Las Ratitas’ channel, following a deductive and qualitative content analysis methodology. Among the results of these analyses, we can highlight the role of these kidsfluencers as celebrity endorsers of brands; the over-acted fictional character they represent, pretending naturalness, closeness and intimacy; and the contradictory transmission of values and counter-values that show a happy world in accordance with a depredatory and unjust capitalism.
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