Young Youtuber and the Digital Self:

marketing and communication trajectories and interactions

Abstract

This article seeks to reflect and analyze children's communicative interactions with the YouTube digital platform, considering the marketing and communicational strategies of this self in the digital. In this sense, we focus on this connected generation, the so-called “digital natives” (PRENSKY, 2001), with the analytical perspective of children as social subjects and their relations with the YouTube media, considering their intentions and appropriations, in order to understand the importance of the place that childhood occupies in digital contemporaneity. In this sense, the study points to the need to understand the impacts of these social and technological relationships, such as the subject's exposure, the influence and the narratives arising from consumption practices, as well as the transformations that the very notion of what it is to be child and what childhood consists of when analyzing these content productions and their social agencies.