What use are YouTubers and Instagramers to me? Preferences of adolescents in Spain

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Published: 11-08-2022
Accepted: 13-07-2022
DOI: https://doi.org/10.7195/ri14.v20i2.1875
Keywords:
influencers, YouTube, Instagram, teenagers, content, trends
Supporting Agencies
Ministry of Science and Innovation
Dimensions

Main Article Content

Sue Aran-Ramspott, Dra.
(ES)
Full professor and researcher at DIGILAB, Blanquerna Faculty of Communication and International Relations (FCRIB), Ramon Llull University (URL). Plaça Joan Corominas, s/n, 08001 Barcelona, Spain.
https://orcid.org/0000-0001-6664-0172 (unauthenticated)
Álvaro Moro Inchaurtieta, Dr.
(ES)
Contracted Professor at the Faculty of Education and Sport of the University of Deusto (UD). Director of the Deusto Institute of Drug Addiction (IDD). Avenida de las Universidades, 24, 48007 Bilbao, Bizkaia.
https://orcid.org/0000-0003-0167-6048 (unauthenticated)
Lluís Botella García del Cid, Dr.
(ES)
Professor. Blanquerna Faculty of Psychology and Educational and Sports Sciences (FPCEE), Ramon Llull University (URL). Cister 34, 08022-Barcelona. lluisbg@blanquerna.url.edu
https://orcid.org/0000-0003-3794-5967 (unauthenticated)

Abstract

In the current digital ecosystem, the content and practices generated by networks such as YouTube or Instagram have facilitated the emergence of a type of influencer or (micro) celebrity that, in addition to generating business (Vizcaíno-Verdú, De-Casas-Moreno & Ignacio Aguaded, 2019), offers models of authenticity and styles of life, narratives and influences between the Millennial and Centennial generations that need to be analyzed from the perspective of the young users themselves. To this end, we present the results of an unpublished mixed methodology research carried out in Spain that has collected the opinions of adolescents and young people (12-18 years old) from the autonomous communities of Catalonia, the Balearic Islands and the Basque Country from a sample of 2,749 questionnaires (and nine focus groups) during 2021, including the period affected by Covid19. The results allow us to observe which platforms they prefer, the reasons for their preference, their acceptance or rejection of certain communicative elements, be they technological, connective or discursive, as well as the characteristics that seem to create a trend and favor their engagement towards the influencers they prefer.

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Article Details

Issue

Vol. 20 No. 2 (2022): LTE1. Cognitive Science and Neuromarketing | LTE2. Digital cultures on social media

Section

DIGITAL CULTURES IN SOCIAL NETWORKS

Author Biographies

Sue Aran-Ramspott, Dra., Full professor and researcher at DIGILAB, Blanquerna Faculty of Communication and International Relations (FCRIB), Ramon Llull University (URL). Plaça Joan Corominas, s/n, 08001 Barcelona, Spain.

Main line(s) of research: Audiovisual narrative. Uses and media representations. Gender representation policies. Youth and social media. Violence and Ethics of communication. She has participated in 5 R+D+i projects, in various national and international competitive investigations, and is currently the IP of the State Plan "Teens’Media life of adolescents. Values, identity and stereotypes in social media” (URL, CESAG-UP Comillas and University of Deusto).

Álvaro Moro Inchaurtieta, Dr., Contracted Professor at the Faculty of Education and Sport of the University of Deusto (UD). Director of the Deusto Institute of Drug Addiction (IDD). Avenida de las Universidades, 24, 48007 Bilbao, Bizkaia.

 

Researcher of the research group INTERVENTION: Quality of Life and Social Inclusion (Deusto INTERVENTION). Research on the main risk and protection factors linked to people's situations of vulnerability; as well as quantitative and qualitative studies to know the experiences, expectations and challenges of people in different situations of vulnerability. Main lines of research:

- Drug dependencies and other related dependencies. Behavioral disorders and problematic behaviors.

- Youth, adolescence and social media.

- Vulnerability, skills development and labor market insertion of young people.

He has participated in 4 national and international competitive research projects and is a professor of Methods and Techniques of Social Research at the Faculty of Education and Sport of the University of Deusto.

 

Lluís Botella García del Cid, Dr., Professor. Blanquerna Faculty of Psychology and Educational and Sports Sciences (FPCEE), Ramon Llull University (URL). Cister 34, 08022-Barcelona. lluisbg@blanquerna.url.edu

Luis Botella Garcia del Cid. Professor. Blanquerna Faculty of Psychology and Educational and Sports Sciences (FPCEE), Ramon Llull University (URL). Cister 34, 08022-Barcelona. lluisbg@blanquerna.url.edu

 

Main line(s) of research: psychotherapy research (outcome and process), meaning making and constructive processes in human experience (spirituality, mindfulness, cognitive complexity, body image, loss and grief, music and rhythm, self-narratives).

How to Cite

Aran-Ramspott, S., Moro Inchaurtieta, Á., & Botella García del Cid, L. (2022). What use are YouTubers and Instagramers to me? Preferences of adolescents in Spain. Journal ICONO 14, 20(2). https://doi.org/10.7195/ri14.v20i2.1875

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