YouTube, menores y cultura colaborativa. Revisión bibliográfica de la investigación académica".

  • Victoria Tur-Viñes Universidad de Alicante.
  • Patricia Núñez-Gómez Universidad Complutense de Madrid.
  • Esther Martínez-Pastor Universidad Rey Juan Carlos, Madrid.
Palabras clave: YouTube; Menores; Influencia; Revisión bibliográfica; Marketing; Regulación.


El objetivo es identificar los hallazgos investigadores disponibles sobre las prácticas de los menores influyentes en YouTube. Desde la perspectiva de la cultura participativa, se realiza una revisión sistemática de 65 documentos académicos publicados desde 2008. Se compendian los hallazgos existentes sobre las prácticas de los menores creadores influyentes con canales en YouTube, motivaciones de uso, tipo de contenidos, intermediación parental y los aspectos legales, regulatorios y educativos pendientes. También se abordan las estrategias de marketing que despliegan las marcas y sus efectos. Se constatan las implicaciones del fenómeno y las líneas necesarias de investigación futura.


La información sobre descargas todavía no está disponible.


Aaker, D. A.; Bruzzone, D. E. (1985). “Causes of irritation in advertising”. The Journal of Marketing, 49 (2), pp. 47-57.

Ammari, T.; Kumar, P.; Lampe, C.; Schoenebeck, S. (2015). “Managing children’s online identities: How parents decide what to disclose about their children online”. Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems, pp. 1895- 1904. Seoul, Republic of Korea: ACM.

Ballano, S.; Uribe, A.C.; Munté-Ramos, R. A. (2014). “Young users and the digital divide: readers, participants or creators on Internet?” Communication & Society, 27 (4), pp.147- 155.

Banet-Weiser, S. (2014). “Am I Pretty or Ugly?: Girls and the Market for Self-Esteem”. Girlhood Studies, 7 (1), pp. 83-101.

Bassiouni, D. H.; Hackley, C. (2014). “‘Generation Z’ children’s adaptation to digital consumer culture: A critical literature review”. Journal of Customer Behaviour, 13(2), pp.113-133.

Barbero, M. (1987). Jesús: De los medios a las mediaciones. Barcelona: Ediciones Gili.

Bers, M. U. (2010). Beyond computer literacy: Supporting youth’s positive development through technology. New Directions for Youth Development, 128, pp. 13- 23.

Betancourt, R. (2016). “Genre as Medium on YouTube: The Work of Grace Helbig”. The Journal of Popular Culture, 49 (1), pp. 196–223.

Blackwell, C. K.; Lauricella, A. R.; Conway, A.; Wartella, E. (2014). “Children and the internet: Developmental implications of web site preferences among 8 to 12-year-old children”. Journal of Broadcasting & Electronic Media, 58 (1), pp. 1-20. 080/08838151.2013.875022

Blades, M.; Oates, C.; Li, S. (2013). “Children’s recognition of advertisements on television and on Web pages”. Appetite, 62, pp. 190-191.

Burgess, J. (2012). YouTube and the formalisation of amateur media. En Hunter, D.; Lobato, R.; Richardson, M.; Thomas, J. (Eds.), Amateur Media: Social, Cultural and Legal Perspectives, pp. 53-58. Oxon: Routledge.

Burgess, J. (2014). “From ‘Broadcast yourself’ to ‘Follow your interests’: Making over social media”. International Journal of Cultural Studies, 18 (3), pp. 281-285. https://doi. org/10.1177/1367877913513684

Buzzi, M. (2011). “Children and YouTube: access to safe content”. Proceedings of the 9th ACM SIGCHI Italian Chapter International Conference on Computer-Human Interaction: Facing Complexity, pp. 125-131. Alghero, Italy: ACM. https://dx.doi. org/10.1145/2037296.2037328

Carlsson, U. (2010). Children and Youth in the Digital Media Culture. From a Nordic Horizon. Yearbook 2010 from the International Clearinghouse on Children, Youth and Media. Gothenburg: Nordicom.

Chau, C. (2010). “YouTube as a participatory culture”. New directions for youth development, 128, pp.65-74.

Christian, A. J. (2009). “Real vlogs: The rules and meanings of online personal videos”. First Monday, 14 (11).

Craig, D.; Cunningham, S. (2017). “Toy unboxing: living in a (n unregulated) material world”. Media International Australia, 163 (1), pp. 77-86.

Danhke, G.L. (1989). Investigación y comunicación. En Fernández-Collado, C.; Danhke, G.L. (comps.). La comunicación humana: ciencia social, pp. 385—454. México, D.F.: McGraw-Hill de México.

Dehghani, M.; Niaki, M. K.; Ramezani, I.; Sali, R. (2016). “Evaluating the influence of YouTube advertising for attraction of young customers”. Computers in Human Behavior, 59, pp. 165-172

Deuze, Mark. 2011. “Media Life”. Media, Culture and Society, 33 (1), pp. 137–148. https://

Ding, Y.; Du, Y.; Hu, Y.; Liu, Z.; Wang, L.; Ross, K.; Ghose, A. (2011). “Broadcast yourself: understanding YouTube uploaders”. Proceedings of the 2011 ACM SIGCOMM conference on Internet measurement conference. Berlin, Germany. https://doi. org/10.1145/2068816.2068850

Duncum, P. (2011). “Youth on YouTube: Prosumers in a peer-to-peer participatory culture”. The International Journal of Art Education, 9 (2), pp. 24-39.

Elliot, A. (2011). “‘I want to look like that!’: Cosmetic surgery and celebrity culture”. Cultural Sociology, 5 (4), pp. 463–477.

Frau-Meigs, D.; Torrent, J. (2009). Mapping Media Education Policies in the World: Visions, Programmes and Challenges. New York: United Nations Alliance of Civilizations and Grupo Comunicar.

Frobenius, M. (2014). “Audience design in monologues: How vloggers involve their viewers”. Journal of Pragmatics, 72, pp. 59–72.

Gabelas-Barroso, J. A.; Marta-Lazo, C.; Hergueta-Covacho, E. (2013). El Factor Relacio¬nal como epicentro de las prácticas culturales digitales. En: Aranda, D.; Creus, A.; Sánchez-Navarro, J. (eds.). Educación, medios digitales y cultura de la participación, pp. 351-372. Barcelona: UOC.

García-Jiménez, A.; Catalina-García, B.; López-de-Ayala, M. C. (2016). Adolescents and Youtube: Creation, participation and consumption. Prisma Social: Revista de Investigación Social, extra 1, pp. 60-89.

Gauntlett, D. (2011). Making is Connecting: The social meaning of creativity, from DIY and knitting to YouTube and Web 2.0. Cambridge, UK: Polity.

Gibson, M. (2016). “YouTube and bereavement vlogging: Emotional exchange between strangers”. Journal of Sociology, 52 (4), pp. 631-645.

Gil, J. (2015). “Narrativa digital e infancia: Es la hora de la Generación CC”. Revista Mediterránea de Comunicación, 7 (1), pp. 2-12.

Goncalves-Costa, C.; Damasio, M. J. (2010). “How media literate are we? The voices of 9 years old children about brands, ads and their online community practices”. Observatorio (OBS*), 4, pp. 93-115.

Hall, K. A. (2015). “The authenticity of social-media performance: lonelygirl15 and the amateur brand of Young-Girlhood”. Women & Performance: A Journal of Feminist Theory, 25 (2), pp. 128–142.

Hergueta-Covacho, E.; Marta-Lazo, C. y Gabelas-Barroso, J. A. (2016). “Educación Mediática e InteRmetodología Relacional aplicada a los MOOC”. Revista Mediterránea de Comunicación, 7 (2), pp. 27-58.

Herrero-Diz, P.; Ramos-Serrano; Nó, J. (2016). “Los menores como usuarios creadores en la era digital: del prosumer al creador colaborativo. Revisión teórica 1972-2016”. Revista Latina de Comunicacion Social, 71, pp. 1301-1322. 1147

Holmes, S. (2009). “‘Jade’s Back, and This Time she’s Famous’: Narratives of Celebrity in the Celebrity Big Brother ‘Race’ Row”. The Entertainment and Sports Law Journal, 7 (1), p.3.

Hourcade, J.P.; Mascher, S.L.; Wu, D.; Pantoja, L. (2015). “Look, My Baby Is Using an iPad! An Analysis of YouTube Videos of Infants and Toddlers Using Tablets”. Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems. Seoul, Republic of Korea.

Inkpen, K.; Du, H.; Roseway, A.; Hoff, A.; Johns, P. (2010). “Video kids: augmenting close friendships with asynchronous video conversations in videopal”. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. Austin, Texas, USA. https://

Jalali, S.; Wohlin, C. (2012). “Systematic literature studies: database searches vs. backward snowballing”. Proceedings of the ACM-IEEE International Symposium on Empirical Software Engineering and Measurement, pp. 29-38. ACM.

Jenkins, H. (2006). Convergence culture. NY (USA). New York Univerity Press.

Kim, Y.; Sohn, D.; Choi, S. M. (2011). “Cultural difference in motivations for using social network sites: a comparative study of American and Korean college students”. Computers in Human Behavior, 27 (1), pp. 365e372.

Lange, P. (2014). Kids on YouTube: Technical Identities and Digital Literacies. Walnut Creek, CA: Left Coast Press.

Lankshear, C.; Knobel, M. (2008). “Digital Literacies – Concepts, Policies and Practices”. En Colin Lankshear, C.; Knobel, M. (eds), Digital Literacies: Concepts, Policies and Practices. New York: Peter Lang.

Lee, S.; Kim, K. J.; Sundar, S. S. (2015). “Customization in location-based advertising: effects of tailoring source, locational congruity, and product involvement on ad attitudes”. Computers in Human Behavior, 51, pp. 336e343.

Lee, W. N.; Choi, S. M. (2005). “The role of horizontal and vertical individualism and collectivism in online consumers’ responses toward persuasive communication on the web”. Journal of Computer-Mediated Communication, 11 (1), pp.317-336.

Lobstein, T.; Landon, J.; Thornton, N.; Jernigan, D. (2017). “The commercial use of digital media to market alcohol products: a narrative review”. Addiction, 112 (1), pp. 21-27.

Lunt, P.; Stenner, P. (2005). “The Jerry Springer Show as an emotional public sphere”. Media, Culture & Society, 27 (1), pp. 59-81.

Lury, C. (2005). “Contemplating a self-portrait as a pharmacist’: A trade mark style of doing art and science”. Theory, Culture & Society, 22 (1), pp. 93–110. https://doi. org/10.1177/0263276405048435

Marsh, J. (2016). “‘Unboxing’ videos: co-construction of the child as cyberflâneur”. Discourse: Studies in the Cultural Politics of Education, 37 (3), pp. 369-380. http://dx. doi.10.1080/01596306.2015.1041457

Marta-Lazo, C.; Gabelas Barroso, J. A. (2016). Comunicación digital: un modelo basado en el Factor R-elacional. Barcelona: Editorial UOC.

McRoberts, S.; Bonsignore, E.; Peyton, T.; Yarosh, S. (2016). Do It for the Viewers!: Audience Engagement Behaviors of Young YouTubers. Proceedings of the the 15th International Conference on Interaction Design and Children, pp. 334-343. ACM.

Mendick, H.; Allen, K.; Harvey, L. (2015). “We can Get Everything We Want if We Try Hard”: Young People, Celebrity, Hard Work. British Journal of Educational Studies, pp. 1–18.

Morris, M.; Anderson, E. (2015). «“Charlie Is So Cool Like”: Authenticity, Popularity and Inclusive Masculinity on YouTube». Sociology: the Journal of British Sociological Association, 49 (6), pp. 1200-1217.

Nansen, B.; Jayemanne, D. (2016). “Infants, Interfaces, and Intermediation: Digital Parenting and the Production of “iPad Baby” Videos on YouTube”. Journal of Broadcasting and Electronic Media, 60 (4), pp. 587-603.

Pellicer-Jordá, M.T. (2016). “Advertising in the cartoons in Youtube”. Vivat Academia (XIII), 135, pp.57-72,

Prensky, M. (2001). “Digital natives, digital immigrants part 1”. On the horizon, 9 (5), pp. 1-6.

Ramírez-Montoya, M. S.; García-Peñalvo, F. J. (2018). “Co-creation and open innovation: Systematic literature review”. Comunicar, 26 (54), pp. 9-18. C54-2018-01

Ramos-Serrano, M.; Herrero-Diz, P. (2016). “Unboxing and brands: youtubers phenomenon through the case study of evantubehd”. Revista Prisma Social, nº especial 1, pp. 90-120.

Scolari, C. (2008). Hipermediaciones: elementos para una teoría de la comunicación digital interactiva. Barcelona: Editorial Gedisa.

Smith, A.; Fischer, E.; Yongjian, C. (2012). “How Does Brand-Related UserGenerated Content Differ Across YouTube, Twitter, and Facebook?”. Journal of Interactive Marketing, 26 (2), pp. 102-113.

Smith, D. (2014). “Charlie is so “English”-like: nationality and the branded celebrity person in the age of YouTube”. Celebrity Studies, 5 (3), pp. 256–274. 9392397.2014.903160

Snelson, C. (2015). “Vlogging about school on YouTube: An exploratory study”. New Media and Society, 17 (3), pp. 321-339.

Souza-Araujo, C.; Almeida, V.; Doneda, D.; Hartung, P.; Magno, G.; Meira, W. (2017). “Characterizing videos, audience and advertising in Youtube channels for kids”. arXiv preprint.

Staikidis, K. (2006). Visual culture in Mr. Higgins Fifth grade class. En Duncum, P. (ed.), Visual culture in the art class: Case studies, pp. 12-23. Reston: National Art Education Association.

Storrod, M.L.; Densley, J.A. (2017). “‘Going viral’ and ‘Going country’: the expressive and instrumental activities of street gangs on social media”. Journal of Youth Studies, 20 (6), pp.677-696.

Susarla, A.; Oh, J. H.; Tan, Y. (2012). “Social networks and the diffusion of user-generated content: Evidence from YouTube”. Information Systems Research, 23 (1), pp. 23–41.

Toffler, Alvin (1980). La Tercera Ola. Bogotá, Colombia: Plaza & Janes Editores.

Uhls, Y. T.; Greenfield, P. M. (2011). “The rise of fame: An historical content analysis”. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 5 (1).

Uhls, Y.T.; Greenfield, P. M. (2012). “The value of fame: Preadolescent perception of popular media and their relationship to future aspirations”. Developmental Psychology, 48 (2), pp. 315-326.

Valls, G. (2015). Análisis de la figura de los principales youtubers españoles de éxito. Tesis de máster. Valencia, Spain: Universidad Politécnica de Valencia.

Van-Tien-Dao, W.; Nhat-Hanh-Le, A.; Ming-Sung-Cheng, J.; Chao-Chen, D. (2014). “Social media advertising value: the case of transitional economies in Southeast Asia”. International Journal of Advertising, 33 (2), pp. 271e294.

Vrooman, S. S. (2002). “The art of invective: Performing identity in cyberspace”. New Media & Society, 4 (1), pp. 51-70.

Waters, R. D.; Canfield, R. R.; Foster, J. M.; Hardy, E. E. (2011). “Applying the dialogic theory to social networking sites: examining how university health centers convey health messages on Facebook”. Journal of Social Marketing, 1 (3), pp. 211e227.

Wilson, B. (2003).” Three sites for visual culture pedagogy: Honoring student’s interests and imagery”. The International Journal of Arts Education, 1 (2), pp. 107-126.

Winpenny, E.M.; Marteau, T.M.; Nolte, E. (2014). “Exposure of children and adolescents to alcohol marketing on social media websites”. Alcohol and Alcoholis, 49 (2), pp. 154-159.

Yarosh, S.; Bonsignore, E.; McRoberts, S.; Peyton, T. (2016). YouthTube: youth video authorship on YouTube and Vine. Proceedings of the 19th ACM Conference on Compuer-Supported Cooperative Work & Social Computing, pp. 1423-1437. ACM.

Zeng, F.; Huang, L.; Dou, W. (2009). “Social factors in user perceptions and responses to advertising in online social networking communities”. Jo Journal of Interactive Advertising, 10 (1), pp. 1e13.

Documentos web

Adecco (2016). XII encuesta. ¿Qué quieres ser de mayor? Consultado de: http://www.adecco. es/Home/index.html [Fecha de consulta: 05/07/2017].

Campbell, A. J. (2016). Rethinking Children’s Advertising Policies for the Digital Age. Con¬sultado de: [Fecha de consulta: 07/01/2018].

Celot, P.; Pérez-Tornero, J. M. (2009). Study on Assessment Criteria for Media Literacy Levels. A Comprehensive View of the Concept of Media Literacy and An Understanding of How Media Literacy Levels in Europe Should Be Assessed. EAVI for European Comission. Consultado de: [Fecha de consulta: 15/09/2017].

Chester, J. (2015). How YouTube, big data and big brands mean trouble for kids and parents. Consultado de: [Fecha de consulta: 05/07/2017].

Enríquez-Barcenilla, V. (2016). La publicidad en la red social YouTube: Creación de un canal, uso de Google AdWords y youtubers. Consultado de: [Fecha de consulta: 08/10/2017]

García, N.; Campbell, A.; Null, E. (2015). Request for investigation into Google’s unfair and deceptive practices in connection with its YouTube Kids app. Consultado de: http://www. [Fecha de consulta: 17/11/2017]

Holloway D. Green, L. Livingstone, S. (2013). Zero to eight: Young children and their internet use. Disponible en [Fecha de consulta: 23/10/2016]

Kitchenham, B.A. (2004). Procedures for performing systematic reviews. Keele University: Technical Report TR/SE-0401 and NICTA Technical Report 0400011T.1. Consultado de: [Fecha de consulta: 14/9/2017]

Ofcom (2016). Children’s Media Lives – Year 3 Findings. Consultado de: pdf [Fecha de consulta: 15/09/2017].

Westenberg, W. (2016). The influence of YouTubers on teenagers. A descriptive research about the role YouTubers play in the life of their teenage viewers [Marter’s Thesis]. Enschede (Netherlands). University of Twente. Consultado de: http://essay.utwente. nl/71094/1/Westenberg_MA_BMS.pdf [Fecha de consulta: 23/10/2016].

YouTube press (2018). Retrieved from

Cómo citar
Tur-Viñes, V., Núñez-Gómez, P., & Martínez-Pastor, E. (2019). YouTube, menores y cultura colaborativa. Revisión bibliográfica de la investigación académica". Historia Y Comunicación Social, 24(1), 331-351.