Orig. title: ACT ON! Die Monitoringstudie – Medienanalyse
Engl. transl.: ACT ON! Monitoring-Study – Media analysis
Study details
| Year: | 2017 |
| Scope: | National |
| Countries: | Germany |
| Methodology: | Other |
| Methods of data collection: | Textual / documentary / content analysis |
| Researched Groups: | Other |
| Other Researched Group: | YouTubers |
| Children Ages: | Kids (6-10 Years old); Pre-adolescents (11-13 Years old); Adolescents (14-18 Years old) |
| Funder: | Bundesministerium für Familie, Senioren, Frauen und Jugend (BMFSFJ) |
| Funder Types: | National Government / Ministry |
| Informed Consent: | No consent needed |
| Ethics: | Ethical considerations not mentioned |
| URL: | https://act-on.jff.de/die-monitoring-studie/ |
| Data Set Availability: | Not mentioned |
Goals
In previous surveys of the ACT ON! monitoring study, there were indications that 10- to 14-year-old adolescents orientate towards YouTube stars in many ways, without any indications of a critical examination of the admired Youtubers. A preparatory problem-oriented media analysis was carried out to be able to further pursue these indications.
The problem-oriented media analysis pursued the following questions:
- To what extent do YouTube stars provide potential incentives and advice for running their own YouTube channels?
- To what extent do YouTube stars address their own handling of online risks, their role model function in this respect and to what extent do they point out online risks?
- Which statements and portrayals contain risks related to the age group of 10 to 14-year-olds that
(a) are capable of disorienting adolescents in their understanding of values and norms or
(b) have a dubious role model character for self-dramatisation or danger to self or others?
Besides, it was recorded which strategies the Youtubers use for audience retention and interaction with the young users. The analysis covered a limited, but relevant, selection. Exemplary representatives of the beauty/fashion/lifestyle, vlog, comedy and Let's Play genres relevant to the target group were included. (Gebel/Brüggen 2017, 1 [translated by the coder]).