2020
DOI: 10.1007/s12144-020-01164-7
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Influencers on YouTube: a quantitative study on young people’s use and perception of videos about political and societal topics

Abstract: The roles of YouTube videos and YouTubers for getting information about political and societal topics are becoming gradually more important to young people. Quantitative research about young people’s use and perception of YouTube-videos and their potential effects on opinion formation is sparse though. This cross-sectional quantitative study addresses this empirical gap. We examined young people’s analytic-critical evaluations of YouTubers and their videos about political and societal topics (YTPS-videos), and… Show more

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Cited by 44 publications
(25 citation statements)
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“…The aim of the present study was to investigate the success strategies and content characteristics of political influencers on English-and German-language YouTube who are neither associated with journalistic mainstream media nor with political parties. Such alternative channels of political communication can facilitate access to political issues and public affairs for a young and/or more politically inattentive audience (Raby et al, 2017;Zimmermann et al, 2020). The present study, therefore, aimed to advance our understanding of whom these YouTube channels are run by, how these alternative influencers reach their audience, and how they address political topics.…”
Section: Discussionmentioning
confidence: 96%
“…The aim of the present study was to investigate the success strategies and content characteristics of political influencers on English-and German-language YouTube who are neither associated with journalistic mainstream media nor with political parties. Such alternative channels of political communication can facilitate access to political issues and public affairs for a young and/or more politically inattentive audience (Raby et al, 2017;Zimmermann et al, 2020). The present study, therefore, aimed to advance our understanding of whom these YouTube channels are run by, how these alternative influencers reach their audience, and how they address political topics.…”
Section: Discussionmentioning
confidence: 96%
“…On blogs and social media platforms like YouTube or Instagram, influencers voice their opinions about manifold topics such as consumer behavior, health and nutrition, sustainability, social equality, and many others (Suuronen et al 2021). In doing so, they shape the attitudes and behavior of their followers (Dekoninck and Schmuck 2022), who perceive them as important role models (Zimmermann et al 2020).…”
Section: Social Media Influencers As Digital Opinion Leadersmentioning
confidence: 99%
“…Originally identified in interpersonal face-to-face communication, the concept of opinion leaders has been extrapolated to the mass-mediated context (e.g., Stehr et al 2015) and the digital environment (Walter and Brüggemann 2020). Opinion leaders may exert influence on others in multiple ways, for instance, by giving advice, serving as role models (Zimmermann et al 2020), or sharing their personal experiences (Riedl et al 2021).…”
Section: Social Media Influencers As Digital Opinion Leadersmentioning
confidence: 99%
“…En este contexto, los seguidores de los creadores de contenido configuran comunidades virtuales con las que interactúan y cuya participación resulta importante en el éxito del proceso comunicativo. El ejercicio de influencia no está determinado por el número de seguidores de una creadora o creador, sino por la consistencia de las relaciones que construye con su comunidad (Zimmermann et al, 2020) y el simulacro que el influencer monta de sí mismo de cara a sus destinatarios, el cual puede corresponder en mayor o menor medida con su personalidad offline (Leone, 2019).…”
Section: De Creadores De Contenido a Influencersunclassified