Evaluation of child youtubers in the context of consumption culture

Traditional media and social media advertisements have been used together at the point of presenting and promoting the products to the consumer in recent years. YouTube is one of the social media channels which offers content producers (YouTuber) the opportunity to advertise on the content they produce. Thus, it is thought that YouTubers encourage their subscribers to consume. Based on this assumption, 600 video content produced by 12 YouTuber children was discussed in the context of consumption culture. In this study, quantitative content analysis was used. Video contents are divided into 6 categories in order to determine in which types of content the consumption item is heavily involved. In addition, in order to reveal the consumption behavior exhibited in shopping, shopping videos are also classified as hedonistic (hedonistic) and utilitarian (pragmatist) consumption. As a result of the classifications, the phenomenon of consumption was found in all video categories. Hedonistic consumption was observed in most of the consumption behaviors of the examined YouTubers. It was observed that the most toy shopping was done in the shopping category. When purchasing behaviors and purchased products are evaluated, it is thought that YouTubers will direct the viewers to consumption and hedonistic behavior by looking at the products they buy and their shopping habits.