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Children between the ages of 9 and 12 — commonly called tweens — are one of the fastest growing audiences for YouTube content. The current study explores how tweens are watching YouTube and the nature of their parasocial relationships and wishful identification with what are 5 different types of relationships favorite YouTube personalities. Results show that tweens identified gender-congruent YouTubers as their favorite.
Fo, tweens perceived male and female YouTubers to have different attributes. For instance, male YouTubers were rated as more violent than female YouTubers, and female YouTubers were rated as more attractive and popular than male YouTubers. Gender also played a role in attachment patterns. Results are discussed in terms of if socialization theory.
YouTube has over 2 billion users per month Spangler,and a billion hours of video are watched daily YouTube for Press, n. Tweens, children between nine and 12 years old, are one of the fastest growing groups of YouTube viewers. Compared to traditional media wherein tweens merely view content, YouTube allows tweens to interact with their favorite YouTuber by commenting on videos and sometimes directly communicating with the YouTuber. Tweens can also engage in various ways when what are 5 different types of relationships are not using the YouTube platform.
With ample opportunity to engage with YouTubers, it stands to reason that tweens are forming attachments to these new celebrities. This body of work reveals that 1 children can form these attachments; 2 there are gender differences in how attachments are formed; and 3 WI and PSR function as mediators between media exposure and effects. When tweens are specifically asked about their favorite YouTubers, Folkvord et al. One explanation for the popularity of YouTubers is that the time tweens are spending on YouTube is increasing.
Recent data shows a significant increase in the amount of time American tweens spend watching YouTube, jumping from 25 min a day into 56 min a day in Rideout and Robb, Data from the United Kingdom indicates that this trend extends outside of the United States. These data confirm that YouTube has become an increasing presence in the lives of tweens across the globe. Another reason tween viewership has seen an increase is due to ease of access.
These personal devices are often used to watch digital videos. For example, we og not what time of day they are watching, or if they watch more on weekdays than on weekends. We also do not know if tweens typically co-view with friends or family or what are 5 different types of relationships alone. One way to mitigate the potential negative effects of consuming inappropriate content is waht parental co-viewing Nathanson, Yet we do not know if co-viewing YouTube is prevalent.
One purpose of the present study is to begin filling these gaps by exploring how and with whom tweens are viewing YouTube. Given how little is known, we propose the following what are 5 different types of relationships. RQ 1 : In what contexts do tweens watch YouTube? Evidence has begun to emerge that tweens are absorbing information and learning new ideas and behaviors from YouTube videos.
Martínez and Olsson found that tweens use YouTubers as a define vile person of information and informal learning. Social Learning Theory posits that new behaviors are learned through the observation and imitation of others Bandura, Therefore, YouTubers who are attractive and popular, and considered to be like the self should be potent ate models for young age groups.
One way in which tweens may consider themselves similar to YouTubers is through gender identity. In line with social cognitive theory, gender schema theory posits that children watch members of their own gender to learn how to behave as a male or female Bem, More specifically, gender schema theory suggests that once children know their gender, they begin forming mental conceptions of activities, norms, attributes, and scripts that are associated with being male or female.
These mental conceptions, or schemas, influence how what is cognitive function meaning in hindi encode and interpret gender-related information Leaper, Tweens are at an interesting developmental stage when it comes to gender identity development. As they advance out relationshipss rigid, essentialist thinking associated with early childhood, they begin to adopt more flexible gender attitudes Halim and Ruble, most beautiful love quotes of all time Any agent that influences gender socialization during the tween years has the potential to shape the development and flexibility of gender schemas.
Previous research has established that child gender plays a role in attachments to television and film characters. In one early study, Reeves and Greenberg presented a list of popular characters to children ages 8, 10, and 12, and had them rate the characters on various dimensions. Ehat from all three age groups rated same-sex characters more positively than opposite-sex ones.
Similarly, Hoffner asked s through sixth graders to name their favorite TV character. Nearly all the boys chose a male character, whereas roughly half the girls named a female character. In a study of middle schoolers, Steinke et al. To date no one has studied how children form attachments to interactive media celebrities like YouTubers. For instance, Rosaen and Dibble found that social realism, what are 5 different types of relationships as the perception that a character could exist in the real world, is positively related to character attachments.
Many traditional media characters are quite fantastical and cannot be considered socially real e. Furthermore, it stands to reason that social realism may increase through the commenting and private messaging affordances of the platform. Although it is not certain if what are 5 different types of relationships are more male YouTubers than female YouTubers, there are certainly more opportunities to watch female YouTubers.
It is with this rationale that we pose our first hypothesis:. What are concepts types 1 : Tweens will select gender-congruent YouTubers as their favorite more often than they will select YouTubers of a different gender. Research has also found that boys and girls perceive different qualities in their favorite male and female characters.
Hoffner found that both tween boys and girls rated favorite female characters as more prosocial in their behavior than they did favorite male characters. In addition, girls rated favorite female characters as more physically attractive and more what are 5 different types of relationships than they did favorite male characters. Mirroring this research, we anticipate differences in how viewers experience male and female YouTubers.
Thus, we divferent. As tweens seek out content and merchandise produced by their favorite YouTuber, their attraction may move into an emotional connection that exists outside of their mediated experience. One manifestation of this type of connection is relationshi;s identification. Wishful identification WI is the psychological desire to be like a media personality Feilitzen and Linne, This desire can lead to sharing what are 5 different types of relationships similar perspective with the character Hoffner, WI moves beyond merely liking a character — it is the psychological attachment between a viewer and a eelationships that leads to imagining the self as being the character Cohen, In other words, WI signals aspiring to emulate a character.
Relqtionships that being a YouTuber was the most desirable profession among a global sample of tweens, there is reason to speculate that tweens want to imitate YouTubers LEGO Group, Research shows that WI is a moderator of the diffeernt and social effects of the media on young people. Bond and Drogos found that young adults who identified with personalities from Jersey Shorea risqué reality television series, were more likely to have permissive sexual attitudes compared to those who did not identify with the reality TV personalities.
Research by Harrison found that wishing what are 5 different types of relationships be like a thin media personality is a significant predictor of eating disorders. In a more positive vein, research has shown that viewers also identify with characters who portray prosocial behaviors Ramasubramanian and Kornfield, Additionally, Ward found that identification with popular Black characters was associated with higher self-esteem among Black high schoolers.
It stands to reason that WI relationshipps be related to how much time tweens spend watching YouTube. Tweens who seldom watch will be less familiar with the content produced by the masses of YouTube personalities. Differeny time spent watching television has been correlated to increases in WI among children Hoffner, Based on this reasoning, we predict:. What are 5 different types of relationships 2 : Wishful identification among tweens will be positively related to time spent on YouTube.
Several studies have attempted to identify the character traits that are linked with the experience of WI with media characters. For instance, WI with a mass media character is dirferent for children if the character and child are of the same gender Lonial and Van Auken, In fact, overall perceived similarity with media characters tends to lead to higher rates of WI Hoffner and Buchanan, Additionally, Didferent and Buchanan found that WI is related to gender-based character attributes.
More specifically, young adult males identified more with male characters who were perceived as being violent, successful, and intelligent, while females identified with female characters who were perceived as being successful, attractive, what are all the different types of art styles, and popular. This begs the question of how differeht gender patterns will influence WI for tween boys and girls:.
RQ 3a : Which perceived YouTuber characteristics will be related to wishful identification for tween boys? RQ 3b : Which perceived YouTuber characteristics will be related to wishful identification for tween girls? Another form of attachment that tweens may be forming with YouTubers is the parasocial relationship. Parasocial interaction involves the emotions, thoughts, and actions that a viewer experiences during media exposure that are geared toward a specific what are 5 different types of relationships or character Cohen, When experienced repeatedly, over time these interactions can develop relafionships a PSR, which is a one-sided symbolic relationship between the viewer and a media character.
That is to say, a PSR refers to the feeling of friendship that a viewer develops toward a media character. PSRs are a normal occurrence in traditional media environments and are experienced both by adults and by children Hoffner, ; Rosaen and Dibble, Howard Gola et al. Additionally, to learn from a character, children need to feel that the character resembles a person Bond and Calvert, Considering the majority of what are 5 different types of relationships YouTubers are real people, and tweens are watching enough to become familiar with their favorite YouTubers, it stands to reason that tweens are likely forming PSRs and what are 5 different types of relationships from these YouTube personalities.
Researchers have recently started to explore PSRs in new media environments, such as via social media platforms. Kim and Song found that celebrity self-disclosure, and the resulting perception of social presence, positively affected parasocial interaction on Twitter. Additionally, PSRs on social media have been linked to changes in attitude and behavior.
For instance, researchers recently found that PSRs were related to perceived source-trustworthiness, which has a positive effect on the perception of brand credibility and leads to purchase intention Chung and Cho, However, PSR research in the realm relahionships emerging media is quite nascent. As such, we predict a similar time-related pattern on YouTube:.
In children, PSRs have been positively related to the social realism of television characters Rosaen and Dibble, A human YouTuber would be considered more socially real than the many television characters who are cartoons, depicted as magical, or are otherwise unrealistic. Furthermore, Turner found that individuals are more likely to form PSRs with media characters whom they perceive as similar to themselves. We hypothesize that similarity to self will also play a role here:.