Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order to identify the discursive and esthetic strategies and...

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Autores principales:	Bárbara Castillo-Abdul, Luis M. Romero-Rodríguez, Johana Balseca
Formato:	article
Lenguaje:	EN
Publicado:	SAGE Publishing 2021
Materias:	History of scholarship and learning. The humanities AZ20-999 Social Sciences H
Acceso en línea:	https://doaj.org/article/58dfea41e9744e3ca6380a7461a0997a
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spelling	oai:doaj.org-article:58dfea41e9744e3ca6380a7461a0997a2021-11-14T23:03:35ZHola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador2158-244010.1177/21582440211056609https://doaj.org/article/58dfea41e9744e3ca6380a7461a0997a2021-11-01T00:00:00Zhttps://doi.org/10.1177/21582440211056609https://doaj.org/toc/2158-2440The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order to identify the discursive and esthetic strategies and narratives that may reflect the keys to their experience as prescribers, through a content analysis based on the interpretation of the five most viewed videos between 2018 and 2019 from four Spanish to four Ecuadorian YouTube channels ( ME = 40) based on a three-round Delphi analysis sheet with a validity of W = 0.828 and α = .947. The content is analyzed from a qualitative perspective, which allows an in-depth exploration of the dimensions and indicators of impact and influence on YouTube channels. The research presents the findings that the influencers reviewed use crutches, idioms, and set phrases to identify with their audience. The audiovisual narrative is simple, maintaining its amateur style. Advertising positioning in the channels analyzed is given by identifying the brand in the spoken discourse, the presence of brand logos, advertisements and promotions, and the presence of products of the sponsoring brands.Bárbara Castillo-AbdulLuis M. Romero-RodríguezJohana BalsecaSAGE PublishingarticleHistory of scholarship and learning. The humanitiesAZ20-999Social SciencesHENSAGE Open, Vol 11 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	History of scholarship and learning. The humanities AZ20-999 Social Sciences H
spellingShingle	History of scholarship and learning. The humanities AZ20-999 Social Sciences H Bárbara Castillo-Abdul Luis M. Romero-Rodríguez Johana Balseca Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador
description	The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order to identify the discursive and esthetic strategies and narratives that may reflect the keys to their experience as prescribers, through a content analysis based on the interpretation of the five most viewed videos between 2018 and 2019 from four Spanish to four Ecuadorian YouTube channels ( ME = 40) based on a three-round Delphi analysis sheet with a validity of W = 0.828 and α = .947. The content is analyzed from a qualitative perspective, which allows an in-depth exploration of the dimensions and indicators of impact and influence on YouTube channels. The research presents the findings that the influencers reviewed use crutches, idioms, and set phrases to identify with their audience. The audiovisual narrative is simple, maintaining its amateur style. Advertising positioning in the channels analyzed is given by identifying the brand in the spoken discourse, the presence of brand logos, advertisements and promotions, and the presence of products of the sponsoring brands.
format	article
author	Bárbara Castillo-Abdul Luis M. Romero-Rodríguez Johana Balseca
author_facet	Bárbara Castillo-Abdul Luis M. Romero-Rodríguez Johana Balseca
author_sort	Bárbara Castillo-Abdul
title	Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador
title_short	Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador
title_full	Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador
title_fullStr	Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador
title_full_unstemmed	Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador
title_sort	hola followers! content analysis of youtube channels of female fashion influencers in spain and ecuador
publisher	SAGE Publishing
publishDate	2021
url	https://doaj.org/article/58dfea41e9744e3ca6380a7461a0997a
work_keys_str_mv	AT barbaracastilloabdul holafollowerscontentanalysisofyoutubechannelsoffemalefashioninfluencersinspainandecuador AT luismromerorodriguez holafollowerscontentanalysisofyoutubechannelsoffemalefashioninfluencersinspainandecuador AT johanabalseca holafollowerscontentanalysisofyoutubechannelsoffemalefashioninfluencersinspainandecuador
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Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

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