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Children`s Consumption Practices of Audiovisual Content (in Case of the "YouTube Kids" App)

Student: Daria Shekhovtsova

Supervisor: Olga Savinskaya

Faculty: Faculty of Social Sciences

Educational Programme: Applied Methods of Social Analysis of Markets (Master)

Year of Graduation: 2020

The Internet has become an integral part of adults, children and adolescents. The Internet is no longer just an information platform, but forms a new virtual space in which economic relations are realized, political activities are launched, propaganda is carried out, marketing strategies are implemented, people communicate and make acquaintances. Children of the new century are born and are brought up in a new environment from infancy From an early age, children are introduced to gadgets; today, for a small child, contact with digital technology is mundane and inalienable. There are still discussions about the nature of this change, but most researchers agree on one thing: the Internet and its derivatives (services, blogs, social networks, etc.) represent a new agent of socialization of children and adolescents, acting on a par with school and family. Today, the phenomenon of a child video blogger does not surprise anyone. Children act not only as spectators, but also actively try themselves as producers of audiovisual content, which directly affects the child: the formation of values and life strategies. The heroes of well-known media channels become idols for the majority of young viewers who, after watching the videos, are ready to take all the words they have heard on faith, to do the same to be as “happy” and “successful” as “star” - vloggers are. This implies the problem of the perception of the cultural message received by children in the context of the growth of children's content produced by children that is entertaining, consumer and subsidized in nature, and the influence of the impact of video blogging on the formation of values, life strategies of young viewers and on children's socialization. The paper explores the practice of children's consumption of audiovisual content and the issues of its perception by a child in case of YouTube Kids Apps.

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