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YouTube Family Vlogging as a Promoter of Digital Child Labour: A Case Study on ‘The Bucket List Family’
Malmö universitet, Fakulteten för kultur och samhälle (KS), Institutionen för konst, kultur och kommunikation (K3).
2022 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

Over the past decade, there has been a considerable rise in popularity of family vlog

channels on YouTube. However, these videos have been receiving growing criticism for

hosting the children as the main ‘stars’. With YouTube being the main source of income

for some of these family units, concerns rise regarding the possibility of family vlogging

accommodating a new type of child labour. For this reason, it is crucial to understand

how the children’s rights might be threatened. At the same time, research within this field

is still limited as family vlogging concerns a fairly recent phenomenon. Accordingly, the

current thesis aims to fill these research gaps by contextualizing the practices of family

vlogging through a rights-based approach. To do so, a case study was conducted on a

YouTube account named ‘The Bucket List Family’. Using content analysis, 5 of their

videos were analysed qualitatively and 100 of their video titles were analysed

quantitatively. Findings confirm that the children played a central role in contributing to

the popularity of the videos. Moreover, the children’s images were consistently and

successfully used to further capitalize the family’s brand. Therefore, one can conclude

that these children are being exposed to digital child labour, which can mean a possible

breach of their rights. The considerable exposure of the children in the videos not only

robs them from their privacy, but it also does so without their explicit consent, leaving

them extremely vulnerable. As such, the conclusions of this thesis implicate that more

research in this field is needed, so that future policymaking can be guided towards a better

protection of the children. Additionally, by exposing the digital child labour practices

behind family vlogging, this study hopes to bring more societal awareness to the topic.

sted, utgiver, år, opplag, sider
2022. , s. 61
Emneord [en]
YouTube, Family Vlogging, Digital Child Labour, Exploitation, Children’s Rights, Attention Economy, Privacy, Digital Footprints, Surveillance
HSV kategori
Identifikatorer
URN: urn:nbn:se:mau:diva-52674OAI: oai:DiVA.org:mau-52674DiVA, id: diva2:1668408
Utdanningsprogram
KS K3 Media and Communication Studies (master)
Veileder
Examiner
Tilgjengelig fra: 2022-06-28 Laget: 2022-06-13 Sist oppdatert: 2022-06-28bibliografisk kontrollert

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