Abstract

CARVALHO, Bárbara Janiques; MAROPO, Lidia  and  PEREIRA, Sara. Hybridism as a strategy of influence between a Portuguese youtuber and her young audience. Media & Jornalismo [online]. 2020, vol.20, n.36, pp.41-54. ISSN 1645-5681.

This study aims to identify how the young and successful Portuguese youtuber Sofia Barbosa reconciles personal and commercial content, realizing the hybridism between these two categories that emerge as a central strategy for influencing marketing in the channel. Based on netnography and content analysis, the research focuses on the analysis of 13 videos published between January and October / 2018. The data revealed that the youtuber promotes a staged relationship of intimacy and closeness with her adolescent followers, using the tools of hybridizations that contribute to “erase” the boundaries between authorial narrative and advertising discourse.

Keywords : influencer marketing; digital influencers; self-branding; youtube; teen.

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