Abstract
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 their favorite YouTube personalities. Results show that tweens identified gender-congruent YouTubers as their favorite. Moreover, 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. Tween boys’ wishful identification was predicted by YouTubers who were violent and funny and their parasocial relationships were predicted by YouTubers who were funny, successful, and attractive. Meanwhile, tween girls’ wishful identification was predicted by YouTubers’ who were funny, and their parasocial relationships were predicted by YouTubers’ who were funny and popular. Results are discussed in terms of gender socialization theory.
Highlights
YouTube has over 2 billion users per month (Spangler, 2019), and a billion hours of video are watched daily (YouTube for Press, n.d.)
The first research question asked about the patterns of tweens’ YouTube use
The results from the current study suggest that YouTube is embedded in the lives of tweens
Summary
YouTube has over 2 billion users per month (Spangler, 2019), and a billion hours of video are watched daily (YouTube for Press, n.d.). The most recent nationally representative research found that more than twice as many United States tweens watch online videos every day than did in 2015, increasing from 24% daily viewers to 56% (Rideout and Robb, 2019). This same report found that watching online videos is tweens’ favorite media activity. Tweens can engage in various ways when they are not using the YouTube platform They can purchase YouTubers’ merchandise, see them at sold-out arenas, watch them on television events such as the Nickelodeon Kids’ Choice Awards, or follow them across other
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call