Critical Analysis on YouTube content & Attitude change of Children in Society

  • Kumail Abbas
Keywords: Child behavior; Online; Attitude change; YouTube; Digital Media; Children;

Abstract

How You tube is affecting the mental behavior in children and how much advertising have effects on the minds of children, this is the objectives of the paper. To find out the impact of you tube content on children, we had conduct a survey with 80 participants including the parents of the children. This study reveals the effects of YouTube content are limited according to gender & age perspectives. Teenagers & Children especially Girls were seen more affected as compared to adults. For Data analyze, we used cross sectional method, chi square and SPSS. Furthermore, this research suggests the YouTube content shall be observed acknowledging the fundamental social norms that may not change the ideal tradition of society in the future generation. This research paper tends to analyze the effect of YouTube content in society critically. Since, this research paper merely contains of Quantitative Methodology that limits the observation and research in numbers. This research proves the hypothesis that the behavior of children is simultaneously changing with the advancement of technology and
usage of those as well.

References

Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating
role of para-social relationship. Frontiers in Psychology, 10, 3042.
Duman, C. (2020). YouTube™ quality as a source for parent education about the oral hygiene of children. International
journal of dental hygiene, 18(3), 261-267.
Hreinsdóttir, S. E. The exploitation of children in the YouTube sphere.
Imaniah, I., Dewi, N. F. K., & Zakky, A. (2020). Youtube kids channels in developing young children’s communication
skills in english: parents’beliefs, attitudes, and behaviors. Ijlecr-International Journal of Language Education and
Culture Review, 6(1), 20-30.
Kaushal, R., Saha, S., Bajaj, P., & Kumaraguru, P. (2016). KidsTube: Detection, characterization and analysis of child
unsafe content & promoters on YouTube. Paper presented at the 2016 14th Annual Conference on Privacy, Security
and Trust (PST).
Lee Kaid, L., Postelnicu, M., Landreville, K., Yun, H. J., & LeGrange, A. G. (2007). The effects of political advertising on
young voters. American Behavioral Scientist, 50(9), 1137-1151.
Sarantakos, S. (1998). Varieties of social research Social research (pp. 31-71): Springer.
Tan, L., Ng, S. H., Omar, A., & Karupaiah, T. (2018). What's on YouTube? A case study on food and beverage
advertising in videos targeted at children on social media. Childhood obesity, 14(5), 280-290.
Taylor, L. B., & Cingel, D. P. (2021). Predicting the use of YouTube and content exposure among 10–12-year-old children:
Dispositional, developmental, and social factors. Psychology of Popular Media.
Vanwesenbeeck, I., Hudders, L., & Ponnet, K. (2020). Understanding the YouTube generation: how preschoolers process
television and YouTube advertising. Cyberpsychology, Behavior, and Social Networking, 23(6), 426-432.
Welch, D., & Ramsey, G. (2018). Social Media Marketing 2019+ Personal Branding Secrets 2 Manuscripts: Learn How to
Become a Big Time Influencer on YouTube, Facebook and Instagram with SEO, some Advertising and this Guide! :
Independently published.
Published
2023-02-14
How to Cite
Abbas, K. (2023). Critical Analysis on YouTube content & Attitude change of Children in Society. Journal of Social Sciences and Media Studies, 4(2), 23-33. https://doi.org/10.58921/jossams.04.02.0187