Análisis de la Capacidad de Liderazgo y el Carisma de los Principales Youtubers Españoles

Translated title of the contribution: Analysis of the Leadership Capacity and Charisma of the Main Spanish Youtubers

Manuel Antonio Conde, Aurora Forteza Martínez, Cesar Miguel Andrade Martinez

Research output: Contribution to journalArticle

Abstract

Youtubers in the media context are audience leaders on YouTube and in parallel they exercise a charismatic power among their subscribers that make them great influencers among them, although we do not have an objective tool to study their media competence. In order to measure the leadership capacity and charisma of youtubers, a study model of media competence was designed for YouTube. The methodology used has been quantitative and qualitative, through non-participant observation using statistics compiled by the website specialized in auditing YouTube channels SocialBlade. The results showed that the content and language used in the videos was very attractive to subscribers and this generated a great interaction between them and with youtubers. This analysis helps us understand why youtubers are interested in Spanish minors, what kind of authority they have over them and their consequences and establishes a valid study model to analyze media competence on YouTube.
Translated title of the contributionAnalysis of the Leadership Capacity and Charisma of the Main Spanish Youtubers
Original languageSpanish (Ecuador)
Pages (from-to)17-41
Journal3C TIC. Cuadernos de desarrollo aplicados a las TIC
Volume9
Issue number9
DOIs
StatePublished - 29 Sep 2020

Keywords

  • Youtube
  • Youtubers
  • Media competition
  • Subscribers
  • Charisma
  • Leadership

CACES Knowledge Areas

  • 112A Audiovisual techniques and media production

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