A growing percentage of this content consists of reaction videos, a new type of user- generated content that has been on the rise within this social media platform, in which individuals record themselves reacting to any sort of content. This paper aims to explore the dynamics involved in this type of content, not only from the perspective of the creator but also from the angle of the viewer, to try and understand what leads to the popularity of these videos. The current thesis aims not only to dissect the topic but also to present the field of Media and Communication studies with relevant and unprecedented insight into the motivations that lead viewers to engage with this kind of content and contribute to debunk this contemporary audience phenomenon. To do so, a case study was conducted on a YouTube channel named ‘REACT’. The study utilised Uses and Gratifications Theory as well as the concept of mediated voyeurism to help contextualise the reaction genre. Using content analysis, 4 of their videos were analysed qualitatively. Plus, a focus group was conducted in order to not only understand the overall sentiment towards the reaction video genre, but also identify the possible reasons for it to be a global success. Results show that reaction videos can be characterised as dynamic, highly engaging and extremely relatable videos. Furthermore, they can be of amateur nature – unscripted, spontaneous and organic, or more professionalised – scripted and edited. Additionally, while most of the needs these videos fulfil can be categorised as diversion needs, the remaining ones can be perceived as both personal identity and surveillance needs. The current research can be seen as a useful tool for society to interpret relevant patterns of content creation and consumption within the current digital age.

Denna uppsats undersöker hur feministiska budskap kommodifierar och exploaterar marknadsföring riktat till kvinnor, även kallat femvertising. Detta har gjorts genom en multimodal kritisk diskursanalys (MCDA) av det amerikanska rakhyvelföretaget Billie Inc:s två reklamfilmer Project body hair från 2019 och Think of a woman från 2021. Genom en MCDA analyseras de feministiska budskapen i relation till de valda semiotiska resurserna: karaktärer, attribut, blick, vinklar, miljö, fokus, färg, ljud och text. Det ska framhållas att femvertising är en central del i denna studie då fenomenet genomsyrar Billies reklam, studiens syfte, tidigare forskning och resultat. Vidare består det teoretiska ramverket i denna studie av postfeminismen, som anknyter till den postfeministiska diskursen kommodifierad feminism, samt genuskonstruktioner och könsstereotyper i reklam. Studien resulterar i att Billie Inc kommodifierar och exploaterar feministiska budskap genom att inkludera och förkasta feministiska ideal. Vidare konstruerar Billie Inc kvinnorna i reklamfilmerna med både stereotypa och normbrytande inslag, detta i likhet med den kommodifierade feminismens förena feminism och femininitet. Genom detta, konstruerar Billie således en superkvinna, vilket slutligen resulterar i att varumärket neutraliserar det politiskt laddade budskapet, samtidigt som de främja en positiv samhällsutveckling.

YouTube is the second largest social media platform in the world, with a multitude of popularchannels which combine politicised commentary with news reporting. The platform providesdirect accessibility to data which makes it possible for the commentators to adjust theircontent to reach wider audiences, however done to an extreme could mean that the creatorspick topics which are the most financially beneficial or lead to fame. If this were the case itwould highlight populist newsmaking and the mechanisms behind it. To investigate theproduction-consumption interaction, data from the 10 most popular channels for 2021 wascollected. Using latent Dirichlet allocation and preferential attachment analysis, the effect ofcumulative advantage, and whether topic choice was driven by views were measured. Apositive feedback loop, where prevalent topics become more prevalent, was found in all buttwo channels, but picking topics which generated more views was only present for onechannel. The findings imply that the top political news commentators over a year have a set oftopics which they return to at a high degree, but choosing the topics which simply are themost popular for the time is not a general feature.

This is a quantitative content analysis that dives deep into the Fresh and Fit podcast channel on YouTube. The study uses the framing theory and the gender theory. We wonder why other creators choose some of the video material from the channel Fresh and Fit podcast and make it their “best of” edition. All videos from other creators made between the years 2022 and 2023 have been selected for the study and through this a total selection has been made. To each video the top 5 top comments are analyzed to see which tonality dominates. Through gender theory, the comment field will be examined and thus focus on the dominant tonality.The reason for not including videos presented by Fresh and Fit themselves is to exclude their own opinions and only concentrate the study on the choices of other creators. This is interesting as larger YouTube profiles more easily get further sharing by other people's accounts, who in different ways comment or cut out material that is further presented to the audience. It may affect different major accounts in different ways as their own material may be angled in ways that are beyond the bigger channels control. In addition, the creators can get help to spread their material more easily through the interest that exists in the larger channel's already established following, which can further result in the smaller creator's account growing even larger. This is the case for Fresh and Fit, which over the course of four years has grown so large that a number of different creators have chosen to use their material and republish it. So too satisfy curiosity, we have chosen to dive deeper into how other creators take liberties with Fresh and Fit material published on YouTube. The results show that it turned out that the creators were mainly interested in bringing up topics of conversation that dealt with women's behavior. In addition to this, the study concluded that those who mainly got to speak were the hosts together with female guests, but that male guests were given more space of their own to express themselves.

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Produktplacering och sponsrat material i sociala medier ökar markant till följd av det digitala landskapets spridning. Det blir allt mer vanligt att blanda kommersiellt innehåll i icke-kommersiella sammanhang, vilket medför förvirring och oro hos konsumenter. Ett exempel på detta är videoplattformstjänsten YouTube. Influencer marketing på YouTube växer för var dag av orsaken att man genom tjänsten kan nå ut till en bredare publik – vilket många företag utnyttjar. Uppsatsen syftar till att bidra med en ökad förståelse för vilka eventuella reaktioner som produktplacering i videoklipp framkallar, eller inte framkallar. Studien undersöker mottagarens attityd till sponsrat material och produktplacering och visar likheter och skillnader mellan producenter och konsumenter. Den undersöker även om konsumenternas reaktioner skiljer sig åt beroende på hur videorna förhåller sig till givna rekommendationer och riktlinjer. Undersökningen har skett genom kvalitativ metod och intervjuer tillsammans med både en konsumentmålgrupp och en producentmålgrupp.Resultatet visar att reaktionerna är många och varierande, de negativa reaktionerna är dock dominerande. Producenternas och konsumenternas åsikter skiljer sig till största del åt och producenterna är mer positivt inställda. Faktorer som varumärkeskännedom, tillit och engagemang har ofta stor betydelse för en framgångsrik marknadsföring genom YouTube.Slutsatsen indikerar att reaktioner så som nyfikenhet, intresse, irritation och avundsjuka är vanliga reaktioner på produktplacering. Konsumenterna tycks också mer positiva till integrerad reklam i videoklipp trots att rekommendationerna talar för det motsatta kring hur de bör framställas. / Product placement and sponsored content through social media is increasing significantly as a result of the digital landscape evolving. It is becoming more common to mix commercial content in non-commercial contexts which leads to confusion and concern amongst consumers. An example of this is the video platform service YouTube. Influencer marketing on YouTube is growing by the day because of the wide audience that companies can can reach out to – thanks to the service. This essay aims to contribute to a better understanding of the possible reactions that product placement in videos provokes or does not provoke. The study examines the viewer’s attitude to sponsored material and product placement and what similarities and differences there is between producers and consumers. It also investigates whether consumer’s responses differ depending on how videos relate to recommendations and guidelines. The survey has been conducted through a qualitative method with interviews in focus along with both a consumer- and a producer target group.The result show that the reactions are numerous and various, but the negative reactions are the dominant. The opinions of producers and consumers differ greatly, as producers are more positive towards product placements. Factors such as brand awareness, trust and dedication are often of great importance for successful marketing through YouTube.The conclusion indicates that reactions such as curiosity, interest, irritation and jealousy are common reactions to product placement. Consumers also seem more positive towards integrated advertising in videos despite the recommendations speak for the opposite.