The diploma thesis Algorithmization of social networks and its perception by adolescents deals with the issue of algorithms which lead to personalization of social networks. Their perception by children and adolescents is currently not sufficiently explored. In the theoretical part, I demonstrate how the current studies examine the perception of algorithms on a sample of the entire population, in the context of adolescents how they focus on social networks as a whole. Therefore, the ambition of this thesis is to research the intersection of these three spheres and its impact on adolescent's perception of algorithmisation of social networks. Through qualitative research using the method of semi-structured interviews, this thesis outlines trends that may prevail in this area. An analytical synthesis of knowledge also answers the questions of how adolescents are informed about the possibilities of influencing the selection and sorting of the content and whether they show interest in these possibilities. In the theoretical part, I introduce readers of this work to the issue of new media, how social media developed, including their convergence. Among the researched social networks are Facebook, Instagram and YouTube. To understand the comparison of reality and the statements of the respondents, in the...

Este estudio analiza la percepción que tienen los jóvenes de 20 a 30 años de Lima centro sobe la saturación publicitaria de la marca Rappi en YouTube durante la pandemia del 2020, siendo así relevante conocer el efecto de la saturación sobre una marca que representa ser una necesidad en el contexto en el que viven los consumidores. Se utilizó una metodología cualitativa para analizar el fenómeno de la saturación publicitaria a través de spots de la marca Rappi que se proyectaron durante la pandemia y que ayuden a comprender el objetivo final de la investigación a partir del mensaje y la forma por cómo están estructurados, para ello se realizaron entrevistas semiestructuradas a jóvenes de entre 20 y 30 años pertenecientes a Lima Centro. La saturación publicitaria no es percibida como tal sino se plantea por los participantes como amigable debido a dos elementos, la importancia del contexto y la necesidad que genera el servicio, ambos factores ayudaron a que los spots de la marca presenten información relevante e importante que quizás dentro de otro contexto, fuera de la pandemia, hubiera pasado desapercibido. Ante esto, las limitaciones del trabajo se presentaron al momento de realizar las entrevistas, ya que al ser virtual en algunas ocasiones se presentaban interrupciones y ruidos que incomodaban durante el mismo. / This study analyzes the perception that young people between 20 and 30 years old in central Lima have about the advertising saturation of the Rappi brand on YouTube during the 2020 pandemic, thus being relevant to know the effect of saturation on a brand that represents a need in the context in which consumers live. A qualitative methodology was used to analyze the phenomenon of advertising saturation through Rappi brand spots that were screened during the pandemic and that help to understand the final objective of the research based on the message and the way in which they are structured, For this, semi-structured interviews were conducted with young people between 20 and 30 years old belonging to Lima Centro. The advertising saturation is not perceived as such but is considered by the participants as friendly due to two elements, the importance of the context and the need that the service generates, both factors helped the brand's spots present relevant and important information that perhaps in another context, outside of the pandemic, it would have gone unnoticed. Given this, the limitations of the work were presented at the time of conducting the interviews, since being virtual on some occasions there were interruptions and noises that were uncomfortable during it. / Tesis

This comparative study investigates the media representation of YouTube-based news about the #MeToo campaign, feminism, and sexual harassment accounts in three BRICS nations: China, Russia and Brazil. The situation of women in the Global South was at the centre of discussions during the 2018 BRICS summit. While their security remains a persistent issue, officials declared that women should not feel unsafe while participating in economic activity. Although the bloc flagged gender disparities as a significant concern, media outlets perceive Russia, Brazil and China's responses to sexism and gender-based violence as inadequate. Various mechanisms also compromise activism for women's rights. This research focuses on the YouTube representation of conditions which gave rise to the campaign and the process of #MeToo in BRICS. This study considers the level of inclusion of women in economic activity, the procedures established for their safety as well as the extent of media freedom, including tools available for feminist advocacy. In addition to revealing gaps in depiction and proposing solutions for improved media framing, this research is significant because the role and repercussions of this viral campaign must be comprehended better in BRICS economies. Academics focused mainly on the impact of the movement in the West. However, the innovative feminist trend rapidly spread to non-western nations that are dominant emerging economies, showing the gravity of sexual harassment and gender disparities globally. Furthermore, the extent to which #MeToo had influenced localised iterations of anti-assault movements in these emerging countries suggests that the BRICS became sites where sexual abuse and gender inequalities unfold singularly in comparison to other nations. The study presents findings from primary research done on the BRICS, this online social movement #MeToo and related gender dynamics issues. After a presentation of the selected study design, the research provides results from a content analysis of thirty YouTube news reports (October 2017-March 2019).

El presente trabajo aborda todos los aspectos necesarios para lograr determinar si el negocio de posicionamiento de un nuevo producto musical infantil es rentable y viable en un escenario realista y actual. A través del análisis de estadísticas y datos en línea sobre el uso de plataformas digitales para la educación y entretenimiento de los niños, antes y durante la pandemia del COVID-19, se podrá determinar si el aumento de tecnologías de la comunicación en los hogares hispanohablantes creó una oportunidad de negocio para potenciar un producto musical infantil entretenido y educativo. / When analyzing statistics and data online on the use of digital platforms for the education and entertainment of children, before and during the COVID-19 pandemic, it was concluded that, due to the increase in communication technologies in spanish-speaking homes, it was due to the need for virtual classes or due to the fact that technology advances and over time becomes more accessible. The creation of a new children's project aimed at both digital platforms and live presentations is a very profitable process, since the development, maintenance, promotion and dissemination, unlike other years, and also other products, is profitable and it requires more study time than economic investment. / Trabajo de Suficiencia Profesional

El presente trabajo de investigación tiene como objetivo explicar cómo se reproducen los valores y representaciones en la narrativa de los vlogs de viajes de las influencers Misias pero Viajeras en la red social de YouTube, debido a que esta red es una de las más utilizadas por los influencers para satisfacer el mercado turístico y servir de guía para los usuarios que buscan una mejor experiencia de viaje. Se explicará cuales son las formas de presentación de los vlogs de las influencers de viajes, se analizará sus videos publicados en YouTube antes de la coyuntura actual de la pandemia. También, se definirá como es el contexto presentado en los vlogs de las influencers, cual es el objetivo-meta y cómo se construyen los personajes de las influencers en sus vlogs. Para esta investigación se va a implementar la metodología del paradigma interpretativo, siguiendo un diseño cualitativo, donde se estudiará un total de 5 videos que he seleccionado de los que tienen en su canal de YouTube y emplearemos la metodología de Estudios de Casos. / The present research work aims to explain how the values and representations are reproduced in the narrative of the travel vlogs of the influencers Misias pero Viajeras on the YouTube social network, because this network is one of the most used by the influencers to satisfy the tourism market and serve as a guide for users seeking a better travel experience. The ways in which travel influencers' vlogs are presented will be explained, their videos posted on YouTube before the current situation of the pandemic will be analyzed. Also, the context presented in the influencers 'vlogs will be defined, what is the object-goal and how the influencers' characters are built in their vlogs. For this research, the methodology of the interpretive paradigm will be implemented, following a qualitative design, where a total of 5 videos that I have selected from those they have on their YouTube channel will be studied and we will use the Case Studies methodology. / Trabajo de investigación

maquillaje; Youtube; youtubers; videos; audiovisual; consumo / El maquillaje nos ha acompañado durante muchos siglos, es pieza fundamental en la belleza y nunca pasará de moda. Pero en estos últimos años nadie imaginó que cobraría mucha fuerza. Su consumo empezó a ser mayor en todos los continentes al igual que la aparición de nuevas marcas cosméticas. Y todo esto se dio gracias a los videos tutoriales de maquillaje que ofrece Youtube. Las youtubers que son parte de este sector ahora colaboran como nueva imagen en la venta de productos cosméticos. El contenido audiovisual que ofrecen estos youtubers ha generado un gran impacto en el público latinoamericano que si revisamos a detalle los porcentajes de consumo, termina en un pronóstico ascendente para los próximos años. / Makeup has been with us for many centuries, it is a fundamental piece in beauty and will never go out of style. However, in recent years, no one imagined that it would gain so much importance. Its consumption began to be bigger in all continents as well as the birth of new cosmetic brands. And all of this was thanks to the makeup tutorial videos that YouTube offers. The youtubers that are part of this sector now collaborate as a new image in the sale of cosmetic products. The audiovisual content offered by these youtubers has generated a great impact on the Latin American public that if we review the consumption percentages in detail, ends in an upward forecast for the coming years. / Trabajo de investigación

In the past decades a lot of research has been dedicated to widening the understanding of different media audiences, as well as to determining the motivations behind both, creation of user-generated content (UGC) as well as audience behavior. This thesis seeks to broaden this knowledge by studying vloggers and their interaction with their audiences. Instead of asking the audience members: In what ways are the vloggers an influence on you, this thesis asks: “Can the audience be a source of inspiration and influence for vloggers? The thesis aims also at recognizing typicality’s in vloggers audio-visual content as well as strategical approaches for audience engagement. Approach in order to find answers to the set questions is critical yet humanistic. Empirical research is divided in two parts, of which the first is done by qualitative content analysis and the second part by semi-structured interviews. The aim of this multimethod approach is to get a broad yet deep view on this commercial, and contemporary storytelling form. Appadurai’s five scape- theory is used as the theoretical framework, and the research findings as well as conclusions are also viewed through other recent studies from media and communications field.

Digital content production on user generated Internet media sites has opened up new channels for creators to publish and exhibit their work. This exploratory study uses content analysis, survey, and interview responses from the “I Love Ladies” survey circulating on YouTube, an initiative to encourage dialogue about women and digital content production, in order to identify the cultural and structural aspects of the medium which shape women’s participation and recognition. This community-driven initiative is used as an entry point into the user experiences, site structure, and socio-cultural context of YouTube to better understand how inclusion and exclusion function in discourse communities on commercial, user-generated Internet media sites. By tracking disparities between what is discussed and what is not referenced by participants of this initiative, I developed a series of possible interventions to foster more equal and meaningful participation in Internet content production. The study is therefore designed to forward the feminist agenda toward social justice and greater equality with regard to distribution, recognition, and representation for women (Fraser, 2010). This study contributes empirical evidence and actual user perspectives to work towards a more nuanced understanding of how commercial, user-generated Internet media content can enable and constrain civic engagement for historically underrepresented groups.

El presente artículo, propone un análisis de los componentes que constituyen la decisión de compra en consumidores de 20 a 30 años a través de contenidos publicitarios pre-roll en la plataforma de YouTube, enlazados a la empresa Domestika, con el objetivo de establecer un conocimiento centrado en los consumidores del servicio digital mencionado. De la misma forma, se estudia la situación en el estado temporal de pandemia, determinando los efectos y cambios desarrollados a nivel educacional en el mundo frente a esta realidad, y la aparición del E-Learning como nueva forma necesaria de aprendizaje. Por otra parte, se destacan las distintas posibilidades que ofrece YouTube, como medio digital para los contenidos publicitarios de las marcas. En adición, se resalta dentro del eje de investigación, la exploración de la importancia esencial que representan las estrategias digitales comerciales, para el desarrollo favorable de las marcas. En relación con todo lo expuesto con anterioridad, se ha llegado a efectuar una metodología a través de la investigación de distintos artículos y fuentes relevantes, en los cuales se ha basado el presente trabajo. / This article proposes an analysis of the components that constitute the purchase decision in consumers aged 20 to 30 years through pre-roll advertising content on the YouTube platform, linked to the Domestika company, with the aim of establishing knowledge focused on the consumers of the digital service. In the same way, the situation in the temporary state of pandemic is studied, determining the effects and changes developed at the educational level in the world in the face of this reality, and the appearance of E-Learning as a new necessary form of learning. On the other hand, the different possibilities offered by YouTube stand out as a digital medium for brand advertising content. In addition, the exploration of the essential importance that commercial digital strategies represent for the favorable development of brands is highlighted within the research axis. In relation to all the above, a methodology has been carried out through the investigation of different articles and relevant sources, on which this work has been based. / Trabajo de investigación

El presente trabajo analiza la transculturalidad en los comentarios del video de Damaris Sharel en la plataforma de Youtube. El concepto de fandom transcultural se viene estudiando por diversos autores del mundo, especialmente en una era en la que la globalización de los medios por medio del internet se ha expandido notoriamente. Específicamente, el fandom de K-Pop ha sido objeto de estudio en esta investigación para poder observar esta característica transcultural que afecta significativamente en los valores, actitudes e identidades de la comunidad K-Pop. Se usa al fandom K-Pop y los comentarios de estos en un video de una Youtuber llamada Damaris Shariel con el tema central de cómo llegó ella a vivir en Corea del Sur para poder investigar este aspecto transcultural que tendría esta comunidad y además establecer cómo afecta a los individuos dentro de ella. / This work analyzes transculturality in the comments of Damaris Sharel's video on the YouTube platform. The concept of cross-cultural fandom has been studied by various authors around the world, especially in an era in which the globalization of media through the internet has expanded dramatically. Specifically, the K-Pop fandom has been the object of study in this research to be able to observe this cross-cultural characteristic that significantly affects the values, attitudes and identities of the K-Pop community. The K-Pop fandom and their comments are used in a video by a Youtuber named Damaris Shariel with the central theme of how she came to live in South Korea in order to investigate this cross-cultural aspect that this community would have and also establish how it affects to the individuals within it. / Trabajo de investigación