O objetivo dessa dissertação é compreender que aspectos dos feminismos (entendendo o feminismo a partir da pluralidade de correntes que o caracteriza) são debatidos pela youtuber Jout Jout e ressignificados nas manifestações do público na caixa de comentários. Para tanto, mapeamos algumas das práticas da youtuber, principalmente com relação ao “fazer” dos vlogs, um formato de conteúdo gerado por usuário que pode ser considerado um gênero no YouTube. Além disso, mapeamos práticas do público a partir da caixa de comentários para, assim, evidenciar esses sentidos sobre os feminismos que aparecem relacionados ao canal JoutJout Prazer. Nosso quadro teórico traz discussões entre estudos culturais, estudos de recepção e cibercultura para abordar o YouTube, como site de rede social e ambiente dialógico, e a convergência. Também abordamos os principais momentos do desenvolvimento do feminismo para compreender melhor de que forma está emergindo hoje, com uma lógica comunicacional, em canais do YouTube. Para tanto, adotamos a etnografia virtual como aporte metodológico para nos aproximarmos do objeto, nos amparando nos seguintes procedimentos: observação de interações, coleta e análise de dados qualitativos com uso de tecnologias informacionais (software NVivo) e análise de conteúdo qualitativa. Entre os resultados, apontamos práticas de Jout Jout, que envolvem o “fazer” do vlog, como o uso de espaços semi-privados da casa, a edição para dar ritmo à fala, o uso de recursos didáticos e a própria experiência pontuando a abordagem dos temas. Entre as práticas do público, destacamos o uso de jargões, a execução de maratonas e a representação do riso. Além disso, partimos dos perfis do público para mostrar os sentidos que envolvem o feminismo, de Adoradores a Haters. Evidenciamos que há um pensamento difuso em relação ao feminismo na manifestação desse público, pontuado, principalmente, pela falta de articulação e coerência em relação às teorias, correntes e movimentos feministas. / The present thesis aims at comprehending what aspects of feminisms (understanding feminism in its plurality of lines of thought) are debated by Brazilian youtuber Jout Jout and redefined by her public in the comment box. Thus, we have mapped some of youtuber’s common practices, especially regarding “vlog” making, a user-generated content format, which can be considered a consisted genre inside YouTube. Furthermore, we have also mapped public’s practices in the use of comment boxes, in order to emphasize such readings of feminism in JoutJout Prazer's channel. Our theoretical framework brings discussions between cultural studies, reception studies and cyberculture to approach YouTube, comprehended in this instance as a social network website as well as a dialogical environment, and convergence. A historical approach to the most meaningful moments of the development of feminist studies, in order to create a clearer comprehension of how it emerges nowadays, under the scope of communication logics, in YouTube channels, is presented. Therefore, we have applied virtual ethnography as methodology for research the objects under assessment, generating the following procedures: the observation of audience interactions, a compilation and analysis of qualitative data with support of information technologies (Nvivo software), and qualitative analysis. Amongst the results, we highlight Jout Jout practices concerning the “vlog” making, for example the use of semi-private spaces of the house as video set, the edition to give rhythm to her speech, the use of didactic resources and the own experience permeating the approach of the subjects. Amongst the public practices, we have emphasized the use of vernacular language, binge-watching and laughter representation. Moreover, we use public's profiles to establish speeches related to feminism, distributed in Lovers and Haters. We have attested that there is a diffuse understanding regarding feminism in the public's manifestations, increased, especially, by the lack of voice and articulation, coherence and knowledge of theory, schools of thought and movements related to feminism.

The thesis "YouTubers and their influence on the values and development of teenagers in the Czech Republic" aims to determine the influence of people producing and presenting their own videos on the video-sharing website YouTube, the so-called YouTubers, on the social and educational development of teenagers. YouTube is a phenomenon of today's young generation which spends much more time on social networks than in front of television or print media, so the impact of this media on young people is considerable. The YouTubers have become within a very short period of time, approximately five years, idols of adolescents and they are influencing their values, way of expression, clothing style or their opinions on the events around them. However, for many adults this phenomenon is completely unknown or misunderstood. That is also why one of the objectives of this work is to clarify the phenomenon of YouTubers. The work focuses on the analysis of the Czech YouTube scene, its production and content. The first part is devoted to defining concepts which are important for adolescence, and theoretical bases for value creation or socialization. The second part aims to analyze YouTube as a powerful media which influences socio-cultural environment of teenagers through the videos uploaded by YouTubers. This...

Hoy en día, el desarrollo tecnológico, permite tener más actividades de servicios realizados por personas naturales, las cuales son gravables con el Impuesto a la Renta e Impuesto General a las Ventas y por ende se requerirá un mayor control por parte de la Administración Tributaria. En estos tiempos de millennials uno de los tantos ingresos que se generan utilizando la tecnología, provienen de los Youtubers, quienes por su falta de conocimiento de sus obligaciones tributarias y/o falta conciencia tributaria, incide en que incumplan con el pago de sus impuestos. Dichas omisiones ocasionan una pérdida de importantes ingresos fiscales al Estado Peruano, asimismo, podrían originar pérdidas económicas a los potenciales contribuyentes, Youtubers, por el pago de intereses y multas, en caso de que afronten una fiscalización por parte de la Autoridad Tributaria. Los Youtubers, producto de los ingresos que perciben, es posible que adquieran bienes muebles e inmuebles inscritos en los Registros Públicos; tengan importantes cantidades de dinero depositados en sus cuentas bancarias, las cuales se conocerán a mediante el Impuesto a las Transacciones Financieras (ITF); dicha información reflejará un incremento patrimonial personal, el cual se calificaría como injustificado, en el caso que, estos “contribuyentes” incumplan con el pago de sus obligaciones tributarias. El presente estudio tuvo como objetivo determinar la relación del Incremento Patrimonial No Justificado y la Fiscalización Tributaria a los Youtubers peruanos con más de 100,000 suscriptores, Lima 2018. La metodología empleada fue mediante un enfoque mixto, de alcance descriptivo, relacional y explicativo, con un diseño no experimental, La muestra estuvo conformada para la parte cualitativa de 1 youtuber y 3 expertos y para la cuantitativa de 23 profesionales entre contadores, tributaristas y auditores, para lo cual se emplearon los instrumentos Entrevistas semiestructurada y los cuestionarios con alternativas dicotómicas. Los resultados de la contrastación de hipótesis al tener un nivel de significancia 0,000 menor a 0,05, se acepta la Hipótesis Alternativa, mediante la cual, el Incremento Patrimonial No Justificado se relaciona con la Fiscalización Tributaria. / At present, technological development allows for a more demanding demand and greater control over tax control. Thus, one of the problems that most afflicts individuals and businesses is the payment of taxes, which can have a significant economic and financial impact on the company, in this sense the current tax scenario is unstable, due to the rapid and constant changes that are introduced in the Tax Rules and in the criteria applied by the Superintendence of Tax Administration - SUNAT, the Tax Court and other bodies related to the matter; Consequently, the taxpayers subject to these taxes in which we find the Youtubers are obliged to obtain a greater amount of resources and tools that will allow them to face this situation. The purpose of this study is to determine the relationship of the unjustified capital increase and the tax control of Peruvian Youtubers with more than 100,000 subscribers, Lima 2018. The methodology used was through a mixed approach, descriptive, relational and explanatory, with a Non-experimental design. The sample was made up for the qualitative part one youtuber and of 3 experts and for the quantitative of 23 professionals among accountants, taxpayers and auditors, for which the semi-structured Interview instruments and the questionnaires with dichotomous alternatives were used. The results of the hypothesis test when having a level of significance of less than 0.05, the Alternative Hypothesis is accepted, whereby the unjustified capital increase is related to the tax control. / Tesis

This paper aims to introduce a concept called digital dialogical network. This concept is inspired by a similar concept called medial dialogical network, which was elaborated in past sociolingustic research. Whereas the concept of medial dialogical network is used to describe dialogical interactions, which may take place in a sequence of published media contributions, the concept of digital dialogical network aims to describe similar interactions which may take place in a series of language contributions published on the internet. Furthermore, this paper shows some language behaviour similarities between rappers and youtubers. Those are also social groups, language of which has been used as a primary language data source.

This thesis examines the role of authenticity, its elements and manifestations in the process of developing a relationship between micro-celebrities and their fans. The issue is demonstrated by the example of YouTube, the most important video-sharing site. Part of the issue is whether the YouTube content creators and their subscribers develop parasocial relationships as defined by Horton and Wohl (1956), and authenticity as an element that sets the relationship between micro-celebrities and their fans apart from the relationship between traditional celebrities and their fans. The theoretical part of the thesis deals with concepts that are associated with development of the micro-celebrity phenomenon, discusses the concepts of micro-celebrity and authenticity themselves, and expounds the parasocial relationships theory. Analysis of the role of authenticity in the process of developing the relationship between micro-celebrities and their fans is based on qualitative research that draws from interviews with micro-celebrities and their fans and the analysis of videos and comments by which viewers respond to them.

The topic of this thesis is the issue of beauty perception among adolescent girls and influence of youtubers in this area. The aim of this thesis is to find out, how adolescent girls are constructing image of their own beauty and beauty in general and what role youtubers play in forming their opinion. The first part of this thesis is focused on theoretical knowledge, including maturation process, social and medial construct of beauty, opportunities of new media, youtubers and their audience and influencer marketing. The second part is centred around my own research, where half structured interviews were used. There are also formulated research questions and more information provided about the ethics of research, research sample and the method of analysis. The results of analysis are interpreted in detail and discussed further.

En los últimos años, han aparecido muchas películas para adolescentes en la industria cinematográfica. De igual manera, algunas de estos largometrajes han sido criticados por el hecho de los distintos tipos de contenidos sexistas que pueden aparecer dentro de estas. Un ejemplo concreto es “ El Stand de los Besos”. Cuando esta película se estrenó en el 2018 por Netflix, muchos youtubers cinéfilos demostraron su disgusto y desagrado a través de sus video críticas. Asimismo, algunos de ellos señalaron que el sexismo puede observarse con mayor detalle en los personajes, líneas argumentales y diálogos del filme. Por este motivo, se decidió investigar de qué manera se representa el sexismo en la película de “El Stand de los besos” según lo analizado por los youtubers. De esta manera, se optó por realizar un grupo focal con un grupo de 6 estudiantes de secundaria pertenecientes a dos colegios distintos de Lima Metropolitana que cuentan con actividades extra académicas vinculadas a las críticas de cine. También tienen un rango de edad que encaja con el público objetivo de la película y del canal de algunos de los youtubers. De esta manera, se podrá averiguar mediante lo discutido en la actividad cómo se ve representado el sexismo, los estereotipos en los personajes y las críticas controversiales de los youtubers acerca de la película. / From the past five years, teen movies have increased cinematography. Many of these have been criticized for their sexist content present in most films. A clear example is “The Kissing Booth” which was released in 2018 by Netflix. When this movie came out, many youtubers moviegoers made reviews for the film. They commented about their main problems about it, but the most common was the sexism in the whole film, main characters and the story script. For this reason, the investigation consists of investigating how sexism is represented in the movie “The Kissing Booth” as analyzed by the youtubers. In this way, it was decided to carry out a focus group with 6 high school students from two different schools in Lima Metropolitana, which have extra-academic activities related to film criticism. On the other hand, these guys belong to the target and age range from most of the youtubes channels. This is how it will be possible to find out through discussion in the focus group’s activity how sexism stereotypes in the main characthers and the controversial criticism of youtubers about the film are represented. / Trabajo de investigación

En Perú, según la empresa Redmas, el 60% de los internautas consume audios a través de plataformas digitales. De este grupo, el 20% ya consume podcasts. Ante esta situación, los creadores de contenido, como los youtubers, han optado por crear y distribuir su contenido a través del audio, desarrollando su propio podcast. Para ello, deben tener en cuenta la opinión de sus seguidores, pues de ellos depende su permanencia. Por ello, surge la necesidad de conocer la percepción de sus seguidores respecto al podcast como herramienta para desarrollar contenido. La metodología de investigación utiliza el paradigma naturalista y enfoque cualitativo. Se aplicaron 30 entrevistas semiestructuradas a jóvenes de 18 a 30 años seguidores de los influencers Mia Nauca (Sin Paltas podcast), y Carlos Orozco y Hugo Lezama (Moloko Podcast). Los resultados evidenciaron que el podcast tiene afinidad con los oyentes por la innovación y por la flexibilidad de consumo, lo que genera una percepción positiva. Se concluye que el podcast es una tendencia que se encuentra en aumento tanto en consumo como producción, representando una oportunidad para que las marcas apuesten por esta herramienta. / In Peru, according to the Redmas company, that 60% of Internet users consume audios through digital platforms. Of this group, 20% already consume podcasts. In this situation, influencers have chosen to create content and promoting their content through audio, developing their own podcast. To do so, they must take into account the opinion of their followers, since the permanence of the podcast depends on them. Therefore, it is necessary to know the perception of their followers regarding the podcast as a new tool to develop content. The research methodology uses the naturalistic paradigm and qualitative approach, where 30 semi-structured interviews were applied to young people between 18 and 30 years old, who are followers of the influencers Mia Nauca (Sin Paltas Podcast), Carlos Orozco, and Hugo Lezama (Moloko Podcast). The results showed that the podcast has an affinity with listeners for innovation and consumer flexibility, which generates the perception of closeness. It is concluded that the podcast is a trend that is increasing in both consumption and production, representing an opportunity for brands to bet on this tool. / Tesis

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

Esta investigación se centra en evidenciar el uso de los elementos de comunicación como humor, efectos multimedia y acciones persuasivas en los videos de experiencias turísticas y cómo estas influyen en la decisión de compra del turismo rural comunitario del turista de Lima Metropolitana. Respecto a este tema, la hipótesis planteada es que el uso de estos elementos expuestos en los medios digitales son lo suficientemente influyentes en la decisión de compra de turismo rural sostenible. La investigación describe cada etapa del proceso de proceso de compra de este servicio y el nivel de influencia que tienen cada elemento utilizado mediante el relato de experiencias. La investigación es de tipo descriptivo y menciona las herramientas de marketing digital como Facebook, Instagram, Youtube. Además de influencers, youtubers que son parte de esta comunicación y proceso de compra / This research focuses on evidencing the use of testimonial experiences and videos as E-wom actions and how they influence each stage of the process of buying rural community tourism for tourists from Metropolitan Lima. Regarding this issue, the hypothesis raised is that the testimonies of travelers exposed in digital media are sufficiently influential in the process of buying sustainable rural tourism. The research describes each stage of the process of purchasing this service and the level of influence that each digital action has used through the experience report. The research is descriptive and mentions the tools of digital marketing such as Facebook, Instagram, YouTube. In addition to influencers, youtubers that are part of this communication and purchase process. / Trabajo de investigación