Home » Posts tagged 'microcelebrity'
Tag Archives: microcelebrity
When exploiting kids for cash goes wrong on YouTube: the lessons of DaddyOFive
A new piece in The Conversation from Crystal Abidin and me …
Tama Leaver, Curtin University and Crystal Abidin, Curtin University
The US YouTube channel DaddyOFive, which features a husband and wife from Maryland “pranking” their children, has pulled all its videos and issued a public apology amid allegations of child abuse.
The “pranks” would routinely involve the parents fooling their kids into thinking they were in trouble, screaming and swearing at them, only the reveal “it was just a prank” as their children sob on camera.
Despite its removal the content continues to circulate in summary videos from Philip DeFranco and other popular YouTubers who are critiquing the DaddyOFive channel. And you can still find videos of parents pranking their children on other channels around YouTube. But the videos also raise wider issues about children in online media, particularly where the videos make money. With over 760,000 subscribers, it is estimated that DaddyOFive earned between US$200,000-350,000 each year from YouTube advertising revenue.
The rise of influencers
Kid reactions on YouTube are a popular genre, with parents uploading viral videos of their children doing anything from tasting lemons for the first time to engaging in baby speak. Such videos pre-date the internet, with America’s Funniest Home Videos (1989-) and other popular television shows capitalising on “kid moments”.
In the era of mobile devices and networked communication, the ease with which children can be documented and shared online is unprecedented. Every day parents are “sharenting”, archiving and broadcasting images and videos of their children in order to share the experience with friends.
Even with the best intentions, though, one of us (Tama) has argued that photos and videos shared with the best of intentions can inadvertently lead to “intimate surveillance”, where online platforms and corporations use this data to build detailed profiles of children.
YouTube and other social media have seen the rise of influencer commerce, where seemingly ordinary users start featuring products and opinions they’re paid to share. By cultivating personal brands through creating a sense of intimacy with their consumers, these followings can be strong enough for advertisers to invest in their content, usually through advertorials and product placements. While the DaddyOFive channel was clearly for-profit, the distinction between genuine and paid content is often far from clear.
From the womb to celebrity
As with DaddyOFive, these influencers can include entire families, including children whose rights to participate, or choose not to participate, may not always be considered. In some cases, children themselves can be the star, becoming microcelebrities, often produced and promoted by their parents.
South Korean toddler Yebin, for instance, first went viral as a three-year-old in 2014 in a video where her mom was teaching her to avoid strangers. Since then, Yebin and her younger brother have been signed to influencer agencies to manage their content, based on the reach of their channel which has accumulated over 21 million views.
Intimate Surveillance: Normalizing Parental Monitoring and Mediation of Infants Online
At yesterday’s outstanding Controlling Data: Somebody Think of the Children symposium I presented the first version of my new paper “Intimate Surveillance: Normalizing Parental Monitoring and Mediation of Infants Online.” Here’s the abstract:
Parents are increasingly sharing information about infants online in various forms and capacities. In order to more meaningfully understand the way parents decide what to share about young people, and the way those decisions are being shaped, this paper focuses on two overlapping areas: parental monitoring of babies and infants through the example of wearable technologies; and parental mediation through the example of the public sharing practices of celebrity and influencer parents. The paper begins by contextualizing these parental practices within the literature on surveillance, with particular attention to online surveillance and the increasing importance of affect. It then gives a brief overview of work on pregnancy mediation, monitoring on social media, and via pregnancy apps, which is the obvious precursor to examining parental sharing and monitoring practices regarding babies and infants. The examples of parental monitoring and parental mediation will then build on the idea of “intimate surveillance” which entails close and seemingly invasive monitoring by parents. Parental monitoring and mediation contribute to the normalization of intimate surveillance to the extent that surveillance is (re)situated as a necessary culture of care. The choice to not survey infants is thus positioned, worryingly, as a failure of parenting.
An mp3 recording of the audio is available, and the slides are below:
The full version of this paper is currently under review, but if you’re interested in reading the draft, just email me.
- Alice Marwick
- Anne Helmond
- Annette Markham
- Axel Bruns
- Brady Robards
- Centre for Culture and Technology
- Crystal Abidin
- danah boyd
- Deborah Lupton
- Digital Child
- Eleanor Sandry
- Henry Jenkins
- Jean Burgess
- Jill Walker Rettberg
- Jonathon Hutchison
- Luke Webster
- Lynn Schofield Clark
- Mike Kent
- Nancy Baym
- Nicholas John
- Rachel Berryman
- Sky Croeser
- Social Media Collective
- Susanna Paasonen
- Tim Highfield
- Zizi Papacharissi
Tama Leaver dot Net by Tama Leaver is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.