Wilfrid Laurier University Scholars Commons @ Laurier Theses and Dissertations (Comprehensive) 2021 Advertainers and their Audience: Power Relations and Promotionalism in HobbyKidsTV Sherry Morley
[email protected] Follow this and additional works at: https://scholars.wlu.ca/etd Part of the Communication Commons Recommended Citation Morley, Sherry, "Advertainers and their Audience: Power Relations and Promotionalism in HobbyKidsTV" (2021). Theses and Dissertations (Comprehensive). 2368. https://scholars.wlu.ca/etd/2368 This Thesis is brought to you for free and open access by Scholars Commons @ Laurier. It has been accepted for inclusion in Theses and Dissertations (Comprehensive) by an authorized administrator of Scholars Commons @ Laurier. For more information, please contact
[email protected]. Family Advertainers and their Audience: Power Relations and Promotionalism in HobbyKidsTV by Sherry Morley © Master of Arts, Wilfrid Laurier University, 2021 Thesis Submitted to the Department of Communication Studies in partial fulfillment of the requirements for Master of Arts Wilfrid Laurier University 2021 Abstract YouTube presents itself as an egalitarian platform that promotes creativity and free expression among its creators, and that breaks with legacy media models. Among the mass of YouTube creators are top-earning “family influencers” who produce videos in which parents and their children are portrayed as leisurely playing and merely having fun. Behind the scenes, however, family influencer channels are capitalist, structured, and highly profitable. This thesis offers a case study of one family influencer channel, HobbyKidsTV. Exploring concepts of labour, leisure, agency, and consumer subjectivity, I de-naturalize HobbyKidsTV through a multimodal critical discourse analysis. Surfacing the power relations within HobbyKidsTV, my analysis reveals that the channel’s content is saturated by promotionalism.