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Communication Open Access February 14, 2023

The Advertising Narrative for the Alpha Generation: The Role of YouTube Channels in the Dissemination of Toys and Electronic Games

Rafael Iwamoto Tosi 1,*
1
Department of Education, University of Manitoba, Winnipeg, Canada
Publihed in: Current Research in Public Health (Volume 3, Issue 1, 2023)
Page(s): 12-21
DOI: 10.31586/jad.2023.615
Received
June 05, 2022
Revised
February 04, 2023
Accepted
February 12, 2023
Published
February 14, 2023
Keywords
Alpha Generation; Digital Narrative; Semiotic Analysis; YouTube Channels; Toys and Electronic Games
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright: Copyright © The Author(s), 2023. Published by Scientific Publications
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Cite This Article

APA Style
Tosi, R. I. (2023). The Advertising Narrative for the Alpha Generation: The Role of YouTube Channels in the Dissemination of Toys and Electronic Games. Current Research in Public Health, 3(1), 12-21. https://doi.org/10.31586/jad.2023.615
ACS Style
Tosi, R. I. The Advertising Narrative for the Alpha Generation: The Role of YouTube Channels in the Dissemination of Toys and Electronic Games. Current Research in Public Health 2023 3(1), 12-21. https://doi.org/10.31586/jad.2023.615
Chicago/Turabian Style
Tosi, Rafael Iwamoto. 2023. "The Advertising Narrative for the Alpha Generation: The Role of YouTube Channels in the Dissemination of Toys and Electronic Games". Current Research in Public Health 3, no. 1: 12-21. https://doi.org/10.31586/jad.2023.615
AMA Style
Tosi RI. The Advertising Narrative for the Alpha Generation: The Role of YouTube Channels in the Dissemination of Toys and Electronic Games. Current Research in Public Health. 2023; 3(1):12-21. https://doi.org/10.31586/jad.2023.615 
@Article{crph615,
AUTHOR = {Tosi, Rafael Iwamoto},
TITLE = {The Advertising Narrative for the Alpha Generation: The Role of YouTube Channels in the Dissemination of Toys and Electronic Games},
JOURNAL = {Current Research in Public Health},
VOLUME = {3},
YEAR = {2023},
NUMBER = {1},
PAGES = {12-21},
URL = {https://www.scipublications.com/journal/index.php/JAD/article/view/615},
ISSN = {2831-5162},
DOI = {10.31586/jad.2023.615},
ABSTRACT = {This article seeks to relate the narrative strategies used by video channels on YouTube with the advertising of toys and electronic games intended for the Alpha generation. Based on the principle that we live in a society composed of different age groups, the main theoretical references that make it possible to understand generation as a local and global phenomenon will be exposed. After such concepts, the rise of the image and its importance for the new generations will be approached, to support the selection of the audiovisual platform YouTube and its growing fascination by the public. Finally, concepts from semiotics will be applied to verify the narrative and discursive power of video channels for contemporary children, also known as the Alpha generation.},
}
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AB  - This article seeks to relate the narrative strategies used by video channels on YouTube with the advertising of toys and electronic games intended for the Alpha generation. Based on the principle that we live in a society composed of different age groups, the main theoretical references that make it possible to understand generation as a local and global phenomenon will be exposed. After such concepts, the rise of the image and its importance for the new generations will be approached, to support the selection of the audiovisual platform YouTube and its growing fascination by the public. Finally, concepts from semiotics will be applied to verify the narrative and discursive power of video channels for contemporary children, also known as the Alpha generation.
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