{"title":"YouTube 和游戏的重组：玩具开箱视频的媒体（自动）诗学","authors":"Brian L. Ott","doi":"10.1386/eme_00173_1","DOIUrl":null,"url":null,"abstract":"Toy unboxing videos are a popular and lucrative form of children’s entertainment on YouTube. This essay undertakes a media (auto)poetics of these videos and their relationship to children’s play through an integrated analysis of technology (media ecology), text (rhetorical criticism) and participant experience (autoethnography). Based on this analysis, I argue that toy unboxing videos foster and promote a form of ‘play as advertising’ via three key structural features: (1) repetition of the interest-excitement affect, (2) object fetishization and (3) direct address. In a concluding section of the essay, I reflect on the implications of the preceding analysis for digital media criticism, online advertising and children’s play.","PeriodicalId":36155,"journal":{"name":"Explorations in Media Ecology","volume":"12 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"YouTube and the restructuring of play: A media (auto)poetics of toy unboxing videos\",\"authors\":\"Brian L. Ott\",\"doi\":\"10.1386/eme_00173_1\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Toy unboxing videos are a popular and lucrative form of children’s entertainment on YouTube. This essay undertakes a media (auto)poetics of these videos and their relationship to children’s play through an integrated analysis of technology (media ecology), text (rhetorical criticism) and participant experience (autoethnography). Based on this analysis, I argue that toy unboxing videos foster and promote a form of ‘play as advertising’ via three key structural features: (1) repetition of the interest-excitement affect, (2) object fetishization and (3) direct address. In a concluding section of the essay, I reflect on the implications of the preceding analysis for digital media criticism, online advertising and children’s play.\",\"PeriodicalId\":36155,\"journal\":{\"name\":\"Explorations in Media Ecology\",\"volume\":\"12 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-11-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Explorations in Media Ecology\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1386/eme_00173_1\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Explorations in Media Ecology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1386/eme_00173_1","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
YouTube and the restructuring of play: A media (auto)poetics of toy unboxing videos
Toy unboxing videos are a popular and lucrative form of children’s entertainment on YouTube. This essay undertakes a media (auto)poetics of these videos and their relationship to children’s play through an integrated analysis of technology (media ecology), text (rhetorical criticism) and participant experience (autoethnography). Based on this analysis, I argue that toy unboxing videos foster and promote a form of ‘play as advertising’ via three key structural features: (1) repetition of the interest-excitement affect, (2) object fetishization and (3) direct address. In a concluding section of the essay, I reflect on the implications of the preceding analysis for digital media criticism, online advertising and children’s play.
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