Commenting on Top Spanish YouTubers: “No Comment”

Victoria Tur-Viñes; Araceli Castelló-Martínez

doi:10.20944/preprints201908.0244.v1

Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Commenting on Top Spanish YouTubers: “No Comment”

Version 1 : Received: 22 August 2019 / Approved: 23 August 2019 / Online: 23 August 2019 (10:23:31 CEST)

A peer-reviewed article of this Preprint also exists.

Tur-Viñes, V.; Castelló-Martínez, A. Commenting on Top Spanish YouTubers: “No Comment”. Soc. Sci. 2019, 8, 266. Tur-Viñes, V.; Castelló-Martínez, A. Commenting on Top Spanish YouTubers: “No Comment”. Soc. Sci. 2019, 8, 266.

Abstract

The aim of this paper is to analyse commenting activity and sentiment (polarity and subjectivity) in interactions in response to videos by Spain’s most-subscribed YouTubers. An exploratory study was conducted on the content of the comments, their relationship with other social media actions, subjectivity and polarity, as well as from the perspective of the participatory culture. The results show that commenting is a potential option for interaction that is underused by the communities of users. Replies to comments are found to be limited to the user-user level, while YouTubers themselves and the moderators that YouTube allows them to designate rarely comment or reply on social networks. However, creators do monitor comments and provide feedback to a limited selection thereof in subsequent videos. There thus appears to be a strategic, exploitative use of comments, marked by a delayed response aimed at attracting audiences to new content.

Keywords

YouTubers; sentiment analysis; interaction; influencers; commenting; Facebook

Subject

Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Comments (12)

Comment 1

Received: 26 August 2019
Commenter: Jorge Gallardo-Camacho
The commenter has declared there is no conflict of interests.

Comment: The article proposes an innovative methodology on a subject that has not been researched in deep. They reach similar conclusions to those obtained by my research in 2010 but with an alternative and more complete methodology. I am looking forward to adding this paper to my next articles because it provides a new methodological view about low interaction of YouTube videos.

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Response 1 to Comment 1

Received: 2 September 2019
Commenter: Araceli Castelló-Martínez
The commenter has declared there is no conflict of interests.

Comment: Thanks for your comment, Jorge. Your research was an inspiring starting point for our study. There is still much to study in this area, so surely your next articles will shed light on the subject. Do you think the strategy of youtubers will change in the future? A hug!

Comment 2

Received: 29 August 2019
Commenter: David Juarez
The commenter has declared there is no conflict of interests.

Comment: Interesting work. Topical issue that confirms YouTube as a strategic communication channel for companies and individuals, where a correct approach and a clear target bring positive results. Good collection of influencers and channels, and a reference to extract information. Thank you.

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Response 1 to Comment 2

Received: 2 September 2019
Commenter: Araceli Castelló-Martínez
The commenter has declared there is no conflict of interests.

Comment: Thanks for your comment, David. It is evident the power of influence that YouTube has today as a strategic communication channel but, as you point out, a correct approach and a precise target description are necessary to get possitive results. A hug!

Comment 3

Received: 3 September 2019
Commenter: Begoña Gutiérrez San Miguel
The commenter has declared there is no conflict of interests.

Comment: El artículo aborda una temática de total actualidad.
Es un trabajo minucioso con una muestra muy significativa, por lo que los resaltados pudieron ser validados.
Además es un artículo de impacto dado que tiene una muy buena fundamentación teórica y aporta resultados relevantes dado que desde esta perspectiva de investigación apenas se ha tratado el tema.
Muy interesante!

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Response 1 to Comment 3

Received: 8 September 2019
Commenter: Araceli Castelló-Martínez
The commenter has declared there is no conflict of interests.

Comment: Gracias por tu comentario, Begoña. A la hora de llevar a cabo el trabajo de campo, y a la luz de la fundamentación teórica que recopilamos, nos dimos cuenta de todo lo que todavía queda por investigar en YouTube y, sobre todo, de la necesidad de replantear el uso de la plataforma para fomentar una conversación real entre youtuber y usuario. Desde la academia, podemos aportar mucho al respecto. ¡Un cordial saludo!

Comment 4

Received: 5 September 2019
Commenter: Natalia Quintas-Froufe
The commenter has declared there is no conflict of interests.

Comment: Este artículo supone un gran avance en la investigación sobre Youtube en el campo de la comunicación. Desde una novedosa perspectiva, y tras un riguroso y sólido análisis bibliográfico, aborda la actividad de un número representativo de youtubers en España. Los resultados permiten conocer el grado de interacción generado por el contenido de los youtubers.
En definitiva, un artículo de gran interés para el potencial lector.

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Response 1 to Comment 4

Received: 8 September 2019
Commenter: Araceli Castelló-Martínez
The commenter has declared there is no conflict of interests.

Comment: Gracias por tu opinión, Natalia. Como bien dices, hablamos de comunicación y de interacción en entornos participativos, algo que el negocio de los youTubers parece haber obviado... Parece que la cantidad importa más que la calidad... ¡Un afectuoso saludo!

Comment 5

Received: 5 September 2019
Commenter: Tatiana Hidalgo
The commenter has declared there is no conflict of interests.

Comment: El trabajo aborda una temática muy interesante y lo hace en base a una metodología clara, lógica y apropiada. Su fundamentación teórica es muy rica y resultados y conclusiones recogen aspectos muy interesantes para la comunidad académica, suponiendo un avance en el estado de la cuestión, puesto que se trata de un tema no estudiado desde esta perspectiva anteriormente. Buen trabajo!

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Response 1 to Comment 5

Received: 8 September 2019
Commenter: Araceli Castelló-Martínez
The commenter has declared there is no conflict of interests.

Comment: ¡Gracias por tus comentarios, Tatiana! Es evidente que todavía queda mucho por investigar en entornos como YouTube. ¡Sigamos desentrañándolo!

Comment 6

Received: 5 September 2019
Commenter: Marina Ramos-Serrano
The commenter has declared there is no conflict of interests.

Comment: The Yotutuber phenomenon is very interesting, and this paper discusses a key aspect: interactivity. A must read for those of us who analyze the influencers.

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Response 1 to Comment 6

Received: 8 September 2019
Commenter: Araceli Castelló-Martínez
The commenter has declared there is no conflict of interests.

Comment: Thanks for your comments, Marina. Interactivity: that´s the question. What´s the point of influence without interactivity in platforms such as YouTube?

Kind regards!

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