Saudische Influencer*innen Auf Youtube
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Saudische Influencer*innen Auf Youtube

Saudische Influencer*innen Auf Youtube


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About the Book

Seit 2015 wird die arabischsprachige YouTube-Sphäre von saudischen Influencer*innen dominiert. Sie orientieren sich an globalen Standards, die Sabrina Zahren als "globalen Konsens" bezeichnet. Die Akteur*innen sind zudem in regionale Mediensysteme eingebettet, über die sie in Werbe- und Marketingstrukturen und, auf lokaler Ebene, in Nation-Branding-Strategien eingebunden werden. Diese Schlüsselaspekte, die "soziale Medien" als Teil des digitalen Kapitalismus verorten, haben in den Studien zu arabischen Medien aus methodologischen und theoretischen Gründen bisher eher wenig Aufmerksamkeit bekommen. Das vorliegende Buch entwickelt daher eine hybride Perspektive, die die politische Ökonomie der digitalen Plattformen im Golf genauso mit einbezieht wie den Blick auf Influencer*innen und Creator Culture. Dazu wurden unter anderem fast 400 Videos kommerziell erfolgreicher saudischer YouTube-Kanäle qualitativ und quantitativ ausgewertet. Zudem zeichnet das Buch die Geschichte der Plattform YouTube in der Region nach und nimmt die Zusammenarbeit regionaler digitaler Industrien mit Tech-Konzernen des globalen Nordens (z.B. Google) genauer unter die Lupe.


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Product Details
  • ISBN-13: 9783658455781
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: BC
  • No of Pages: 286
  • Sub Title: Eine Kritische Untersuchung Der Globalen, Regionalen Und Nationalen Dimension Audiovisueller Inhalte Im Digitalen Kapitalismus
  • ISBN-10: 3658455780
  • Publisher Date: 10 Nov 2024
  • Language: ger
  • Returnable: Y


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