Novo formato, antiga forma : o canal de youtube Maria Clara e JP e o uso do lúdico como estratégia persuasiva para o consumo infantil

Abstract

This research sought to analyze the existing relationship between childhoods; advertising; playfulness and the performance of playing used in the publications of the YouTube channel Maria Clara and JP with the objective of identifying how the use of ludic and play in videos, aimed at children, relates and collaborates with forms of advertising of products aimed at the children's audience. Five videos published on the channel from January 2021 to July 2022 were analyzed. To carry out the analyses, theoretical questions regarding childhood were addressed; childhood stories and children's psychological development; as well as studies about playing, children and their important relationship with entertainment and play. The theories were brought to the discussion in view of the current social relations with YouTube and publications aimed at children, the playful use and the performance of playing on the platform. The work focused on the YouTube channel Maria Clara e JP, which publishes content aimed at children, part of the object of this research. The results found show the existence of advertising aimed at children in videos that seek to dialogue with children as peers and reinforce the need for public authorities to act more effectively to avoid disrespect for childhood protection and for society to participate more actively and starts demanding transparency, quality and legality in the actions of those who supply and what is provided to children as entertainment and leisure.