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Influencer-Marketing auf YouTube. Ästhetik und Narration

Influencer-Marketing auf YouTube. Ästhetik und Narration

          
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About the Book

Bachelorarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,00, Philipps-Universität Marburg (Institut für Medienwissenschaften), Veranstaltung: Filmanalyse für moderne Videoformate, Sprache: Deutsch, Abstract: In dieser Arbeit soll das Thema Influencer*innen-Marketing mit medienwissenschaftlichem Schwerpunkt hinsichtlich seiner audiovisuellen Strukturen anhand von ausgewählten Beispielen auf der Online-Videoplattform YouTube analysiert werden. Die Forschungsfrage lautet: Mithilfe von welchen audiovisuellen Inszenierungsmustern betreiben die beiden YouTube-Kanäle CokeTVDeutschland und BibisBeautyPalace an ausgewählten Beispielen sogenanntes Influencer*innen-Marketing auf der Online-Videoplattform YouTube und warum ist dieses so erfolgreich? Den Ablauf dieser Arbeit betreffend, soll zu Beginn ein kurzer Überblick zu dem werbefinanzierten Streaming-Portal YouTube geschaffen werden. Daraufhin folgt eine Aufarbeitung des Influencer*innen-Marketings. Hier wird zunächst versucht, den Influencer*innen-Begriff genauer zu definieren, um dann die klassischen Influencer*innen-Marketingformate auf YouTube zu präsentieren. Anschließend werden zahlreiche Charakteristika der audiovisuellen Analyse näher beleuchtet, mithilfe derer in dem weiteren Verlauf dieser Arbeit die zwei ausgewählten Beispiele des Influencer*innen-Marketings analysiert werden sollen. Bei dem Gegenstand in der Analyse handelt es sich einerseits um den YouTube-Kanal CokeTVDeutschland, einem Branded Entertainment-Kanal des Unternehmens Coca-Cola, welcher aufgrund seines strukturellen Aufbaus auf einer Metaebene analysiert wird. Der zweite Gegenstand der Analyse ist ein einzelnes Video mit Verdacht auf Empfehlungsmarketing, produziert von der in Deutschland ansässigen Influencerin BibisBeautyPalace. Das Video wird im Gegensatz zum Kanal CokeTVDeutschland aufgrund des unterschiedlichen Marketingformats im Detail analysiert. Am Ende dieser A


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Product Details
  • ISBN-13: 9783346839312
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 46
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346839311
  • Publisher Date: 16 Mar 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 72 gr


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