%0 Journal Article
%T The case of the top Spanish YouTubers: Emerging media subjects and discourse practices in the new media ecology
%A Carlos A Scolari
%A Dami¨¢n Fraticelli
%J Convergence
%@ 1748-7382
%D 2019
%R 10.1177/1354856517721807
%X The objective of this article is to propose a first exploratory analysis of the Spanish YouTubers¡¯ main productions and practices. Following the description of the emergence of YouTube in the context of media ecology, the article presents a general overview of the top 10 Spanish YouTubers¡¯ production based on quantitative data. The study continues with a semiotic/discursive analysis of their audio-visual production¡¯s main distinctive traits. As traditional television is imitating nowadays these new media expressions, this article also addresses the aesthetics and grammar of Yutubers, a TV program produced by Comedy Central that simulates the Spanish YouTubers channels¡¯ aesthetics and language. The analysis concludes with a discussion on the study¡¯s findings and a series of questions about these new media subjects
%K Hypertelevision
%K media ecology
%K media evolution
%K simulation
%K social media
%K vBloggers
%K YouTube
%K YouTubers
%U https://journals.sagepub.com/doi/full/10.1177/1354856517721807