Youtubers. A new commercial and narrative logic in the production of content for the web

Abstract

In the present study we analyzed the business logic of the distribution of content via You Tube from the observation of the different strategies and roles of the actors involved, as the filmmakers, advertisers and companies that are dedicated to offering advice, both on content production and on advertising conducting different projects in interactive media. Secondly, from a semiotic approach we study the structure of the speech and the main modalities of enunciation of You Tube audiovisual productions in the case of Spanish-speaking filmmakers. Finally, we offer a series of projections and general trends for the future of the sector, both at commercial and narrative level.