The Korean Society for Journalism & Communication Studies (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 65, No. 2, pp.114-161
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2021
Received 08 Feb 2021 Revised 31 Mar 2021 Accepted 22 Mar 2021
DOI: https://doi.org/10.20879/kjjcs.2021.65.2.004

키즈 크리에이터 콘텐츠 수용 행태 연구 : 보람튜브를 중심으로

김은진**
**부산대학교 미디어 커뮤니케이션학과 강사 green717@nate.com
A Study of the Kids Creator YouTube Channel Audience
Eun Jin Kim**
**Instructor, Media & Communication, Pusan National University green717@nate.com

초록

이 연구는 국내 최대 키즈 유튜브 보람튜브를 중심으로 유아동들이 어떻게 키즈 유튜브를 수용하고 있는지 그 행태를 심층인터뷰를 통해 살펴본 것이다. 그 결과를 크게 아이와 어머니의 관점으로 나누어 분석했다. 첫째 아이들은 또래 여자아이들이 좋아하는 관심사(장난감, 공주, 화장품)를 공략한 키즈 유튜버를 좋아하고 동질감을 느끼기 때문에 키즈 유튜브를 보았다. 친구들이 보기 때문에 따라서 보기도 했다. 둘째, 유아동들은 키즈 유튜버가 노는 모습을 보고 따라 놀고, 따라서 장난감 등을 구입했다. 이 과정에서 부모까지 온 가족이 키즈 유튜브에 등장하는 놀이를 자녀와 따라하고 자녀에게 콘텐츠 속 물건을 사 주게 되었다. 또 유튜브 속 대리 친구, 즉 키즈 유튜버를 통해 다양한 대리 체험을 하면서, 스스로도 키즈 유튜버의 꿈을 키우고 있었다. 인터뷰이들은 자녀들이 유튜브를 보면서 어휘와 선택 능력을 습득한다고 생각했는데, 이는 영유아 시기 미디어 노출양과 언어 발달에 대한 기존 연구들과는 다른 결과로 후속 연구가 필요한 것으로 보인다.

셋째 보호자들은 키즈 유튜버에 대해 그 아이가 좋아하니까 하는 일이라고 긍정적으로 보거나, 혹은 일종의 아동학대라고 부정적으로 보는 양면적 관점을 가지고 있었다. 또 보호자들은 유튜브 영상은 영원히 사라지지 않으므로 키즈 유튜버가 성장했을 때 문제가 될 수 있다고 마치 자기 자녀의 일처럼 걱정했다. 유아동이 등장하는 방송, 유튜브, 틱톡, 인스타그램 등이 많은 수익을 올리는 상황에서, 이 부분에 대한 잊혀질 권리에 대한 연구와 논의도 이어질 필요가 있다. 유튜브 본사의 키즈 크리에이터 규제 정책에 대해서는 대부분 필요성을 느끼고 있었다. 그러나 인터뷰이들은 규제정책에 대한 적극적인 관심과 의견, 의사표명은 적었다. 이는 보호자들이 내용에 대한 논란에도 불구하고 키즈 유튜버 콘텐츠, 특히 보람튜브의 콘텐츠가 다른 콘텐츠에 비해서는 시청하는 아동에게 유해성이 적다고 느끼기 때문인 것으로 보였다. 마지막으로 보호자들은 모두 자녀가 키즈 유튜버가 되는 것에 대해 생각해본 적이 있었고, 키즈 유튜버가 되려면 부모의 뒷바라지가 필요한 것으로 생각했다. 또 키즈 유튜버에 대해 부러움과 박탈감을 느끼는 경우도 있었다. 이는 키즈 유튜버에 관한 보도가 수익에 주로 집중된 것도 영향을 미친 것으로 보인다. 새로운 매체가 지속적으로 생겨나고, 콘텐츠 이용의 국경이 사라진 시대에 키즈 인플루언서와 관련한 사회적 합의와 자율적, 법적 규제에 대한 논의와 연구, 여론 형성이 필요한 것으로 보인다.

Abstract

The study looked at how infants are embracing YouTube Kids through in-depth interviews, focusing on Boram Tube, Korea’s largest YouTube Kids channel. The results were analyzed largely by dividing the interviews into child and mother perspectives. First, children watched YouTube Kids because they liked the kid YouTubers who targeted their peers' most favorite interests (e.g., toys, princesses, cosmetics) and felt homogeneity. Also, the children watched it because their friends did so as well. Second, the children watched the YouTubers play and played along, and they bought toys, and so on. In the process, parents copied the play on YouTube Kids with their children and bought their children items shown in the content. Also, children had various virtual experiences through their virtual friends on YouTube, or kids YouTubers, and they were growing their own dreams of becoming kid YouTubers. The guardian interviewees thought their children acquired vocabulary and decision-making skills by watching YouTube. This is a different finding from previous studies, which have shown that high media exposure during the infant and toddler years has a negative impact on language development, calling for follow-up research. Third, the guardians had an ambivalent view of the YouTubers, who they viewed both positively for engaging in fulfilling work and negatively for child-abuse reasons The guardians also feared that, because YouTube videos never disappear, this could become a problem when Kid YouTubers grow up. With increasing amounts of profitable YouTube, TikTok, and Instagram kids-created content, research and discussions regarding the right to be forgotten also need to be continued. Most of the guardians felt the need for the YouTube headquarters to regulate kid creators. However, the guardians expressed only a little interest and opinion about regulatory policy. This seemed to be because the guardians felt that, despite the controversy over the content, the content of YouTube Kids, especially Boram Tube, was less harmful to children than other content was. Finally, all the guardians had thought about their children becoming kid YouTubers and thought that they needed parental support to become such creators. Also, parents and children envied the kid YouTubers. One mother said she felt deprived. This seems to have been influenced by the media's focus on the profits of the kid YouTubers. This is an era in which new media continue to emerge and the border of content use has disappeared. Therefore, discussion and research on the impact of the kid influencers as well as the YouTube Kids and related autonomous and legal regulations will be needed.

Keywords:

YouTube, Kids Creator, Kid YouTubers, Boram Tube, In-depth Interviews

키워드:

유튜브, 키즈 크리에이터, 키즈 유튜버, 보람튜브, 심층 인터뷰

Acknowledgments

이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2019S1A5B5A07090909).

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