The Child Influencer and Representations of Childhood on YouTube: An Analytical Study of Digital Content Targeted at Children in the Arab Context

Abstract

This paper aims to deconstruct the representations of childhood as constructed in Arabic digital content, through an analytical study of a sample of YouTube videos produced by or featuring children. The study is based on the premise that the digital space not only reshapes modes of expression, but also redefines concepts such as childhood, identity, and values within a new interactive logic. The study employed content analysis, both quantitative and qualitative, and relied on an analytical form that captured both formal and thematic dimensions. The findings reveal a dominance of entertainment and consumerist content, with children often represented in positions of subordination or as marketing appeal figures. Educational and developmental content, as well as values that promote critical thinking and independence, were found to be weakly present. This points to a shift in the image of the child—from a being in the process of development to a “digital product” designed to maximize interaction. The study’s results highlight the urgent need to critically examine child-oriented digital content in the Arab context, and to steer it towards a balance between entertainment, selfexpression, and education—ensuring the development of critical awareness while preserving the child’s individuality in the age of platforms.