Abstract
Background: Watching videos has become a popular children’s after-school activity, making online influencers key figures in introducing new toys using short videos. This study analyzed how short videos from a popular toy influencer in China portray modernity and fun.
Analysis: We selected two videos from Xiaoling Toy, the top toy influencer on YouTube, and conducted a multimodal critical discourse analysis. The focus is on the semiotic resources employed, as well as cultural and consumption values communicated.
Conclusions and implications: This article concludes that fun was associated with cuteness, consumerism, and materialism. Modernity was associated with Western lifestyles and profit.
Analysis: We selected two videos from Xiaoling Toy, the top toy influencer on YouTube, and conducted a multimodal critical discourse analysis. The focus is on the semiotic resources employed, as well as cultural and consumption values communicated.
Conclusions and implications: This article concludes that fun was associated with cuteness, consumerism, and materialism. Modernity was associated with Western lifestyles and profit.
| Original language | English |
|---|---|
| Journal | Canadian Journal of Communication |
| Publication status | Accepted/In press - 8 Aug 2026 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 12 Responsible Consumption and Production
User-Defined Keywords
- media analysis
- Consumer socialization
- children and youth
- influencer marketing
- youth agency
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