YouTube, la economía de la atención y el interés de las audiencias digitales en videos patrocinados de ASMR

Contenido principal del artículo

Eduardo Portas Ruiz
https://orcid.org/0000-0001-9117-0061

Resumen

Si bien el fenómeno de videos ASMR (siglas del inglés Autonomous Sensory Meridian Response) en YouTube ha tenido un aumento notable en México en los últimos años, los principales canales aún carecen de uso efectivo y continuo de estrategias y tácticas de marketing digital como se observa en los videos patrocinados, a diferencia de los canales más populares de otras latitudes, esencialmente angloparlantes. Mediante una revisión detallada en YouTube, este trabajo compara ambos materiales y argumenta que el mercado mexicano puede aprovechar las estrategias de marketing de sus contrapartes, con algunas modificaciones, para montarse a la economía de la atención, aquella en donde la cognición se plantea como un bien que puede ser monetizado. El análisis de ambos grupos de canales halló que, en general, aquellos perfiles administrados por creadores de ASMR mexicanos cuentan con menor calidad de producción, escaso conocimiento de conceptos básicos de marketing y menor frecuencia de publicación de videos en inglés, al contrario de los canales más populares a nivel internacional. En el texto se discuten estos hallazgos a la luz de los conceptos de marketing relativos al alcance, relevancia y resonancia, así como del constructo de la economía de la atención.

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Portas Ruiz, E. (2022). YouTube, la economía de la atención y el interés de las audiencias digitales en videos patrocinados de ASMR. The Anáhuac Journal, 22(2), Págs. 12–41. https://doi.org/10.36105/theanahuacjour.2022v22n2.01
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Eduardo Portas Ruiz, Universidad Iberoamericana, México

Eduardo Portas Ruiz specializes in the print and digital media academic fields, as well as the effects of information technologies on people. As a professional, he has worked in various media outlets, including Reforma and Grupo Expansion. He teaches Bachelor’s and Graduate courses at Universidad Iberoamericana Mexico City and Universidad Anahuac. Founder of https://capitalsocialmexico. org, a social media research project. He holds a PhD in Communication and Strategic Marketing by Universidad Anahuac Mexico, a Master’s degree in Modern Mexican History by Casa Lamm, a Master’s diploma in Journalism by Universitat de Barcelona-IL3, and a Bachelor’s degree in Communication by Universidad Iberoamericana Mexico City.

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