Affiliation:
1. Universidad Internacional de la Rioja Communication and Marketing Department Logroño Spain
2. Universidad de Navarra Marketing and Media Management Department Department Pamplona Spain
3. Universidad de Alicante Communication and Social Psychology Department Alicante Spain
Abstract
Abstract
This research aims to gain insight on the perception that minors have of viral challenges as an entertainment format and the motivations behind their participation in this digital entertainment phenomenon. A qualitative study was performed by way of twelve focus groups with sixty-two minors aged between eleven and seventeen years from Spain. For minors, viral challenges represent a form of entertainment in an interactive context, perceived as innocuous, ephemeral content from which nothing more is required than for the user to have a good time. This appears to lead the minors interviewed to ignore the meaning and origin of the viral challenges they visualise and share, neither do they regard this to be necessary. It is also important to underline the relativisation of risk and danger in favour of spectacularisation and virality.
Subject
Arts and Humanities (miscellaneous),Communication
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