The current media environment is complex and has important effects on all aspects of
life, including beauty and health. In this sense, YouTube has become one of the main contexts for
the dissemination of tutorials and content related to medical procedures such as the application
of Botox. Thus, the present study constitutes the first exploratory analysis of YouTube videos in
Spanish related to this procedure. A preliminary analysis of 221 YouTube videos yielded a final
sample of the 50 most viewed videos within this genre. The analysis was carried out through a
quantitative content analysis assessing the popularity of the videos, contact and emotive strategies by
the creator, the credibility conveyed, and the characteristics of information about the procedure itself.
Results suggest that these influencers align with mainstream Internet celebrity culture in practices
that aim at increasing their following and views, as well as calls for subscriptions and visits to other
platforms and profiles. Moreover, they include different strategies to establish their credibility but
emphasize personal experience. The positive portrayal of the procedure, including positive emotions
and content that highlights the benefits, is interesting and supports the commercial nature of much
of the content.
Thesis Collection
Last Deposit
