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‘How to Botox’ on YouTube: Influence and Beauty Procedures in the Era of User-Generated Content

Author

Listed:
  • Bárbara Castillo-Abdul

    (Department of Communication, Rey Juan Carlos University, 28942 Madrid, Spain
    ESAI Business School, University Espiritu Santo, Samborondon 092301, Ecuador)

  • Daniela Jaramillo-Dent

    (Department of Education, University of Huelva, 21007 Huelva, Spain)

  • Luis M. Romero-Rodríguez

    (Department of Communication, Rey Juan Carlos University, 28942 Madrid, Spain
    Faculty of Communication & Arts, Nebrija University, 28015 Madrid, Spain)

Abstract

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.

Suggested Citation

  • Bárbara Castillo-Abdul & Daniela Jaramillo-Dent & Luis M. Romero-Rodríguez, 2021. "‘How to Botox’ on YouTube: Influence and Beauty Procedures in the Era of User-Generated Content," IJERPH, MDPI, vol. 18(8), pages 1-14, April.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:8:p:4359-:d:539545
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    References listed on IDEAS

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    1. Mattia Casula & Nandhini Rangarajan & Patricia Shields, 2021. "The potential of working hypotheses for deductive exploratory research," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(5), pages 1703-1725, October.
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