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Article

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

1
Department of Communication, Rey Juan Carlos University, 28942 Madrid, Spain
2
ESAI Business School, University Espiritu Santo, Samborondon 092301, Ecuador
3
Department of Education, University of Huelva, 21007 Huelva, Spain
4
Faculty of Communication & Arts, Nebrija University, 28015 Madrid, Spain
*
Author to whom correspondence should be addressed.
Academic Editor: Deborah J. Bowen
Int. J. Environ. Res. Public Health 2021, 18(8), 4359; https://doi.org/10.3390/ijerph18084359
Received: 10 March 2021 / Revised: 8 April 2021 / Accepted: 17 April 2021 / Published: 20 April 2021
(This article belongs to the Collection Mass Communication, Digital Media, and Public Health)
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. View Full-Text
Keywords: YouTube; social networks; influencers; Botox; tutorial; social media YouTube; social networks; influencers; Botox; tutorial; social media
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MDPI and ACS Style

Castillo-Abdul, B.; Jaramillo-Dent, D.; Romero-Rodríguez, L.M. ‘How to Botox’ on YouTube: Influence and Beauty Procedures in the Era of User-Generated Content. Int. J. Environ. Res. Public Health 2021, 18, 4359. https://doi.org/10.3390/ijerph18084359

AMA Style

Castillo-Abdul B, Jaramillo-Dent D, Romero-Rodríguez LM. ‘How to Botox’ on YouTube: Influence and Beauty Procedures in the Era of User-Generated Content. International Journal of Environmental Research and Public Health. 2021; 18(8):4359. https://doi.org/10.3390/ijerph18084359

Chicago/Turabian Style

Castillo-Abdul, Bárbara, Daniela Jaramillo-Dent, and Luis M. Romero-Rodríguez. 2021. "‘How to Botox’ on YouTube: Influence and Beauty Procedures in the Era of User-Generated Content" International Journal of Environmental Research and Public Health 18, no. 8: 4359. https://doi.org/10.3390/ijerph18084359

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