‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes

This article's main aim is to analyse public discourses about tax avoidance in Spain by studying the scandal stirred up by the announcement by ElRubius (the most popular YouTuber in Spain, with 40.3 million subscribers) that he was moving to Andorra to pay lower taxes. To fulfil this aim, w...

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Detalles Bibliográficos
Autores: Oliva Rota, Mercè, Tomasena Glennie, José Miguel, Anglada-Pujol, Ona
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2023
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10230/56239
Acceso en línea:http://hdl.handle.net/10230/56239
http://dx.doi.org/10.1080/1369118X.2023.2179374
Access Level:acceso abierto
Palabra clave:audience
celebrity
taxation imaginaries
YouTube
YouTubers
social media
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spelling ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxesOliva Rota, MercèTomasena Glennie, José MiguelAnglada-Pujol, Onaaudiencecelebritytaxation imaginariesYouTubeYouTuberssocial mediaThis article's main aim is to analyse public discourses about tax avoidance in Spain by studying the scandal stirred up by the announcement by ElRubius (the most popular YouTuber in Spain, with 40.3 million subscribers) that he was moving to Andorra to pay lower taxes. To fulfil this aim, we use thematic analysis to study the most viewed and commented videos posted on YouTube by both YouTubers and the traditional media, as well as their comments sections, to identify how taxes are defined, how YouTubers and their audiences are portrayed and what forms of identification these stories offer. Our results show that ElRubius’ announcement sparked a polarised debate. On the one hand, traditional media framed the debate as a moral one, attacked ElRubius using a ‘naming and shaming’ strategy and defended redistributive taxes as a means of financing public services and achieving wealth redistribution. On the other hand, YouTubers defended a neoliberal agenda by portraying taxes as a burden, promoting self-interest and denouncing the Spanish state as too big, inefficient and corrupt. The analysis of the comments shows how the traditional media strategy of shaming ElRubius failed, as audiences mostly identified with him and endorsed the discourse of YouTubers who defended him. Thus, although the welfare state is still very much legitimised in Spain, we can see how new hegemonies are being created and promoted in the context of social media.Taylor & Francis20232024info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/56239http://dx.doi.org/10.1080/1369118X.2023.2179374reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésInformation, Communication & Society. 2024;27(1):143-60.© This is an Accepted Manuscript of an article published by Taylor & Francis in Information, Communication & Society on 06 Mar 2023, available online: http://www.tandfonline.com/10.1080/1369118X.2023.2179374info:eu-repo/semantics/openAccessoai:recercat.cat:10230/562392026-05-29T05:05:01Z
dc.title.none.fl_str_mv ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
title ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
spellingShingle ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
Oliva Rota, Mercè
audience
celebrity
taxation imaginaries
YouTube
YouTubers
social media
title_short ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
title_full ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
title_fullStr ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
title_full_unstemmed ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
title_sort ‘Kids, these YouTubers are stealing from you’: influencers and online discussions about taxes
dc.creator.none.fl_str_mv Oliva Rota, Mercè
Tomasena Glennie, José Miguel
Anglada-Pujol, Ona
author Oliva Rota, Mercè
author_facet Oliva Rota, Mercè
Tomasena Glennie, José Miguel
Anglada-Pujol, Ona
author_role author
author2 Tomasena Glennie, José Miguel
Anglada-Pujol, Ona
author2_role author
author
dc.subject.none.fl_str_mv audience
celebrity
taxation imaginaries
YouTube
YouTubers
social media
topic audience
celebrity
taxation imaginaries
YouTube
YouTubers
social media
description This article's main aim is to analyse public discourses about tax avoidance in Spain by studying the scandal stirred up by the announcement by ElRubius (the most popular YouTuber in Spain, with 40.3 million subscribers) that he was moving to Andorra to pay lower taxes. To fulfil this aim, we use thematic analysis to study the most viewed and commented videos posted on YouTube by both YouTubers and the traditional media, as well as their comments sections, to identify how taxes are defined, how YouTubers and their audiences are portrayed and what forms of identification these stories offer. Our results show that ElRubius’ announcement sparked a polarised debate. On the one hand, traditional media framed the debate as a moral one, attacked ElRubius using a ‘naming and shaming’ strategy and defended redistributive taxes as a means of financing public services and achieving wealth redistribution. On the other hand, YouTubers defended a neoliberal agenda by portraying taxes as a burden, promoting self-interest and denouncing the Spanish state as too big, inefficient and corrupt. The analysis of the comments shows how the traditional media strategy of shaming ElRubius failed, as audiences mostly identified with him and endorsed the discourse of YouTubers who defended him. Thus, although the welfare state is still very much legitimised in Spain, we can see how new hegemonies are being created and promoted in the context of social media.
publishDate 2023
dc.date.none.fl_str_mv 2023
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/56239
http://dx.doi.org/10.1080/1369118X.2023.2179374
url http://hdl.handle.net/10230/56239
http://dx.doi.org/10.1080/1369118X.2023.2179374
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Information, Communication & Society. 2024;27(1):143-60.
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Taylor & Francis
publisher.none.fl_str_mv Taylor & Francis
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.812455

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