Journal article

Mimetic Production in YouTube Toy Unboxing Videos

Benjamin Nicoll, Bjorn Nansen

Social Media + Society | Sage Publications | Published : 2018


This article contributes to research on children’s participation on social media by analyzing “toy unboxing” videos. Toy unboxing videos are a popular genre on the video-sharing platform YouTube, in which children and adults record themselves unpacking and reviewing various commercial toys. Emerging research in this area has focused on case studies of how these videos are consumed within the home as a means of augmenting offline toys and play practices, or, more commonly, on case studies of how these videos fit within YouTube’s broader economies of play and performance. Drawing on data produced through a content analysis of 100 recent toy unboxing videos, this article analyzes the place of c..

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University of Melbourne Researchers


Awarded by Australian Research Council (ARC)

Funding Acknowledgements

The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Australian Research Council (ARC) under Discovery Early Career Researcher Award Grant Number DE130100735.