The presence of arquetypes in youtubers: modes and strategies of influence

Abstract Among the changes occurred in the modes of influence, there are the new formats made possible by digital networks. YouTube, through “your” celebrities, is one of those networks. Its forms of influence mix old schemes with new socio-technical systems. Based on the SocialBlade rankings, three of the main youtubers in the “Portuguese speaking space” were selected. Qualitatively, and based on the theory of archetypes, the presence of archetypes and the way they are used in titles, construction, legitimation and content manipulation were analyzed. The creation of common figures and elements (play, anger, violence, revenge, shadow, mother or God) between producer and consumer is one of the most common strategies to “capture” the attention of followers.