Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange “Andorra and more Andorra, it seems that there are no more topics than Andorra’s youtubers,” a millennial Internet user commented to me a couple of days ago, while reviewing the current trending topics on Twitter.
The “Andorra youtubers” have become a category in themselves and a news event that has been feeding back for weeks, since ElRubius announced on Twitch his plans to move to the country of the Pyrenees and aroused a wave of critical comments . Since then, the debate has been divided between whether youtubers to Andorra yes or no – although in fairness it should be remembered that youtubers are not the first to move to the country to avoid paying taxes – but also about what happens with taxes and how much is pay. In recent weeks, the movements of youtubers have become material for analysis and a recurring basis for memes. One of the most recent has been linked, precisely, to one of them claiming something for which in the end it is necessary to pay taxes. But beyond what it supposes that youtubers have gone to Andorra, the news summer snake that has implied – no matter how much we are in the middle of winter – serves to make more readings. The Andorran crisis can be used as a basis to better understand what is happening in terms of generational shock and, by extension, media and even what has happened in recent years in reputation and trust in organizations.
For its part, Andorra has become the collateral damage in this entire network of news and analysis. The country, which ceased to be a tax haven a few years ago and which depends, by its very nature, on its relationship with neighboring countries (it has happened with the coronavirus vaccines), had managed to create a certain image of a quiet and peaceful place. bucolic that attracted a certain niche of the public that interested him as a resident (high fortunes that seek to pay less taxes). The youtubers are presenting it as a “youtuber paradise”, which has generated a peak of interest, true, among its followers, but this has also led to an increase in articles showing the B-side of the Pyrenean country. An unattainable health system for certain inhabitants, absolute police control and an absence of workers’ rights would have been a news item at another time and a reputational problem for Andorra’s image in the past, but no one was really paying attention to what was happening there.
Now, they have become the thread of chronicles, like the one published recently by El Confidencial . If the snowball continues to grow, the principality will have to do some public relations work to regain its previous image. A generational clash and a media clash Returning to what can be learned from everything that is happening, the Andorran youtubers crisis is also a sign of a certain generational clash. These days, it is not difficult to come across tweets from high school teachers who talk about how they are approaching the subject in their classes and how their adolescent students show opinions that surprise them and totally contrary to what they believe (it is usually a clash between supporting or not the youtubers in their decision to go to Andorra). Youtubers have become prescribers, voices widely heard among a young audience who do not follow the media and the sources of information that older generations follow. The question is not only, in fact, in terms of age, but also of means. The debates are showing a split between the traditional media and the new media, of which possibly the entire series of interventions linked to the Cuatro al día program is one of the practical examples . In general, youtubers are accusing the traditional media of giving a biased view of their stories and also of not being a neutral party, since they receive aid and institutional advertising campaigns.
The youtubers who participated in the specific case of that program – and who do not belong to the Andorran group – criticized the help that private televisions gave to argue their critical vision of traditional media, something that the presenter rejected as invalid (although later he apologized and admitted that what they had pointed out was true). The problem of reputation and what taxes are paid for Beyond all this, the crisis is also showing that there is a certain problem in understanding how public systems and states work in Europe. Many threads on Twitter wondered if the youtubers in question did not have any chronic patients in their family or would not themselves to understand at what level public health is important. But the truth is that you should not depend on whether or not you need a public service to the maximum to understand how taxes work and what they are for. “If what these guys say about taxes is only paying too much, is not the best pedagogy” he said to El País assistant principal of territorial tax inspectorate, Azucena granary.
Explaining what taxes are for escapes from what is an analysis of reputation and public image, but this whole case of Andorran youtubers shows that distrust of public administrations has increased – something that Edelman’s reputation studies have pointed out in recent years – but also that state organizations are not doing their job well at the time of transmitting what they do and what they are for. Taxes have a serious brand image problem. Obviously, they are not “cool” and the Treasury is surely the state agency – or one of them – with the worst public image (that their letters generate panic does not help). Perhaps from all this they should come out that they need to renew their brand image and do a job so that the population really knows what is happening with their money, where their taxes come from and where they are going.