Discourse and Language of Spanish YouTubers: What Are They Really Saying?

What is it?

This article explains how the most followed Spanish YouTubers—ElRubiusOMG, Vegetta777, and TheWillyrex—construct their discursive identity through language. According to Rego Rey and Romero-Rodríguez, their channels reflect evolving patterns of speech shaped by gaming culture, youth slang, and digital audience engagement.

Why is it important?

The main findings reveal a consistent use of swear words, humor, and occasional discriminatory phrases, which shape their digital personas and appeal to a millennial and Gen Z audience. The study also tracks shifts in tone as YouTubers mature and adapt to platform monetization policies.

How is it applied?

The research uses interpretive content analysis with Atlas.ti software, applying PEGI content labels (violence, coarse language, discrimination, etc.) to early and recent videos. This approach helps understand how language influences social identity and audience perception.

Key Patterns of YouTuber Language

ElRubiusOMG: From Humor to Excess

• Early videos (e.g., Skyrim gameplay) contain sexist jokes, frequent slurs, and rage-driven speech.

• Later videos show even more coarse language, despite higher production quality and viewer expectations.

• A viral video, “Un regalo para vosotros”, reflects his mastery of provocative humor and fan engagement.

Vegetta777: Polished and Collaborative

• Shows a marked decrease in inappropriate language over time.

• Maintains a friendly, team-oriented tone in group play sessions.

• Uses clear speech and positive reinforcement, aligning with a younger audience.

TheWillyrex: Calm and Restrained

• Least use of swear words or discriminatory language.

• Maintains a professional tone across both channels, focusing on game mechanics rather than spectacle.

• Slight increase in emotional expression in recent content, but within polite bounds.

PEGI Classification Results

FAQs

Why do YouTubers use so much slang and offensive language?
To connect with young audiences who favor informal, unfiltered content. This also reflects gaming culture norms.

Has their language improved over time?
Partially. While technical and aesthetic aspects have evolved, coarse language persists, especially for creators like ElRubius.

Is there a link between vulgarity and success?
Not necessarily, but the study suggests that channels with more provocative language tend to be more viral.

Final Thoughts

This article reveals that language is not just a communication tool—it’s a branding device. Spanish YouTubers craft their identities through speech that resonates with their followers. While some evolve to more inclusive discourse, others maintain provocative styles for maximum impact.

As the authors conclude, analyzing YouTuber discourse offers deep insight into digital culture, youth communication trends, and the ethics of influence in social media.