Sharenting on Instagram: abuse of the presence of minors in advertising

Descripción del Articulo

The exposure of minors on social media by influencer mothers and fathers is becoming an increasingly common practice, especially on Instagram. Sharenting (a combination of "share" and "parenting"), understood as the sharing of information and photos of children on social media, r...

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Detalles Bibliográficos
Autores: Fernández Blanco, Elena, Ramos Gutiérrez, Mercedes
Formato: artículo
Fecha de Publicación:2024
Institución:Universidad de Piura
Repositorio:Revista de Comunicación
Lenguaje:español
OAI Identifier:oai:revistas.udep.edu.pe:article/3460
Enlace del recurso:https://revistadecomunicacion.com/article/view/3460
Nivel de acceso:acceso abierto
Materia:Sharenting
Publicidad
Marcas
Derecho
Menores
Redes Sociales
Instagram
Advertising
Brands
Law
Minors
Social Media
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oai_identifier_str oai:revistas.udep.edu.pe:article/3460
network_acronym_str REVUDEP
network_name_str Revista de Comunicación
repository_id_str
dc.title.none.fl_str_mv Sharenting on Instagram: abuse of the presence of minors in advertising
Sharenting en Instagram: abuso de la presencia del menor en publicidad
title Sharenting on Instagram: abuse of the presence of minors in advertising
spellingShingle Sharenting on Instagram: abuse of the presence of minors in advertising
Fernández Blanco, Elena
Sharenting
Publicidad
Marcas
Derecho
Menores
Redes Sociales
Instagram
Sharenting
Advertising
Brands
Law
Minors
Social Media
Instagram
title_short Sharenting on Instagram: abuse of the presence of minors in advertising
title_full Sharenting on Instagram: abuse of the presence of minors in advertising
title_fullStr Sharenting on Instagram: abuse of the presence of minors in advertising
title_full_unstemmed Sharenting on Instagram: abuse of the presence of minors in advertising
title_sort Sharenting on Instagram: abuse of the presence of minors in advertising
dc.creator.none.fl_str_mv Fernández Blanco, Elena
Ramos Gutiérrez, Mercedes
author Fernández Blanco, Elena
author_facet Fernández Blanco, Elena
Ramos Gutiérrez, Mercedes
author_role author
author2 Ramos Gutiérrez, Mercedes
author2_role author
dc.subject.none.fl_str_mv Sharenting
Publicidad
Marcas
Derecho
Menores
Redes Sociales
Instagram
Sharenting
Advertising
Brands
Law
Minors
Social Media
Instagram
topic Sharenting
Publicidad
Marcas
Derecho
Menores
Redes Sociales
Instagram
Sharenting
Advertising
Brands
Law
Minors
Social Media
Instagram
description The exposure of minors on social media by influencer mothers and fathers is becoming an increasingly common practice, especially on Instagram. Sharenting (a combination of "share" and "parenting"), understood as the sharing of information and photos of children on social media, raises numerous ethical, legal, and advertising-related questions. The digital footprint of minors and its potential effects are intertwined with the practice of influencer parents who use their children's images to promote brands and products. The objective of this study is to contribute to the research on sharenting in connection with influencer marketing, specifically focusing on mothers and fathers who use their children to create advertising content. The study aims to verify the presence of brands targeting minors in their parents' posts, analyze the use of minors' rights to image and privacy by their parents, and determine whether it complies with legal spanish advertising regulations. The presence of minors and brands in a sample of 89 influencer mothers and fathers on Instagram is analyzed through content analysis (363 posts from August 20th to September 20th, 2023, and 295 stories). The results indicate an extremely high presence of minors in posts by influencer mothers and fathers, and they often serve as vehicles for brands (with 96.71% of mothers' posts featuring brands), although fewer than 15% of these are identified as advertisements. The conclusions highlight the misuse of minors' images and privacy on Instagram by their influencer parents for advertising purposes.
publishDate 2024
dc.date.none.fl_str_mv 2024-01-31
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Article evaluated by pairs
Artículo evaluado por pares
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistadecomunicacion.com/article/view/3460
10.26441/RC23.1-2024-3460
url https://revistadecomunicacion.com/article/view/3460
identifier_str_mv 10.26441/RC23.1-2024-3460
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistadecomunicacion.com/article/view/3460/2824
https://revistadecomunicacion.com/article/view/3460/2735
dc.rights.none.fl_str_mv Derechos de autor 2024 Revista de Comunicación
http://creativecommons.org/licenses/by-nc-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2024 Revista de Comunicación
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dc.publisher.none.fl_str_mv Universidad de Piura. Facultad de Comunicación
publisher.none.fl_str_mv Universidad de Piura. Facultad de Comunicación
dc.source.none.fl_str_mv Revista de Comunicación; Vol. 23 No. 1 (2024); 177-198
Revista de Comunicación; Vol. 23 Núm. 1 (2024); 177-198
2227-1465
1684-0933
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spelling Sharenting on Instagram: abuse of the presence of minors in advertisingSharenting en Instagram: abuso de la presencia del menor en publicidad Fernández Blanco, Elena Ramos Gutiérrez, Mercedes SharentingPublicidadMarcasDerechoMenoresRedes SocialesInstagramSharentingAdvertisingBrandsLawMinorsSocial MediaInstagramThe exposure of minors on social media by influencer mothers and fathers is becoming an increasingly common practice, especially on Instagram. Sharenting (a combination of "share" and "parenting"), understood as the sharing of information and photos of children on social media, raises numerous ethical, legal, and advertising-related questions. The digital footprint of minors and its potential effects are intertwined with the practice of influencer parents who use their children's images to promote brands and products. The objective of this study is to contribute to the research on sharenting in connection with influencer marketing, specifically focusing on mothers and fathers who use their children to create advertising content. The study aims to verify the presence of brands targeting minors in their parents' posts, analyze the use of minors' rights to image and privacy by their parents, and determine whether it complies with legal spanish advertising regulations. The presence of minors and brands in a sample of 89 influencer mothers and fathers on Instagram is analyzed through content analysis (363 posts from August 20th to September 20th, 2023, and 295 stories). The results indicate an extremely high presence of minors in posts by influencer mothers and fathers, and they often serve as vehicles for brands (with 96.71% of mothers' posts featuring brands), although fewer than 15% of these are identified as advertisements. The conclusions highlight the misuse of minors' images and privacy on Instagram by their influencer parents for advertising purposes.La exposición de menores en redes sociales por parte de madres y padres influencers se está convirtiendo en una práctica demasiado habitual, especialmente en Instagram. El sharenting (share + parenting) entendido como compartición de información y fotos de los hijos en las redes sociales plantea numerosos interrogantes en el plano ético, legal y también publicitario. La huella digital de menores y sus posibles efectos se unen a la práctica de progenitores influencers que emplean la imagen de sus hijos para promocionar marcas de productos y servicios. El objetivo de este estudio es contribuir a la investigación del sharenting en conexión con el marketing de influencers, de madres y padres que utilizan a sus hijos para elaborar contenidos publicitarios. Se busca comprobar la presencia de marcas dirigidas a menores en las publicaciones de sus padres, analizar el uso del derecho a la imagen e intimidad de los menores por sus progenitores y probar si se enmarca en la legalidad jurídico publicitaria española. Se analiza mediante análisis de contenido la presencia de menores y marcas en una muestra de 89 madres y padres influencers en Instagram (363 post del 20/08 al 20/09 de 2023 y 295 stories). Los resultados apuntan a una elevadísima presencia de menores en post de madres y padres influencers, convirtiéndose además en vehículos de marcas (con un 96,71% de marcas en posts de madres), aunque menos del 15% de éstas son identificadas como publicidad. Universidad de Piura. Facultad de Comunicación2024-01-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArticle evaluated by pairsArtículo evaluado por paresapplication/xmlapplication/pdfhttps://revistadecomunicacion.com/article/view/346010.26441/RC23.1-2024-3460Revista de Comunicación; Vol. 23 No. 1 (2024); 177-198Revista de Comunicación; Vol. 23 Núm. 1 (2024); 177-1982227-14651684-0933reponame:Revista de Comunicacióninstname:Universidad de Piurainstacron:UDEPspahttps://revistadecomunicacion.com/article/view/3460/2824https://revistadecomunicacion.com/article/view/3460/2735Derechos de autor 2024 Revista de Comunicaciónhttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessoai:revistas.udep.edu.pe:article/34602024-07-27T16:27:25Z
score 13.919782
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