Beatriz Feijoo, Logroño (Espanha)
Simón Bugueño, Santiago de Chile (Chile)
Palavras chave
Publicidade, menores de idade, redes sociais, Instagram, YouTube, literacia publicitária
Resumo
Este artigo apresenta os resultados de uma pesquisa que analisa a capacidade de menores de idade para identificar as mensagens publicitárias que recebe através das redes sociais mais usadas entre este perfil de público. (YouTube e Instagram). A capacidade de meninos e meninas em reconhecer a intenção persuasiva foi medida em uma seleção de exemplos para este estudo. Adicionalmente, foi analisada a percepção que seus pais ou adultos responsáveis declararam ter sobre a referida capacidade dos menores. Os resultados provêm de uma pesquisa aplicada a pares em 501 domicílios da Área Metropolitana de Santiago, no Chile, tanto a crianças entre 10 e 14 anos, quanto a um dos seus pais ou adulto responsável. Entre os principais resultados destaca-se que, nos exemplos propostos, a maioria dos participantes (mais de 50%) não foi capaz de detectar publicidade em conteúdos que a continham. As porcentagens de reconhecimento foram ainda menores entre os casos que misturavam conteúdo persuasivo e entretenimento e que não estavam catalogados como publicitários. Por sua vez, pais e mães perceberam que seus filhos reconhecem a intenção persuasiva em menor medida que o indicado por eles. Uma sinalização explícita e clara de mensagens publicitárias, bem como uma literacia publicitária de acordo com a idade, poderia ajudá-los a discernir os conteúdos que consomem nas redes sociais.
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Technical information
Recebido: 16-09-2020
Revisado: 14-10-2020
Aceite: 16-11-2020
OnlineFirst: 15-01-2021
Data de publicação: 01-04-2021
Tempo de revisão do artigo: 28 dias | Tempo médio de revisão do número 67: 36 dias
Tempo de aceitação do artigo: 61 dias | Tempo médio de aceitação do número 67: 67 dias
Tempo de edição da pré-impressão: 152 dias | Tempo médio de edição pré-impressão do número 67: 159 dias
Tempo de processamento do artigo: 197 dias | Tempo médio de processamento do número 67: 204 dias
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Citado por
Citas em Web of Science
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Como citar
Feijoo, B., Bugueño, S., Sádaba, C., & García-González, A. (2021). Parents' and children's perception on social media advertising. [La percepción de padres e hijos sobre la publicidad en redes sociales]. Comunicar, 67, 99-109. https://doi.org/10.3916/C67-2021-08