Palabras clave

Publicidad, menores, redes sociales, Instagram, YouTube, alfabetización publicitaria

Resumen

Este artículo presenta los resultados de una investigación que analiza la capacidad del menor para identificar los mensajes publicitarios que recibe a través de las redes sociales de más uso entre este perfil de audiencia (YouTube e Instagram). Se midió la aptitud de niños y niñas para reconocer la intencionalidad persuasiva en una selección de ejemplos tomados para este estudio. Adicionalmente se analizó también la percepción que sus padres o adultos responsables declararon tener sobre dicha capacidad de los menores. Los resultados provienen de una encuesta aplicada en díadas en 501 hogares del Área Metropolitana de Santiago de Chile tanto a niños y niñas entre 10 y 14 años como a uno de sus padres o adulto responsable. Entre los principales resultados destaca que en los ejemplos propuestos la mayoría de los encuestados (más de un 50%) no fue capaz de detectar publicidad en contenidos que sí la integraban. Los porcentajes de reconocimiento fueron incluso inferiores en aquellos casos que entremezclaban contenido persuasivo y entretenimiento y que no estaban catalogados como publicitarios. Por su parte, padres y madres percibieron que sus hijos reconocen la intencionalidad persuasiva en menor medida que lo indicado por ellos. Una señalización explícita y clara de los mensajes publicitarios, así como una alfabetización publicitaria acorde a la edad de los menores podrían ayudarles a discernir los contenidos que consumen en redes sociales.

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Ficha técnica

Recibido: 16-09-2020

Revisado: 14-10-2020

Aceptado: 16-11-2020

OnlineFirst: 15-01-2021

Fecha publicación: 01-04-2021

Tiempo de revisión del artículo : 28 (en días) | Media de tiempo de revisión de los manuscritos del número 67: 36 (en días)

Tiempo de aceptación del artículo: 61 (en días) | Media tiempo aceptación de los manuscritos del número 67: 67 (en días)

Tiempo de edición OnlineFirst: 152 (en días) | Media tiempo edición de los OnlineFirst del número 67: 159 (en días)

Tiempo de publicacicón final del artículo: 197 (en días) | Media tiempo de publicación final de los articulos del número 67: 204 (en días)

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Lectura del abstract: 34796

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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

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