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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Leituras dos resumos: 20734

Descargas em PDF: 1605

Métricas completas do Comunicar 67

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Leituras dos resumos: 211578

Descargas em PDF: 31393

Citado por

Citas em Web of Science

Feijoo Fernandez, Beatriz; Fernandez Gomez, Erika; . Influential children on YouTube and Instagram: content and presence of brands during confinement CUADERNOS INFO, 2021.

https://doi.org/#EANF#

Feijoo, Beatriz; Sadaba, Charo; . The Relationship of Chilean Minors with Brands and Influencers on Social Networks JOURNAL OF ADVERTISING, 2021.

https://doi.org/10.3390/su13052822

Citas em Scopus

Feijoo, B., Sádaba, C. . The relationship of chilean minors with brands and influencers on social networks), Sustainability (Switzerland), .

https://doi.org/10.3390/su13052822

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https://www.mdpi.com/1022530

Feijoo, B., & Sádaba, C. (2021). The Relationship of Chilean Minors with Brands and Influencers on Social Networks. Sustainability 2021, 13, 2822.

https://pdfs.semanticscholar.org/b95a/061e7546a328e0f77ff48d8f346da752f431.pdf

Feijoo, B., & Fernández-Gómez, E. (2021). Niños y niñas influyentes en YouTube e Instagram: contenidos y presencia de marcas durante el confinamiento. Cuadernos. info, (49), 300-328.

http://revistaaisthesis.uc.cl/index.php/cdi/article/view/27309

Fernández, B. F., & Gómez, E. F. (2021). Niños y niñas influyentes en YouTube e Instagram: contenidos y presencia de marcas durante el confinamiento. Cuadernos. Info, (49), 302-330.

https://scielo.conicyt.cl/pdf/cinfo/n49/0719-367X-cinfo-49-300.pdf

Feijoo Fernández, B., & Fernández Gómez, E. (2021). Niños y niñas influyentes en YouTube e Instagram: contenidos y presencia de marcas durante el confinamiento. Cuadernos. info, (49), 300-328.

https://scielo.conicyt.cl/scielo.php?pid=S0719-367X2021000200300&script=sci_arttext

Feijoo, B., & Sádaba, C. (2022). When Ads Become Invisible: Minors’ Advertising Literacy While Using Mobile Phones.

https://reunir.unir.net/handle/123456789/12349

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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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