La percepción de padres e hijos sobre la publicidad en redes sociales

  1. Beatriz Feijoo 1
  2. Simón Bugueño
  3. Charo Sádaba 2
  4. . Aurora García-González 3
  1. 1 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

  2. 2 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

  3. 3 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

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Journal:
Comunicar: Revista Científica de Comunicación y Educación

ISSN: 1134-3478

Year of publication: 2021

Issue Title: La ciberconvivencia como escenario social: Ética y emociones.

Issue: 67

Pages: 99-109

Type: Article

DOI: 10.3916/C67-2021-08 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Comunicar: Revista Científica de Comunicación y Educación

Sustainable development goals

Abstract

This article presents the results of research that seeks to analyze the ability of minors to identify the advertising messages received through the most used social networks by this audience (YouTube and Instagram). Children’s aptitude to recognize persuasive intent was measured in a selection of examples taken for this study, as well as the perception that parents or guardians had about the minor’s ability to recognize advertising on the platforms analyzed. Results were obtained from a survey applied to dyads in 501 homes in the Metropolitan Area of Santiago de Chile, to children aged 10 to 14 and to one of their parents or guardians. Main results include the notion that more than 50% of children were not able to detect advertising in examples containing ads. Lower recognition percentages were obtained in cases that combined persuasive content and entertainment and were not classified as advertising. For their part, adults perceived that their children recognize persuasive intent to a lesser extent than indicated by the children themselves. An explicit and clear signaling of advertising messages, as well as advertising literacy according to the age of minors could help them discern the content they consume on social networks

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Funding information

Este trabajo de investigación se circunscribe al proyecto Fondecyt Iniciación N.◦ 11170336 con el título «El menor de edad como consumidor. Análisis de la publicidad que recibe el usuario de 10 a 14 años a través de los dispositivos móviles», Esta investigación también recibió apoyo económico del Vicerrectorado de Investigación de la Universidad Internacional de la Rioja (UNIR).

Funders

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Data source: Dialnet