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Description of the Exposure of the Most-Followed Spanish Instamoms’ Children to Social Media

Author

Listed:
  • Felipe Garrido

    (Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain)

  • Alexandra Alvarez

    (Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain)

  • Juan Luis González-Caballero

    (Department of Statistics and Operations Research, Faculty of Medicine, University of Cadiz, 11003 Cádiz, Spain)

  • Pilar Garcia

    (Jérôme Lejeune Medical Institute, 28012 Madrid, Spain)

  • Beatriz Couso

    (Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain)

  • Isabel Iriso

    (Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain)

  • Maria Merino

    (Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain)

  • Genny Raffaeli

    (Neonatal Intensive Care Unit, Fondazione IRCCS Ca’ Granda Ospedale Maggiore Policlinico, 20122 Milan, Italy
    Department of Clinical Sciences and Community Health, Università degli Studi di Milano, 20122 Milan, Italy)

  • Patricia Sanmiguel

    (ISEM Fashion Business School, Universidad de Navarra, 28027 Madrid, Spain)

  • Cristina Arribas

    (Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain)

  • Alex Vacaroaia

    (Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain)

  • Giacomo Cavallaro

    (Neonatal Intensive Care Unit, Fondazione IRCCS Ca’ Granda Ospedale Maggiore Policlinico, 20122 Milan, Italy)

Abstract

There is evidence of the risk of overexposure of children on social networks by parents working as influencers. A cross-sectional study of the profiles of the sixteen most-followed Instamoms in Spain was carried out. An analysis of these profiles was performed over a full month (April 2022), three times a week, to describe the representation of influencers’ children in the posts shared by them, as well as their role in the Instamoms’ marketing. A total of 192 evaluations of the profiles were performed in the study period. The average number of children exposed by an Instamom was three, generally preschoolers and schoolchildren. The children appear in a context of the family home and accompanied by their mother. The type of advertising that accompanies the appearance of underage children is usually women or children’s clothing, but also food products, leisure, etc. Appearance of children in the posts had a statistically significant influence on followers measured by the number of likes. Results provided the identification of two Instamom clusters with differentiated behaviors in relation to appearance of children in posts. It is important to involve Social Pediatrics in the protection of the privacy and interests of children given the increase in sharenting. The authors believe that there are concerns about their explicit consent to public exposure from early childhood and about the medium and long-term effect that this may have on their future well-being.

Suggested Citation

  • Felipe Garrido & Alexandra Alvarez & Juan Luis González-Caballero & Pilar Garcia & Beatriz Couso & Isabel Iriso & Maria Merino & Genny Raffaeli & Patricia Sanmiguel & Cristina Arribas & Alex Vacaroaia, 2023. "Description of the Exposure of the Most-Followed Spanish Instamoms’ Children to Social Media," IJERPH, MDPI, vol. 20(3), pages 1-10, January.
  • Handle: RePEc:gam:jijerp:v:20:y:2023:i:3:p:2426-:d:1050860
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    References listed on IDEAS

    as
    1. Ouvrein, Gaëlle & Verswijvel, Karen, 2019. "Sharenting: Parental adoration or public humiliation? A focus group study on adolescents' experiences with sharenting against the background of their own impression management," Children and Youth Services Review, Elsevier, vol. 99(C), pages 319-327.
    2. Kopecky, Kamil & Szotkowski, Rene & Aznar-Díaz, Inmaculada & Romero-Rodríguez, José-María, 2020. "The phenomenon of sharenting and its risks in the online environment. Experiences from Czech Republic and Spain," Children and Youth Services Review, Elsevier, vol. 110(C).
    3. Luisa Zozaya-Durazo & Charo Sádaba-Chalezquer, 2022. "Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms," Media and Communication, Cogitatio Press, vol. 10(1), pages 124-135.
    4. Verswijvel, Karen & Walrave, Michel & Hardies, Kris & Heirman, Wannes, 2019. "Sharenting, is it a good or a bad thing? Understanding how adolescents think and feel about sharenting on social network sites," Children and Youth Services Review, Elsevier, vol. 104(C), pages 1-1.
    Full references (including those not matched with items on IDEAS)

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