Estereotipos de género y redes sociales: consumo de contenido generado por influencers entre los preadolescentes y adolescentes

Miguel Ángel Martín-Cárdaba; Patricia Lafuente-Pérez; Myriam Durán-Vilches; María Solano-Altaba

doi:10.31921/doxacom.n38a2034

Authors

Miguel Ángel Martín-Cárdaba University Villanueva, Spain https://orcid.org/0000-0003-3897-2537
Patricia Lafuente-Pérez University Villanueva, Spain https://orcid.org/0000-0002-5556-3228
Myriam Durán-Vilches University Villanueva, Spain https://orcid.org/0000-0002-7239-2846
María Solano-Altaba University CEU San Pablo, Spain https://orcid.org/0000-0002-1489-0695

DOI:

https://doi.org/10.31921/doxacom.n38a2034

Keywords:

Gender, influencers, minors, social media, stereotypes

Abstract

Internalization of gender stereotypes begins as early as adolescence and preadolescence. Among all the factors involved in their adoption and assimilation, social networks and influencers currently stand out. Given that minors start consuming social network content at a very early age, influencers have become role models for them. Therefore, this research aims to examine the preferences and behaviors of minors on social networks regarding their favorite influencers and to detect to what extent they might reinforce pre-existing gender stereotypes. To this end, a survey (confidence level <95% and ±3.5% sampling error) has been carried out on 800 Spanish minors between 8 and 16 years of age and regular consumers of content generated by influencers. The results showed that boys and girls tend to follow influencers with different profiles, devote unequal amounts of time to this activity, and show preferences for different social networks and different types of content. These results lead to the conclusion that there is a generalized tendency to reproduce behaviors and preferences associated with traditional stereotypes about the male and female genders.

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Author Biographies

Miguel Ángel Martín-Cárdaba, University Villanueva, Spain

European PhD in Communication from Complutense University of Madrid, and Full Professor by ANECA. Author of several articles in national and international journals, his research focuses on the field of Social Psychology of Communication. Specifically, he focuses on the study of the possible effects of the media and especially in the study of all those persuasive communication (advertising campaigns, political campaigns, social communication campaigns, etc.) and the psychological processes that underlie them.
Patricia Lafuente-Pérez, University Villanueva, Spain

PhD in Communication and degree in Journalism from the University of Navarra. Accredited as Associate Professor by ANECA (Spanish National Agency for Quality Assurance and Accreditation). She teaches Sociology, Public Opinion and Social and Political Marketing at the University Villanueva. She is also a member of the research group "Villanueva de Comunicación Social y Análisis de Medios", with the project Provuldig2 of the Comunidad de Madrid. He has published articles in prestigious indexed academic journals. In addition, she has written books and chapters in publishers such as Tecnos, Fragua and Tirant lo Blanch. She has been a researcher, among others, in the group "Communication, journalism, politics and citizenship", of the Government of Aragon (2014-2019). She has also participated in various research projects and professional and academic associations.
Myriam Durán-Vilches, University Villanueva, Spain

Social researcher with an extensive professional career in institutions and consumer companies and associate professor at the Complutense University of Madrid in the faculty of Political Science and Sociology. For more than 15 years, she has focused her activity on the development of online qualitative methodologies, a field in which she has been one of its precursors. She has a degree in Sociology and Political Science from the Complutense University of Madrid and a PhD in Journalism. Her lines of research are focused on the analysis of Internet as a tool for social discourse in three aspects: the behaviour of the informant subject in digital contexts, the keys to the development of digital interaction and the facilitation of the use of graphic and audiovisual languages.
María Solano-Altaba, University CEU San Pablo, Spain

PhD. in Journalism from CEU San Pablo University, where she is an associate professor, accredited by ANECA, and teaches Communication Theory, Rhetoric and Ethics and Deontology. Her main lines of research include socialization and media literacy, communication ethics, and the problems of disinformation. She is currently participating in the competitive project "Provuldig2-CM. New scenarios of digital vulnerability: media literacy for an inclusive society" (Ref.: H2019/HUM-5775). She combines her teaching and research activity with the professional practice of journalism in the direction of the magazine Hacer Familia and regular collaborations in the newspaper El Debate.

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