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Publication
Perceções parentais sobre a influência de anúncios de beleza no Tiktok no comportamento de crianças do género feminino com idades compreendidas entre os 5 e os 7 anos
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| 2.29 MB | Adobe PDF |
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Abstract(s)
Este estudo investiga as perceções dos pais sobre a influência de anúncios de beleza no TikTok no comportamento de crianças do género feminino, dos 5 aos 7 anos. Num contexto onde a publicidade digital é cada vez mais predominante e acessível, mesmo por públicos não intencionais, a investigação procura compreender os impactos constatados na formação de identidade e autoimagem infantil. Para tal, adotou-se uma abordagem mista, recorrendo a questionários aplicados a pais e educadores e uma análise de conteúdo dos anúncios veiculados na plataforma.
Os resultados sugerem que os pais percebem uma exposição significativa das crianças aos padrões de beleza idealizados promovidos no TikTok, mesmo quando medidas de controlo parental são implementadas. Além disso, observou-se que a frequência de exposição e a monitorização familiar desempenham papéis importantes na mitigação destes impactos. A análise de conteúdo revelou que os anúncios frequentemente utilizam narrativas visualmente apelativas e linguagens emocionais direcionadas, com potencial para influenciar comportamentos e aspirações desde cedo.
O estudo contribui para o debate sobre publicidade digital,
educação mediática e regulamentação de conteúdos direcionados
para o público infantil. Ao destacar as perceções parentais e os
fatores que amplificam ou mitigam os impactos, esta pesquisa
reforça a necessidade de políticas públicas que protejam as
crianças em ambientes digitais e promovam um diálogo aberto
entre pais, educadores e plataformas digitais.
This study investigates parents' perceptions of the influence of beauty ads on TikTok on the behaviour of girls aged 5 to 7. In a context where digital advertising is increasingly prevalent and accessible, even by unintended audiences, the research seeks to understand the perceived impacts on children's identity formation and self-image. To this end, a mixed-method approach was adopted, using questionnaires applied to parents and educators, as well as content analysis of the ads broadcast on the platform. The results suggest that parents perceive significant exposure of children to the idealized beauty standards promoted on TikTok, even when parental control measures are implemented. In addition, it was observed that the frequency of exposure and family monitoring play important roles in mitigating these impacts. Content analysis revealed that ads often use visually appealing narratives and targeted emotional language, with the potential to influence behaviour and aspirations from an early age. The study contributes to the debate on digital advertising, media education and the regulation of children. By highlighting parental perceptions and the factors that amplify or mitigate the impacts, this research reinforces the need for public policies that protect children in digital environments and promote an open dialog between parents, educators and digital platforms.
This study investigates parents' perceptions of the influence of beauty ads on TikTok on the behaviour of girls aged 5 to 7. In a context where digital advertising is increasingly prevalent and accessible, even by unintended audiences, the research seeks to understand the perceived impacts on children's identity formation and self-image. To this end, a mixed-method approach was adopted, using questionnaires applied to parents and educators, as well as content analysis of the ads broadcast on the platform. The results suggest that parents perceive significant exposure of children to the idealized beauty standards promoted on TikTok, even when parental control measures are implemented. In addition, it was observed that the frequency of exposure and family monitoring play important roles in mitigating these impacts. Content analysis revealed that ads often use visually appealing narratives and targeted emotional language, with the potential to influence behaviour and aspirations from an early age. The study contributes to the debate on digital advertising, media education and the regulation of children. By highlighting parental perceptions and the factors that amplify or mitigate the impacts, this research reinforces the need for public policies that protect children in digital environments and promote an open dialog between parents, educators and digital platforms.
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Keywords
Publicidade infantil Tiktok Marketing de conteúdo Design visual