Publicidad a medida. Impacto de las variables sociodemográficas en los contenidos comerciales que los menores reciben en el móvil

  1. Feijoo, Beatriz 1
  2. Sádaba, Charo 2
  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

Aldizkaria:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Argitalpen urtea: 2022

Zenbakien izenburua: Creación, difusión y consumo de contenidos audiovisuales en la enseñanza y la investigación universitarias

Alea: 12

Zenbakia: 2

Orrialdeak: 227-250

Mota: Artikulua

DOI: 10.33732/IXC/12/02PUBLIC DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Beste argitalpen batzuk: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Laburpena

Children’s preference for mobiles as a means of accessing the Internet has been globally verified. Content consumption by minors and companies’ current and future commercial interests in this age group are closely related. In addition to the technological options cell phones allow for, the personal nature of mobile use opens up strategic and ethical considerations. This becomes particularly relevant regarding the customization of content by using profiles and online behavior guidelines. This study is based on the results of a content analysis of 2,410 advertisements to which minors aged 10 to 14 and living in the Metropolitan Area of Santiago (Chile) were exposed. The aim is to detect whether socio-demographic variables influence the type of advertising to which minors are exposed. Cell phone ownership is incorporated as an element of study. Results reveal the presence of significant differences based on the studied variables. This differentiation in the advertising to which minors are exposed raises major ethical considerations.

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Datuen iturria: Dialnet