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Barns exponering i betalda samarbeten på Instagram: En kvalitativ studie om hur influencers exponerar sina barn i betalda samarbeten och hur instagramanvändare upplever dessa bilder
Linköping University, Department of Science and Technology, Media and Information Technology. Linköping University, Faculty of Science & Engineering.
Linköping University, Department of Science and Technology, Media and Information Technology. Linköping University, Faculty of Science & Engineering.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 10,5 credits / 16 HE creditsStudent thesisAlternative title
Children's Exposure in Paid Collaborations on Instagram : A Qualitative Study of How Influencers Expose Their Children in Paid Collaborations and How Instagram Users Experience These Images (English)
Abstract [sv]

Influencers är en stor del av sociala medievärlden, vilket har gett upphov till influencer marketing där influencers marknadsför produkter genom betalda samarbeten med företag. I dessa betalda samarbeten förekommer även barn, då flera svenska influencers inkluderar sina barn i det innehåll som publiceras på sociala medier. Syftet med studien är att utifrån en visuell synvinkel undersöka hur svenska influencers framställer sina barn i betalda samarbeten och hur kvinnliga instagramanvändare i åldersgruppen 18-30 år upplever bilder där barn medverkar.Med en kvalitativ ansats har studien genomförts med hjälp av sex semistrukturerade intervjuer och en bildanalys som tar stöd i teorier. En inledande studie i form av en enkätundersökning har verkat som grund för studiens avgränsningar och rekrytering av respondenter, samt som stöd för underlag till intervjuerna. Resultatet av analysen visar att barn framställs sittandes tillsammans med sin förälder, där barnet interagerar med produkten som marknadsförs. Barnens ansiktsuttryck varierar från glatt till förvirrad samt att ethos och pathos är genomgående retoriska verktyg som används vid framställning av barn i betalda samarbeten. Kvinnliga instagramanvändare mellan 18-30 år har en blandad upplevelse av bilder där barn exponeras i betalda samarbeten. Upplevelsen påverkas främst av hur barnen framställs i bilden, men upplevelsen kan även variera beroende på bildens upplägg.Viktiga komponenter för hur målgruppen upplever dessa typer av bilder är; miljön som barnet visas i, barnets ansiktsuttryck och karaktär, om det sker en aktivitet i bilden, vem influencern är och vilken produkt som marknadsförs, samt etiska aspekter. Bilder med mer naturliga inslag i form av miljö, karaktär, och positiva känslor genom ansiktsuttryck upplevs som mer genuina, naturliga och härliga.

Abstract [en]

Influencers are a large part of the social media world, which has given motive to influencer marketing where influencers market products through paid collaborations with companies. In some of these paid collaborations children are shown, because Swedish influencers include their children in the content they publish on social media. The purpose of the study is to examine, from a visual point of view, how Swedish influencers portray their children in paid collaborations, as well as how female Instagram users in the age group 18-30 years experience images in which children participate.With a qualitative approach, the study was conducted with the help of six semi-structured interviews and an image analysis supported by theories. A pilot study in the form of a questionnaire survey has served as a basis for the study's delimitations and recruitment of respondents. Moreover, it has also worked as support for the interview guide. The result of the analysis shows that children are portrayed in relation to their parent, where the child interacts with the marketed product while sitting down. Children's facial expressions vary from happy to confused, also both ethos and pathos are consistently rhetorical tools used in the portraying of children in paid collaborations. Female instagram users, between the ages of 18-30 years old, have mixed experience of images where children are exposed in paid collaborations. The experience is mainly affected by how the children are portrayed in the picture, but the experience can also vary depending on the composition of the image. Important components for how the target group experiences these types of images are the following; the environment in which the child is shown, the child's facial expression and character, if there is an activity in the image, who the influencer is and which product is marketed, as well as ethical aspects. Images with more natural elements in form of environment, character, and positive emotions through facial expressions are experienced as more genuine, natural and wonderful.

Place, publisher, year, edition, pages
2022.
Keywords [en]
Children, influencer, paid collaborations, influencer marketing, Instagram
Keywords [sv]
Barn, influencer, betalda samarbeten, influencer marketing, Instagram
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:liu:diva-188238ISRN: LiU-ITN-TEK-G--22/014--SEOAI: oai:DiVA.org:liu-188238DiVA, id: diva2:1693719
Subject / course
Graphics Design and Communication
Uppsok
Technology
Supervisors
Examiners
Note

Examensarbetet är utfört vid Institutionen för teknik och naturvetenskap (ITN) vid Tekniska fakulteten, Linköpings universitet

Available from: 2022-09-08 Created: 2022-09-07 Last updated: 2022-09-08Bibliographically approved

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CiteExportLink to record
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Citation style
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