Publicidad de alimentos ultra procesados en youtubers preescolares durante la COVID-19: Estudio de caso
Fecha:
2022Palabra clave:
Revista / editorial:
Fonseca-Journal of CommunicationCitación:
BOLÁS, A. L., FERNÁNDEZ, B. F., & GÓMEZ, E. F. (2022). Advertising of Ultra-Processed Foods in Preschool Youtubers during COVID-19: Case Study. Fonseca, Journal of Communication, 24, 7-18.Tipo de Ítem:
Articulo Revista Indexada
Resumen:
En crisis sanitarias como la de la COVID-19, en la que aumenta el consumo de YouTube por parte de la audiencia preescolar y empeoran sus hábitos alimenticios, resulta primordial mantener un mayor control de la publicidad que consume este público en esta red social. Este artículo tiene como propósito identificar y analizar la publicidad de marcas de alimentos ultraprocesados emitida por los populares youtubers infantiles Vlad y Niki durante el estado de alarma por la COVID-19. Se realizó un análisis de contenido de 802 marcas detectadas en 249 vídeos publicados en el canal en español desde su apertura (diciembre de 2018) hasta enero de 2021. Se encontró que durante la COVID-19 los youtubers promocionaron un mayor número de marcas de alimentos ultraprocesados sin revelar el vínculo con el anunciante en un lugar visible y comprensible, y que expresaron emociones positivas al consumirlos. Esto pone en riesgo la salud del colectivo al constatar en estudios previos que existe una relación entre este tipo de publicidad y la obesidad infantil.
Descripción:
Extended crises in which preschool audiences increase their screen time and their eating habits are negatively affected should bring about the enforcement of stricter controls over covert advertising. This article aims to identify and analyze covert advertising for ultra-processed food brands posted by popular child YouTubers Vlad and Niki during the COVID-19 state of alarm. The method was a content analysis of 802 brands detected in 249 videos posted on the Spanish-language channel from their first broadcasting (December 2018) to January 2021. The placement of 102 brands (13.3%) corresponded with food products. It was found that the number of ultra-processed food brands advertised by these YouTubers increased with the COVID-19 pandemic. Posts failed to reveal the YouTuber's connection with the advertiser visibly and understandably. YouTubers expressed enthusiasm and admiration while consuming the advertised products. This puts the health of the group at risk, as previous studies have reported that there is a relationship between this type of advertising and childhood obesity.
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