Behind the Screens – The Unseen Marketing

clarajul on 3. juni 2024

by Hanna Seglem Tangen

What do we know about what youth see on their mobile phone? Our mobile phones and social media are highly private and mostly for good reasons. It is our own alternative and digital world. Youth spend hours and hours daily on their mobile phones exploring this world. Unfortunately, there are some cons of this privacy. Our data is not private to commercial actors, and our time and following of different profiles on social media is a part of a huge digital economy. As we do not see what other people see on social media, it is not that easy to regulate unhealthy content, such as the marketing of unhealthy foods and drinks. Furthermore, children often use consumer goods to belong in a group (Pugh, 2011). This phenomenon was demonstrated last summer when popular YouTubers Logan Paul and KSI promoted the sports drink PRIME Hydration in Norway. Thousands of children turned up to the event and the sports drink was flying of the shelves for a long period of time (Eriksen et al., 2023). The sports drink was primarily promoted in social media.

Icons of a phone and people analyzing the content on the phone
credit: pexels | WebTechExperts

Food Environments

Lately, the term Food Environments has been coming up as a relevant subject. From the Public Health Institute of Norway comes the following definition: “Food environments are the physical, economic, political, and sociocultural contexts in which people interact with the food system when making choices about acquiring, preparing, and consuming food. This includes both physical and digital/virtual environments.” (Uldahl & Torheim, 2023). This also means that the foods and drinks we see on social media are a part of our Food Environment. Studies do indicate that advertising for unhealthy food and drink can influence children and adolescents’ choices, as well as change their attitudes and preferences towards different foods and drinks (Buchanan et al., 2018; Cairns et al., 2013; Coates et al., 2019; Harris et al., 2021; Kucharczuk et al., 2022; Lykke & Selberg, 2022; Mc Carthy et al., 2022; Sadeghirad et al., 2016; Smith et al., 2019).

Somebody taking a picture of plates of foods with a phone
credit: pexels | Roman Odintsov

Marketing for unhealthy foods and drinks in Norway

The Norwegian government is now planning to implement a new legislation to regulate marketing towards children and youth under the age of 18 (Innst. 398 S (2022-2023), 2023). However, our understanding of the amount of marketing of unhealthy foods and drinks on social media remains limited because the research methods are still insufficient. Social media platforms are rapidly changing alongside the forms of marketing. This makes it hard to follow the evolution of marketing on social media based on the existing methods. Formerly, my colleague Alexander Schjøll and I explored how much marketing a selection of influencers posted on social media over a period of three months (Tangen & Schjøll, 2023). Our findings revealed that nearly a quarter (24%) of all posts were marketing. The most frequently marketed categories were food and drinks, primarily sports and energy drinks, followed by clothing and accessories. Still, these results can just indicate the current situation, not generalize anything. Other Norwegian studies have shown different types of marketing to be more common (Retriever, 2022; Steinnes & Haugrønning, 2020).

Influencer promoting a drink
credit: pexels | ivan samk

In our study, even though we looked at popular influencers, we do not know what children and adolescents see on their own phones. We could not look into the ads, both traditional and personalized, that are displayed to each person based on their algorithms. Similar studies to ours have been done, but to this author’s knowledge, no other studies have been able to measure marketing in children’s and adolescent’s mobiles in a satisfying and precise way.

Influencer eating a slice of pizza
credit: pexels | ivan samk

Making the unseen marketing visible

Therefore, we are currently working on a project to monitor marketing on social media in cooperation with WHO and The Norwegian Institute of Public Health. Adolescents aged 13-18 are going to download an application developed by WHO. This application will monitor and capture screenshots from Facebook, Snapchat, Instagram, TikTok, and YouTube when our respondents use it. In this way we can capture and count the real exposure of marketing adolescents witness on social media. SIFO researchers Steinnes & Haugrønning (2020) conducted a study with a former version of the application, where the initial version processed the content of photos and returned text-based data. Their study provided promising results for further development and use of this method. Now, the application is further developed to take screenshots, sort out sensitive images by using AI and includes an analyzing tool who tags brands and commercials. Our continuation of Steinnes & Haugrønning’s (2020) method and a newer version of the application will provide us with new insights into unseen marketing on social media and youths digital food environments.

children sitting looking at a phone
credit: pexels | katerina holmes

Bio

Hanna Seglem Tangen is a research assistant at Consumption Research Norway (SIFO), belonging in the research group Sustainable Textile and Food Consumption. Hanna’s research interests include sustainable food consumption, public health, advertising and marketing, politics, policy, and evaluation. She applies with both qualitative and quantitative methods in her work.

References

Buchanan, L., Yeatman, H., Kelly, B., & Kariippanon, K. (2018). A thematic content analysis of how marketers promote energy drinks on digital platforms to young Australians. Australian and New Zealand Journal of Public Health, 42(6), 530–531. https://doi.org/10.1111/1753-6405.12840

Cairns, G., Angus, K., Hastings, G., & Caraher, M. (2013). Systematic reviews of the evidence on the nature, extent and effects of food marketing to children. A retrospective summary. Appetite, 62, 209–215. https://doi.org/10.1016/j.appet.2012.04.017

Coates, A. E., Hardman, C. A., Halford, J. C. G., Christiansen, P., & Boyland, E. J. (2019). Social Media Influencer Marketing and Children’s Food Intake: A Randomized Trial. Pediatrics, 143(4), e20182554. https://doi.org/10.1542/peds.2018-2554

Eriksen, D., Sørnes, A. J., Haugen, K., & Klokkerud Odden, F. (2023, June 27). Tusenvis av fans møtte Youtube-stjerner i Oslo. NRK. https://www.nrk.no/kultur/tusenvis-av-fans-motte-youtube-stjerner-i-oslo-1.16462419

Harris, J. L., Yokum, S., & Fleming-Milici, F. (2021). Hooked on Junk: Emerging Evidence on How Food Marketing Affects Adolescents’ Diets and Long-Term Health. Current Addiction Reports, 8(1), 19–27. https://doi.org/10.1007/s40429-020-00346-4

Innst. 398 S (2022-2023). (2023). Innstilling fra helse- og omsorgskomiteen om Folkehelsemeldinga – Nasjonal strategi for utjamning av sosiale helseforskjellar. Helse- og omsorgskomiteen. https://www.stortinget.no/no/Saker-og-publikasjoner/Publikasjoner/Innstillinger/Stortinget/2022-2023/inns-202223-398s/?m=3&c=False

Kucharczuk, A. J., Oliver, T. L., & Dowdell, E. B. (2022). Social media’s influence on adolescents′ food choices: A mixed studies systematic literature review. Appetite, 168, 105765. https://doi.org/10.1016/j.appet.2021.105765

Lykke, M. B., & Selberg, N. (2022). Usund digital markedsføring. Effekten af digital markedsføring af fødevarer med et højt indhold af fedt, salt og sukker på børn og unges fødevarevalg – en kortlægning af den videnskabelige evidens. Hjerteforeningen.

Mc Carthy, C. M., de Vries, R., & Mackenback, J. D. (2022). The influence of unhealthy food and beverage marketing through social media and advergaming on diet‐related outcomes in children—A systematic review. Obesity Reviews, 23(6), https://doi.org/10.1111/obr.13441.

Pugh, A. J. (2011). Distinction, boundaries or bridges?: Children, inequality and the uses of consumer culture. Poetics, 39(1), 1–18. https://doi.org/10.1016/j.poetic.2010.10.002

Retriever. (2022). Hva kommuniserer norske og utenlandske influensere til norske ungdommer på sosiale medier? Medietilsynet. https://www.medietilsynet.no/globalassets/publikasjoner/barn-og-medier-undersokelser/2022/influenseranalyse.pdf

Sadeghirad, B., Duhaney, T., Motaghipisheh, S., Campbell, N. R. C., & Johnston, B. C. (2016). Influence of unhealthy food and beverage marketing on children’s dietary intake and preference: A systematic review and meta-analysis of randomized trials. Obesity Reviews, 17(10), 945–959. https://doi.org/10.1111/obr.12445

Smith, R., Kelly, B., Yeatman, H., & Boyland, E. (2019). Food Marketing Influences Children’s Attitudes, Preferences and Consumption: A Systematic Critical Review. Nutrients, 11(4), Article 4. https://doi.org/10.3390/nu11040875

Steinnes, K. K., & Haugrønning, V. (2020). Mapping the landscape of digital food marketing: Investigating exposure of digital food and drink advertisements to Norwegian children and adolescents. Consumption Research Norway (SIFO), OsloMet. https://oda.oslomet.no/oda-xmlui/handle/20.500.12199/6510

Tangen, H. S., & Schjøll, A. (2023). Eksponering for markedsføring av usunn mat og drikke. Reklame rettet mot barn og unge i sosiale medier. In 55 (Report SIFO-rapport;14-2023). Forbruksforskningsinstituttet SIFO, OsloMet. https://oda.oslomet.no/oda-xmlui/handle/11250/3107927

Uldahl, M., & Torheim, L.-E. (2023). Metoder og indikatorer for kartlegging og overvåkning av matomgivelser i Norge. Folkehelseinstituttet. https://www.fhi.no/publ/2023/matomgivelser/

Sharenting in Norway

clarajul on 30. oktober 2023

By Clara Julia Reich, Live Standal Bøyum, and Kamilla Knutsen Steinnes

Children in Norway will have on average 1165 pictures of themselves on the Internet by the time they are 12 years old, according to UNICEF (2020). This shows that a lot of content is shared about children in Norway, often by their family members and friends. The practice of parents sharing information about their children is referred to as sharenting, a termderived from the words sharing and parenting. This practice is common both internationally and in Norway (Blum-Ross & Livingstone, 2017; Elvestad et al., 2021; Jorge et al., 2022; Otero, 2017). Analyzing sharenting from the perspective of both children and parents and bringing forth young people’s views is understudied (Lipu & Siibak, 2019; Verswijvel et al. 2019). Further, there is a lack of research in a Norwegian context (Bhroin et al., 2022).

Somebody taking a picture of a family meal
credit: pexels askar abayev

Researching sharenting

The project “Sharenting – in the best interest of the child?” was conducted by Clara Julia Reich, Live Bøyum, Helene Fiane Teigen, and Kamilla Knutsen Steinnes, and the results build on the report they published (2023). The project aimed to fill the identified research gaps by conducting three focus groups and a workshop:

  1. ten children aged 9-12;
  2. seven adolescents aged 13-18;
  3. nine guardians aged 34-47 and
  4. a workshop where five parents brought along one child each to discuss sharenting.

Why do Norwegian parents share?

In the project, we found a variety of motivations behind why parents share. Parents mainly share to collect memories of valued moments, keep in touch with friends and families, show off their kids, and get feedback. Parents may also share to mark special occasions such as birthdays, Christmas, or the first day at school.

A mother taking a picture of her child and partner.
credit: pexels | kampus production

What are the issues?

Children and adolescents are particularly worried about any potential negative effects on their lives from sharenting. They wish to control their own digital identities and are concerned about sharenting leading to bullying. The views on what “good” content is differ between children and their parents which can lead to conflicts. Moreover, parents and their children also acknowledged that sharenting can lead to risks due to the possibility of it being misused in criminal activities such as deepfakes, sexual abuse, or kidnapping. Further, the participants were worried about potential abuse of the shared content in the future. However, parents pointed out that they do not want to harm their children and have good intentions when sharing.

How to improve sharenting?

Children and adolescents want to be asked for consent before parents share content about them. They would like to know what, with whom, and where content about them is shared. Further, children and adolescents would like their parents to ask for their consent from an early age and wish that their parents respect their boundaries when they disapprove of sharing. The young participants also suggested a need to increase their parents’ digital competence, for instance through school programs in Norway. Further, they wish to reduce the amount of sharing to a few selected special moments.

In collaboration with Tenk, a parent meeting guide for Norwegian schools was developed to inspire parents to be good role models in content sharing. The material is free to use and aims at inspiring dialogue and reflections between parents and children Foreldremøte om bildedeling på sosiale medier | Tenk (faktisk.no).

A woman and a child taking a selfie.
credit: pexels | rdn stock project

Authors’ bio

Clara Julia Reich, Live Standal Bøyum, and Kamilla Knutsen Steinnes are all Ph.D. candidates at Consumption Research Norway and have an interest in digitalization and everyday lives.

References

  • Blum-Ross, A., & Livingstone, S. (2017). “Sharenting,” parent blogging, and the boundaries of the digital self. Popular Communication, 15(2), 110-125.
  • Bhroin, N. N., Dinh, T., Thiel, K., Lampert, C., Staksrud, E. & Olafsson, K. (2022). The Privacy Paradox by Proxy: Considering Predictors of Sharenting. Media and communication (Lisboa), 10(1S2), 371-383. Doi: https://doi.org/10.17645/mac.v10i1.4858.
  • Elvestad, E., Staksrud, E. & Ólafsson, K. (2021). Digitalt foreldreskap i Norge. Institutt for medier og kommunikasjon, UiO/Universitetet i Sørøst-Norge
  • Lipu, M. and Siibak, A. (2019). ‘“Take it down!”: Estonian parents’ and preteens’ opinions and experiences with sharenting’, Media International Australia, 170(1), 1–11. Doi: https://doi.org/10.1177/1329878X1982836
  • Elvestad, E., Staksrud, E. & Ólafsson, K. (2021). Digitalt foreldreskap i Norge. Institutt for medier og kommunikasjon, UiO/Universitetet i Sørøst-Norge.
  • Jorge, A., Marôpo, L., Coelho, A. M., & Novello, L. (2022). Mummy influencers and professional sharenting. European Journal of Cultural Studies, 25(1), 166–182.Doi: https://doi.org/10.1177/13675494211004593
  • Otero, P. (2017). Sharenting… should children’s lives be disclosed on social media. Arch Argent Pediatr, 115(5), 412-413.
  • Reich, C. J.; Bøyum, L.; Fiane Teigen, H.; Steinnes, K. K. (2023). «Sharenting» – til barnets beste? Personvern og kritisk medieforståelse knyttet til foreldres deling av egne barn i sosiale medier. SIFO rapport 9- 2023. «Sharenting»- til barnets beste? Personvern og kritisk medieforståelse knyttet til foreldres deling av egne barn i sosiale medier (oslomet.no)
  • UNICEF (2020). 6 råd om deling av bilder av barn. Hentet fra: https://www.unicef.no/norge/oppvekst/eksponering-av-barn-i-sosiale-medier/rad-tilforeldre.
  • Verswijvel, K., Walrave, M., Hardies, K., & Heirman, W. (2019). Sharenting, is it a good or a bad thing? Understanding how adolescents think and feel about sharenting on social network sites. Children and Youth Services Review, 104, 104401. Doi: https://doi.org/10.1016/j.childyouth.2019.104401