Schlagworte
Medienkompetenz
Tiefeninterviews
Influencer
Zitationsvorschlag
Lizenz
Copyright (c) 2021 Claudia Riesmeyer, Amelie Hagleitner, Pauline Sawatzki
Dieses Werk steht unter der Lizenz Creative Commons Namensnennung 4.0 International.
Abstract
Der Artikel analysiert die Selbstdarstellung Heranwachsender auf Instagram, die Rolle, die Influencer bei der Selbstdarstellung Heranwachsender spielen, und ihre Werbekompetenz, definiert als die Fähigkeit, die von Influencern präsentierte Werbung zu erkennen und zu bewerten. Auf der Grundlage von 32 Leitfadeninterviews und Think-Aloud-Protokollen identifiziert die Studie fünf Arten der Selbstdarstellung (inszenierte, natürliche, verdeckte, veränderte und zweiseitige Selbstdarstellung). Für fast alle befragten Heranwachsenden waren Influencer ein wichtiger Massstab und Orientierung: Sie folgten einem oder sogar mehreren Influencern auf Instagram und liessen sich von den beworbenen Produkten inspirieren. Darüber hinaus erkannten die Heranwachsenden das kommerzielle Interesse und die Präsentationsstrategien von Influencern. Die positive oder negative Bewertung dieser Strategien war mit ihrer Selbstdarstellung verbunden und reichte von Ablehnung bis Zustimmung, wobei eine negative Bewertung der Werbung nicht automatisch zu einer Ablehnung der implizierten Werbebotschaft führte. Eine Diskrepanz zwischen dem Wissen der Heranwachsenden und ihrem Handeln wird deutlich, denn selbst wenn sie der Werbung kritisch gegenüberstanden oder wussten, welche Werbemechanismen verfolgt wurden, gaben sie zu, die von Influencern beworbene Produkte zu kaufen.
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