Özet:

: In a contemporary era, strongly characterized by digital omnipresence, celebrities share, via their social media accounts, experiences related to parenthood or, in other words, adopt sharenting practices. This article focuses on the visual and textual representation of the children of six Portuguese female and male celebrities active on Instagram in 2020. The study aimed to explore whether the narratives and content strategies conveyed by celebrities about their children are integrated into authentic and advertising content, and how these vary according to the celebrity’s gender. A quantitative and qualitative content analysis was carried out, on a corpus of 1116 pieces of content related to children, in the four Instagram formats—Post, Instastory, IGTV, and Reels. The results showed that children are mostly depicted in spontaneous moments of everyday life that are often perceived as intimate and exclusive moments. While content explicitly identifying advertising or partnerships is infrequent, in many of these contents there was some sort of commercial presence, e.g., through brands identified in children’s content. There were also substantial differences in the themes of the content posted by mothers, in contrast to fathers. These differences were especially evident, on the one hand, regarding the categories of the identified brands—male celebrities are associated with outdoor activities and tend to fall into the categories “Leisure” and “Food and Drinks”, while the brand categories most often identified by female celebrities are associated with “Clothing and Footwear” and “Childcare and Health”, categories that are related to the daily care of children. On the other hand, as for the speech, we found that not only the gender but also the celebrity’s persona is relevant when considering the sharenting they do. Generally, the study found that celebrity sharenting is associated with demonstrations of affection towards children, regardless of gender, a fact that highlights the importance of family ties and parental values in a pandemic context.

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