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Tu hijo es rentable: ¿por qué las redes sociales quieren atraer a los menores? ¿Por qué las redes sociales quieren atraer a los menores? getty images
Las redes sociales facturaron en EEUU casi 11.000 millones de dólares en ingresos publicitarios de usuarios de menores de 18 años en 2022 La publicidad dirigida a los menores es una vía muy atractiva porque son un público vulnerable y fácil de manipular En la infancia y la adolescencia, las funciones ejecutivas no están suficientemente maduras como para percibir ciertos riesgos online Uno de cada cinco menores de 10 años en España ya tiene acceso a un teléfono móvil, y la media mundial de entrada en las redes sociales se sitúa entre los 13 y los 14. No es extraño, por tanto, que estas plataformas se vuelquen en atraer la atención de los más jóvenes. Un estudio dirigido por la Escuela de Salud Pública T.H. Chan de Harvard estima que Facebook, Instagram, Snapchat, TikTok, X y Youtube obtuvieron en conjunto casi 11.000 millones de dólares en ingresos publicitarios de usuarios estadounidenses menores de 18 años en 2022. Una mina de oro a costa de los más pequeños que las redes no parecen tener intención de dejar de explotar, pero que tiene sus riesgos para ellos.
El lado oscuro de las redes sociales
Si ponemos el foco en la letra pequeña del estudio de Harvard vemos que de esos 11.000 millones generados por las plataformas, 2.100 proceden de usuarios de 12 años o menos , y 8.600 millones correspondieron a usuarios de entre 13 y 17 años . YouTube consiguió los mayores ingresos entre los usuarios menores de 12 años, seguido de Instagram y Facebook. Mientras que Instagram obtuvo el grueso de sus ingresos de usuarios de 13 a 17, seguida de TikTok y Youtube.
Datos que dejan claro que, "en la práctica, las redes sociales no evidencian una voluntad real de vetar el acceso de los más pequeños -en ocasiones incluso parece todo lo contrario-, con lo cual el perfil de usuario tiende a rejuvenecer de forma preocupante", explica Ferran Lalueza, profesor de los Estudios de Ciencias de la Información y de la Comunicación de la Universitat Oberta de Catalunya (UOC).
Los peligros de consumir contenidos no adecuados Los peligros de esa orientación hacia lo menores son claros. "En la infancia y la adolescencia, las funciones ejecutivas están inmaduras , y este funcionamiento es esencial para los procesos cognitivos y el razonamiento. Por ello, no serán suficientemente maduros para percibir el riesgo de determinados peligros en línea, la autogestión del tiempo invertido o su capacidad crítica frente a contenidos inadecuados", explica Merche Martín, profesora de los Estudios de Psicología y Ciencias de la Educación de la UOC.
Algunas plataformas, como recientemente ha hecho Meta, están intentando poner filtros específicos -limitación de mensajes por parte de desconocidos, avisos de tiempo máximo de uso, etc.- en aquellos perfiles registrados como menores de edad. Pero lo cierto es que muchos menores están presentes en estas plataformas sin identificarse como tales . "Los mecanismos de control para crear perfiles en algunas ocasiones no son fiables , y, por tanto, resulta sencillo mentir sobre la edad, de manera que estos menores se exponen a contenidos sin ningún filtro que les sirva de protección", advierte Sílvia Martínez, profesora de los Estudios de Ciencias de la Información y de la Comunicación de la UOC.
Según Lalueza y Martínez, hay cuatro grandes peligros para los menores a nivel comunicativo:
La comparación social negativa . "El contraste entre la vida de ensueño que suelen mostrar las redes y la vida real resulta demoledor si no hay conciencia de que estas plataformas no son un reflejo fiel de la realidad", explica Lalueza. Acceso a contenidos tóxicos , como son los discursos de odio, el acoso, la violencia, el sexo inapropiado y el eco tóxico de las propias redes. "Las redes te retroalimentan con lo que más te angustia", advierte Lalueza.Propagación de valores poco edificantes : vulgaridad, frivolidad, superficialidad y egocentrismo. El coste de oportunidad . Se refiere a estar usando estas plataformas en lugar de hacer algo más enriquecedor. "Buscan mantener al usuario el mayor tiempo posible conectado, mostrando un sinfín de contenidos que se adapten a sus gustos y preferencias", explica Martínez. “Siempre puedes ir "bajando" y encontrando más contenido (scroll infinito), esto genera una sensación de que si no sigues te puedes perder algo importante”, añade Daniel Riera, director de los Estudios de Informática, Multimedia y Telecomunicación de la UOC.
Un público vulnerable y fácil de manipular Para Martínez, esto tiene un claro interés empresarial para las redes sociales. Otra de las características que atraen y enganchan (a las personas en general y a la juventud en particular) es que "en una pantalla pasan muchas cosas por minuto, al contrario que en nuestro entorno natural, y esto hace que nuestro cerebro se 'interese' más por lo que hay en la pantalla", advierte.
Precisamente, este enganche permanente supone resultados muy positivos para las plataformas en el ámbito publicitario , sobre todo, gracias a los jóvenes de hasta 17 años, como el informe de Harvard confirma. Pero ¿cómo generan estos usuarios beneficios publicitarios para estas redes? "El tiempo de consumo que los menores dedican a las pantallas y a las plataformas los convierte en un público objetivo interesante , en tanto que, al sentirse atraídos por un producto o servicio, trasladarán su deseo a sus progenitores", explica Martínez.
En la misma línea, Lalueza advierte que esta vía está mucho menos regulada que otros soportes publicitarios, y los anunciantes están dispuestos a pagar por ello, porque el canal se revela "como muy efectivo". "No olvidemos que el público infantil es un público vulnerable y mucho más fácil de manipular ", añade. Según el informe de Harvard, las plataformas recurren a la publicidad computacional altamente personalizada para hacer coincidir los datos demográficos y los patrones de uso específicos de los usuarios con los intereses financieros de los anunciantes.
Por ello, diferentes instituciones europeas han puesto en marcha medidas como el Reglamento Europeo de Protección de Datos, la Ley de Servicios Digitales, la de Mercados Digitales y resoluciones del Comité Europeo de Protección de Datos para introducir cambios específicos en la gestión de la publicidad en estas plataformas.
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