"الإشهار الرقمي وبناء الهوية الاستهلاكية لدى الطفل: قراءة تحليلية في ضوء نموذج التشفير والتفكيك " ل "ستيوارت هول"

Abstract

This study aims to analyze the impact of digital advertising on the formation of children's consumer identity, using Stuart Hall's Encoding/Decoding Model. In the age of digital media, children have become a key target in advertising strategies, with complex advertising messages directed through platforms like YouTube Kids, TikTok, and Instagram. These messages go beyond product promotion to influence the shaping of children's perceptions and consumer desires, reflecting a long-term impact on their consumption behaviors and personal identity. The study relies on a content analysis methodology, where a set of digital advertisements directed at children across social media platforms and digital media channels was analyzed. The Encoding/Decoding Model was employed to understand how advertising messages are encoded and how children engage with these messages, whether through active interpretation, negotiation, or resistance. The study also focuses on qualitative analysis to examine how children's consumer identity is shaped through their interaction with these messages, with an emphasis on the cultural and social influences of this process. The study aims to provide recommendations for improving legal regulations regarding advertising targeted at children and protecting their rights in a challenging digital environment. Additionally, it seeks to highlight the need to raise family awareness regarding the impacts of digital advertising on children. Keywords: Digital advertising Consumer identity Children as consumers Encoding/Decoding model Digital media Active reception Media influence on childhood Consumer socialization.