How influencers influence our children

For 15 years, US model Kim Kardashian had an audience of millions watching her in their living rooms. She filled the gossip columns and more or less successfully set fashion and beauty trends. Last year marked the end for the reality TV star - and basically for an entire genre.

The role of reality TV is now filled by influencers on social media: 62 per cent of people in Switzerland follow influencers (from the English «to influence») because they are more entertaining than traditional media. So at first glance, not that much has changed: People still like to consume superficial entertainment.

What is presented as «real life» often has a hard-hitting commercial background in reality.

At second glance, however, things are much more complicated. Influencers today operate much more in the grey area between commercial interests and entertainment than most reality TV stars. The influence of influencers on young people in particular should therefore not be underestimated.

With their posts on social media about looks, fashion, travel or nutrition, they shape the values and consumer behaviour of an entire generation. Not always to the delight of their parents. What is presented as «real life» often has a tough commercial background in reality.

Such influences, sometimes good, sometimes bad, need to be categorised and put into perspective in the context of media literacy. Parents can make a decisive contribution to this.

Parents should bear this in mind:

First of all, don't make fun of your children's idols! This will only lead to resistance. It makes much more sense to encourage critical scrutiny: children and young people must be able to distinguish between appearance and reality on their own. Ask them what they find particularly attractive, funny or exciting.

Honest interest is a wonderful trick to encourage children and young people to tell stories.

Try to sensitise your young people to the economic context: Influencers make a living from sponsorship and advertising. This is nothing reprehensible in itself. But understanding this is an important media skill. What is advertising? What is a nice appearance? Many children and young people repeatedly give surprisingly mature answers to questions like these.

Stay relaxed when your children rave about stars on the internet and emulate them. Their parents, grandparents and great-grandparents did the same when they were young. Instead, try to empower your children to develop a healthy and critical approach to the influencer phenomenon.

You can read a lot of background information on this topic in Swisscom's «enter» guide, which is enclosed with this magazine.