What role do influencers play?
These and three other questions are answered in the chapter «Influences and media» in the dossier «100 questions - 100 answers on the topic of media».
What are influencers?
Influencer literally means «to influence someone». Influencers go public with opinions, ideas or activities. They influence other people to see, do or undertake something. Today, there is a huge range of what influencers can communicate: Opinions on products, ideas, political views, in other words, interests in a wide variety of ways.
Ulla Autenrieth
Adults underestimate the influence of influencers on children and young people.
Stefan Aufenanger
What role do influencers play?
Adults underestimate the influence of influencers on children and young people. They often serve as role models for girls with certain beauty ideals, who then want to do the same. I think that's very problematic. What we used to see in adverts or films is now much more personal thanks to the friendly approach of influencers. We can't prevent the influence, but we can make it clear that not everything is true.
Stefan Aufenanger
Why do influencers have a bad reputation with parents?
Previous generations also tended to reject new media phenomena at first. However, if you want to take a closer look at influencers, you need to develop a more differentiated view. Are the ideas on offer idealistic or less idealistic? How strong is the monetisation or what economic interests are behind it? The rather pejorative attitude of many parents is often due to less positive individual examples that are then picked up on in the media. However, the field of influencers is very broad and not necessarily only negative.
Ulla Autenrieth
My child wants to become an influencer. How can I support them?
Parents could consider together with the child what could be tried out with little risk. It doesn't necessarily have to be a career field with financial interests. It is also sufficient to share interests, experiences and skills with other children who have similar hobbies. This way, the focus is not on the child as a person, but on their interests. I would also recommend not using a real name for the account, but rather a pseudonym.
Ulla Autenrieth
