A market study by Trendsity's Trends Observatory analyses the changes in the social construction of digital consumption by children in Latin America. Permanent connection, traits of greater autonomy and flexibility define who they are and their tastes when it comes to consuming.
Childhood, adolescence and even the passage between the two are social constructions sensitive to demographic, economic and sociocultural processes.
“ Both dimensions of life were not socially recognised until relatively recently. Ancient Greece, for example – despite having created the school institution – did not even have a specific word to describe childhood. Later, after the creation of the printing press, it was adults who were ranked above children based on their ability to read ,” explains Mariela Mociulsky, director of Trendsity, regarding children’s digital consumption, research carried out by the firm’s Trends Observatory.
The specialist explains that with the appearance of TV, this hierarchy of knowledge collapses and children have access to this content even before they know how to read:
“ A process is beginning in which the development of new technologies kazakhstan phone number undoubtedly redefines the place of childhood, inverts hierarchies and installs children not only as consumers but as active producers of content. At the same time, connectivity redefines their status of social and cultural belonging and their links, both with peers and with adults .”
According to Trendsity, due to the current climate, there are more areas of transformation thanks to children's digital consumption:
“ As a result of more diffuse boundaries, we are faced with a more hybrid and flexible childhood, more tolerant of detachment and at the same time more empowered, autonomous, judicious and questioning with respect to their parents when they were children ” comments Ximena Díaz Alarcón, partner director.
4 major characteristics that define children's digital consumption
Digital natives: the visual record traverses the subjectivity of children today and builds their framework of reality by redefining categories of space and time.
Children's digital consumption, which makes them relate more intuitively to technology - better than their parents in many cases - inverts the hierarchy of knowledge and grants them a differentiating status.
We invite you to learn a little more about them in this article about Generation Z.
With more symmetrical links: in a context that relativizes limits, relationships become more symmetrical and the role of authority (parents, teachers) is more questioned and at the same time more consensual.
The role of children is more important than ever, with decision-making power -for example- in consumption or family habits; without forgetting the rights of children in the age of the Internet .
More flexible, autonomous and tolerant : in an era that exalts flexibility and the cult of the provisional, children show less attachment, more autonomy and greater adaptation to mobilizing circumstances such as moving, changing schools or peer groups.